“TikTok usage is exploding, with nearly 10% of South Africa’s population accessing the app daily.” – The SA Social Media Landscape 2022 study.
The fall in the cost of mobile data has had a positive impact on internet penetration, with an estimated half of the South African population now being active on social media platforms.
The growth in internet access has, in turn, spurred the use of social media, leading to an estimated 48.8% of South Africans being active on social media platforms, such as Facebook, Twitter, Instagram, YouTube, LinkedIn and TikTok. “Typically, access to social media will depend more and more on an internet-connected smartphone, and this has, in turn also spurred growth in the use of social media, with rising stars like TikTok being the main beneficiary among younger users. Video-intensive platforms like YouTube and Instagram would also benefit,” explained Goldstuck.
The social media-focused data is sourced from a vast dataset compiled by Ask Afrika in its biannual Target Group Index survey, which every year interviews around 30 000 South African adults aged 15 years or over, living in various parts of SA. “This, coupled with strong South African content creators, makes TikTok one of the social media gems that’s expected to keep growing as it captivates more South Africans,” said Goldstuck.
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