In 2021, a survey was conducted in South Africa about the distribution of instant messaging applications among different living standard measurements (LSM). The findings show that Signal was the most commonly used instant messaging application for the LSM bracket 9-10 and had the highest overall rate among the different LSM brackets. Furthermore, Facebook messenger was the most popular for both LSM 7-8 and 3-6.
The LSM measure divides the population into 10 groups, 10 being the highest living standard level and one being the lowest. This tool categorizes people according to their living standards based on criteria such as ownership of major appliances. This is used as an instrument to identify target markets for the distribution of consumer goods in a given country.
Distribution of instant messaging Apps users in South Africa in 2021, by living standard measure
January 18 to May 14 and July 13 to Semptember 31, 2021
Number of respondents
24,666 respondents
Age group
15 years and older
Special properties
The data was collected in two waves
Supplementary notes
LSM: is Living Standard Measure, and is a way of segmenting people into different groups based on social and living standards based on your belonging. (The higher the LSM, the higher the socioeconomic status)
TGI/AskAfrika, annually interviews 24,666 respondents, aged 15+ living in urban areas with 8000 or more inhabitants, using a stratified random probability sample. The data is weighted to the South African national statistics service "Statistics South Africa's" population estimates, which allows for an accurate representation of 27.76 million South Africans.
To ensure a nationally representative sample, the survey is based on enumerated area (EA) sampling.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
Ornico, & World Wide Worx. (June 30, 2022). Distribution of instant messaging Apps users in South Africa in 2021, by living standard measure [Graph]. In Statista. Retrieved November 12, 2024, from https://www.statista.com/statistics/1333141/distribution-of-instant-messaging-apps-users-in-south-africa-by-living-standard-measure/
Ornico, und World Wide Worx. "Distribution of instant messaging Apps users in South Africa in 2021, by living standard measure." Chart. June 30, 2022. Statista. Accessed November 12, 2024. https://www.statista.com/statistics/1333141/distribution-of-instant-messaging-apps-users-in-south-africa-by-living-standard-measure/
Ornico, World Wide Worx. (2022). Distribution of instant messaging Apps users in South Africa in 2021, by living standard measure. Statista. Statista Inc.. Accessed: November 12, 2024. https://www.statista.com/statistics/1333141/distribution-of-instant-messaging-apps-users-in-south-africa-by-living-standard-measure/
Ornico, and World Wide Worx. "Distribution of Instant Messaging Apps Users in South Africa in 2021, by Living Standard Measure." Statista, Statista Inc., 30 Jun 2022, https://www.statista.com/statistics/1333141/distribution-of-instant-messaging-apps-users-in-south-africa-by-living-standard-measure/
Ornico & World Wide Worx, Distribution of instant messaging Apps users in South Africa in 2021, by living standard measure Statista, https://www.statista.com/statistics/1333141/distribution-of-instant-messaging-apps-users-in-south-africa-by-living-standard-measure/ (last visited November 12, 2024)
Distribution of instant messaging Apps users in South Africa in 2021, by living standard measure [Graph], Ornico, & World Wide Worx, June 30, 2022. [Online]. Available: https://www.statista.com/statistics/1333141/distribution-of-instant-messaging-apps-users-in-south-africa-by-living-standard-measure/
