What South Africans do online

A new report examining the habits of South Africa’s Internet users shows that non-digital media are losing ground to online channels.

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South Africans are reading fewer newspapers and magazines and watching less television because they’re opting instead to spend more time online.

This is according to a report commissioned by the Digital Media and Marketing Association. The survey was conducted among 2 263 South African Internet users between 21 September and 5 October 2012.

The report is meant to assist advertisers to understand South African online consumers better.

A full 95% of respondents said they used the Internet mainly for e-mail, while 84% used it for Web browsing and 78% made use of social networks.

Most respondents — 70% — said they accessed the Internet at home, while 47% accessed it at a place of work.

The most popular Web browser was Microsoft’s Internet Explorer, with 63% of those surveyed saying they used it, followed by Google’s Chrome at 40%.

The survey shows e-mail is the main reason South Africans go online, followed closely by Web browsing and social networking.

Asked whether the Internet displaces other media, most respondents said it did, with the bulk reporting a decline in their consumption of newspapers and magazines. A sizeable 45% of respondents said they watched less television and 28% said they listened to less radio because they had Internet access.

Nearly 60% of those surveyed said they found advertisements on websites most relevant, followed by social networks (36%). Mobile advertising clearly has a long way to go in SA, with only 3% saying they found adverts in mobile applications useful. For mobile websites, the figure was even lower.

Facebook is by far the most popular social network, with 88% of respondents claiming to be members of the site and 20% of Facebook users claiming to spend five or more hours a day on the service. Only half of those surveyed used Twitter and only slightly more than a third used LinkedIn.  — (c) 2013 NewsCentral Media

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  • http://twitter.com/senorblinky Alex de Coning

    63% use Internet Explorer? You guys don’t happen to have fragmentation statistics as a matter of interest, do you?

  • Observer

    Because IE comes with windows., shame they don’t know any better.

  • http://www.facebook.com/profile.php?id=527737873 Vusi Sibiya

    This is another survey with a report that makes the water murky rather than clearer.

    “A full 95% of respondents said they used the Internet mainly for e-mail, while 84% used it for Web browsing and 78% made use of social networks.”

    How many respondents are using web-based email services and which ones? My guess is the bulk would have a Gmail account. Browsing the web would involve search and my guess is that Google would be the preferred search engine.

    Now, incredible as the figure of 40% who use Chrome as their preferred browser may sound, out of the 78% who make use of social networks… there’s no figures or a mention of Google+.

    The problem that one finds, as always with such surveys, is that the questions asked were probably inappropriate or that the funding for the survey was from a particular sponsor with an agenda. For the period that the survey was conducted and for the mere fact that Chrome would be 2nd to IE, there should be more of a presence and mention of Google services when it comes to email, browsing and social networks.

    For this survey to be of any value, it needs to be supported by a list of the questions asked and the fragmentation stats.

  • http://www.facebook.com/qanday Lunga Qandashe

    70% at home? Not everyone has DSL or can afford it. At home, it’s mobile devices. Most people get internet at work.

  • http://www.facebook.com/qanday Lunga Qandashe

    and Mozilla Firefox?

  • http://www.facebook.com/qanday Lunga Qandashe

    Exactly, and what about Firefox?

  • Greg Mahlknecht

    I’ve noticed more and more that when you visit Google services with a non-Chrome browser, they’re popping up Chrome download prompts. And I know a LOT of clueless users that just blindly install it, because they don’t know any better. Not that I have anything against Chrome, but I think it’s one of the major reasons behind its success – they’re proactively pushing it out average users, whereas you still have to know of its existence and go out of your way to install Firefox.

  • Observer

    Firefox is my personal favorite. Most of my clients doesn’t know about Firefox and some of them ask me about Chrome because of their advertizing campaign.

  • Isolet

    2 263 Hardly represents South Africa. Where are these people from? Where do they work? What income bracket do they fall in? Is it possible that they use the internet at home for social media, because companies block sites like Facebook and Twitter during core business hours? Very surprising that none of the respondents use internet on their cell phones, this contradicts all other research done in the last few years.

    “The report is meant to assist advertisers to understand South African online consumers better.” What a joke! This so called report is selling lies to advertisers.

