ADVERTISEMENT
TechEconomy
Saturday, June 7, 2025
No Result
View All Result
Advertisement
ADVERTISEMENT
  • News
  • Tech
    • DisruptiveTECH
    • ConsumerTech
      • Accessories
      • Phones
      • Laptop
      • Gadgets and Appliances
      • Apps
    • How To
    • TechTAINMENT
  • Business
    • Telecoms
      • Broadband
    • Mobility
    • Environment
    • Travel
    • Commerce
    • StartUPs
    • TE Insights
    • Security
  • Partners
  • Economy
    • Finance
    • Fintech
    • Digital Assets
    • Personal Finance
    • Insurance
  • Features
    • IndustryINFLUENCERS
    • Guest Writer
    • Appointment
    • EventDIARY
    • Editorial
  • Apply
  • TecheconomyTV
  • Techeconomy Events
  • BusinesSENSE For SMEs
  • TBS
  • News
  • Tech
    • DisruptiveTECH
    • ConsumerTech
      • Accessories
      • Phones
      • Laptop
      • Gadgets and Appliances
      • Apps
    • How To
    • TechTAINMENT
  • Business
    • Telecoms
      • Broadband
    • Mobility
    • Environment
    • Travel
    • Commerce
    • StartUPs
    • TE Insights
    • Security
  • Partners
  • Economy
    • Finance
    • Fintech
    • Digital Assets
    • Personal Finance
    • Insurance
  • Features
    • IndustryINFLUENCERS
    • Guest Writer
    • Appointment
    • EventDIARY
    • Editorial
  • Apply
  • TecheconomyTV
  • Techeconomy Events
  • BusinesSENSE For SMEs
  • TBS
No Result
View All Result
Tech | Business | Economy
No Result
View All Result
Podcast

Home » Online Retail Driven by Age, Income and Education – Survey

Online Retail Driven by Age, Income and Education – Survey

Peter Oluka by Peter Oluka
March 1, 2023
in Commerce
0
Online Retail Driven by Age, Income and Education
During the pandemic, online shopping had “normalised” across age groups, and at the time, an average of 27% to 30% penetration...

Online Retail Driven by Age, Income and Education

RelatedPosts

QNET direct selling model

Understanding QNET Direct Selling Business Model  

June 4, 2025

How You Can Get Up to 50% Discount on Konga

June 3, 2025
UBA
Advertisements

A newly released study has revealed that South Africans’ online spending patterns and behaviour continued to evolve at a rapid pace in 2022. This is despite the country’s ongoing recovery from lockdown restrictions and social distancing.

The comprehensive results of the Online Retail in South Africa 2023 study, released today by World Wide Worx with Mastercard, shows that online shopping shot up from 27% of adult South Africans in 2020 to 38% in 2022.

The study included analysis of the annual Target Group Index (TGI) survey conducted by Ask Afrika, which interviews 16,000 South Africans every six months to gather data on their consumption (products, brands and the media), purchasing behaviour, attitudes, motivations and beliefs. This survey provides the most detailed demographic breakdown of online shopping available in the country.

The growth in the proportion of the population’s shopping behaviours indicates a 40% increase in the total number of people shopping.

The initial findings from the study, released at the end of 2022, coincidentally showed close to 40% annual growth in total online retail spend over the past two years.

“The most revealing aspects of the new data lie in demographic differences between South Africans,” says World Wide Worx CEO Arthur Goldstuck, principal analyst on the research project. “The gender breakdown in particular shows that the traditional gender divide in online shopping, which was dominated by males in the early years still persists, with 41% of men and 36% of women shopping online.”

According to the report, a contributing factor to men dominating the online shopping space is due to them purchasing electronic goods more frequently, which traditionally is a male shopping domain. However, the fact that the biggest growth areas in online shopping in recent years have been in groceries and apparel categories, traditionally dominated by women shoppers, suggests there are other factors at work.

“These may well include elements like male control of household budgets and men being more likely to have a credit card in a household,” says Goldstuck. “It shows that outmoded societal norms die hard.”

The age breakdown of online shoppers in South Africa has seen a significant shift from 2020 figures. During the pandemic, online shopping had “normalised” across age groups, and at the time, an average of 27% to 30% penetration was seen in all age groups up to the age of 64. Only in the 65+ age group did we see a significant drop off (down to 19%).

In 2022, two significant shifts occurred. The first was that the pattern of shopping by age returned to a previously observed pattern, namely that online shopping peaked in the 25-34 age bracket, and then steadily dropped off with each successive age group. The second major shift observed during the past year, was in the significant drop in penetration of online shopping among the 65+ age group. This is the only age group that sees lower penetration than during the height of the pandemic.

“One conclusion that we can draw from the research is that online shopping is strongly correlated with age, but with the youngest age group constrained by lack of earning ability,” says Gabriel Swanepoel, country manager of Mastercard Southern Africa. “A second conclusion is that the oldest age group has a strong reticence towards online shopping, which is backed up by another finding that this bracket is the most likely to still prefer in-store shopping experiences.

“Now, more than ever, it is crucial for retailers to understand their consumers. Understand who they are, where they are, and how our country’s economics affect them. This will assist in understanding how and where to reach the targeted consumers, therefore creating a seamless consumer experience from online to in-store.”

While most age groups show a relatively high level of agreement with the statement that in-store shopping is preferable to online (24% to 30%), this figure increases dramatically to 41% in the over-64 category. No other demographic measure shows such a strong divergence in one segment regarding preference towards in-store experiences.

