Effective Measure’s South African Internet statistics shed light on what South Africans do on the Internet, and the most popular online purchases.
Effective Measure is the official traffic measurement partner of the IAB South Africa, and provides accurate traffic and demographics statistics for South Africa’s top websites.
In August 2015, Effective Measure performed 265,500 demographics surveys on South African Internet users.
People were asked, among other things, what they do online and what online purchases they make.
The most popular online activities among local Internet users were email, banking, web surfing (research and obtaining information), reading news, and social networking.
Online shopping was the sixth-most popular activity, and the top products sold online were tickets for shows or sport events, travel tickets, and books.
The table below shows the most popular online activities and goods purchased online.
|Items Purchased via Internet||Percentage|
|Tickets for shows or sport events||45.09%|
|Travel Tickets: Bus, Train, Flights, Boat||45.05%|
|DVDs, Videos, Music (CD, K7, MP3’s)||34.01%|
|None of the above||25.86%|
|Flowers / Gifts||19.36%|
|Toys and games||14.69%|
|Clothes and accessories||14.08%|
|Health and Beauty Products||13.17%|
|Domain names, hosting services||8.68%|
|Cars, Motorbikes, Bicycles||7.91%|
|PC or Console Video games||7.59%|
|Mass market electronics: TV, Radios, Mobile, HiFi||7.44%|
|Ringtones, games or Icons for Mobile phones||7.23%|
|Sport shoes, Sport Clothes||6.11%|
|Real Estate / Property||4.65%|
|Alcoholic beverages (beer, wine, spirits)||4.00%|