As of January 2024, women in the age group of 25 to 34 years accounted for 15.8 percent of social media users in South Africa. This was higher compared to 14.9 percent for men in the same age bracket. Female young adults aged 13 to 17 years also accounted for 15.8 percent of social media audiences in South Africa. In all age groups, the share of women users was higher (except individuals between 35 and 44).

The largest share of potential advertising reach of the Meta platforms Facebook, Instagram, and Messenger in South Africa was at nearly ** percent for individuals aged 18 to 24 years as of January 2024. Of those, women represented the majority, with **** percent compared to the roughly ** percent for men. Furthermore, people aged 25 to 34 years accounted for just over ** percent of the reach, with a slightly higher share for women than men.

As of December 2024, there were approximately *** million Instagram users in South Africa, accounting for nearly ** percent of the population. The social media app was most popular with 18 to 24 year olds, who made up ** percent of Instagram’s audience in the country. Overall, users aged 25 to 34 years ranked second, following closely with **** percent. Instagram’s smallest audience was users aged between 55 and 64 years, who accounted for just *** percent of users.

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Abstract

The South African Audience Research Foundation (SAARF) conducts the All Media and Products Survey (AMPS) to collect data on media usage of South Africans, as well as their ownership or usage of certain products and services.

Geographic coverage

The survey covers major rural and urban areas in South Africa. This includes major metropolitan areas in Gauteng, Western Cape, Eastern Cape, KwaZulu-Natal, Free State and Northern Cape.

Analysis unit

Households and individuals

Universe

The universe which the AMPS sample is drawn comprises virtually all South African adults aged 15 years or older throughout urban and rural areas of major metropolitans in South Africa. The survey covers residents in private households, or hotels, residential hotels and similar accommodation in the Republic of South Africa.

Kind of data

Sample survey data

Sampling procedure

The universe which the AMPS sample is drawn comprises adults aged 15 years or older in South Africa. A multistage, area stratified, quasi-probability design was employed on a full annual sample. Using population estimates, the sample is then grossed up to the total population so that findings can be looked at in terms of both percentage and thousands of people. The data were collected by personal, in-home interviews. In the case of each racial group, certain areas were excluded from consideration, as containing no persons or a negligible number of persons in a given group.

Mode of data collection

Face-to-face [f2f]

The US is a vast and diverse market, making it crucial to have localized insights. This data can provide a granular understanding of specific regions, demographics, and consumer trends within the US.

Imagine having access to a database containing over 167 million individual profiles, all from the United States. This isn't just a list of names and contact information; it's a rich tapestry of digital audience data and direct marketing data that can transform your marketing strategies.

This specific US data can be the key to unlocking a deeper understanding of your target audience, allowing you to tailor your campaigns with laser-like precision.

What do you get with our US audience data: Freshest Raw and Baseline Profiles Enhanced Profile Data Tracking Meta-Data Section 100+ Data Attributes per Profile

Note: Our Individual Profiles dataset does not include PII and/or phone numbers.

Abstract

The South African Audience Research Foundation (SAARF) conducts the All Media and Products Survey (AMPS) to collect data on media usage of South Africans, as well as their ownership or usage of certain products and services.

Geographic coverage

The survey covers major rural and urban areas in South Africa. This includes major metropolitan areas in Gauteng, Western Cape, Eastern Cape, KwaZulu-Natal, Free State and Northern Cape.

Analysis unit

Households and individuals

Universe

The universe which the AMPS sample is drawn comprises virtually all South African adults aged 15 years or older throughout urban and rural areas of major metropolitans in South Africa. The survey covers residents in private households, or hotels, residential hotels and similar accommodation in the Republic of South Africa.

Kind of data

Sample survey data

Sampling procedure

The universe which the AMPS sample is drawn comprises adults aged 15 years or older in South Africa. A multistage, area stratified, quasi-probability design was employed on a full annual sample. Using population estimates, the sample is then grossed up to the total population so that findings can be looked at in terms of both percentage and thousands of people. The data were collected by personal, in-home interviews. In the case of each racial group, certain areas were excluded from consideration, as containing no persons or a negligible number of persons in a given group.

