The growth of digital: A South African perspective

This report discusses patterns in digital consumption in South Africa, arguing that it differs to patterns observed in other emerging economies.

The growth of digital: A South African perspective

TGI South Africa

The global digital hype and the uncertain fate of print media have seen the local media industry shift its budgets. But is South Africa too readily accepting and relying on global media models? As an emerging economy, with added complexities of the media space and audiences within South Africa, current predictions may misrepresent current use and motivations of media consumption.

It is generally assumed that higher income individuals drive digital media consumption and that traditional media is declining in this market. However, higher income groups have not betrayed traditional...

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