IAB SA NARRATIIVE REPORT

A monthly snapshot of the South African online landscape, conducted by Narratiive, the official online audience measurement currency contracted to the IAB South Africa. Narratiive measures web analytics and demographic data across approximately 200 websites in South Africa, the report looks at the top ten websites, content interests, apps and the sites with the largest month on month traffic fluctuations as well as key overall web analytics for all online traffic measured in South Africa.

SOUTH AFRICA ONLINE
March 2021 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 105,691,044 5% 13,152,346 9%
timeslive.co.za 33,192,394 5% 6,889,475 0%
iol.co.za 28,866,551 1% 6,383,995 6%
BusinessTech.co.za 17,397,961 -8% 5,362,480 -9%
ewn.co.za 20,576,950 4% 4,305,367 5%
thesouthafrican.com 13,072,879 12% 4,136,234 6%
gumtree.co.za 75,094,635 3% 4,092,259 -2%
sowetanlive.co.za 13,591,163 -12% 3,391,122  1%
vodacom.co.za 17,436,753 15% 2,846,901 10%
enca.com 7,555,38 12% 2,722,270 13%

Notable insights

  • March 2021 saw a slight month on month increase in total traffic of 6% increase in unique browsers and 4% increase in page views. This is expected on the back of a short month in February.
  • However, year on year comparison showed a dip in traffic of 13% in page views and 4% in unique browsers. This is as March 2020 recorded record traffic due to the start of the COVID-19 pandemic and an increased interest in breaking news.

Read the full report on the IAB SA website.

SOUTH AFRICA ONLINE
February 2021 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 100,381,801 -19% 12,023,769 -17%
timeslive.co.za 31,642,692 -16% 6,918,753 -17%
iol.co.za 28,692,708 -24% 6,010,689 -21%
BusinessTech.co.za 18,937,290 -30% 5,878,213 -20%
gumtree.co.za 72,891,242 -15% 4,167,021 -9%
ewn.co.za
19,768,726 -36% 4,124,212 -23%
thesouthafrican.com 11,692,864 -22% 3,905,529 -17%
sowetanlive.co.za 15,506,340 10% 3,364,569 -4%
dailymaverick.co.za 11,348,969 -11% 2,824,550 -20%
vodacom.co.za 15,133,350 -12% 2,588,610 -12%

Notable insights

  • January 2021 saw strong growth in overall traffic. This is in line with a seasonal increase in traffic, as people return to work after the December holidays. However, this increase was off a high base from record December traffic. Month on month, January saw a 16% growth in PVs while year on year there was a 4% increase in PVs.
  • This seasonal increase together with increased interest in breaking news around the second wave of Covid-19, meant all of the above top 10 sites saw a strong month on month growth.
  • Traffic generated from mobile devices continues to steadily increase. As a comparison, 68% of total traffic was generated from Mobile devices in 2019 versus 85% in January 2021.

Read the full report on the IAB SA website.

SOUTH AFRICA ONLINE
January 2021 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 124,036,639 21% 14,431,339 14%
timeslive.co.za 37,573,952 17% 8,327,730 18%
iol.co.za 37,655,944 33% 7,595,666 29%
BusinessTech.co.za 26,942,431 50% 7,302,552 28%
ewn.co.za 30,826,112 38% 5,331,376 16%
thesouthafrican.com 15,006,176 31% 4,695,563 18%
gumtree.co.za 85,901,380 32% 4,595,101 19%
enca.com 15,012,123 35% 4,248,358 20%
dailymaverick.co.za 12,744,343 30% 3,525,527 39%
sowetanlive.co.za 14,111,888 11% 3,500,926 11%

Notable insights

  • January 2021 saw strong growth in overall traffic. This is in line with a seasonal increase in traffic, as people return to work after the December holidays. However, this increase was off a high base from record December traffic. Month on month, January saw a 16% growth in PVs while year on year there was a 4% increase in PVs.
  • This seasonal increase together with increased interest in breaking news around the second wave of Covid-19, meant all of the above top 10 sites saw a strong month on month growth.
  • Traffic generated from mobile devices continues to steadily increase. As a comparison, 68% of total traffic was generated from Mobile devices in 2019 versus 85% in January 2021.

Read the full report on the IAB SA website.

SOUTH AFRICA ONLINE
December 2020 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 124,036,639 21% 14,431,339 14%
timeslive.co.za 37,573,952 17% 8,327,730 18%
iol.co.za 37,655,944 33% 7,595,666 29%
BusinessTech.co.za 26,942,431 50% 7,302,552 28%
ewn.co.za 30,826,112 38% 5,331,376 16%
thesouthafrican.com 15,006,176 31% 4,695,5630 18%
gumtree.co.za 85,901,380 32% 4,595,101 19%
enca.com 15,012,123 35% 4,248,358 20%
dailymaverick.co.za 12,744,343 30% 3,525,527 39%
sowetanlive.co.za 14,111,888 11% 3,500,926 11%

Notable insights

  • Overall traffic increased slightly in December with just over 1 billion page impressions and 87 million unique browsers measured across all Narratiive tagged sites in South Africa. This is however against the usual annual trend of approximately 15% month on month decline in web traffic for December. In contrast, this year traffic was up 3% month on month and 6% year on year.
  • Content that performed well in December was largely focused COVID breaking news as the second wave hit South Africa in December. As a result, large domestic news sites again acted as the go-to resources for breaking news on the latest COVID news and potential restrictions imposed over the festive season.

Read the full report on the IAB SA website.