Facebook is now used by a quarter of all South Africans, while Instagram has seen the fastest growth of any social network in the country over the past year.
The South African Social Media Landscape 2016 study, released by World Wide Worx and Fuseware, showed that 13 million South Africans are now on Facebook – with 10 million, or 77%, using it on mobile devices.
Smartphones are used by 7.9 million South Africans to access Facebook, while 1.6 million use feature phones.
Tablets are being used to access Facebook by 1.4 million people.
Instagram more than doubled its user numbers in SA – from 1.1 million in 2014 to 2.68 mlllion in 2015.
The biggest Instagram followings are claimed by media personalities, who post photos that give fans a glimpse into both their private and public lives.
Minnie Dlamini leads with 517,000 followers and Bonang Matheba is close behind with 512,000.
Instagram also shows the highest planned use by major brands for social networks not currently being utilised, with 24% saying they plan to use the service in the coming year.
At present, 42% of major brands are using it.