Target market for Small Business Websites in South Africa

An important consideration that is not given as much thought as your eye catching logo or trendy fonts and colours and yet should be a critical influence on them is the website visitors profile, in other words the people that will visit your website in South Africa – what are their ages, gender, demographics – the factors that will shape your target market source pool.

In the General Household Survey Report generated by Statistics South Africa in 2013 there are some very useful information regarding this topic which would help to understand more about the persons that will be scrolling your website pages.

At least one member in 40.9% of South African households used the internet, at any of their homes, work, place of study or internet cafés. In Western Cape (54,4%) and Gauteng (54%) households more than half had internet access while in Limpopo this figure is significantly less at 21.9%.


Percentage of households with access to internet at home by province

The image above confirms the statistics regarding Western Cape, Gauteng and Limpopo and also shows the figures for all the other provinces. It also shows the percentage of households that have internet access at home which is significantly lower with the Western Cape and Gauteng leading the way and North West and Limpopo at the other end of the scale.

The places where most South Africans access the internet is the at work (16,2%), at home (10%) and at their place of study (5,1%) e.g. school / university / college.

households-access-internet-by-place-geotype-province-2013-south-africaHouseholds access to internet by place of access, geotype and province

This table shows places from where people accessed the internet as well as their geotype per province.

From this it is clear that rural households has the least access to the internet while people in cities are most likely to have access to the internet. The internet were accessed more from the work place than from home, internet cafés and educational institutions.

The numbers for using mobile devices are made up from people using mobile telephones or using access devices such as a 3G modems thus this is not exclusive to mobile phones but includes laptops and personal computers using a 3G network as well.

It is clear that the use of 3G networks has made the internet much more accessible in South Africa especially in rural areas. Only 2,0%, 3,2% and 2,6% of households respectively had access to the Internet at home, at work and elsewhere, while almost 18% had access through 3G networks.

This holds true in urban areas where people might find it easier to get on the net at home via 3G than by using a fixed land line.

The following infographic from SurveyCompare South Africa provides more info on South African internet usage, user demographics, earning and spending as well as the most popular sites and pages in South Africa.

South Africa's Internet Usage

Where does all this leave a small business website owner with regards to considering who, from where and on what device their website will be browsed?

Your small business website target market will always be formed primarily by what your business offers, the products and / or services you are selling – the information above is meant to give a broad picture of who, from where and by what means people will be browsing your website.