In February 2011 the Digital Media and Marketing Association (DMMA) announced that they appointed Effective Measure as the new traffic measurement vendor for websites in South Africa.
Effective Measure replaced Nielsen Online in April 2011, and since then has released various reports on local website traffic and Internet audience demographics.
According to the May 2011 Effective Measure statistics, South Africa’s Internet population is affluent, with a typical income of between R12,000 and R70,000+ per month.
The statistics further revealed that ADSL is used by over half of all Internet users in South Africa, followed by mobile broadband connections and wireless networks.
When it came to SA cities with the most Internet users, Johannesburg reigned supreme with 28.7% of all website visitors in SA, followed by Cape town with 19.5% and Pretoria with 13.8%.
White South Africans still account for the majority of Internet users in the country (64%), followed by Blacks (24%), Coloureds (6%) and Indians (5%).
The following tables provide an overview of the demographics in South Africa’s Internet users.
| Where do you normally reside? |
| Johannesburg |
28.67% |
| Cape Town |
19.41% |
| Pretoria |
13.99% |
| Durban |
7.24% |
| Other Gauteng |
6.26% |
| Other Western Cape |
4.26% |
| Mpumalanga |
3.00% |
| Other Kwazulu-Natal |
2.81% |
| Port Elizabeth |
2.51% |
| North West |
2.47% |
| Population Group |
| White |
64.00% |
| Black |
24.33% |
| Coloured |
6.43% |
| Indian |
5.23% |
| Age |
| 15-17 |
0.28% |
| 18-20 |
2.49% |
| 21-24 |
7.49% |
| 25-30 |
17.88% |
| 31-34 |
11.55% |
| 35-40 |
16.08% |
| 41-44 |
9.02% |
| 45-50 |
11.65% |
| 51-54 |
7.00% |
| 55-60 |
7.84% |
| >60 |
8.71% |
| Gender |
| Male |
68.89% |
| Female |
31.11% |
| Monthly H’hold Income before tax |
| Under R11999 |
15.68% |
| From R12000 – R15999 |
7.66% |
| From R16000 – R19999 |
5.87% |
| From R20000 – R24999 |
7.79% |
| From R25000 – R29999 |
7.14% |
| From R30000 – R39999 |
9.46% |
| From R40000 – R49999 |
8.55% |
| From R50000 – R69999 |
6.94% |
| R70000 + |
10.69% |
| Prefer not to say |
20.22% |
| Education |
| Less than Matric |
3.19% |
| Matric (Grade 12) |
23.74% |
| Artisan’s certificate obtained |
2.09% |
| Technikon diploma / degree completed |
21.20% |
| University Degree |
34.59% |
| Post Matric – Professional |
9.64% |
| Post Matric – Technical |
2.97% |
| Post Matric – Secretarial |
2.58% |
| Internet Access Location |
| Home |
38.34% |
| Work |
53.22% |
| School / University |
4.84% |
| Other |
3.20% |
| Internet Connection Type |
| ADSL |
50.09% |
| Mobile network (e.g. iBurst, 3G, Edge, GPRS) |
20.16% |
| Wireless network (e.g. WiFi) |
12.81% |
| Don’t know |
8.73% |
| Dial-up (Standard telephone line) |
5.05% |
| Mobile internet (WAP) using a cellphone |
3.16% |
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