The metrics that showed the highest positive correlation with online shopping were:

  • Education, rising from 20% for those with less than a matric qualification to 54% of those with tertiary education.
  • Income, rising steadily from 22% for those earning less than R2,500 a month to 62% for those earning more than R50,000.

Says Goldstuck: “The results are in effect a blueprint for online retailers, showing on the one hand where they will reach their most lucrative customers, and on the other the segments they must target to grow online retail further in South Africa.”

Loading

Advertisements
MTN ADS

Author

  • Peter Oluka
    Peter Oluka

    Peter Oluka (@peterolukai), editor of Techeconomy, is a multi-award winner practicing Journalist. Peter’s media practice cuts across Media Relations | Marketing| Advertising, other Communications interests. Contact: peter.oluka@techeconomy.ng

    View all posts
0Shares
Tags: MastercardOnline RetailWorld Wide Worx
Previous Post

Thales to Hire 12,000+ People in 2023, a clear Opposite Direction to the ‘Great Layoffs’

Next Post

Nigeria’s Cash Crunch and the Innovation Ecosystem | By Kolapo Ogungbile  

Peter Oluka

Peter Oluka

Peter Oluka (@peterolukai), editor of Techeconomy, is a multi-award winner practicing Journalist. Peter’s media practice cuts across Media Relations | Marketing| Advertising, other Communications interests. Contact: peter.oluka@techeconomy.ng

Related Posts

QNET direct selling model
Commerce

Understanding QNET Direct Selling Business Model  

by Techeconomy
June 4, 2025
0

As individuals, we can all relate to recommending products we have used, liked and enjoyed to our family, friends and...

Read more
50% Discount on kOnga

How You Can Get Up to 50% Discount on Konga

June 3, 2025
Jumia Transforms Customer Experience with Sprinklr’s AI-Powered Platform | 13 Years

Jumia Marks 13 Years of e-Commerce Innovation in Nigeria

June 3, 2025
Nigeria NATEP

Nigeria Relaunches National Talent Export Programme (NATEP) to Unlock $1 Trillion Global Outsourcing Market

June 2, 2025
U.S., China Slash Tariffs in Surprise 90-Day Truce, Resetting Trade Divide

Why U.S. Tariffs Won’t Derail China’s Global Strategy

June 1, 2025
td africa Black Friday

Every Friday is Black Friday: TD Africa Turns Up the Heat on Tech Accessibility

May 27, 2025
Next Post
Nigeria cash crunch - photo credit Bloomberg

Nigeria's Cash Crunch and the Innovation Ecosystem | By Kolapo Ogungbile  

Comments 0

  1. Pingback: Online Retail by Age, Income and Education - Survey - Apk Veyz

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

I agree to the Terms & Conditions and Privacy Policy.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Techeconomy Podcast

Techeconomy Podcast
Techeconomy Podcast

Infowave is brought to you by TechEconomy. Every week we will bring new stories from startups and influencers who are shaping and changing the world we live in. We’ll also bring you reports on topics you should know.

Follow us @techeconomyng for more.

TECH TALK EPISODE 2
byTecheconomy

PRODUCTIVITY AND WORK-Life Balance

TECH TALK EPISODE 2
TECH TALK EPISODE 2
May 22, 2025
Techeconomy
CYBERSECURITY ESSENTIALS
April 24, 2025
Techeconomy
Digital Marketing Trends and strategies for 2025 and beyond
February 27, 2025
Techeconomy
Major Lesson for Techies in 2024 and Projections for 2025
December 6, 2024
Techeconomy
Major Lessons for Techies in an AI-Driven World | Techeconomy Business Series Highlights
November 26, 2024
Techeconomy
Maximizing Profitability Through Seasonal Sales: Strategies For Success
November 8, 2024
Techeconomy
Techeconomy Business Series
October 15, 2024
Techeconomy
PRIVACY IN THE ERA OF AI: GETTING YOUR BUSINESS READY
May 30, 2024
Techeconomy
Unravel the Secrets of Marketing Everywhere All At Once with Isaac Akanni from Infobip | Infowave Podcast Episode 1
February 9, 2024
Techeconomy
The Role of Ed-tech in Life Long Learning and Continuous Education
October 19, 2023
Techeconomy
Search Results placeholder

WHAT IS TRENDING

https://www.youtube.com/watch?v=g_MCUwS2woc&list=PL6bbK-xx1KbIgX-IzYdqISXq1pUsuA4dz

Follow Us

  • About Us
  • Contact Us
  • Careers
  • Privacy Policy

© 2025 Techeconomy - Designed by Opimedia.

No Result
View All Result
  • News
  • Tech
    • DisruptiveTECH
    • ConsumerTech
      • Accessories
      • Phones
      • Laptop
      • Gadgets and Appliances
      • Apps
    • How To
    • TechTAINMENT
  • Business
    • Telecoms
      • Broadband
    • Mobility
    • Environment
    • Travel
    • Commerce
    • StartUPs
    • TE Insights
    • Security
  • Partners
  • Economy
    • Finance
    • Fintech
    • Digital Assets
    • Personal Finance
    • Insurance
  • Features
    • IndustryINFLUENCERS
    • Guest Writer
    • Appointment
    • EventDIARY
    • Editorial
  • Apply
  • TecheconomyTV
  • Techeconomy Events
  • BusinesSENSE For SMEs
  • TBS

© 2025 Techeconomy - Designed by Opimedia.

Translate »
This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.