South Africa's online publishing industry recorded a 13,8% increase in local readership to 1,98-million readers or unique browsers and 97,37-million page impressions in the third quarter of 2005 over the second quarter of the same year, it was revealed on Thursday by the Online Publishers Association (OPA).
The latest readership figures, which are independently audited and supplied by Nielsen//Netratings, also show a large increase in international visitors to South African websites. The total combined readership for international and local readership on SA's top websites soared to its highest level to date, attracting 5,39-million readers or unique browsers and 128,15-million page impressions for the third quarter of 2005.
About 76% of the online publishing industry's page impressions are generated by its local readership base, indicating that there is more activity by local readers than by their overseas counterparts on OPA websites.
According to demographics from Nielsen//Netratings' Market Intelligence sample base, as much as 14% of readers who log on to South Africa's major websites hold executive/managerial positions.
The figures show that 20,8% of readers indicated they were professionals, followed by 16,4% of readers who indicated they were in clerical or administrative positions. A total of 13,6% of readers indicated they were in executive/managerial positions; 8% were in a technical field; 7% were self-employed; 5% were in the education field; and 5% were in sales. The demographics were extracted from a sample of 31 027 respondents.
Of the total demographics, 13% of readers indicated they were in the finance, insurance or real-estate category. About 5% indicated they were in the communications industry, and 4,8% in the retail trade industry.
The OPA is a grouping of South Africa's 24 most prominent online publishers, comprising content publishers, search engines, portals and e-commerce providers.
The readership tables below represent traffic for the third quarter of 2005.
| 3rd Quarter:July to September 2005 |
| Domestic traffic (South Africa only) |
| Publisher | Unique
Browsers | Page
Impression |
| Media24 | 825,721 | 26,589,909 |
| MWEB | 543,827 | 18,893,635 |
| Independent Online | 483,007 | 10,632,071 |
| Ananzi (Pty) Ltd | 367,267 | 8,108,084 |
| SuperSport Zone | 214,718 | 5,198,668 |
| iafrica.com | 170,056 | 5,722,913 |
| CareerJunction | 164,608 | 7,500,414 |
| Mail & Guardian Online | 102,261 | 1,181,135 |
| Johnnic Communications | 99,848 | 1,392,895 |
| Telkom SA | 83,982 | 1,123,363 |
| Private Property | 80,723 | 3,138,672 |
| Bizcommunity.com | 78,714 | 1,879,572 |
| Yellow Pages South Africa | 76,340 | 1,046,874 |
| ITWeb Limited | 69,448 | 522,822 |
| 5FM | 64,555 | 1,374,197 |
| SABCNews.com | 59,213 | 664,527 |
| BDFM Publishers | 56,928 | 674,712 |
| Moneyweb Holdings | 56,656 | 1,001,346 |
| Ramsay, Son & Parker | 46,556 | 1,156,577 |
| Creamer Media (Pty) Ltd | 31,267 | 166,865 |
| 365 Digital Publishing | 22,881 | 220,467 |
| Business in Africa | 2,297 | 8,535 |
| 3rd Quarter:July to September 2005 |
| Total traffic (local & international) |
| Publisher | Unique
Browsers | Page
Impression |
| Media24 | 2,158,068 | 35,567,562 |
| Independent Online | 1,649,904 | 16,166,721 |
| MWEB | 667,108 | 21,423,375 |
| Ananzi (Pty) Ltd | 467,391 | 9,637,150 |
| Mail & Guardian Online | 445,365 | 2,501,475 |
| iafrica.com | 405,953 | 7,445,508 |
| SuperSport Zone | 388,693 | 7,843,392 |
| CareerJunction | 190,999 | 8,342,223 |
| Johnnic Communications | 188,190 | 2,206,051 |
| Moneyweb Holdings | 137,559 | 1,453,920 |
| SABCNews.com | 129,060 | 1,000,838 |
| Bizcommunity.com | 123,518 | 2,157,152 |
| ITWeb Limited | 120,734 | 652,107 |
| BDFM Publishers | 114,252 | 991,473 |
| Telkom SA | 94,372 | 1,223,159 |
| Private Property | 97,107 | 3,660,544 |
| Yellow Pages South Africa | 93,166 | 1,254,197 |
| 5FM | 93,456 | 1,673,460 |
| Creamer Media (Pty) Ltd | 70,366 | 270,136 |
| Ramsay, Son & Parker | 69,844 | 1,409,057 |
| 365 Digital Publishing | 57,816 | 497,354 |
| Business in Africa | 8,932 | 27,885 |
OPA members
365, 5fm, Aardvark.co.za, Ananzi, BDFM Publishers, Bizcommunity.com, Business in Africa, CareerJunction, CreamerMedia, iafrica.com, Independent Online, ITWeb Limited, JHBLive, Johnnic Communications, Mail & Guardian Online (M&G Media Ltd), M-Net New Media, MWeb, Media24, Moneyweb Holdings, Ramsay, Son & Parker, SABCnews.com, Supersport Zone, Private Property, Yellowpages.co.za (Telkom Directory Services).
OPA executive
Chairperson: Russell Hanly, GM of Media24 Digital; Deputy Chairperson: Mark Buwalda, GM of Ananzi; Marketing: Matthew Buckland, publisher of Mail & Guardian Online; Monitoring: Mark Buwalda, MD of Ananzi; Measurement: JP Farinha, GM of M-Web Studios.
About the Online Publishers Association: The OPA is a grouping of South Africa's most prominent online publishers. Its aim is to promote the growth and profitability of the online publishing industry, by setting the highest standards and meeting the needs of marketing and advertising professionals. For more information visit www.opa.org.za.
