What South Africans do on the Internet
The latest Effective Measure statistics reveal what South Africans do on the Internet, and what they buy online
Effective Measure is the official traffic measurement partner of the IAB South Africa, and provides accurate website statistics and demographics data for South Africa’s top websites.
Effective Measure gathers demographics data about local Internet users through online surveys. In August, the company conducted 173,935 surveys on South African Internet users.
According to the statistics, the most popular items purchased on the Internet are tickets for shows or sport events, books, travel tickets, hotel reservations, DVDs, and music.
But what about porn? WhyFive’s BrandMapp survey – an annual survey which focuses on the 9 million South Africans who live in households that earn more than R10 000 per month – showed that around 8%, or about 720 000, admit to watching porn.
The following table provides an overview of what South Africans use the Internet for, and their online shopping habits.
|South African Internet users|
|Use the Internet for||Percentage|
|Research / Obtaining information||60.71%|
|Reading news / magazine articles online||58.50%|
|Watch TV and videos online||20.38%|
|Listen to the radio online||16.98%|
|Podcast / Video downloads||14.66%|
|None of the above||1.33%|
|Items Purchased via Internet||Percentage|
|Tickets for shows or sport events||40.34%|
|Travel Tickets: Bus, Train, Flights, Boat||38.17%|
|DVDs, Videos, Music (CD, K7, MP3’s)||31.31%|
|None of the above||28.90%|
|Flowers / Gifts||17.01%|
|Toys and games||14.68%|
|Clothes and accessories||14.64%|
|Health and beauty products||12.14%|
|PC or console video games||9.82%|
|Cars, Motorbikes, Bicycles||8.20%|
|Ringtones, games, or icons for mobile phones||8.15%|
|Domain names, hosting services||7.80%|
|Mass market electronics: TV, Radios, Mobile, HiFi||7.50%|
|Sport shoes, sport clothes||6.25%|
|Real Estate / Property||4.81%|
|Alcoholic beverages (beer, wine, spirits)||3.26%|