Mode of data collection

Face-to-face [f2f]

X's (Twitter) potential advertising reach in South Africa was just under ***** percent of the country's total population as of January 2024. The advertising reach was higher among the population over 18 years, at a share of **** percent. Considering internet users, the social media platform had an audience ad reach of **** percent as well.

This statistic shows the audience of selected commercial radio stations in South Africa as of August 2017. The data shows that Metro FM had **** million listeners in the seven days prior to the date of study, and Yfm, South Africa's most popular radio station for younger listeners, had an audience of **** million.

WhatsApp is the most popular social media in South Africa. As of the third quarter of 2023, some 94 percent of internet users in the country used the messaging app. Facebook and Tiktok followed, with a penetration rate of around 88 percent and 74 percent, respectively. The potential audience of Facebook that can be reached with advertisements amounted to 22.2 million. Internet and social media users keep increasing The number of internet users in South Africa has registered a growth since 2018. In 2022, some 48.4 million South Africans accessed the internet, compared to 36 million four years earlier. Consequently, active social media users also faced a boom in number. By January 2022, individuals actively using social media platforms increased to 28 million, nearly three times higher than in 2014. Mobile phones dominate internet access In 2022, 47.8 million South Africans used mobile devices to surf the internet. Mobile phones were the main devices used to access the internet in the country. As of the third quarter of 2021, 96 percent of the internet users used them to connect to the internet, while 86.2 percent used a laptop or desktop computer to be online. Furthermore, mobile phones generated close to 79 percent of the web traffic as of late 2022

This statistic shows the number of Facebook users in South Africa from 2017 to 2026. In 2026 the number of Facebook users in South Africa is expected to reach 35.92 million, up from 25.4 million users in 2020.

******************************* are the top two answers among South African consumers in our survey on the subject of "Preferred TV content by genre".Find this and more survey data on preferred TV content by genre in our Consumer Insights tool. Filter by countless demographics, drill down to your own, hand-tailored target audience, and compare results across countries worldwide.

As of December 2024, there were roughly *** million Instagram users in South Africa, which accounted for nearly ** percent of the country's total population. Overall, the majority of Meta's Instagram were women, accounting for **** percent of all users. The social media platform was most popular with those aged between 18 and 24 years.

When asked about "Social network usage by frequency", ** percent of South African respondents answer "Several times a week". This online survey was conducted in 2023, among ***** consumers.Find this and more survey data on social network usage by frequency in our Consumer Insights tool. Filter by countless demographics, drill down to your own, hand-tailored target audience, and compare results across countries worldwide.

****************************************** are the top two answers among South African consumers in our survey on the subject of "Most used smartphone apps by type".Find this and more survey data on most used smartphone apps by type in our Consumer Insights tool. Filter by countless demographics, drill down to your own, hand-tailored target audience, and compare results across countries worldwide.

When asked about "View on personal future", ** percent of South African respondents answer "Fairly optimistic". This online survey was conducted in 2023, among ****** consumers.Find this and more survey data on view on personal future in our Consumer Insights tool. Filter by countless demographics, drill down to your own, hand-tailored target audience, and compare results across countries worldwide.

As of February 2024, users between the ages of 25 to 34 years accounted for the biggest share of Discord.com users worldwide, making up over 53.4 percent of the platform's audience. Younger users between 16 and 24 years made up **** percent of the Discord user base. Discord is a gamers-friendly group communication platform launched in 2015. In the first quarter of 2022, over ** percent of users on Discord were men.

When asked about "Most purchased daily newspapers by type", ** percent of South African respondents answer "As single issues". This online survey was conducted in 2023, among *** consumers.Find this and more survey data on most purchased daily newspapers by type in our Consumer Insights tool. Filter by countless demographics, drill down to your own, hand-tailored target audience, and compare results across countries worldwide.

** percent of South African respondents answer our survey on "Most used devices for digital videos" with "Smartphone". The survey was conducted in 2023, among ***** consumers.Find this and more survey data on most used devices for digital videos in our Consumer Insights tool. Filter by countless demographics, drill down to your own, hand-tailored target audience, and compare results across countries worldwide.

**************************************************** are the top two answers among South African consumers in our survey on the subject of "Preferred radio content by genre".Find this and more survey data on preferred radio content by genre in our Consumer Insights tool. Filter by countless demographics, drill down to your own, hand-tailored target audience, and compare results across countries worldwide.