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.
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.