January: My Favourite Time of Year
January represents a fresh start, a clean slate and an opportunity to reflect, reset, and refocus.
It is a time for:
Goal setting
Personal and professional reflection
Strategic planning
Renewed direction and focus
For those working in digital marketing, January also marks one of the most important industry moments: the release of the annual Hootsuite & We Are Social Digital Statistics Report.
The 9th edition, released in February, provides a comprehensive overview of global digital behaviour throughout 2020.
Global Digital Overview (2020 Start)
The global data reflects continued and rapid digital acceleration.
Key global statistics:
Over 4.5 billion internet users worldwide
Approximately 59% of the global population is online
Internet usage spans communication, work, shopping, learning, and entertainment
Social media growth:
49% of the global population actively uses social media
Year-on-year growth of 9.2%
eCommerce behaviour:
Around 80% of internet users (aged 16–64) research products online before purchasing
Digital platforms play a central role in the customer journey
Key insight:
Digital channels are now central to how consumers discover, evaluate, and purchase products.
Digital Landscape in South Africa
South Africa continues to show strong digital adoption with significant growth potential.
Key statistics:
Population: ~59 million
Internet users: 36+ million active users
This reflects widespread engagement across:
- Communication
- Entertainment
- Information access
- Online commerce
- Mobile Connectivity Trends
Mobile usage remains a defining factor in South Africa’s digital ecosystem.
Key insight:
Approximately 103 million mobile connections
Equivalent to 1.76 connections per person
What this indicates:
Multiple device ownership
Secondary SIM usage
High mobile dependency
Cost-driven connectivity behaviour
Key insight:
Mobile is the primary gateway to digital access in South Africa.
Social Media Growth and Usage
Social media continues to expand rapidly in South Africa.
Key statistics:
Social media penetration: ~37%
Year-on-year growth: ~20%
Average usage: 3+ hours per day (ages 16–64)
This usage is nearly equal to time spent watching television, highlighting a major shift in attention toward digital platforms.
Key insight:
Social media is becoming a primary media consumption channel.
Most Used Social Media Platforms in South Africa
The top platforms include:
WhatsApp
YouTube
Facebook
Facebook Messenger
Instagram
Key trend:
YouTube has overtaken Facebook in usage, driven by:
Improved access
Lower data costs
Rising demand for video content
Key insight:
Video content is becoming the dominant format in digital engagement.
Additional Digital Behaviour Insights
The report highlights several important behavioural trends:
1. eCommerce opportunity
South Africa’s search-to-purchase conversion rate is approximately 50%
Lower than global averages, indicating strong optimisation potential
2. Digital-first discovery
Consumers increasingly research products online before purchasing
Comparison and review behaviour is becoming standard
3. Content consumption trends
Strong preference for social media and entertainment platforms
Mobile-first behaviour dominates browsing and engagement
Key insight:
Consumer journeys are increasingly digital, mobile, and content-driven.
Key Takeaways
The data reveals a clear direction for digital evolution:
1. Digital is the primary environment
Consumers live, interact, and make decisions online.
2. Mobile dominates access
Smartphones are the main entry point to digital ecosystems.
3. Social media drives behaviour
Platforms influence discovery, engagement, and purchasing decisions.
4. Video is the leading content format
Visual storytelling is essential for engagement.
5. eCommerce still has growth potential
There is significant opportunity for conversion optimisation.
Final Thoughts
As we move through 2020, one truth is clear: digital is no longer emerging, it is dominant.
Businesses must:
Adopt digital-first strategies
Understand audience behaviour
Optimise for mobile and social platforms
Invest in data-driven decision-making
Key insight:
Understanding digital behaviour is no longer optional, it is essential for growth.
Conclusion
The insights from this report highlight a rapidly evolving digital ecosystem where:
Mobile access is increasing
Social media usage is expanding
Video consumption is rising
eCommerce is becoming more influential
