MYMsta reaches 55 000 youth; plans to increase number by July 2010

loveLife's Mobile Marketing Specialist, Duncan Harling says, "We are extremely excited that our user base has grown by an additional 10 000. It is merely confirmation that MYMsta really is the door to endless opportunities!"

MYMsta has had over 5 million pages viewed since its inception in June 2008. In addition, the current average time spent on MYMsta per user is six minutes and 30 seconds, double the global average of time spent on any other mobile network. This statistic is testimony to the fact that loveLife's audience has an inherent need to access important information in an environment where they are able to participate, through a channel they freely have access to, namely their cellular phones.

Not accessible by all

MYMsta's growing popularity comes as the global demand for access to information and social networking increases. Whilst the internet has fulfilled this need seemingly well, the sad fact is that in South Africa, only a few have access to this medium as it is still not freely available to the masses. However 70% of South Africa's population do have access to cellular phones, making it an incredibly powerful marketing tool.[1]

In fact, The Sunday Times Generation Next Survey 2010 recently revealed that second to their family, the participants in the survey could not live without their cellphones.[2]

It is important to note that MYMsta is not another Facebook or MXit. Though a social network, MYMsta seeks to not only remotely connect the youth to their friends and family but also for loveLife to directly engage with them, change their mindsets and link them to opportunities in order to shape their identity.

loveLife thrives on feedback

Harling explains, "Through MYMsta, loveLife is able to regularly interact with users and provide them with the information they require. It allows loveLife to disseminate the overriding HIV message and objectives in an effective and real-time environment and in a manner which young people respond to".

Essentially loveLife thrives on the feedback and review of users as this is how they test the impact of their messaging. All data recorded is used by loveLife's programme teams and this helps them to improve the content and experience for users.

"For example, in a quest to answer many user requests, MYMsta developers are currently looking at various applications they can use to take the product to the next level. This is extremely exciting and I urge MYMsta fans to keep a look out for a new, improved MYMsta... coming to their cell phones soon" concludes Harling.

For more information go to www.lovelife.org.za or call 0800 121 900.

[1] Source: AMPS 2009

[2] Source:
mybroadband.co.za/news/cellular/12799-MXit-beats-Facebook.html