In 2021, a survey was conducted in South Africa about the distribution Facebook users among different living standard measures. This study found that the LSM 3 to 6 had the highest rate of users, with approximately 41 percent.
The LSM tool divides the population into 10 groups, 10 being the highest living standard level and one being the lowest. The tool categorizes people according to their living standards with criteria such as ownership of major appliances. Consequently, it is used as an instrument to identify target markets for the distribution of consumer goods in a given country.
Distribution of Facebook 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
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.
The source adds that users included here are Facebook users who used the platfrom yesterday and today (at the time the survey was conducted).
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Ornico, & World Wide Worx. (June 30, 2022). Distribution of Facebook users in South Africa in 2021, by living standard measure [Graph]. In Statista. Retrieved January 05, 2025, from https://www.statista.com/statistics/1342633/distribution-of-facebook-users-in-south-africa-by-living-standard-measures/
Ornico, und World Wide Worx. "Distribution of Facebook users in South Africa in 2021, by living standard measure." Chart. June 30, 2022. Statista. Accessed January 05, 2025. https://www.statista.com/statistics/1342633/distribution-of-facebook-users-in-south-africa-by-living-standard-measures/
Ornico, World Wide Worx. (2022). Distribution of Facebook users in South Africa in 2021, by living standard measure. Statista. Statista Inc.. Accessed: January 05, 2025. https://www.statista.com/statistics/1342633/distribution-of-facebook-users-in-south-africa-by-living-standard-measures/
Ornico, and World Wide Worx. "Distribution of Facebook Users in South Africa in 2021, by Living Standard Measure." Statista, Statista Inc., 30 Jun 2022, https://www.statista.com/statistics/1342633/distribution-of-facebook-users-in-south-africa-by-living-standard-measures/
Ornico & World Wide Worx, Distribution of Facebook users in South Africa in 2021, by living standard measure Statista, https://www.statista.com/statistics/1342633/distribution-of-facebook-users-in-south-africa-by-living-standard-measures/ (last visited January 05, 2025)
Distribution of Facebook 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/1342633/distribution-of-facebook-users-in-south-africa-by-living-standard-measures/
