South Africa Country Report: Internet User Trends and Profile (2009-2013)

This comprehensive report examines the South African Internet User segment. It answers the questions: What are Internet penetration trends in South Africa, Africa and globally? Who are the users (and non-users) of the Internet? What are important demographic trends (2009-2013) of Internet users? It examines in detail the demographics, LSM household groups, and Internet activities (cellphone and pc) engaged in by the Internet user segment.
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This comprehensive report examines the South African Internet User segment: Internet user trends (2009-2013) and forecasts until 2018; South African, African and global Internet usage trends; South African Internet access and usage (2009-2013); Internet usage and activities (cellphone; PC); Internet user and non-user profile; Internet access and usage by LSM group (LSM 1-4, 5-6, 7-8, 9-10).

SOME OF THE KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER ARE:

*Who are the key players in the market and how are they positioned?
*What are the important global and local market trends that should be included in your business strategy?
*What are the Internet user trends (2009-2013) and forecasts until 2018? What are Internet penetration trends in South Africa, Africa and globally?
*Who are the users (and non-users) of the Internet? e.g. age, gender, affluence, lifestage, geographics
*What are important demographic trends (2009-2013) of Internet users that should be included in your business strategy?
*What are the Internet activities via cellphone and PC South Africans are engaging in?
*Who are the users and non-users of the Internet among the different LSM household groups?

It provides a comprehensive consumer profile of the entire Internet Usage segment in South Africa.

It examines in detail the demographics, LSM household groups, and Internet activities (cellphone and PC) engaged in by the Internet user segment, making it a vital reference report for anyone wanting to understand this segment of the market.

WHY PURCHASE THIS MARKET RESEARCH REPORT?

*Provides a comprehensive analysis of the “big picture” with global and local market trends and insights
*Internet user trends (2009-2013) and consumer forecasts (2014-2018), brand trends and geo-demographic consumer trends (2009-2013)
*Includes a detailed company/brand analysis of the key market competitors
*Detailed reports filled with insights, charts, graphs and tables
*Salient points and key insights are highlighted and summarised in comment boxes on each page

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1. Executive Summary

1.1. Dashboard: LSM Segments 1-10
1.2. Key Facts about LSM Segments 1-10

2. SA Population Demographic Overview

2.1 South Africa At A Glance: Size; Population; GDP; Gini Coefficient; Life Expectancy; Human Development Index; Top Exports And Import Goods; Top Trading Partner
2.2 SA Province Overview (2013): GDP Contribution And Population Size
2.3 SA Age Estimate (2013): South African Population Age Distribution
2.4 SA Population Race And Gender Estimate (2013): Race; Black; White; Coloured; Indian or Asian. Gender; Male Or Female

3. Internet Usage Trends: Global and South African Overview

3.1 Top 10 Websites Most Viewed (2014): South Africa vs. Global
3.2 Search Engines Optimisation: What Is SEO and Top 10 Optimisation Tips
3.3 Internet Usage Statistics (2014): South Africa vs. Africa
3.4 Internet Usage Statistics Africa (2014): Africa Top Internet Countries
3.5 Internet Usage Statistics (2014): Africa vs. Global

4. South African Internet Connectivity

4.1 Internet Connectivity in South Africa
4.2 Top ISP Providers in South Africa
4.3 Telkom
4.4 MWEB
4.5 Internet Solutions

5. Survey Methodology

5.1 Survey Methodology & Sample Design

6. South African Internet Access And Usage

6.1 Internet Accessed Past 12 Months: 2009 - 2013
6.2 Internet Accessed Past 4 Weeks: 2009 - 2013
6.3 Internet Accessed Past 7 Days: 2009 - 2013
6.4 Internet Accessed Yesterday: 2009 - 2013
6.5. Internet Usage (2013): Past 12 Months; Past 4 Weeks; Past 7 Days; Yesterday; Via Computer; Via Cellphone
6.6 Desktop/Laptop Computer In Household: 2009- 2013

