January: My Favourite Time of Year
January represents a fresh start, a clean slate and an opportunity to reflect, reset, and refocus.
It is a time for:
Goal settingPersonal and professional reflectionStrategic planningRenewed direction and focus
For those working in digital marketing, January also marks one of the most important industry moments: the release of the annual Hootsuite & We Are Social Digital Statistics Report.
The 9th edition, released in February, provides a comprehensive overview of global digital behaviour throughout 2020.
Global Digital Overview (2020 Start)
The global data reflects continued and rapid digital acceleration.
Key global statistics:Over 4.5 billion internet users worldwideApproximately 59% of the global population is onlineInternet usage spans communication, work, shopping, learning, and entertainmentSocial media growth:49% of the global population actively uses social mediaYear-on-year growth of 9.2%eCommerce behaviour:Around 80% of internet users (aged 16–64) research products online before purchasingDigital platforms play a central role in the customer journeyKey insight:
Digital channels are now central to how consumers discover, evaluate, and purchase products.
Digital Landscape in South Africa
South Africa continues to show strong digital adoption with significant growth potential.
Key statistics:Population: ~59 millionInternet users: 36+ million active users
This reflects widespread engagement across:
- Communication- Entertainment- Information access- Online commerce- Mobile Connectivity Trends
Mobile usage remains a defining factor in South Africa’s digital ecosystem.
Key insight:Approximately 103 million mobile connectionsEquivalent to 1.76 connections per personWhat this indicates:Multiple device ownershipSecondary SIM usageHigh mobile dependencyCost-driven connectivity behaviourKey insight:
Mobile is the primary gateway to digital access in South Africa.
Social Media Growth and Usage
Social media continues to expand rapidly in South Africa.
Key statistics:Social media penetration: ~37%Year-on-year growth: ~20%Average usage: 3+ hours per day (ages 16–64)
This usage is nearly equal to time spent watching television, highlighting a major shift in attention toward digital platforms.
Key insight:
Social media is becoming a primary media consumption channel.
Most Used Social Media Platforms in South Africa
The top platforms include:
WhatsAppYouTubeFacebookFacebook MessengerInstagramKey trend:
YouTube has overtaken Facebook in usage, driven by:
Improved accessLower data costsRising demand for video contentKey insight:
Video content is becoming the dominant format in digital engagement.
Additional Digital Behaviour Insights
The report highlights several important behavioural trends:
1. eCommerce opportunitySouth Africa’s search-to-purchase conversion rate is approximately 50%Lower than global averages, indicating strong optimisation potential2. Digital-first discoveryConsumers increasingly research products online before purchasingComparison and review behaviour is becoming standard3. Content consumption trendsStrong preference for social media and entertainment platformsMobile-first behaviour dominates browsing and engagementKey insight:
Consumer journeys are increasingly digital, mobile, and content-driven.
Key Takeaways
The data reveals a clear direction for digital evolution:
1. Digital is the primary environment
Consumers live, interact, and make decisions online.
2. Mobile dominates access
Smartphones are the main entry point to digital ecosystems.
3. Social media drives behaviour
Platforms influence discovery, engagement, and purchasing decisions.
4. Video is the leading content format
Visual storytelling is essential for engagement.
5. eCommerce still has growth potential
There is significant opportunity for conversion optimisation.
Final Thoughts
As we move through 2020, one truth is clear: digital is no longer emerging, it is dominant.
Businesses must:
Adopt digital-first strategiesUnderstand audience behaviourOptimise for mobile and social platformsInvest in data-driven decision-makingKey insight:
Understanding digital behaviour is no longer optional, it is essential for growth.
Conclusion
The insights from this report highlight a rapidly evolving digital ecosystem where:
Mobile access is increasingSocial media usage is expandingVideo consumption is risingeCommerce is becoming more influential
Digital 2020 South Africa (January 2020)
