Research and Markets: South African Social Media Landscape 2015
January 30 2015 - 7:17AM
Business Wire
Research and Markets
(http://www.researchandmarkets.com/research/9zw8lh/south_african)
has announced the addition of the "South African Social Media
Landscape 2015" report to their offering.
Facebook is the first high-tech service or platform in South
Africa that has seen exactly equal take-up by males and
females.
This is one of the fascinating findings of the SA Social Media
Landscape 2015 report. The headline findings, announced in
September, showed that Facebook remained the most popular social
network in South Africa, followed by YouTube and Twitter. The study
excludes instant messaging services.
In a market where there is still a small male bias in the use of
the Internet and e-commerce, the results underline the extent to
which social media has become mainstream.
Of those Facebook users whose gender is identifiable,
5,6-million males and 5,6-females use the platform.
This is a clear sign of both the maturity of the platform and
its mainstream use as an everyday tool rather than as a high-tech
choice, says Arthur Goldstuck.
From a marketer's point of view, an equally significant finding
is that, of a total of 11,8-million South African users - 22% of
the population - 8,8-million access it on their mobile phones. This
means that targeting Facebook users is not a matter only of
marketing on the Facebook web site - its mobile properties are
probably more important.
Mike Wronski, managing director of analytics comp any Fuseware,
points out that the Facebook user base is beginning to resemble the
South Africa urban population: The highest growth in the user base
is seen in three key economic hubs, namely Johannesburg (55%),
Pretoria (49%) and Cape Town (44%). Interestingly, Nelspruit
continues to show high growth, at 40%.
The single biggest platform for Facebook from a phone operating
system point of view is Android, growing from 1,26-million in 2013
to 3,2-million in 2014. BlackBerry has fallen from the top position
to second, but dropping only marginally in user numbers, from
2,6-million to 2,4-million. Windows Phone is beginning to emerge
from below the radar, rising from 124 000 to 260 000. iOS remains
in third place, though, remaining relatively stable at 580 000
users.
More important than the operating system numbers, however, is
the split between feature phones and smartphones, says Goldstuck.
Five million Facebook users still use feature phones. While
smartphones only just dominate - at 5,6-million - it is clear that
a large Facebook user base is still on a basic device.
The single most commonly used handset for Facebook is the Nokia
Asha, with 1,78-million users. In distant second and third place
are the BlackBerry Curve 8520 at 660 000 and the Samsung Galaxy S4
at 400 000.
Key Topics Covered:
1 Introduction: Visual content drives social media
2 Headline Insights; 15 key insights from 2015 report
3 Agency Thought Leadership
4 Social Media Usage by SA Brands
5 Social Media & Mobile
6 Twitter
7 Facebook
8 Youtube
9 Google +
10 LinkedIn
11 Mxit
12 Pinterest
13 Instagram
14 Data partners
For more information visit
http://www.researchandmarkets.com/research/9zw8lh/south_african
Research and MarketsLaura Wood, Senior
Managerpress@researchandmarkets.comFor E.S.T Office Hours Call
1-917-300-0470For U.S./CAN Toll Free Call 1-800-526-8630For GMT
Office Hours Call +353-1-416-8900U.S. Fax: 646-607-1907Fax (outside
U.S.): +353-1-481-1716Sector: Social Media