Published Nov 13, 2024
Toluna MEA
As digital transformation accelerates across South Africa, media consumption patterns are undergoing a major shift, driven, in part, by ongoing load shedding*. Toluna, in partnership with TikTok, conducted a survey to explore how South Africans are adapting to these changes and what they mean for the future of media. The findings reveal a marked move from traditional to digital media, with load shedding emerging as a key driver in this transition.
South African consumers are increasingly turning away from traditional media (like TV, radio, and print) in favor of digital platforms. A significant 93% of respondents agree that there is an ongoing shift toward digital media, and 87% believe digital channels will overtake traditional media within the coming year. The convenience of digital channels and their resilience during power outages make them increasingly popular.
This transition is apparent across various demographics, though it is particularly strong among younger generations and those in urban areas, where internet infrastructure is more accessible. Gen Z and Millennials are at the forefront of this shift, increasingly gravitating toward mobile-friendly platforms for fast, on-the-go entertainment and information.
Table 1: Key Statistics on Media Consumption Shift
Load shedding has become a defining factor in shaping media consumption habits across South Africa. When power outages hit, traditional media like TV and radio often become inaccessible, while smartphones and other mobile devices offer a reliable alternative. This shift is especially pronounced among Gen Z and Millennials, who report a significant reduction in TV usage during load shedding, turning instead to digital platforms to stay entertained and informed.
Figure 1: Device Usage During Load Shedding
As load shedding disrupts traditional media access, South Africans increasingly turn to digital platforms, with TikTok emerging as a clear favorite. The platform commands a high level of daily engagement, with users spending an average of 3.1 hours per day on TikTok—significantly more than on other video and social media platforms.
TikTok’s popularity is fueled by its short, engaging videos, which hold the attention of 65% of users who report giving the platform their undivided attention. This high engagement makes TikTok a prime channel for reaching South African consumers, particularly in the evenings and during load shedding, when users are actively seeking digital content.
The platform’s appeal spans all demographics, though younger users are particularly drawn to TikTok’s dynamic content. Gen Z and Millennials are the most active users, viewing it as an essential source of entertainment and social connection, especially during load shedding when other options are limited.
South Africans have strong preferences when it comes to digital advertising. The survey reveals that skippable advertisements are overwhelmingly favored over forced ads, as users value the control and reduced annoyance that skippable ads provide. TikTok leads in positive ad associations, with users describing its ads as fun, joyful, and unique, aligning well with the platform’s overall content style.
These insights highlight the importance of delivering relevant and non-intrusive ads on digital platforms. For advertisers, TikTok offers an effective environment to engage South African audiences with ads that feel organic to the platform experience.
Figure 2: Advertising Preferences on Digital Media Platforms
TikTok emerged as one of the leading video-focused platforms benefiting from the shift, and is highly favored during load shedding. Many users turn to TikTok during outages, highlighting the role of digital content in providing entertainment and maintaining social connections. These trends underscore the growing importance of video platforms in bridging the gaps left by traditional media during power disruptions.
The findings from this study highlight a clear trend: Digital media is set to dominate South African media consumption in the coming year. This shift, driven by the accessibility of digital platforms during load shedding, suggests that traditional media could continue to lose ground as more consumers prioritize digital-first experiences.
Brands aiming to connect with South African audiences should consider digital-first strategies, particularly on mobile-friendly platforms that align with the country’s growing reliance on smartphones. Video-driven platforms, which offer fast, engaging content, are especially well-positioned to capture the attention of a digital-native audience.
Toluna’s survey captures a critical turning point in South African media consumption. As load shedding becomes a defining factor, South Africans are increasingly favoring digital platforms that offer flexibility and accessibility. TikTok has emerged as a leader in this space, offering highly engaging content that resonates with audiences across demographics.
Looking to the future, brands and advertisers must adapt to this digital transformation by crafting content that aligns with the preferences of a mobile-first, always-connected audience. With the right approach, digital media can offer an unparalleled opportunity to engage and connect with South African consumers in a rapidly evolving media landscape.
Data Source: Toluna – From TV to Mobile: The New Form of Entertainment
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