Online, non-online individuals differ
Market Research agency Kaufman Levin Associates (KLA) recently conducted a survey of 962 demographically matched online and non-online South Africans.
“Even people from the same age, race and gender groups differ vastly in their beliefs, opinions, general knowledge and mindset based on whether they are online or non-online individuals,” KLA
said.
The differences ranged from how individuals paid for goods and services to trying new foods and new experiences, to general knowledge about people, places, politics and brands, the study found.
“As well as discovering some very interesting facts about South Africans in general, our research into online vs non-online South Africans has proved most fascinating,” KLA spokesman Matthew Glogauer said.
The survey found that over 70% of non-online South Africans used cash as a payment method compared with only 19% of online South Africans. It also found that over 70% of online South Africans used a debit or credit card compared with only 25% of non-online South Africans.
According to the study, over 37% of online South Africans had a gym membership compared with only 5% of non-online South Africans.
The study found that 17% of online South Africans had visited an acupuncturist compared with only 3% of non-online South Africans and that 38% of online South Africans had visited a homeopath compared with only 5% of non-online South Africans.
Turning to mental health, the study suggested that 43% of online South Africans had visited a psychologist or psychiatrist compared with only eight percent of non-online South Africans.
When it came to life on other planets, the online community took the lead with over 44% of online individuals surveyed believing in the existence of life on other planets compared with just over 26% of non-online South Africans.
“Online people are more engaged in their surroundings,” Glogauer said. “They are more financially active, they use more information and media sources and tend to be more social, have had more and varied experiences, are involved in more activities and have more
interests,” he added.
He said the onliners appeared to be more open minded, more aware of current events, people and personalities and far more aligned with modern trends than those not online.
Do you think you differ from non-online individuals?
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