MARKETING RESEARCH 

MRF presents latest overview of SA consumer behaviour and media trends

By our African Marketing Confederation News Team | 2025

Household income distribution has returned to 2021 levels. Fast-food purchases and eating out continue to steadily decline.

South Africa’s Marketing Research Foundation (MRF) has released its latest Marketing All Product Survey (known as MAPS), delivering a comprehensive view of the country’s consumer behaviour and media trends.

Photo by Ketut Subiyanto from Pexels

The foundation says this latest dataset, covering January to December 2024, marks a major milestone for the country’s media and advertising industry by providing a full four-year window into shifting audience patterns, purchasing habits and media consumption. 

 

“With 18 quarterly releases now published since Q3 2020, the MAPS dataset is a strategic resource for advertisers, agencies, media owners and brands seeking to understand and respond to evolving market dynamics,” the MRF states. 

 

With over 20,000 interviews conducted annually by a team of more than 200 field interviewers, MAPS covers all provinces, districts and municipalities. Among the highlights of the latest survey: 

 

Demographic shifts and socio-economic trends 

 

  • The average age of the population remains 38 years, with a gender split of 52% female and 48% male. 

 

  • Household income distribution has returned to 2021 levels, with an average monthly income of R12,100 (US$673). Seventy-seven percent of households earn less than R12,000 while 6% earn more R40,000 ($2,226). 

 

  • The economically active population stands at 38%, with unemployed at 27% and non-active at 35%. 

 

Media consumption patterns 

 

  • Television: 60% of South Africans watched TV in the past week, with 17% spending more than 20 hours per week on the medium. DStv penetration is at 41%.  

 

  • Radio: 45% listened to radio in the past week, with commercial stations attracting 17-million listeners and community stations 4-million. Notably, 11% of the population spends more than 20 hours per week listening to radio. 

 

  • Streaming and On-Demand: 21% of people have access to on-demand streaming services, Netflix (78%), Showmax (47%), and interestingly a 12% access to YouTube (Paid For). Streaming penetration has increased by 139% since 2021. 

 

  • Social Media: Social media penetration has reached 73%, up from 50% in 2021. Facebook remains the most visited video content viewing platform (74% in the past week), followed by TikTok (38%), YouTube (27%), and Instagram (20%). A quarter of South Africans spend more than 20 hours per week on social media. 

 

  • Internet Access: 77% accessed the internet in the past week, with 4.3-million households now having fixed internet access, a 37% increase since 2021. 

 

Consumer behaviour and brand loyalty 

 

  • The average monthly spend on groceries and toiletries has steadily increased, with apparel spend remaining more volatile. 

 

  • Brand loyalty remains strong in cosmetics and toiletries, with 37% and 33% of consumers respectively always buying the same brands. Groceries saw a slight decline in loyalty to 29%, down from 33% in 2021. 

 

  • There has been a 25% decline in weekly fast-food purchases and a 29% decline in eating out since 2021, reflecting economic pressures and changing consumer priorities. 

The full MAPS dataset is available to subscribers, with launch presentations accessible on the MRF website. 

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