Data is the new creative. We can observe people from their searching behavior, from profile selections, what causes action. The social networking site with the biggest South African audience is FaceBook. With nearly two million local users, a lot could be learnt from the success in adoption of FaceBook in a rather “broadband deprived” culture.

Other than the benefits of projecting possible exposure of your FaceBook Ad or “Ad targeting” as FaceBook puts it, the real-time data provided through this feature is most certainly useful in more ways than one.

As of September 2009:

Overall Scope of Penetration

South Africa Male vs. Female Breakdown

South Africa Facebook Age Trend Analysis

This is by far the most interesting stat to come out of FaceBook’s advertising tool. Three reason why:

a)      The declining trend as the age group goes older shows that we are new entrants into these things – spelling “o-p-p-o-r-t-u-n-i-t-y”, opportunity.

b)      The spike in the 18-25 age group is no co-incidence. This group of the High school finalists, college attendees and generally new entrants to life, suggest SA’s “tech-savvy” generation. They will be more susceptible to the benefits of web-technology like Twitter, LinkedIn and WordPress etc and become the trend setters for SA’s overall social media revolution.

c)       Notice how the <17 group has a greater uptake compared to the uptake in age groups 41 – 45, 46 – 50-, 51 – 55, 56 – 60 and 61+. Although this age group cannot offer us much in terms of online purchases and/or premium membership etc. However, I believe they remain vitally important in “spreading the word” to their moms, dads, aunties and uncles etc about the cool things their favorite brands say and do online.

South Africa FaceBook Social Stats

These are just a collection of some stats which you are able to pull from the advertising tool. These stats are far from accurate as not every single South African facebook user has specified the applicable field in their profile. However, these stats are still useful in terms of understanding and finding reason for action.