Effective Measure report for South Africa August 2011

Effective Measure, the traffic measurement partner of the Digital Media and Marketing Association (DMMA), has released its August 2011 website statistics which rank websites according to South African (African) and total traffic. The stats show that News24 attracted the most total unique visitors last month, followed by Howzit MSN and IOL.The same three websites topped the local traffic ranking.

While the SA website rankings for local and international traffic are similar, there are a few websites which are far higher on the list for local traffic than total traffic. These include Vodacom, Webmail and MWeb – all of which cater mainly for SA visitors who use the websites to retrieve email or manage their accounts online.

The table below shows South Africa’s top websites ranked according to total unique visitors.

SA’s 21 biggest websites according to Effective Measure

  Total   South Africa  
Website Unique visitors Page views Unique visitors Page views
News24 2 824 738 42 442 258 1 955 749 35 426 696
Howzit.MSN 2 146 201 34 883 167 1 841 421 31 391 861
IOL 1 825 789 19 745 182 986 346 15 341 129
TimesLive 1 042 717 8 288 824 556 816 6 151 322
MyBroadband 991 529 6 054 807 512 412 4 572 909
Supersport 930 814 14 363 524 445 326 9 772 944
Sport24 871 008 9 042 348 556 552 5 492 571
JunkMail 855 006 18 860 558 641 105 15 179 542
News24 Mobile 838 748 17 379 356 306 520 4 078 564
Webmail 838 376 34 413 806 699 232 30 140 709
SowetanLive 824 322 19 178 781 606 793 16 771 121
Vodacom 796 352 12 029 086 749 449 11 497 586
Mobi.supersport 668 731 12 595 497 221 342 3 919 253
Mail & Guardian 661 227 4 848 990 361 345 2 997 075
MWEB 640 610 15 213 842 584 222 14 257 535
Health24 629 621 3 620 247 384 484 2 688 717
Planet F1 562 383 5 508 822 15 809 190 124
Kick Off 548 976 11 528 946 253 600 5 870 092
Channel24 547 819 3 571 725 376 713 2 330 331
PrivateProperty 546 292 15 711 492 481 923 14 598 545
CareerJunction 540 520 9 662 668 448 289 8 652 804
Property24 517 135 11 526 343 409 089 10 411 450
Fin24 511 417 3 544 100 414 967 3 010 183

The DMMA/Effective Measure statistics provide online advertisers with audited and trustworthy statistics to assist them with media planning, but because it is a paid-for, opt-in service, not all of SA’s websites are included in this list. BidorBuy, Gumtree, FNB, Absa and Standard Bank are several of the very large sites which are absent.

A service which helps to ascertain which websites SA users visit the most is Alexa. However, to rank websites, Alexa uses statistics from its community of Alexa toolbar users, where data is collected and sent to Alexa for processing. In other words, users need to have installed Alexa toolbars, and data could be skewed because these users may not be representative of the Internet population as a whole.

Therefore, Alexa only provides a rough estimate of website traffic and rank, and is neither as accurate nor as trusted as Effective Measure’s statistics.

According to Alexa’s SA rankings, Google.co.za is the most popular website in our country, followed by Facebook and Google.com. When it comes to SA-only sites, BidorBuy is ranked top, followed by Gumtree and News24.

The following table provides an overview of the most popular websites among SA Internet users who have the Alexa toolbar installed.

Top 20 sites in SA according to Alexa

Rank All websites SA websites
1 Google.co.za BidorBuy
2 Facebook Gumtree
3 Google.com News24
4 YouTube Standard Bank
5 Yahoo! FNB
6 BidorBuy ABSA
7 Gumtree Kalahari.net
8 WikiPedia JunkMail
9 News24 MyBroadband
10 LinkedIn Sport24
11 Twitter MWEB
12 Blogger Groupon.co.za
13 Standard Bank NedSecure
14 FNB PriceCheck
15 ABSA Vodacom
16 Windows Live TimesLive
17 IOL SuperSport
18 WordPress.com CareerJunction
19 Amazon PrivateProperty
20 Microsoft Bizcommunity

The need to visit sites such as Alexa to see a full list of SA’s largest websites is obviously not optimal, and the DMMA recently announced that it is launching SA’s first online audience measurement panel. To be implementated by Effective Measure, the panel will be a recruited sample of South Africans whose web-browsing activities will be monitored and measured using software downloaded and installed on their computers.

This data, when combined with the current DMMA member information, will give advertisers a much clearer picture of the Total South African Internet Universe.

The additional statistics gathered by the DMMA/Effective Measure audience measurement panel will limit the need to visit other web traffic measurement services such as Alexa, and all the data will be available to Effective Measure users.

Effective Measure table updated to include top 21 websites instead top 10 at 12.17pm on 14 September 2011.
Alexa table updated to include top 20 websites instead top 10 at 12.58pm on 14 September 2011.

  • http://www.facebook.com/people/Hillary-Lauren-Botha/1437797436 Hillary Lauren Botha

    Good Day,

    Please could you make the most recent stats available? How do I get these stats?