Internet is being increasingly prevalent in South Africa, and a research conducted by the Digital Media and Marketing Association (DMMA) and Echo Consultancy estimates the total internet population in South Africa in 2013 to be almost 14 million users.<\/p>\n
This number then represents 39% of the adult population across the country.<\/p>\n
\u201cThe validated figure of 14 million users is significant as it indicates that a greater percentage of South Africans are consuming media online than previously reported,\u201d said Jarred Cinman, Chair of the DMMA Steerco.<\/p>\n
Effective Measure derives these figures from tagged sites, counting the unique browsers which hit these sites. The measurement also takes into account multiple devices per user when accessing online media, and compensates for those higher numbers using a formula.<\/p>\n
\u201cIn the middle of last year EM reported that there were 15 million Unique Browsers. In the last year this number has grown to 20 million. By applying the derived formula, we can say that that these 20 million Unique Browsers represent just under 14 million adult users,\u201d\u00a0explained Peter Langschmidt, the Managing Director of Echo.<\/p>\n
\u201cThis is great news for all of our publisher members in particular as it is predicted that ad spend across online channels will grow as a result, as marketers will attribute greater weight to digital media,\u201d said Cinman<\/p>\n
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