“From August 2011 to August 2012, the number of over-60s on Facebook grew by 44%, compared to less than 30% for those aged 30-60, less than 20% for those aged 19-30, and less than 10% for teenagers,” the research houses revealed in a report titled South African Social Media Landscape 2012.
“The proportion of urban adults using Facebook is a little less than double rural users - but rural users are now at the level where urban users were 18 months ago. Twitter's urban penetration is a little more than double its rural penetration, but the rural proportion has also caught up to where the urban proportion was 18 months ago.”
Other key findings of the research are:
-- At the end of August, 5.33-million South Africans were using Facebook on the Web, 2,43-million were on Twitter and 9,35-million on Mxit (a mobile social networking based in South Africa).
-- Both Facebook and Twitter have grown at a similar rate, at around 100 000 new users a month, for the past year
-- Pinterest is the fledgling among the major social networks, with only 150 000 users in South Africa.
-- WhatsApp has become the leading instant messaging tool among South Africans aged 16 and over, living in cities and towns, with a user base of 4,6-million.