Internet users in South Africa have grown comfortable with digital buying—at least sometimes. According to a December 2013 study from the Interactive Advertising Bureau South Africa (IAB South Africa) conducted by Effective Measure, the majority of internet users in the country made a digital purchase at least once every six months.
However, digital buying wasn’t too frequent of an activity, with just 4.0% and 16.3% of internet users saying they did so once a week or month, respectively. Even in the timeframe of three months, only 17.5% said they made a digital purchase once during that period. Instead, making a purchase every six months was what pushed digital buying to a majority activity, with nearly one-quarter of respondents making digital purchases at that frequency. Read the rest at eMarketer.