Internet in SA: race, sex and money

Effective Measure released its demographics statistics for January 2014, providing insight into who South Africa’s Internet users are.

Effective Measure is the official traffic measurement partner of the Digital Media and Marketing Association (DMMA), and provides accurate reports on local website traffic and Internet audience demographics.

The January 2014 Effective Measure statistics are based on 108,987 surveys conducted on South Africa’s largest websites using the company’s online survey tools.

The question of race was recently included in the Effective Measure demographic questionnaire. This decision was made because race is one of the factors used in planning online advertising campaigns.

What this question revealed was that most Internet users in South Africa are white, followed by blacks, coloureds and Indians.

When looking at gender (sex) there was an even split between male and female Internet users in the country.

The statistics further pointed to a mature Internet population, with less than 10% below the age of 20.

The following tables provide an overview of South Africa’s Internet user demographics.

Gender
Male 49.10%
Female 50.90%
—-
Age
15-17 3.16%
18-19 5.88%
20-24 13.98%
25-29 15.93%
30-34 13.62%
35-39 10.81%
40-44 9.68%
45-49 8.27%
50-54 7.19%
55-59 5.73%
60+ 5.77%
—-
Where do you normally reside?
Johannesburg 27.53%
Pretoria 13.23%
Other Gauteng 6.18%
Cape Town 16.99%
Other Western Cape 3.73%
Durban 7.58%
Pietermaritzburg 1.20%
Other Kwazulu-Natal 2.94%
Bloemfontein 1.68%
Other Free State 1.40%
East London 1.54%
Port Elizabeth 2.52%
Other Eastern Cape 1.87%
Mpumalanga 3.71%
Northern Cape 1.17%
North West 3.07%
Limpopo 3.65%
—-
Monthly H’hold Income before tax
Up to R499 1.89%
From R500 – R799 0.85%
From R800 – R1099 1.50%
From R1100 – R1599 1.67%
From R1600 – R2999 2.65%
From R3000 – R5999 5.64%
From R6000 – R8999 6.76%
From R9000 – R11999 5.91%
From R12000 – R15999 8.18%
From R16000 – R19999 6.51%
From R20000 – R24999 7.24%
From R25000 – R29999 6.22%
From R30000 – R39999 7.47%
From R40000 – R49999 6.14%
From R50000 – R69999 5.66%
R70000 + 7.58%
Dependent / No income / Don’t work 8.32%
Prefer not to say 9.80%
—-
Population Group
Black 36.87%
Coloured 7.02%
White 46.49%
Indian 4.66%
Other 1.30%
Prefer not to say 3.66%

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Originally posted 2014-05-02 05:09:05. Republished by Blog Post Promoter