South Africa is a social media nation. We're hooked, we're engaged, and we're constantly connected. But what does the data really say about our social media habits? From platform preferences to content consumption, a new survey reveals the trends that are defining South Africa's digital age. Let's take a closer look.
Social Media Usage & Preferences
Time Spent on Social Media:
This data shows that a large majority of respondents spend a considerable amount of time on social media daily, with over half engaging for 4-8 hours. A smaller but still significant portion spends 2-4 hours, while a concerning number report more than 8 hours of usage. A very small percentage uses social media for a limited time (1-2 hours), and an even smaller fraction falls outside the defined categories.
Preferred Social Media Platforms
TikTok is the most popular platform among the respondents, followed by Facebook. YouTube and Instagram also have significant user bases. X (formerly Twitter) and Snapchat are considerably less popular, with Snapchat showing no preference in this group. A small percentage prefers other, unspecified platforms.
Social Media Interaction Focus
Respondents are most likely to interact with brands on social media, closely followed by interactions with friends and family. Interaction with celebrities is significantly less common.
Brand Following
Unique open ended, or freeform responses reflect:
The data shows a wide variety of brands followed across different sectors, with a strong emphasis on fashion and beauty. Tech, retail, and food/beverage brands are also popular. Many respondents follow multiple brands, and some do not follow any brands at all.
Content Consumption Preferences
Video content is overwhelmingly the most popular, with both standard videos and short-form Reels being highly favoured. Stories are also popular, while images are consumed by about half of the respondents. Livestreams have the smallest audience share.
Content Creation Activities
Just over a third of respondents actively create content. A similar proportion are considering it, while slightly fewer do not create content. This indicates a potential growth in content creation.
Dream Brand Partnerships
Content creators and aspiring creators are most interested in partnering with fashion and beauty brands. Sports apparel, technology, and retail brands are also attractive for potential collaborations.
Conclusion:
The data paints a clear picture of South Africa's evolving social media habits. But simply knowing these trends isn't enough. The crucial question is: how will businesses adapt? Will they effectively leverage the power of video and engage with their target audience on the right platforms? Those who prioritize understanding their audience and building genuine connections will be best positioned to thrive. What innovative strategies will emerge as businesses respond to these trends?
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Regards,
The Field Agent Team.