South Africa’s digital transformation is accelerating, with more internet users, rising mobile adoption, and booming social media engagement. The Digital 2025: South Africa report by DataReportal offers a detailed snapshot of how people are using the internet, social media, and mobile technology to connect, consume content, and engage with brands.
Here’s a breakdown of the biggest digital trends shaping 2025.
Mobile-First Nation: How South Africans Access the Internet
South Africa has a high mobile penetration rate, with 193 mobile connections per 100 people—meaning many users have multiple SIM cards or mobile subscriptions.
98.4% of internet users own a smartphone, significantly higher than the global average.
Mobile data is the primary way people access the internet, as fixed broadband remains expensive in many areas.
5G adoption is increasing, driving faster internet speeds and better digital experiences.
What This Means: Businesses must focus on mobile-first strategies, ensuring their websites, ads, and content are optimised for fast-loading mobile experiences.
Internet Usage: South Africans Are More Connected Than Ever
South Africans are spending more time online than the global average:
Daily internet usage: 6 hours and 58 minutes, compared to the global average of 6 hours and 38 minutes.
High engagement with digital services like e-commerce (70%), online banking (78%), and online news consumption (62.6%).
Video content is dominating, with 75.4% of users watching television online.
What This Means: Video marketing, online advertising, and digital services will continue to grow as people consume more content on demand.
Social Media Trends: Where South Africans Spend Their Time
Social media is booming, with 72.1% of the population actively using social platforms—higher than the global average of 63.9%.
South Africans spend an average of 3 hours and 36 minutes daily on social media.
62.4% engage with brands on social media, showing the importance of digital marketing.
TikTok and Instagram continue to grow, while Facebook remains a top platform for engagement.
33.6% of users follow influencers, proving that creator-driven marketing is a powerful strategy.
What This Means: Brands must prioritize social media marketing, using platforms like TikTok, Instagram, and Facebook to reach and engage audiences effectively.
Areas for Growth: Where South Africa Can Improve
Despite strong digital adoption, there are opportunities for growth in certain areas:
Laptop/Desktop Ownership is Low: Only 58.5% of internet users own a laptop or desktop, highlighting a mobile-first economy.
Digital Payments Still Have Room to Grow: 48% of South Africans use mobile payments, meaning digital wallets and fintech solutions can further expand.
What This Means: Businesses should focus on mobile-friendly eCommerce, fintech solutions, and digital-first payment options to drive adoption.
The Future of Digital in South Africa
South Africa’s digital landscape is thriving, with mobile, social media, and online services shaping how consumers interact with brands. As connectivity improves and 5G adoption increases, businesses must stay ahead of digital trends to remain competitive.
At Wassp Marketing Solutions, we help brands navigate the evolving digital space to maximise reach and engagement. Whether it’s social media marketing, digital advertising, or eCommerce growth, we’ve got the expertise to help you succeed.
Need to optimise your digital strategy? Let’s talk.
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