mike-saunders-logo

Generation Y in South Africa – A Short Study

Over the last month we ran a small study on Generation Y in South Africa. We interviewed 144 students with an average age of 18 years old. The gender split was 60% female and 40% male. As the size of the sample group is relativley small this can’t be seen as the final word but rather as an indication of what is taking place with Generation Y in South Africa.

Small-Study-on-Generation-Y-in-South-AfricaThe findings were quite interesting and echoed many generalizations about generation Y.

In South Africa, Generation Y uses digital platforms for communication and prefer Facebook and BBM over any other communication tool. Email continues to lose its effectiveness as a communication vehicle with this generation.

Google is starting to lose search market share to Facebook as 50% of Gen Y chooses to use Facebook as a search engine over Google.

Although MXit is popular it’s loyalty is much lower (less than one hour a day) than Facebook (up to five hours per day).

When given the choice Gen Y chose the internet over magazines, their cellphone over the internet and tertiary education over their cell phone. They are also a healthy bunch of individuals choosing healthy food over junk food, restaurants over fast food and bottled water over fizzy drinks.

Here is a list of some of our findings

Use of the internet

  • 85% have an email address, but only half check it more than once a month
  • 99% use the internet – most about 2 hours a day
  • They do not regard facebook as the internet
  • 73% access the internet on their phone (even though over 90% have the internet at home)
  • 11% watch webinars / webisodes (online seminars / online episodes)
  • 91% use facebook; 30% use twitter
  • 69% have a Mxit account – but most only check it for less than an hour a day
  • 60% watch YouTube (funnies & music videos firstly and also instructional videos
  • 50% use Google as a Search Engine – 50% use facebook

Use of Non-Digital Media

  • 91% listen to the radio (during drive time) and all of those claim to listen to 5fm, but then also mention other stations – no loyalty
  • 64% read books
  • 42% read the newspaper
  • 73% read magazines (Female – fashion & gossip (Heat Magazine and You Magazine), Male – sports and Men’s Health)
  • 85% go to the cinema – primarily the evening show
  • 64% watching DSTV (in the evening)

Facebook and Social Media

  • They do not regard facebook as the internet
  • 60% spend more than 5hrs a day on facebook
  • 84% use facebook to send messages rather than email
  • Prefer facebook over twitter
  • 50% use facebook as a search engine (other 50% use Google)
  • Watch on YouTube – Funny & Music Videos and then How To /Instructional videos
  • Very few read blogs, 2 write their own
  • 69% have a Mxit account – but most either don’t use it, or only check it for less than an hour a day
  • Other social networks used – BBM & Skype

Choice

  • Internet over magazines
  • Healthy food over junk food
  • Tertiary education over getting a job
  • Own music over radio
  • Medical aid over funeral policy
  • Bottled water over fizzy drinks
  • Restaurant over fast food
  • Facebook over Mxit
  • Cellphone over internet (100%)
  • Tertiary education over cellphone
  • Social media over emails (98%)

Share this Article

Facebook
Twitter
LinkedIn
WhatsApp

Would you like this content in your next conference?

Book Mike to speak

An experienced and powerful keynote speaker bringing over 10 years of digital business experience to your stage

Book Mike

You might also enjoy