This appetite for data consumption is driven by rapid smartphone adoption. <\/p>\n\n\n\n
As of 2023, about\u00a020 to 22 million South Africans<\/a>\u00a0use a smartphone, which accounts for about one third of the country\u2019s population. This surge in mobile usage is not merely a technological shift, but a reflection of deeper societal and historical factors.<\/p>\n\n\n\n South Africa\u2019s legacy of isolated communities and long commutes, has inadvertently contributed to the current reliance on mobile devices for entertainment and connection. <\/p>\n\n\n\n \u201cAn absence of reliable electricity further amplifies this dependence, as mobile devices keep people connected during these frequent power outages,\u201d says Aleph<\/a> MD of Sub-Saharan Africa, Stephen A. Newton<\/a>. <\/p>\n\n\n\n Aleph Holdings is a company specialising in digital expertise for small and medium businesses (SMB) in underserved markets, helping advertisers engage with consumers on the world\u2019s leading platforms, such as Snap, Spotify, TikTok, X, and others.<\/p>\n\n\n\n \u201cThe rise of streaming services and social media platforms has further cemented an online culture in South Africa,\u201d he says. <\/p>\n\n\n\n zzYounger generations in particular, are heavy consumers of digital content. According to Aleph\u2019s Audience research<\/a> for South Africa, Ghana and Kenya in Q4 of 2023, 16 to 24 year olds stream music more than other age groups.<\/p>\n\n\n\n The increasing affordability of smartphones, coupled with the expansion of mobile broadband networks, is expected to drive further growth in mobile usage.<\/p>\n\n\n\n![\"\"](\"http:\/\/coolnblack.co.za\/wp-content\/uploads\/2024\/05\/hand-holding-smartphone-social-media-concept-1024x1024.jpg\")
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