New study introduces South African Digital Wellness Index
South Africans are among the most digitally connected populations in the developing world, with smartphones now serving as the primary gateway to communication, learning, banking, entertainment and economic participation. However, a new national study by the Bureau of Market Research (BMR) reveals that increasing digital connectivity is accompanied by growing concerns about digital habits, mental wellbeing, work-life balance, and online safety.
The findings are published in the State of Digital Wellness in South Africa: National Benchmark Study and South African Digital Wellness Index (SADWI), one of the first comprehensive national assessments of digital wellness conducted in the country. The study was conducted among adult South Africans across all nine provinces and developed the South African Digital Wellness Index (SADWI), a multidimensional measure of digital wellbeing designed to track the country’s digital wellness over time. “Digital technologies have fundamentally transformed the way South Africans live, work, learn, communicate and participate in society. While these technologies create unprecedented opportunities for inclusion and development, they also require citizens, families, organisations and policymakers to pay greater attention to digital wellbeing. This study provides a baseline understanding of how South Africans are navigating the opportunities and challenges of the digital age,” said Prof Deon H Tustin, CEO of the Bureau of Market Research and author of the report.
South Africa is a highly connected society
The research confirms that digital technologies are deeply embedded in everyday life. Key findings include:
- 96% of South Africans have access to a smartphone, making it the most widely used digital device in the country.
- More than 93% of respondents believe digital technologies have improved their daily lives.
- Access to information, learning opportunities, communication, flexibility, and financial services emerged as the most significant benefits associated with digital technologies.
According to the study, digital technologies are increasingly serving as essential tools for participation in modern South African society. “The smartphone has become South Africa’s most important digital device. For many citizens it is no longer simply a communication tool; it is a gateway to education, employment opportunities, banking services, information, entrepreneurship and social participation. Digital access has become a critical enabler of inclusion and opportunity,” said Prof Tustin.
Digital technologies deliver significant benefits
Respondents overwhelmingly recognised the positive contribution of digital technologies to their lives. More than nine in ten respondents reported that digital technologies have had a strong or very strong impact on:
- Learning and personal development.
- Access to information and knowledge.
- Communication and social connection.
- Productivity and work efficiency.
- Access to services and resources.
- Economic and financial opportunities.
The findings suggest that digital technologies are playing a critical role in promoting social inclusion, economic participation, and access to opportunity.
Digital habits raise concerns
While the benefits of digital engagement are evident, the study identified several indicators of excessive digital use. The findings show that:
- Nearly three-quarters of respondents report spending more time online than they intend to.
- Smartphone checking has become a frequent daily behaviour.
- Digital multitasking is widespread.
- Many South Africans engage with digital devices late into the evening.
“One of the most significant findings from the study is that many South Africans acknowledge spending more time online than they intend to. This suggests that digital engagement is increasingly becoming habitual and, in some cases, difficult to regulate. Digital wellness is therefore not about reducing technology use, but rather about achieving balance and being intentional in how technology is used,” said Prof Tustin.
Mental and physical wellbeing under pressure
The study highlights the growing impact of digital engagement on wellbeing. Many respondents reported experiencing:
- Feelings of digital overwhelm.
- Pressure to remain digitally connected.
- Eye strain.
- Sleep difficulties.
- Headaches.
- Difficulty concentrating.
The findings indicate that digital wellness is increasingly becoming a public health, workplace wellbeing, and quality-of-life issue. “The research clearly demonstrates that digital wellbeing extends beyond technology itself. It influences mental health, physical wellbeing, family relationships, workplace experiences and overall quality of life. Organisations and institutions need to recognise that digital wellness is now a strategic wellbeing issue,” Prof Tustin noted.
Work-life boundaries are becoming blurred
The study found evidence that digital technologies are changing the way South Africans experience work. Key findings include:
- Frequent work-related interruptions during personal time.
- High levels of after-hours communication.
- Expectations of digital availability beyond traditional working hours.
- Difficulty disconnecting from work-related technologies.
“The emergence of an always-on culture is one of the defining challenges of the digital era. While digital technologies improve productivity and flexibility, they can also erode personal boundaries if organisations do not actively support healthy work-life integration,” said Prof Tustin.
South Africans display strong digital literacy but remain vulnerable to online risks
Most respondents expressed confidence in their ability to recognise misinformation, identify scams, and manage online privacy settings. However, exposure to online threats remains widespread, including:
- Financial scams and fraud.
- Identity misuse.
- Cyberbullying and online harassment.
- Online manipulation and grooming.
- Exposure to harmful online content.
“Digital literacy and online safety must become lifelong competencies. As technology evolves, citizens need continuous education and support to navigate increasingly sophisticated digital risks, including cybercrime, misinformation and emerging threats such as deepfake technologies,” Prof Tustin stated.
South African Digital Wellness Index indicates good overall digital wellness
A major outcome of the study is the development of the South African Digital Wellness Index (SADWI). The index combines eight dimensions of digital wellness and estimates South Africa’s overall Digital Wellness Index score at approximately: 69 out of 100 points. This places South Africa in the category of Good Digital Wellness, reflecting a society that is benefiting substantially from digital technologies while simultaneously confronting challenges associated with excessive connectivity and digital overload. “A score of 69 out of 100 suggests that South Africa is deriving considerable value from digital technologies, but there remains substantial room for improvement. The findings indicate that the future challenge is not increasing digital access alone, but ensuring that digital engagement contributes positively to wellbeing, productivity and social development,” Prof Tustin explained.
Gender Differences
Women generally reported:
- Greater concern regarding children’s digital wellbeing.
- Higher levels of parent-child communication about online safety.
- Greater awareness of wellbeing-related impacts associated with digital technology use.
Men generally reported:
- Greater use of technology for work-related purposes.
- Higher engagement with gaming and technology-intensive activities.
- Slightly higher confidence in certain digital literacy measures.
However, both men and women reported similar concerns regarding online safety, screen time, and the need for healthier digital habits.
Recommendations
The BMR recommends that organisations:
- Integrate digital wellness into employee wellbeing programmes.
- Strengthen digital literacy and cybersecurity education.
- Promote healthy work-life boundaries.
- Expand digital parenting support initiatives.
- Invest in awareness programmes addressing healthy digital behaviours.
- Incorporate digital wellness metrics into employee, customer, and stakeholder research programmes.
Looking Ahead
The BMR intends to continue monitoring digital wellness trends through future studies and updates to the South African Digital Wellness Index. “The South African Digital Wellness Index provides a benchmark for understanding how digital technologies shape our lives. By tracking these trends over time, we can help organisations, policymakers and communities make informed decisions that maximise the benefits of digital transformation while minimising its risks,” concluded Prof Tustin.
Report authored by: Prof DH Tustin