Cybersecurity-aware online users in South Africa | Consumer Report

Consumer Insights report

Drawing on survey data from the Statista Consumer Insights, this report delivers a detailed understanding of Cybersecurity-aware online users in South Africa, from their demographic profile and lifestyle to their consumer behavior and media preferences.

It examines Cybersecurity-aware online users in South Africa across Gen Z, Millennials, Gen X, and Baby Boomers, exploring differences in income, household composition, values, hobbies, leisure activities, and sports interests.

To understand how brands can connect with this audience, the report analyzes their media consumption and social media activity across platforms including Instagram, TikTok, YouTube, and Facebook. It also identifies the advertising most likely to get their attention. The findings are benchmarked against the average consumer, helping marketers with audience targeting and media planning.

This consumer profile also investigates how they consume, shop, eat, and drink. Segmentation into heavy and light Cybersecurity-aware online users in South Africa provides a more nuanced view of the target group, while benchmarking against the average consumer helps highlight what makes them distinctive. Their concerns around topics such as inflation, healthcare, and housing are covered alongside political attitudes and openness to new products.

All information in this report is based on our Consumer Insights Global survey with 2M+ interviews across 32 countries, updated quarterly. Get full access to unlock the complete dataset, even more detailed audience segmentation, and all underlying data points behind these insights.

Description
Content
Tables

Selected insights about Cybersecurity-aware online users in South Africa:
• Bachelor's degree holders represent the largest education group among cybersecurity-aware users
• High-income households account for a notable share of cybersecurity-aware online users in South Africa
• Unemployment is the leading concern among cybersecurity-aware users
• Cybersecurity-aware online users show a balanced political view with centrist and left-leaning

Management summary

Key insights

Demographic profile

Life stages
Gender
Education
Income
Household classification
Type of community
Living Situation
LGBTQ+

Consumer lifestyle

Life values
Main interests
Hobbies & leisure activities
Sport activities
Sports followed
Pets

Consumer attitudes

Consumer attitudes
Challenges facing the country
Politics
Innovation adoption
View on the country's economic situation
View on personal economic situation
Economic concerns

Marketing touchpoints

Media usage
Social media usage
Digital advertising touchpoints
Non-digital advertising touchpoints

Demographic profile

Age of consumers in South Africa
Gender of consumers in South Africa
Level of education in South Africa
Share of consumers in South Africa in the high, middle, and low thirds of household gross income
Type of households in which consumers in South Africa live
Communities where consumers live in South Africa
Accommodation type and home ownership in South Africa
LGBTQ+ status of consumers in South Africa

Consumer lifestyle

Most important aspects of life for consumers in South Africa
Top 10 interests of cybersecurity-aware online users in South Africa
Top 10 hobbies and leisure activities of cybersecurity-aware online users in South Africa
Top 10 sports activities of cybersecurity-aware online users in South Africa
Top 10 sports followed by cybersecurity-aware online users in South Africa
Pets living with cybersecurity-aware online users in South Africa

Consumer attitudes

Agreement with statements in South Africa
The 10 most important issues facing South Africa according to cybersecurity-aware online users
Political attitudes of consumers in South Africa
Innovation adopter types based on statements towards innovation by consumers in South Africa
Economic situation in South Africa as perceived by cybersecurity-aware online users
Perceived personal economic situation of cybersecurity-aware online users
Agreement with statements regarding economic concerns of cybersecurity-aware online users

Marketing touchpoints

Type of media consumers in South Africa have been using in the past 4 weeks
Top 10 social networks used by cybersecurity-aware online users
Top 10 channels where cybersecurity-aware online users in South Africa remember coming across digital advertising
Places where consumers in South Africa have come across non-digital advertising in the past 4 weeks

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