January. My Favourite Time of Year.
January has always been my favourite time of year. It represents a fresh start, a clean slate, and a moment to pause and reflect on where we are and where we are heading. It is a time for resolutions, goal setting, personal bests, and a renewed sense of focus and direction.
For those of us in the digital space, January also brings something equally exciting: the release of the annual Digital Statistics report from the collaborative effort between Hootsuite and We Are Social. This year’s 9th edition, released in February, offers a rich and detailed snapshot of global digital behaviour throughout 2020.
As always, the data makes for compelling reading. The report provides a comprehensive overview of digital usage, platform growth, and behavioural trends across countries, highlighting how consumers are engaging with networks, devices, and content in an increasingly connected world.
Where Are We at the Start of 2020?
The global findings paint a clear picture of continued digital acceleration.
Internet usage has now grown to over 4.5 billion users worldwide. This means that approximately 59% of the global population is now actively using the internet to communicate, work, shop, learn, and consume content.
Social media adoption continues to rise at a rapid pace, with 49% of the world’s population now active on social platforms. This represents a year-on-year growth of 9.2%, underscoring the increasing importance of social networks in everyday life and communication.
Ecommerce also continues its strong upward trajectory. Around 80% of internet users aged between 16 and 64 now search online for products or services before making a purchase, regardless of device. This highlights the growing dominance of digital touchpoints in the consumer decision-making journey.
Digital Insights in South Africa
Back home in South Africa, the data reveals both impressive growth and significant opportunity.
Out of a population of just under 59 million people, more than 36 million are active internet users. This represents a major portion of the population engaging with digital platforms daily for communication, entertainment, information, and commerce.
One of the most interesting data points is mobile connectivity. South Africa now records approximately 103 million mobile connections, equating to around 1.76 connections per person. This reflects a combination of multiple devices per user, secondary SIM usage, and the relatively high cost of mobile data in the country.
Social media penetration currently sits at around 37%, which is relatively low compared to global averages. However, what makes this particularly significant is the year-on-year growth rate of approximately 20%, indicating strong momentum and substantial future potential.
On average, South African internet users aged between 16 and 64 spend just over 3 hours per day on social media. This is almost equivalent to the time spent watching television, highlighting a clear shift in attention from traditional media to digital platforms.
Platform Usage and Behaviour
The five most popular social media platforms in South Africa remain:
WhatsApp
YouTube
Facebook
Facebook Messenger
Instagram
A notable shift in this year’s report is the rise of YouTube, which has overtaken Facebook in terms of usage. This growth can largely be attributed to improved accessibility, reduced data costs, and the increasing demand for video-based content.
Video consumption continues to dominate digital behaviour, reinforcing the importance of visual storytelling in modern marketing strategies.
Additional Key Insights
Several other valuable insights from the report highlight important behavioural and commercial trends:
South Africa’s online search-to-purchase conversion rate sits at approximately 50%, which is lower than global averages, indicating a significant opportunity for eCommerce optimisation
Consumers are increasingly using online platforms for product discovery, research, and comparison before making purchasing decisions
The most frequently visited websites and searched terms reflect a strong preference for social platforms, entertainment, and mobile-first content consumption
These insights collectively point toward a rapidly evolving digital ecosystem where consumer behaviour is becoming more mobile-driven, socially influenced, and content-led.
Final Thoughts
As we step into 2020, one thing is clear: digital is no longer an emerging channel, it is the primary environment in which modern consumers live, interact, and make decisions.
For businesses, this means adapting quickly, thinking strategically, and prioritising digital-first approaches across all aspects of marketing and communication. Understanding audience behaviour is no longer optional. It is essential.
The insights from this year’s report provide a powerful foundation for better decision-making, more targeted campaigns, and stronger digital performance.
At #HelloYes, we see this data not just as numbers, but as opportunity. Opportunity to connect more meaningfully with audiences, to refine strategies, and to create impactful digital experiences that drive real results.
Here’s to a year of insight, growth, and digital transformation.
