South Africans prioritise social media even as they cut back on food, research shows | Business

📆 2023-07-01 19:30:00
📰 News24

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Having access to data to search the internet or visit social media sites when load shedding hits appears to be as big a priority to South Africans as food is, says Kantar, the world's biggest consumer research agency. | News24_Business

Consumer research group Kantar says South Africans are prioritising access to social media during load shedding, even as they spend less on food.

Stacy Saggers, commercial growth director for Kantar South Africa, said on Thursday that the group's research had shown that people were"desperate to be online" during load shedding. Even with the"very difficult financial decisions that people are needing to make" to cope in a struggling economy, they were still choosing to use data, which in SA is among the most expensive in the world.

She said that as opposed to movie streaming sites, where consumers can download movies ahead of load shedding, visits to social media saw people having to consciously decide to consume expensive data to do so.

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