Short Study: Generation Y in South Africa

Over the last month Mike Saunders and a few associates ran a small study on Generation Y in South Africa. We interviewed 144 students with an average age of 18 years old. The gender split was 60% female and 40% male.

Generation-Y-in-South-AfricaThe findings were quite interesting and echoed many generalizations about generation Y.

In South Africa, Generation Y uses digital platforms for communication and prefer Facebook and BBM over any other communication tool. Email continues to lose its effectiveness as a communication vehicle with this generation.

Google is starting to lose search market share to Facebook as 50% of Gen Y chooses to use Facebook as a search engine over Google.

Although MXit is popular it’s loyalty is much lower (less than one hour a day) than Facebook (up to five hours per day).

When given the choice Gen Y chose the internet over magazines, their cellphone over the internet and tertiary education over their cell phone. They are also a healthy bunch of individuals choosing healthy food over junk food, restaurants over fast food and bottled water over fizzy drinks.

Click Here for a complete list of some of our findings

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8 Responses to “Short Study: Generation Y in South Africa”

  1. Denis Drennan March 21, 2011 at 7:36 am #

    Mike, you are spot on. Thanks for the research. As a youth worker, I acknowledge I battle to find the time to connect with kids in a way that is cool/natural for them. However, I work in the outdoors with kids and sitting around a campfire with a significant-other, comes a close to FB.

  2. Mike Saunders March 22, 2011 at 2:45 pm #

    Hi Denis

    Nothing like taking people away from cellphone reception to get their attention.

    Thanks for the comment!

  3. Neil Duly March 23, 2011 at 8:56 am #

    Hey Mike, nice breakdown.

    How was the sample selected?
    Were these university students from a large city?

    • Mike Saunders March 23, 2011 at 10:21 am #

      Thanks Neil

      We did the research through a tertiary education organisation. They have campuses in DBN, CTN and JHB.

  4. Nadia June 15, 2011 at 1:04 pm #

    Dear Mark
    I totally agree, looking forward to your next article on Gen Z! I recently also did a research article on the different generations in SA- for an internal campaign we did. I often find that the baby boomers are reluctant to to adopt online & digital media in companies. Some of them convert when they realise that it is a easier way to network with the millennials/genY.


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