The internet offers an escape a window into better worlds, opportunities, and even humour in hardship. Technology itself isn’t the problem. It’s how we engage with it.
Image: Tony Schnagl/pexels
There’s a certain irony in it that a country battling one of the world’s highest unemployment rates has now claimed another top spot: South Africans spend more time online than anyone else in the world.
The 2025 We Are Social and DataReportal Global Digital Report shows that South Africans spend about nine hours and 37 minutes online each day, much more than the global average of six hours.
This means nearly half our waking hours are spent online, making South Africa the most connected country in the world.
Countries like Brazil, the Philippines and Chile also spend a lot of time online, but South Africa stands out. These numbers are both interesting and a bit concerning. They show how much the internet is part of our daily lives and how many of us look for connection, distraction, or opportunity online.
About 72% of South Africans now have internet access, which is much higher than in many other African countries. This appears to be good news, indicating progress in digital access, connectivity, and opportunities.
However, there is more to the story than just increased screen time.
In a country where unemployment sits stubbornly above 32%, much of that screen time isn’t necessarily fueling productivity or economic growth. As one Instagram user quipped under the viral report post, “Of course we’re online, over 60% of us are unemployed.”
This is the heart of the paradox: high internet use doesn’t always mean high productivity. Countries like Germany and Denmark, for instance, average just over five hours online daily, yet lead globally in workforce efficiency and GDP per capita.
South Africa, by comparison, spends nearly double the time online with far less economic output to show for it.
A 2024 survey by Adoozy, a mobile power bank provider, unveiled shocking insights, showing that 92% of respondents felt they could not go more than 24 hours without their phones.
Image: Kerde Severin/Pexels
So, what exactly are we doing online for nearly ten hours a day?
The Nelson Mandela University study led by Professor Kerry-Lynn Thomson revealed that South Africans spend about three more hours online daily than the global average, with 25 million active social media users.
Platforms like WhatsApp, YouTube, Instagram, and Facebook dominate digital life, while TikTok has rapidly risen as the go-to platform for escapism and entertainment.
According to Meltwater, a global media intelligence company, the top reasons people use the internet include finding information (83.6%), researching how to do things (79.9%) and staying in touch with friends and family (72.5%).
The Global Digital Report 2025, created with Meltwater and We Are Social, highlights media consumption trends in South Africa. South Africans not only spend a lot of time online but also use the internet the most for learning.
Every week, 58.5% of users watch tutorials, educational videos, or how-to content. This is much higher than the global average of 40.2%.
A 2024 survey by Adoozy, a South African mobile power bank provider, painted an almost addictive relationship between citizens and their devices. A striking 92% of respondents said they couldn’t go more than 24 hours without their phones, while 64% admitted they’d struggle to last even an hour. Nearly 40% said they’d rather sit in traffic than part with their devices.
Adoozy CEO Kegan Peffer offered a nuanced take, “People have fully embraced how mobile phones can enhance and add value to their daily lives,” he said.
“And in a country grappling with high crime, 72% of respondents said they’ve used their phones to get out of a dangerous situation. That’s a potentially life-saving benefit.”
So yes, our digital attachment has its upsides: safety, access, information and connection. But it also has an emotional cost.
Prolonged screen time has been linked to sleep disruption, anxiety, and social fatigue, while excessive social media consumption can heighten feelings of inadequacy and disconnection from real life, according to a 2024 World Health Organisation report on digital wellness.
South Africa's position at the top of the global rankings serves as both a triumph and a cautionary tale in the digital age. The path forward will require strategic digital policies aimed at transforming high engagement into concrete social and economic benefits
1. Digital literacy is key: Increased internet access must be paired with education on digital literacy, helping users discern between productive and unproductive online activities.
2. Encouraging healthier habits: Workplaces and schools should promote screen breaks, while individuals need to prioritise offline activities to maintain balance.
3. Leveraging connectivity for growth: Policymakers and businesses should harness this digital engagement for innovation in sectors like education, healthcare, and entrepreneurship, ensuring real-world impact.
It’s not hard to understand why South Africans are glued to their screens. The internet offers an escape, a window into better worlds, opportunities, and even humour in hardship. Technology itself isn’t the problem. It’s how we engage with it.