Natalie Cowling
Research Expert South Africa
Social media in South Africa - statistics & facts
The number of active social media users in South Africa grew almost three-fold in the last ten years. Keeping in touch with friends and family, followed by reading news, was the fundamental reason for being on social media for South African users as of the third quarter of 2023. Indeed, accounts of friends, family, and acquaintances were the primary type of followed social media accounts of internet users aged 16-64 years. Furthermore, the vast majority of the online audience used WhatsApp, making the messaging app the most used social network in the country.
Meta's apps and LinkedIn users
Meta Platforms' umbrella covers, most famously, Facebook, Messenger, Instagram, and WhatsApp. As of 2024, an increasing number of South Africans using Facebook was observed, with the majority of the users aged between 25 and 34 years. Although Instagram followed an increasing amount in usage, it was significantly less popular than Facebook and was mainly utilized by individuals aged 18-24 years. Users on LinkedIn, the business and employment social network, also demonstrated a continued increasing trend. As for the messaging apps Messenger was used more widely used than its counterpart WhatsApp.YouTube leads in advertising reach
Facebook had the highest potential advertising reach in South Africa. As of January 2024, marketing ads on the platform could reach over 60 percent of the country’s population aged 18 years and older. YouTube followed with over 50 percent of the same population age group as a possible advertising audience. As for TikTok, one of the fastest growing social networks in recent years, advertisers were able to reach over 40 percent of the same population group.Africa's best internet
Social media usage in South Africa has been boosted by rising internet connectivity. As of 2023, South Africa was the second leading country in internet quality, inclusivity, and mean download speed in Sub-Saharan Africa. In 2021, the country scored 100 points in the African e-Connectivity index, which ranks African countries based on the quality of their internet connectivity. Moreover, South Africa remained on top of other African countries in the internet inclusivity index. This index evaluates the internet based on four categories, internet affordability, availability, the population's willingness to access the internet, and the online content relevance. In 2024, South African internet users amounted to over 49 million, a number projected to grow to over 62 million by 2029.
