The recent South African Social Media Landscape 2016 study conducted by World Wide Worx and Fuseware has revealed that Instagram has seen immense growth over the last year, and that Facebook is now used by a quarter of the population.

They have found that in South Africa there are:

  • 13 million Facebook users
  • 7.4 million Twitter users
  • 8.28 million YouTube users
  • 2.68 million Instagram users

This means in the last year Facebook increased by 8%, from 12-million to 13-million users, Twitter by 12%, from 6,6-million to 7,4-million users, YouTube by 15%, from 7,2-million to 8,28-million users, and Instagram, with a staggering 133%, from 1,1-million to 2,68-million users.

Facebook On Mobile

The majority of users are accessing their social media platforms on the go. 10-million, or 77%, of South African Facebook users are browsing the social network through their mobile devices, such as smartphones and tablets.

The Instagram Boom

While Instagram is traditionally used by the general public and celebrities who post photos for friends, followers and fans (with media personalities such as Minnie Dlamini and Bonang Matheba having 811,000 and 772,000 followers respectively), companies are also turning their eyes to this appealing visual networking site. Since Instagram more than doubled its user base in South Africa over the last year, 24% of major brands say they plan to start using Instagram in the coming year. 42% of major brands are currently using it for marketing purposes. To date Mr Price and Mercedes Benz have had the most success with individual images locally.

Social Media Apps

For the second year in a row, social media apps have also been some of the most popular free downloads on all three major app stores in South Africa:

Google Play for Android Apple App Store for iOS Windows Store
1. WhatsApp WhatsApp Facebook
2. Facebook Messenger Facebook Windows Podcast
3. Facebook Facebook Messenger WhatsApp
4. Instagram Instagram OneDrive (Cloud storage)

As can be seen from the table above, Facebook and Instagram (an affiliate of Facebook) are dominating the social media app landscape in South Africa.

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Social Media – The Latest South African Stats
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The South African Social Media Landscape study has revealed that Instagram has more than doubled its users in 2016 and that a quarter of the population now uses Facebook.
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