  • http://www.facebook.com/profile.php?id=527737873 Vusi Sibiya

    Would agree with your sentiment that some users would download an app from a pop up without proper consideration… to use your own words

    “clueless users that just blindly install it”

    However, once they get to use Chrome they realize just how superior it is, just like Google search is superior to any search engine and there’s no social network to match Google+.

    The long and short of it is… Cyberspace is in a Google universe and if you’re not Nexus, you’re against us.

  • http://www.facebook.com/people/Paul-Jaco-Slabbert/100000253739401 Paul-Jaco Slabbert

    Lunga true for according to senses 2012 only 10% of households have fixed line internet

  • Greg Mahlknecht

    >>However, once they get to use Chrome they realize just how superior it is

    Actually, you really can’t tell the difference between the latest versions of the 3 major browsers any more unless you look at the title/tab bar. They’re all good. As a developer, I make sure I use all 3 on a daily basis and sometimes I have to glance up, out of the content area, to see what browser I’m in. An average user certainly doesn’t know the difference. I’ve never understood the fanboyism over browsers, and it’s certainly not justified anymore.

  • http://www.clickclickboom.co.za Alan Benington

    My experience with a local Isp’s website indicates the following: IE 47%, Chrome: 25%, FF 18%, Safari 7%. I manage a number of websites and these stats more or less stack. It is noticeable that websites with less technical audiences the stats are biased towards IE.

  • Dwayne Hinterlang

    Fixed line is not the only manner of Internet access. South African’s predominantly use Wireless Internet, namely 3G, iBurst etc.

  • Dwayne Hinterlang

    I still can’t get over the fact that IE is the predominant browser in S.A. Damn joke survey.

  • http://www.facebook.com/profile.php?id=527737873 Vusi Sibiya

    Greg… I also use 3 browsers on a daily bases and just on speed alone, there’s no match for Chrome.

    I’m obviously consuming a lot of streaming media being involved with the media industry and I can tell you that you’d best be on Chrome for an ideal YouTube and Google+ Hangouts experience.

    The reason I use multiple browsers is not to create confusion with account logins for the various channels and accounts I have on the same social network services.

    When you talk “fanboyism” then you’re making reference to clueless Apple fanatics… when it comes to Google its just Superiority and there’s no matching it.

  • Greg Mahlknecht

    >Greg… I also use 3 browsers on a daily bases and just on speed alone, there’s no match for Chrome.

    6-12 months ago this would have been a true statement, but the other guys have caught up and in many instances overtaken Chrome.

    >>I can tell you that you’d best be on Chrome for an ideal YouTube and Google+ Hangouts experience

    I have no doubt Google’s services work best with its browser. It would be a bit of a shock if they didn’t. I don’t use Google+ at all though – I’m a long-time Google fan, but am moving away from them for my services as much as I can, their recent policies (forced products like G+, locking rival companies out and removing so many awesome free services) because I just don’t feel comfortable they’re the “good guy” any more.

    >>When you talk “fanboyism” then you’re making reference to clueless Apple fanatics…

    Nope. Fanboyism was around long before Apple zealots entered the fray, and will be around long after Apple is gone. Fanboyism means being loyal to a brand and ignoring the progress of others, so you don’t notice when they catch up and overtake. Intel vs AMD, Nvidia vs ATI/AMD, Vinyl vs Digital, Valve amps vs digital amps to name a few recent ones.

  • http://www.techcentral.co.za/ Duncan McLeod

    Here is the breakdown for browsers used to visit TechCentral in the past 30 days, FWIW:

    Chrome: 28,7%
    Internet Explorer: 25%
    Safari: 17,1%
    Firefox: 15,4%
    Android browser: 5,3%

  • http://www.facebook.com/profile.php?id=527737873 Vusi Sibiya

    Noted… At this point in time I would say you’re doing yourself a disservice moving away from Google offerings. As I’ve mentioned, for the foreseeable future, cyberspace will remain in the Google universe domain and while your sentiments may be justified from the past records of the companies you’ve mentioned, IMO Google, are still the good guys and I believe it will be so for many decades to come.

