To South African women, social media is a way to connect with friends, share experiences and promote their personal brand. We explore the online behaviour and new media attitudes of the modern South African woman

Social media is influential across generations, but preference for specific networks differ per age category. Considering traditional media behaviour, working women and homemakers listen to different radio stations and prefer different magazines. Contrary to popular belief many homemakers do not read magazines. It is clear when targeting the modern South African woman, understanding new media behaviour is key.

Social Media Usage

Women between 35-44 years are 32% more likely to use Instagram, and they are 16% less likely to use Facebook. Snapchat is popular for younger users (as expected), 18-24-year old are 45% more likely to use snapchat. Surprisingly, women 54 years and older are 43% more likely to use LinkedIn whereas women between 35 and 44 years are 60% less likely to use LinkedIn.


46% of women say social media is where they share adventures with friends; 43% say they often check social media but rarely post; 45% use social networks to stay connected to my friends; and 19% say they use social media to promote their personal brand.

Traditional media usage

Women who work full time are 34% more likely to listen to Highveld Stereo and 20% more likely to listen to African Language Stations like Ukhozi FM. Women who identify as housewives are twice as likely to listen to Jacaranda FM, and one and a half times more likely to listen to KFM or Algoa FM. Working women are 31% more likely to read Women & Home and 22% more likely to read Food & Home Entertainment. Homemakers are twice as likely to say they DO NOT read glossy magazines; those who do read magazines show a preference for Sarie and Rooi Rose.