Effective Measure released its November 2013 South African Internet demographics report recently, which showed that South Africans typically use the Internet for email, online banking, web surfing, reading news and social networking.

Effective Measure is the traffic measurement partner of the Digital Media and Marketing Association (DMMA), and provides regular reports on local website traffic and Internet audience demographics.

The November 2013 Effective Measure statistics are based on 112,875 surveys conducted on DMMA registered websites using the company’s online survey tools.

According to the report the most popular online activities among local Internet users are e-mail (88%), online banking (61%), finding information (61%), reading news (61%), and social networking (60%).

When looking at online purchasing habits, the most popular products bought online were sport or show tickets (40%), books (38%), travel tickets (37%) and DVDs, videos and music (32%).

The following table provides a snapshot of what South Africans do on the Internet, and what they purchase online.


What South Africans use the Internet for
E-Mail 87.92%
Banking 60.92%
Research / Obtaining information 60.91%
Reading news / magazine articles on-line 60.64%
Social Networking 59.78%
Job Search 39.21%
Music downloads 35.35%
Shopping 31.93%
Chat 28.33%
Instant Messaging 27.74%
Directory Services 25.14%
Watch TV and Videos online 23.19%
Listen to the radio online 18.08%
Podcast / Video downloads 17.09%
Blogging 14.17%
Share Trading 6.55%
Dating 3.53%
Gambling 1.90%
None of the above 1.09%
Items purchased online
Tickets for shows or sport events 40.29%
Books 37.80%
Travel Tickets: Bus, Train, Flights, Boat 36.91%
DVDs, Videos, Music (CD, K7, MP3′s) 31.54%
Hotel Reservations 29.65%
None of the above 28.92%
Software 23.12%
Holiday package 18.59%
Flowers / Gifts 16.08%
Toys and games 14.94%
Clothes and accessories 13.62%
PC or Console Video games 11.52%
Health and Beauty Products 11.14%
Computers 11.09%
Food 9.39%
Ringtones, games or Icons for Mobile phones 9.25%
Cars, Motorbikes, Bicycles 8.04%
Domain names, hosting services 7.48%
Mass market electronics: TV, Radios, Mobile, HiFi 7.10%
Sport shoes, Sport Clothes 6.04%
Real Estate / Property 4.92%
Alcoholic beverages (beer, wine, spirits etc) 2.99%
Art objects 2.62%