  • http://www.facebook.com/profile.php?id=527737873 Vusi Sibiya

    Thanx! for the breakdown. Given that TechCentral is a site that keeps people up to speed on the latest tech trends and users would be aware of developments with other competitors, this is a definite testament to the fact that once you use Chrome, its superiority is undoubtedly evident.

  • Greg Mahlknecht

    >At this point in time I would say you’re doing yourself a disservice moving away from Google offerings.

    It all depends what you use, I guess – Google’s hosted email domains aren’t an option anymore, with them removing the free version – I’ve moved all mine across to MS Live domains – it has a better, unified admin interface, and for everything else works just as well. Google playing silly, pointless politics and removing activesync support left a bad taste in my mouth, too. I’m really enjoying the online outlook client. I think I might prefer it to the Gmail client, this is coming form a gmail fan from day 1. It’s so easy to migrate to another email provider, there’s almost zero lock-in there.

    I’m also moving all my docs away from Google docs/drive – I think Google missed the boat bigtime on this, they seem to be putting in the minimum amount of effort to keep drive/docs going, compared to Microsoft who have overhauled Skydrive/online office and are aggressively improving it, and I feel have comfortably overtaken Google here.

    G+? Don’t have any friends on it, but do occasionally click through to people hosting their blogs there. So I am exposed to it, but never feel a need to actually use it, even though I’m nagged daily by Google to use it. Pretty soon you won’t be able to use any Google service without a G+ account, I bet. Which is a pity. It makes their user number stats meaningless.

    Search? I use both Google and Bing – very little difference between them, really. They both do a good job. When you don’t find what you’re looking for on one, doing the same search on the other usually yields the results you want.

    I don’t get how the internet is a “Google universe” – I can’t think of anything they do demonstrably better than anyone else, except put ads in front of their users, which is where they get pretty much all their money from. Sure, if you use G+/search/docs/mail to get your work done, I can understand how one would think that, but I try not to invest too much allegiance in any company or their services, so when something better comes along I can jump on to it.

  • http://www.facebook.com/profile.php?id=527737873 Vusi Sibiya

    Just the meeting collaboration possibilities using G+ hangouts with docs on Google drive will transform the way business meetings are done in the future. The most important thing I learnt when I went into business, is that you make the most money from prospects you don’t know rather than the limited number of people and friends you know.

    If what you’re looking for in a social network is friends, then G+ will not be for you. It’s positioning is to be that of a network for interacting with like minded people, globally that you can include in various circles.

    As in real life when you attend a function or business event, there are those that will look for familiar faces and people that they can be comfortable with, but the people that are going to make the most of the event know how to network and will establish new contacts whenever an opportunity presents itself.

    The most compelling social networking tool available on the internet is G+ hangouts and you need to be using it to see its real value. I’m well aware of developments with other competitors but at this stage they are light years behind in the Google universe which is cyberspace.

  • http://www.facebook.com/profile.php?id=527737873 Vusi Sibiya

    I would also agree that the percentages are a closer reflection of what would be true for ZA.

  • Greg Mahlknecht

    “In the future”. Yes. Maybe. But right now, hangouts isn’t a great business tool. It is very much focussed towards town-hall style meetings. It’s pretty cool, but nothing really more than that… if you want business-class collaboration, Skype or Gotomeeting are the guys to turn to.

    The rest of your post? Sounds like you’re describing LinkedIn – I know many people who are extremely successful with LinkedIn, in exactly the area you are talking about. It’s a brilliant tool for that, but like all these social networks, you need to put the work in to get the value out.

    >> at this stage they are light years behind in the Google universe which is cyberspace

    You should really stop with these total fanboy statements (especially when they’re usually wrong!) if you want to be taken seriously.

  • http://www.facebook.com/profile.php?id=527737873 Vusi Sibiya

    Citrix and omNovia offer great tools but not Skype. However both Citrix and omNovia have a cost element to consider, whereas with G+ Hangouts you can have a collaborative meeting using Google drive plus broadcast it through G+ Hangouts On Air in a similar manner as you would with webinars you can have using the leading tools, at present, like Citrix (Gotomeeting) and omNovia which I’ve found to be better than Citrix. As I’ve said before, I’m well aware of other technologies and competitors and Google is light years ahead.

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