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|
|Research / Obtaining information||60.91%|
|Reading news / magazine articles on-line||60.64%|
|Watch TV and Videos online||23.19%|
|Listen to the radio online||18.08%|
|Podcast / Video downloads||17.09%|
|None of the above||1.09%|
|Items purchased online|
|Tickets for shows or sport events||40.29%|
|Travel Tickets: Bus, Train, Flights, Boat||36.91%|
|DVDs, Videos, Music (CD, K7, MP3′s)||31.54%|
|None of the above||28.92%|
|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%|
|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%|