Advertise in South Africa

South Africa has an internet penetration of 52% so based on their total population of 54,978,907 people 28,580,290 are online, leaving 26,398,617 non-internet users.

Compare this to the Africa region which has an internet penetration of 28.6% with a total online population of 330,965,359 for the region as a whole.

Advertise in South Africa 2017-08-31T22:08:09+00:00

South Africa’s internet advertising sector is a $916.5M industry, segmented as follows:

Display Advertising

amounts to $186.3M (20.3% of the total) and will grow by an annual CAGR of

20.09%

Video Advertising

amounts to $46.2M (5.04% of the total) and will grow by an annual CAGR of

27.50%

Search Advertising

amounts to $497.2M (54.2% of the total) and will grow by an annual CAGR of

8.93%

Social Media Advertising

amounts to $122.8M (13.4% of the total) and will grow by an annual CAGR of

18.85%

24% of the population (13,194,937) are on social media, they spend an average of 2.7 hours per day on social platforms, 18% of them use their mobile devices to access social platforms which makes sense because 65% of the population has a mobile phone.

Classifieds Advertising

amounts to $64M (% of the total) and will grow by an annual CAGR of

4.8%

Mobile Advertising as a standalone segment, including parts of the above segments, is growing fast and will amount to $497.2M of the total in 2020.

South Africa’s annual growth:

+5%

internet users

+10%

active social media users

+8%

mobile subscriptions

-6%

active mobile social users

Digital Device Ownership

92%

mobile phone

60%

smart phone

18%

PC

7%

tablet

3%

TV Streaming Device

N/A

Handheld Gaming Console

1%

E-Reader Device

1%

Wearable Tech Device

Time Spent with Media

4h 54m

Average daily use of the internet (PC/Tablet):

2h 59m

Average daily use of the internet (Mobile):

2h 43m

Average daily use of social media (any device):

2h 21m

Average daily use of television:

Frequency of Internet Use

59%

Every day

26%

Once per week

12%

Once per month

3%

Less than once per month

Share of web traffic by device

21%

PC

75%

Mobile

5%

Tablet

0.02%

Other devices

Top Active Social Platforms

30%

Facebook

20%

Facebook Messenger

9%

Skype

15%

Google+

13%

LinkedIn

12%

Twitter

33%

WhatsApp

10%

Instagram

11%

Pinterest

9%

BBM

Mobile Activities

38%

Mobile Messengers

28%

Watching videos

16%

Playing games

26%

Banking

29%

Maps

E-Commerce By Device (past 30 days)

27%

Purchased a product or service online

43%

Searched online for a product of service

33%

Visited an online retail store

23%

Made an online purchase via PC

12%

Made an online purchase via Mobile

South Africa is one of the countries which has higher total internet advertising growth and lower mobile internet penetration.

This means there is plenty of room for growth but mobile internet penetration will remain relatively low even in 2019 as smartphones are prohibitively expensive for a sizeable proportion of the population. Poor Internet infrastructure and slow adoption of fixed broadband slowed the early development of Internet advertising in many of these markets, but this is set to change as an emerging middle classes boosts consumption and economic growth increases advertising budgets.

Sources: internetlivestats.com, internetworldstats.com, itu.int, Digital IN 2016 WeAreSocial, Global entertainment and media outlook 2015–2019, PwC, Ovum

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