The state of SA’s Internet community revealed
The Digital Media and Marketing Association (DMMA) has released the findings from a survey conducted on South Africa’s internet-using population, showing that most people use the Internet for e-mail, web browsing and social networking.
Jarred Cinman, director and chair of the DMMA’s steering committee, said that Columinate was asked to conduct the survey with the purpose of assisting advertisers to better understand the South African online consumer and use digital channels optimally.
Data was collated from over 2,200 internet users via a panel and weblink survey conducted from 21 September to 5 October 2012.
Webographics
The majority of internet users (95%) used the internet mainly for e-mail, followed by web browsing (84%) and social networking (78%), with respondents citing their home as their preferred location to access the internet.
The most popular browser proved to be Internet Explorer (63%), followed by Google Chrome (40%). In terms of users who access the internet via their mobile phones, three out of four said they do so every day.
When users were asked the question: “Does the internet displace other media?” users responded with a resounding “Yes”.
It was revealed that newspapers were used 62% less, followed by magazines (59% less). Television and radio were also impacted, albeit to a lesser extent, with a 45% and 28% decline in audience attention respectively.
SA Internet users demographics
Online Advertising
59% of users found adverts placed on websites most relevant to their needs, followed by social networks (36%), with mobile applications (3%) and mobile sites (2%) being least relevant.
The majority of users also found adverts on websites more noticeable than those on applications, and graphical adverts (images and animation) were found to be most attractive.
Online advertising
Social Networking
Unsurprisingly, of those who were surveyed that made use of social networks, Facebook proved to be the most popular, with 88% admitting they were members. This was followed by Twitter (50%) and business networking site LinkedIn (36%).
72% of users follow brands on social networks, and 60% of the content created by page members or followers about brands was said to be positive. It was found that positive comment had greater impact than negative comment on other users potentially looking for more information on a brand.
It was also revealed that one in five users spent five or more hours a day on Facebook.
Social networking
Online Shopping
After five years of internet use, respondents were 50% more likely to shop online, and of those that did not shop online, concern regarding security was the primary reason given. 45% of users that shopped online in 2012 admitted to spending more than the previous year.
Who shops online
More SA Internet articles
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How South Africans access the Internet
How much SA’s Internet users earn
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