What South Africans buy on the Internet

What South Africans buy on the Internet

The latest Effective Measure statistics reveal the most popular products bought online in SA.

Effective Measure recently released its November 2015 statistics, which show that the most popular products purchased online are tickets, books, hotel reservations, and music/movies.

Effective Measure is the official traffic measurement partner of the IAB South Africa, and provides accurate traffic and demographics statistics for South Africa’s top websites.

The group’s recent Internet demographics statistics are based on 280,400 online surveys completed by local Internet users.

The stats reveal that 46% of South African Internet users purchased tickets for shows or sport events online.

45% of local Internet users purchased books online, while the same percentage bought travel tickets for flights, buses, and trains.

26% of South Africa’s Internet population said they do not purchase anything online.

Items Purchased via Internet
Tickets for shows or sport events 45.71%
Books 45.42%
Travel Tickets: Bus, Train, Flights, Boat 45.29%
Hotel Reservations 37.98%
DVDs, Videos, Music (CD, K7, MP3’s) 34.29%
None of the above 25.53%
Holiday package 22.89%
Software 22.54%
Flowers / Gifts 19.16%
Toys and games 14.53%
Clothes and accessories 13.91%
Health and Beauty Products 12.96%
Food 10.22%
Computers 10.07%
Domain names, hosting services 9.01%
Cars, Motorbikes, Bicycles 7.79%
Mass market electronics: TV, Radios, Mobile, HiFi 7.65%
PC or Console Video games 7.34%
Ringtones, games or Icons for Mobile phones 7.03%
Sport shoes, Sport clothes 5.97%
Real Estate / Property 4.77%
Alcoholic beverages 4.01%
Art objects 2.60%
Internet usage
E-Mail 89.45%
Banking 68.23%
Research / Obtaining information 63.79%
Reading news / magazine articles online 59.75%
Social Networking 51.02%
Shopping 33.72%
Job Search 28.34%
Directory Services 25.98%
Music downloads 24.49%
Instant Messaging 20.26%
Chat 19.57%
Listen to the radio online 15.15%
Watch TV and Videos online 14.70%
Podcast / Video downloads 12.28%
Blogging 9.27%
Share Trading 7.44%
Dating 2.79%
Gambling 1.42%
None of the above 0.87%


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