It is a given social media is growing year-on-year. The number of people accessing social media platforms via their mobile phone, increased 60.3% over the past two years to 818.4 million. The number of people accessing Facebook in South Africa is over eight million with the fasting growing demographic being an “older” generation of between 45 to 54 years old. Twitter is even older with 55 to 64 year olds growing 70%.
DStv Mobile, already an active entity on social media, has added a Social Sharing feature to the Drifta iOS app that allows consumers to share what they are currently watching to Facebook, Twitter and via email. The feature will provide the need that subscribers have to engage with the mobile entertainment provider, and will also help create discussion forums on DStv Mobile content.
Mark Rayner, CEO of DStv Mobile, says today’s consumer wants to engage with brands and experience them on their own terms. “Consumers today are smarter and more aggressive about the brands in their lives. It’s no longer about just buying something – but experiencing it too. And as one of the biggest consumer products, television provides the consumer with the opportunity to engage with and experience it. DStv Mobile have had to adapt to become more than just products that offer television; they now provide consumers with a variety of platforms to engage with them.”