Separating the noise from actual behaviour, the latest South African Social Media Landscape Report shows established platforms are doing better than ever, with brands spending far more on digital advertising than ever before.
First published in the Daily Maverick 168 weekly newspaper.
Holed up at home with nowhere to go during the Covid-19 pandemic lockdowns, people’s behaviour changed. This drove significant shifts in social media usage, work, commerce and entertainment. These shifts are the focus of the latest South African Social Media Landscape Report.
Issued by media monitoring agency Ornico and independent technology market research company World Wide Worx, the report provides brands and companies with a comprehensive analysis of the South African social media market.
It includes an industry survey of 111 participants from marketing, advertising, PR and media on topics such as utility, importance, spending behaviour, current and future trends in social media in South Africa. It offers demographic, behavioural and usage statistics from more than 24,000 rural and urban participants.
Released days before the Protection of Personal Information Act (Popia) came into effect, the report reveals strong growth from Facebook, Instagram, YouTube and WhatsApp – despite the controversy over the instant messaging application’s sharing of data with Facebook.
Despite threats to delete WhatsApp,…