For South Africans, going online is no longer a separate activity. It is simply how life runs. Data from YouGov Profiles+ South Africa shows that a huge 89% use the internet for email, and 81% for online banking, turning digital platforms into the backbone of everyday admin. Beyond that, 71% are generally browsing the internet, and 70% are using it for messaging, while 69% are accessing social networking sites, and 69% are buying or browsing goods online. The line between “being online” and “just living life” has almost completely disappeared.
Entertainment, storage and digital tools
The internet also acts as the default entertainment hub. Around 63% of South Africans stream games, movies, TV shows or other media online, while 61% download entertainment content. The same proportion (61%) of respondents use online news and sports sites, highlighting the web’s growing role as an information gateway.
Everyday life administration has also shifted online. Some 60% buy or browse services online, 58% store files or photos using cloud-based applications, and 56% upload images or videos to social networks. Even work and leisure are intertwined, with 49% using online productivity tools and another 49% playing games online.
These figures illustrate how digital ecosystems now support both productivity and leisure, often through the same devices and platforms.
Convenience, Confidence and Quiet Dependence
When it comes to information, the internet dominates. A strong 77% agree that the internet is their main source of information. That means most South Africans now turn to search engines, websites and social media before more traditional channels like TV, radio or print. The web is where questions are answered, opinions are formed, and decisions are shaped.
What is striking is how emotionally dependent people feel about the importance of connectivity. Around 68% say they would not be able to cope without internet access, and 65% agree they would not be able to manage without it. That is more than two-thirds of the population seeing connectivity as fundamental, not optional. Yet that investment comes with unease. With privacy concerns growing and online scams an increasingly prominent reality, South Africans are heavily invested in the internet, but not entirely at ease with it.
Data, Privacy and the Feeling of Being Watched
As more life moves online, users are increasingly conscious of how visible they are. Around 68% would not want people to see their internet browsing history. A similar 65% are worried about how much data people have about them on the internet. At the same time, 62% agree that it is creepy how well online advertisements seem to know them. There is a clear sense of being observed and profiled, even when users know this is part of how digital services stay “free” or personalised.
Despite these concerns, many South Africans accept some trade-offs. About 55% agree that having less privacy online is the price we have to pay for more security. There is also ambivalence about responsibility. Nearly half, 49%, agree that people only worry about personal data on the internet if they have something to hide, suggesting a tension between privacy as a right and suspicion as a social narrative. For brands and policymakers, this mix of resignation, concern and suspicion is a critical context for any digital strategy.
Shopping Has Shifted From Places to Journeys
For many South Africans, online shopping is not just convenient. It is transformative. A massive 84% agree that online shopping makes life easier. However, the story is more nuanced than “online wins, stores lose”. Only 58% of YouGov Data respondents prefer buying online to buying in stores, suggesting that while digital is valued, the physical retail experience still has a role to play.
The purchase journey is now fluid and multi-step. Around 73% browse online to see what is available, while 57% still browse in-store. Nearly half, 49%, see something online and buy it online, but 43% see something online and then buy it in-store. Another 43% use click-and-collect, blending digital discovery with physical collection. Apps are deeply embedded too: 38% use an app to purchase online, and 27% use an app to purchase in-store. A further 26% see something in-store and buy it online. The modern path to purchase is omnichannel by default.
Social Media: Identity, Connection and Overload
Social media is not just a pastime; it is identity work. Around 74% say they really care how they present themselves on social media. That means profile pictures, posts and stories are doing more than filling feeds – they are shaping how people see themselves and how they want to be seen. Alongside this, 75% agree they use social media both to keep up with people and to find and share information about topics that matter to them, reinforcing the idea that social platforms are both social spaces and information networks.
There is, however, a growing unease around screen time. Some 70% of respondents say they sometimes worry about how long they spend on social media, and 69% say they spend more time on social media now than they did a year ago. A significant 67% admit they often scroll aimlessly, and 33% say they have “stalked” someone on social media. The behaviour is sticky and familiar, but not entirely comfortable. People are aware that their digital habits may not always be healthy, even as they continue to lean into them. Research from the University of the Witwatersrand found that more than one in four South Africans show probable symptoms of depression (Craig et al., 2022, Frontiers in Public Health). Studies on South African youth further link excessive social media use directly to anxiety, low self-esteem, and fear of missing out (Frontiers in Public Health, 2022; Mthembu et al., 2023, International Journal of Social Science Research and Review). The scroll is free, but it is not without cost.
Work, Leisure and the Blur Between Them
The internet also reshapes the workday. Behaviour around time-wasting is almost perfectly split. Around 41% agree that they waste time on the internet at work, while the rest are split between neutrality and disagreement. This even split suggests a reality in which digital tools support productivity while enabling distraction at the same time. The same device used for online productivity apps, email and cloud storage is also used for social media, streaming and aimless browsing.
Multi-screen behaviour is now mainstream. Around 65% say that whilst watching TV, they search the internet for products they see advertised. This second-screen habit means marketing messages rarely exist in isolation. A TV ad can trigger a search, a review read, a price comparison and even a purchase – all before the programme resumes. Everyday life is now a mesh of overlapping screens and micro-moments.
Technology Optimism Meets Digital Fatigue
Broadly speaking, South Africans are positive about technology. Around 83% say 5G improves their digital experience, and 76% feel that having 5G benefits their life in many ways. A strong 79% agree that technology improves their lives. Some 69% see artificial intelligence as the next step in evolution, and 65% agree that augmented or virtual reality allows people to experience products and services before buying them. Even at a more ambitious level, 60% believe there is a technological solution to all of humanity’s problems. This is a deeply tech-curious population.
Alongside optimism, there is caution. Around 58% think increasing reliance on digital assistants is dangerous to society, and 55% say they always double-check the answer from a smart speaker. Half (50%) are concerned that data from wearables will be used by companies to learn about their lifestyles. Emotionally, people are also torn about the bigger picture. Some 61% agree that the internet has made us less connected, and 42% feel life was better before the internet’s invention, compared with 33% who disagree. The internet is both a solution and a source of new problems.
Money, Love and Life Online
Romantic life has also moved online. Almost half of South Africans, 47%, say they have used an online dating service at some point, and 30% are currently active members. Only 52% have never used online dating. This normalisation of digital romance shows how the internet has expanded the ways people meet, evaluate and connect with potential partners, adding a new layer to social and emotional life.
Financial attitudes are shifting, too. Around 62% agree that cryptocurrencies are the future of online financial transactions, even if adoption is not yet universal. Combined with high levels of online banking usage (81%) and strong comfort with online shopping, these points to a population increasingly ready for more digital, decentralised financial experiences – provided trust, security and usability are in place.
What This Means for Brands and Businesses
The data paints a clear picture: the internet is not a channel sitting alongside daily life. It is woven into it. South Africans rely on it for communication, information, shopping, entertainment, work, relationships and money. They are excited about the possibilities of 5G, AI and immersive tech, but they are also worried about privacy, time spent online and how “connected” they truly feel.
For brands, policymakers and researchers, the opportunity lies in designing experiences that respect this complexity. The most successful strategies will be those that harness convenience, personalisation and innovation while consciously addressing fatigue, anxiety and trust. Everyday life has been transformed by the internet – and that transformation is still very much in progress.
Methodology
The data referenced in this article is sourced from YouGov Profiles+ South Africa, based on a nationally representative sample of approximately 24,000 adults aged 18 and over. The dataset analyses attitudes and behaviours related to internet usage, digital services, shopping habits, social media and emerging technologies.
