The latest South African social media research shows Facebook becoming a proxy for the adult population, writes ARTHUR GOLDSTUCK.
When almost a third of the population is taking part in conversations and other activity in the same environment, it is clear that we are seeing a shift in the way people interact and socialise.
The SA Social Media Landscape 2018 research study, conducted by World Wide Worx and media monitoring organisation Ornico, shows that Facebook now being used by 29% of the population.
No less than 16-million South Africans now use Facebook, up from 14-million in 2016. And a massive 14-million of these use cellphones or tablets for their access. In the past, mobile use of social media was a smartphone-oriented activity, and tended to be focused on the upper income segments of the population.
Now, thanks to stripped down apps like Facebook Lite, which is often zero-rated for data costs by mobile network operators, the platform is spreading through the entire population. Facebook Lite was South Africa’s 5th most downloaded app from the Google Play Store for Android phones in 2017, and that has had a direct impact on both Internet access and Facebook use.
“It’s a tool that is geared towards the dynamics of a market,” says Oresti Patricios, CEO of Ornico. “Once other social networks and even organisations like banks and retailers come to understand the needs of emerging markets, and the limitations of mobile access, we will see this kind of stripped-down app becoming more common.”
In fact, such aps will probably make a far bigger impact on the growth of Internet access than the clumsy attempts operators are making to structure data bundles for low-income users.
A good example of this is Capitec, the only bank in the list of top ten most downloaded apps in South Africa. Both its account and its app provides simple, intuitive choices for consumers, which translates into low costs for both the bank and its customers.
It is no surprise, then, that the app that generates the most noise, Twitter, does not feature in this list. Twitter as an organisation has stagnated from a strategic point of view, and has little concept of the varying user dynamics across the globe. In the United States, it has been like a rabbit caught in the headlights, unable to respond to the threat from most other social networks. Most of its competitors are growing healthily, while Twitter’s American user base has fallen slightly.
Fortunately for Twitter, it is still growing outside the USA, so those new uses are balancing the American losses, so that the platform is maintaining its user numbers.
The international trend is reflected in South Africa, where Twitter continues to grow at a slow rate in South Africa. From 7.7-million users in 2016, it has grown slowly to 8-million users this year.
The key to this growth is that Twitter remains the social platform of choice for engaging in public discourse in South Africa. News, debates, celebrity spats and the like draw users in, and they are then able to weigh in with their own opinions. The result is that, even while user growth is slow, user engagement with the platform continues to grow strongly.
The biggest surprise trends in the survey was that the previously fastest growing app in South Africa, photo-sharing network Instagram, has see its growth slow down dramatically. It is now used by 3.8-million South Africans, up from 3.5-million.
On the contrary, the professional network, LinkedIn, has maintained steady growth, up from 5.5-million to 6.1-million, as entrepreneurs and small business employees learn of the same benefits that has drawn in the corporate world in recent years.
The study included a survey of social media use by South Africa’s biggest brands, with 118 participants providing insights into their social media practices, strategies and results.
The survey found significant shifts in each of the platforms used by brands, mostly upward. Facebook is now almost pervasive, in use by 97% of brands, from 91% the year before. Twitter has increased marginally, from 88% to 90%, while LinkedIn and Instagram continued their relentless rises, now both standing at 72%. YouTube has fallen slightly behind them, despite a marginal rise to 68%.
Declines were reported for Pinterest, Google+, WeChat, WhatsApp and SnapChat.
“The findings underline the lesson that widespread consumer takeup of a platform, as we have seen with WhatsApp in particular, does not lend itself readily to brands communicating with those consumers,” says Patricios.
A similar picture emerged when brands were asked whether they advertised on social media. Facebook is by far the most popular for advertising, at 86% of brands, with Twitter and Instagram in distant second and third place at 45% and 40%. Linked in comes in fourth, on 35%.
Most advertisers believe they see a return on investment when they advertise on social media. By far the most unanimous benefit they see is brand awareness, followed by customer insights and brands.
This is hardly surprising, when one considers the extent to which Facebook in particular has become a proxy for the adult population of a country. If it represents almost a third of the total population, it represents almost half of the over-13s in South Africa. As a result, it is now a rival to radio and TV for reaching the broader population.
And it has one massive advantage: that communication is two-way, and can be measured precisely. Don’t be surprised when the social media version of South Africa becomes a more visible and measurable version of the country than the physical version.
How we use phones to avoid human contact
A recent study by Kaspersky Lab has found that 75% of people pick up their connected device to avoid conversing with another human being.
Connected devices are becoming essential to keeping people in contact with each other, but for many they are also a much-needed comfort blanket in a variety of social situations when they do not want to interact with others. A recent survey from Kaspersky Lab has confirmed this trend in behaviour after three-quarters of people (75%) admitted they use a device to pretend to be busy when they don’t want to talk to someone else, showing the importance of keeping connected devices protected under all circumstances.
