What South Africans buy online

The October 2015 Effective Measure statistics reveal that the most popular e-commerce items among South Africa’s Internet users are tickets, books, hotel reservations, and music/movies.

Effective Measure is the official traffic measurement partner of the IAB South Africa, and provides accurate traffic and demographics statistics for South Africa’s top websites.

Effective Measure’s October 2015 Internet demographics statistics are based on 273,023 online surveys completed by local Internet users.

The latest Effective Measure statistics reveal that 45.5% of South African Internet users purchased tickets for shows or sport events online.

45.3% of netizens purchased books, while 45% bought travel tickets for flights, buses, and trains.

25% of South Africa’s Internet population said they do not purchase anything online.

What people buy and do on the Internet
Items Purchased via the Internet Percentage
Tickets for shows or sport events 45.58%
Books 45.34%
Travel Tickets: Bus, Train, Flights, Boat 45.02%
Hotel Reservations 37.67%
DVDs, Videos, Music 34.13%
None of the above 25.46%
Software 22.36%
Holiday package 22.25%
Flowers / Gifts 19.36%
Toys and games 14.26%
Clothes and accessories 13.95%
Health and Beauty Products 12.76%
Computers 10.18%
Food 10.16%
Domain names, hosting services 8.97%
Cars, Motorbikes, Bicycles 7.66%
Mass market electronics: TV, Radios, Mobile, HiFi 7.62%
PC or Console Video games 7.54%
Ringtones, games or Icons for Mobile phones 7.02%
Sport shoes, Sport Clothes 5.92%
Real Estate / Property 4.67%
Alcoholic beverages 3.90%
Art objects 2.81%
What people use the Internet for Percentage
E-Mail 89.54%
Banking 68.17%
Research / Obtaining information 63.64%
Reading news / magazine articles on-line 59.63%
Social Networking 50.66%
Shopping 33.70%
Job Search 28.75%
Directory Services 26.05%
Music downloads 24.31%
Instant Messaging 20.27%
Chat 19.78%
Listen to the radio online 15.11%
Watch TV and Videos online 14.61%
Podcast / Video downloads 12.20%
Blogging 9.19%
Share Trading 7.36%
Dating 2.93%
Gambling 1.47%
None of the above 0.84%

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What South Africans buy online