7. Internet User Forecasts

7.1 Internet User Market Dynamics: Drivers and Restraints
7.2 Accessed the Internet: Last 12 months (2009-2018): Personally accessed the Internet in the last 12 months (Millions)
7.3 Accessed the Internet: Last 4 weeks (2009-2018): Personally accessed the Internet in the last 4 weeks (Millions)
7.4 Accessed the Internet: Last 7 days (2009-2018): Personally accessed the Internet in the last 7 days (Millions)
7.5 Accessed the Internet: Yesterday (2009-2018): Personally accessed the Internet in the yesterday (Millions)

8. Internet Activities

8.1 Top 5 Internet Activities (2009- 2013): Top 5 Internet Activities
8.2 Internet Activities (2013): PC & Cellphone Internet activities of Internet User who had accessed the Internet in the past 12 months
8.3 Made A Purchase Via The Internet (2009- 2013): In The Past 12 Months

9. Geo-Demographic Trends Among Internet Users: Past 7 Days (2009-2013)

9.1 Gender: Male; Female
9.2 Age: 16-19; 20-24, 25-29, 30-39, 40-49, 50-54, 55-64, 60+
9.3 Lifestage: At Home Singles; Young Independent Singles; Mature Single; Young Couples; Mature Couples; Young Family; Single Parent Family; Mature Family
9.4 LSM Group: LSM 1-4; LSM 5; LSM 6; LSM 7; LSM 8; LSM 9; LSM 10
9.5 Population Group: Black; White; Coloured; Indian
9.6 Home Language: Afrikaans; English; Zulu; Xhosa; North Sotho; South Sotho; Tswana; Tsonga; Venda; Swazi; Ndebele
9.7 Province: Western Cape; Northern Cape; Eastern Cape; KwaZulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
9.8 Community Type: Rural, Small Village, Large Village, Small Town, Large Town, City, Metropolitan Area

10. Geo-Demographic Profile of Internet Users: Past 7 Days (2013)

10.1 Gender: Male; Female
10.2 Age: 15-19; 20-24; 25-34; 35-44; 45-49; 50-54; 55-64; 60+
10.3 Lifestage: At Home Singles; Starting-out Singles; Couples; Parents; Single Parents
10.4 LSM: LSM 1-4; LSM 5; LSM 6; LSM 7; LSM 8; LSM 9; LSM 10
10.5 Population Group: Black; White; Coloured; Indian
10.6 Home Language: Afrikaans; English; Zulu; Xhosa; North Sotho; South Sotho; Tswana; Tsonga; Venda; Swazi; Ndebele
10.7 Province: Western Cape; Northern Cape; Eastern Cape; Kwazulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
10.8 Community: Rural; Settlement; Small Village; Large Village; Small Town; Large Town; City; Metropolitan
10.9 Work Status: Unemployed; Retired; Student; Housewife; Part Time; Full Time
10.10 Education Status: None; Some Primary School; Primary School Complete; Some High School; Matric; Technikon Diploma Or Degree; University Degree; Other Post Matric
10.11 Household Income: Up To R799; R800-R1399; R1400-R2499; R2500-R4999; R5000-R7999; R8000-R10999; R11000-R19999; R20000+

11. Geo-Demographic Penetration of Internet Users: Past 7 Days (2013)

11.1 Gender: Male; Female
11.2 Age: 15-19; 20-24; 25-34; 35-44; 45-49; 50-54; 55-64; 60+
11.3 Lifestage: At Home Singles; Starting-out Singles; Couples; Parents; Single Parents
11.4 LSM: LSM 1-4; LSM 5; LSM 6; LSM 7; LSM 8; LSM 9; LSM 10
11.5 Population Group: Black; White; Coloured; Indian
11.6 Home Language: Afrikaans; English; Zulu; Xhosa; North Sotho; South Sotho; Tswana; Tsonga; Venda; Swazi; Ndebele
11.7 Province: Western Cape; Northern Cape; Eastern Cape; Kwazulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
11.8 Community: Rural; Settlement; Small Village; Large Village; Small Town; Large Town; City; Metropolitan
11.9 Work Status: Unemployed; Retired; Student; Housewife; Part Time; Full Time
11.10 Education Status: None; Some Primary School; Primary School Complete; Some High School; Matric; Technikon Diploma Or Degree; University Degree; Other Post Matric
11.11 Household Income: Up To R799; R800-R1399; R1400-R2499; R2500-R4999; R5000-R7999; R8000-R10999; R11000-R19999; R20000+

