South Africa: A look at where and when consumers access old, new and connected media


The media world in South Africa has changed dramatically.  We look at exactly where and when consumers are really using old media and new, connected media today from a snap sample of 1,200 mobile users.

The highest-growth social media platform, Instagram is unsurprisingly doing well.  46% of under 25’s use the platform every day.  Snapchat, however, is used by a massive 34% (one third) of under 35’s each week.

Consumers are no longer tied down to one type of viewing the box in the corner of the lounge.  9% of DSTV viewers surveyed also stream Showmax or Netflix, while 7% of them download torrents.  For anyone in the dark, Torrents are usually illegally pirated films and series shared online.

Of those people who listen to the traditional old radio in the car (or in a taxi), 14% are streaming music through services like Apple Music, Spotify, Pandora or the South African equivalent called Simfy.  Of those who watch YouTube, 14% also listen to Online Radio (such as CliffCentral).

While most news services are transitioning from old-world paper productions in to a digital world, it’s encouraging and unsurprising to see that 54% of all consumers say the very first place they look for News is on their phone.

When a media company like Google (which makes most of its revenue from advertising sales) decides to make a car, it could be more than a philanthropic venture.  If everyone is able to watch iPads (or engage in virtual reality landscapes) instead of driving a car, they will be much more engaged with media.  The upwards of an hour-long commute for many consumers could become a breeze.  53% of consumers are ready for it – and say they are comfortable with the idea of self-driving cars.

And old media is slowing slightly.  25% of under 35’s say the never check their Facebook.  However the Wisteria Lane Facebook Group is undoubtedly going strong with 50% of Housewives saying they still check their Facebook every day.

( is the MD of Limelight Consulting. This post was first published on the company’s blog in mid October 2016)   

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