The online readership results state that approximately 60% of internet users are the primary consumers and purchasing decision-makers in their homes and that South African consumers are using the internet at a steadily growing rate, with a latest readership or unique browser figure of 4.6 million and 115 million page impressions for June this year.
This number encompasses both local and international traffic on OPA member websites, the top 20 online publishers in South Africa. Traffic originating from South Africa makes up 37% of the total readership figure and 87% of the total page impressions.
Increased internet usage translates into growing revenue streams for both advertisers and online retailers. According to OPA Chairperson Russell Hanly, online retailers and advertisers rely on high traffic levels for their revenue and these elevated figures enable advertisers to reap the benefits of a very high level of targeted exposure.
According to research, 25.5% of current online readers are highly educated with postgraduate degrees and 25.2% are professionals. 18.2% of readers have a combined total annual household income of R400 000 or more, while approximately 54% of readers are homeowners. These figures represent the largest groupings in each of the categories, an enticing lure for advertisers thinking of moving online.
South African internet users have historically been sceptical of the effectiveness of privacy and security measures online, but growing readership levels indicate that negative perceptions of the medium are turning around.
"South African internet consumers are now starting to see the value of the internet as an information and consumer tool, and are beginning to trust internet security far more as they increase the number of online transactions they make. This growing level of trust among consumers means more online sales for retailers. There is no doubt that this is a growing and sustainable market that is creating a wealth of opportunity for the consumer industry," says Hanly.
Hanly says the OPA believes that the online industry, including advertising and e-commerce, is experiencing long-term, sustainable growth and predicts that online readership figures will continue to climb.