Imagine you’ve arrived at a bar and you’re waiting for your date. The bar is busy, and people are chatting all around you. What do you do now? Strike up a conversation with someone you don’t know? Grab your phone from your pocket or handbag until your date arrives to keep yourself busy? Why talk to humans or even make eye-contact with someone else when you can stare at your connected device instead?
The truth is, our use of devices is making it much easier to avoid small talk or even be polite to those around us, and new Kaspersky Lab research has found that 72% of people use one when they do not know what to do in a social situation. They are also the ‘go-to’ distraction for people even when they aren’t trying to look busy or avoid someone’s eye. 46% of people admit to using a device just to kill time every day and 44% use it as a daily distraction.
In addition to just being a distraction, devices are also a lifeline to those who would rather not talk directly to another person in day-to-day situations, to complete essential tasks. In fact, nearly a third (31%) of people would prefer to carry out tasks such as ordering a taxi or finding directions to where they need to go via a website and an app, because they find it an easier experience than speaking with another person.
Whether they are helping us avoid direct contact or filling a void in our daily lives, our constant reliance on devices has become a cause for panic when they become unusable. A third (34%) of people worry that they will not be able to entertain themselves if they cannot access a connected device. 12% are even concerned that they won’t be able to pretend to be busy if their device is out of action.
Dmitry Aleshin, VP for Product Marketing, Kaspersky Lab said, “The reliance on connected devices is impacting us in more ways than we could have ever expected. There is no doubt that being connected gives us the freedom to make modern life easier, but devices are also vital to help people get through different and difficult social situations. No matter what your ‘connection crutch’ is, it is essential to make sure your device is online and available when you need it most.”
To ensure your device lifeline is always there and in top health – no matter what the reason or situation – Kaspersky Security Cloud keeps your connection safe and secure:
· I want to use my device while waiting for a friend – is it secure to access the bar’s Wi-Fi?
With Kaspersky Security Cloud, devices are protected against network threats, even if the user needs to use insecure public Wi-Fi hotspots. This is done through transferring data via an encrypted channel to ensure personal data safety, so users’ devices are protected on any connection.
· Oh no! I’m bored but my phone’s battery is getting low – what am I going to do?
Users can track their battery level thanks to a countdown of how many minutes are left until their device shuts down in the Kaspersky Security Cloud interface. There is also a wide-range of portable power supplies available to keep device batteries charged while on-the-go.
· I’ve lost my phone! How will I keep myself entertained now?
Should the unthinkable happen and you lose or have your phone stolen, Kaspersky Security Cloud can track and protect your device from data breaches, for complete peace of mind. Remote lock and locate features ensure your device remains secure until you are reunited.
Five key biometric facts
Due to their uniqueness, fingerprints are being used more and more to quickly identify and ensure the security of customers. CLAUDE LANGLEY, Regional Sales Manager, for Africa at HID Global Biometrics, outlines five facts about the technology.
How many times in a day are you expected to identify yourself? From when you arrive at work you are required to sign in, visiting your bank, receiving healthcare services… The list is endless. When a system knows who you are, you are able to do any number common, everyday activities. Your identity is unique and precious. It is also easily stolen and the target of many hackers across the globe. Technology is constantly evolving alongside the criminal element, always looking for ways to protect data and identity. One such solution happens to be biometrics and it is rapidly gaining traction in our increasingly complex modern world.
Reliable, secure and fundamentally YOU, unique biometric traits such as fingerprints are being used by banks, enterprises and consumers to verify identity. Biometric solutions offer significant identity protection because they use unique biological details to ensure an account is only accessed by the account holder, a door only opened by the owner. Here are five things that are little known about this technology…
- The uncut identity. Your fingerprint is unique to you. Nobody can use a copy of it to impersonate you. Good technology is capable of scanning down into the layers of the fingertip to differentiate unique elements of a person’s fingerprint, this data is then encrypted and used as a key to unlocking whichever physical or virtual door that the biometric system protects.
- The living proof. No, there is nothing to the stories of fingerprints being used without their owner’s knowledge or permission. Biometric solutions can use specific variables to determine if the finger used to access the system is that of a present, living person. A copy or a fake cannot be used to access a cutting-edge biometric solution.
- Easy and convenient. Queues and documents and paperwork may well be a thing of the past should biometrics take a firmer grip of government and banking systems. The process of registering is easy, and access to identity documents and records is yours alone.
- Security blanket. A thousand passwords and a hundred post-it notes stuck on walls and drawers. An excel file with a list of sites and applications and their corresponding passwords, all a thing of the past. Nobody needs to remember their password with biometrics, they only need to show up.
- Anywhere is cool. Schools, airports, networks, offices, homes, toilets, banks, libraries, governments, border controls, immigration services, call centres, hospitals and even clubs and pubs – knowing “who” matters and biometrics can quickly and conveniently confirm your identity where needed.