South Africans Are More Online Than Ever: What This Means for Brands and Everyday Life

We’ve all noticed it — the little things. People watching videos on the taxi. Kids doing TikTok dances on street corners. Grannies sending voice notes on WhatsApp. What used to feel like a slow digital shift is now a full-on leap. South Africans are not just connected, they’re digitally immersed.

And the numbers back it up.

From Half to Nearly Everyone: The Digital Boom

Just a few years ago, only half the population was active on social media. Now, 73% of South Africans are scrolling through feeds, watching reels, and swiping stories — every week. That’s a staggering jump revealed in the latest Marketing All Product Survey (MAPS) by the Marketing Research Foundation.

Think about this: one in four people is spending more than 20 hours online each week. That’s almost an entire day spent online — whether it’s checking Facebook, bingeing YouTube, or scrolling TikTok into the early hours.

Unsurprisingly, Facebook still dominates the scene, with 74% of users frequenting the platform. But it’s not alone. TikTok has exploded to reach 38%, followed by YouTube at 27% and Instagram at 20%.

Streaming Their Way Through the Week

Streaming isn’t just for the middle class anymore. Netflix and Showmax are in more homes than ever, as access to streaming services has more than doubled (up 139%) since 2021. This speaks volumes about the way South Africans consume content — it’s personal, on-demand, and increasingly mobile.

In fact, fixed internet access at home has grown by 37%, now reaching 4.3 million households. That’s a major shift from relying on mobile data alone.

Digitally Rich, Financially Pressured

But while we’re digitally thriving, the financial picture tells a different story.

MAPS highlights how economic pressure still defines everyday decisions. A massive 77% of households earn under R12 000 a month, with only 6% earning more than R40 000. This is nearly unchanged from 2021, showing that income growth has stalled for the majority.

With so much pressure, people are making tough calls. Fast food sales are down 25%, eating out has dropped 29%, and nearly 40% of loans taken out this year were just to buy food. That’s the heartbreaking reality for many.

Even saving money is becoming harder. The number of people regularly putting aside savings has dropped by nearly half in just three years.

Loyalty Lives, But Priorities Shift

Despite financial stress, South Africans are still loyal — just more selective. For some categories like cosmetics and toiletries, loyalty remains strong. Around 37% of cosmetics buyers and 33% of toiletries shoppers stick to what they know and trust. But grocery loyalty has slipped slightly, from 33% in 2021 to 29% now.

Clothing and personal care spending sees more fluctuation, reflecting how people juggle between wants and needs each month.

Meanwhile, media consumption is evolving, not disappearing. TV is still big, with 60% of South Africans tuning in regularly, and radio remains strong — especially commercial stations which reach 17 million listeners weekly. But even here, digital is creeping in. More users are paying for YouTube and watching on-demand content regularly.

The Challenge for Brands? Keep Up

As Johann Koster, CEO of the MRF, aptly puts it, MAPS isn’t just about stats — it’s about understanding people. And right now, South Africans are showing us exactly where they’re headed.

They’re digitally curious, but financially cautious. They want convenience, entertainment, and connection, but they also need brands that get their everyday realities.

For marketers, brands, and businesses, the message is clear: the future is digital, but it must also be deeply human.

Meet People Where They Are

Whether you’re a business owner, brand strategist, or just someone trying to understand your fellow South Africans better, one truth stands out from all of this — people are adapting. Fast.

So meet them where they are. On TikTok. On WhatsApp. At home streaming a series, or in a store weighing up whether to buy a new brand of toothpaste. Be part of the everyday. Be part of their world.

Want to stay ahead of the curve? Start by truly understanding the people you’re trying to reach. The screen might be small, but the opportunity is massive.

{Source: Money Web}

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