12. Internet Access and Usage By LSM (2013)

12.1 Internet Access (Past 7 Days) LSM 1-6
12.2 Internet Access and Usage LSM 5-6: Accessed Past 12 Months; Past 4 Weeks; Past 7 Days; Yesterday; via a Computer; via a Cellphone
12.3 Internet Access (Past 7 Days) LSM 7-10
12.4 Internet Access and Usage LSM 7-8: Accessed Past 12 Months; Past 4 Weeks; Past 7 Days; Yesterday; via a Computer; via a Cellphone
12.5 Internet Access and Usage LSM 9-10: Accessed Past 12 Months; Past 4 Weeks; Past 7 Days; Yesterday; via a Computer; via a Cellphone

13. Summary of Findings

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FORECASTING

Our comprehensive analyses include 5-year consumer trends and forecasts expected consumer growth and trends in a market over the next five year period (2014-2018). This forecast considers the compound annual growth rates (CAGR) achieved in the 5 previous years (4 periods), as well as market drivers and restraints as the basis for determining expected future growth.

The forecasting is done in-house based on our forecasting background, experience and expertise.

SECONDARY/DESK RESEARCH

For our comprehensive sections on the Global and South African market trends and overview, we make use of the most credible and accurate market intelligence sources, our own proprietary databases, as well as other recognized data sources that are available in the public domain.

CONSUMER ANALYSIS

The majority of consumer analysis is based on the All Media and Products Survey conducted by the South African Audience Research Foundation. For more detailed info, please visit www.saarf.co.za.

Methodology

Analytix BI uses AMPS to obtain an in-depth understanding of various consumer markets in South Africa. AMPS is a single source survey, based on media usage, product consumption and demographics collected from in-home face to face personal interviews with the same respondents. AMPS is currently conducted using Double Screen Computer Assisted Personal Interviewing technology (DS-CAPI) and is one of the only four media audience surveys in the world that replaced the previous paper-based interviews. With DS-CAPI, mastheads and show cards on separate computer screens/laptops are handed to respondents. The interviewer’s laptop and the respondent’s screen/laptop are linked and are programmed so that the right mastheads and show cards come up on the respondent’s screen/laptop at the right questions. The survey is conducted annually in two fully national fieldworks between January – June and July to December, over 25 000 adults (15+ year olds) are interviewed, in both rural and urban areas, with computer-assisted personal interviewing.

Sample Design

The sample is designed by using multi-stage area stratified systematic probability sampling. In order to measure this universe a large, scientifically drawn, multi-stage, area stratified, probability sample is taken to represent the population of South Africa. 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 residential addresses are arranged within each geographic areas arranged alphabetically by suburb name, street name within suburbs and numerically by street number within street. Multiple dwelling units such as flats, cluster houses with the same street number are listed individually.

SAARF LSM

Analytix BI also uses the SAARF LSM (Living Standards Measure) rating, which is the most widely used marketing research tool in Southern Africa. SAARF’s LSM tool segments the South African market based on universally applicable variables according to living standards such as urbanisation and ownership of possessions such as cars and major appliances. This further divides the population into 10 LSM groups, 10 (highest) to 1 (lowest). Previously eight groups were used but this changed in 2001 when the new SAARF Universal LSM consisting of 10 groups was introduced. For more detailed information on SAARF LSM, go to www.saarf.co.za

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