BMIT’s annual digital lifestyle research, which has been ongoing since 2008 in different forms. This year’s survey covers the following major topics:

  • Home Internet
  • Digital Media
  • Mobile Usage

Digital Lifestyle Measure (DLM)

The DLM segmentation was created by BMIT in 2008 to classify consumers based on the extent of their digital lifestyles.  Consumers are scored by answering a list of questions about their personal digital activities.  Each consumer then receives a total DLM score, which then indicates which of the 5 DLM segments they fall into.


The digital lifestyle survey was conducted online in partnership with myBroadband and BusinessTech and a total of 1314 people participated in the survey.

The survey was promoted on social channels such as Facebook and Twitter, as well as on the myBroadband and BusinessTech forum.

All participants in this service have internet access.

The sample was weighted against IAB Digital Landscape Survey (which is weighted to the Establishment Survey) against the following survey variables:

  • Age
  • Gender
  • Household Income
  • Primary Internet Connection (as users on myBroadband are more likely to have high-speed internet as compared to the overall internet population)

Table of Contents

Introduction and Survey Methodology


Overall Sample Demographics

Digital Lifestyle Measure

DLM Segmentation

DLM Scorecard

DLM Distribution

Home Internet

Fibre Internet Awareness

Primary Home Internet Access

  • Primary Home Internet Access by Household Income
  • Primary Home Internet Access by DLM

Internet Service Provider

ISP – Net Promotor Score

Monthly Internet Spend

Monthly Internet Spend by Household Income

Type of Internet Contract

Monthly Internet Spend

  • Monthly Internet Spend by DLM
  • Monthly Internet Spend by Household Income

Home Internet Cap

  • Home Internet Cap by Household Income
  • Home Internet Cap by DLM

Home Internet Speed

  • Home Internet Speed by Household Income
  • Home Internet Speed by DLM
  • Home Internet Speed by Primary Internet

Awareness of Fibre Network Operators

FTTH Users

Fibre Network Operator (FNO)

FNO – Net Promoter Score

Non-FTTH Users

Fibre Internet Awareness and Access

Home Internet Upgrade Intention

Reason for wanting to upgrade to fibre

Reason for not planning to upgrade to fibre

Internet Usage

Home Internet Activities

Online Shopping

  • Online Shopping by Household Income
  • Online Shopping by DLM
Digital Media

TV Services

DStv Package

Daily Time Spent Streaming Video Services

Streaming Digital Pay TV Services

Digital Technology Products in the Home

Mobile Usage

Number of Mobile Service Providers

Primary Mobile Service Provider

Mobile Service Provider – Net Promoter Score

Contract vs Prepaid

Monthly Mobile Service Spend

Monthly Mobile Data

Mobile Data Prices – Sentiment

Mobile Data Prices – Sentiment by MNO

Social / Instant Messaging Mobile Applications

Deliverables and format

The outcomes of the research and analysis are documented in a rich PowerPoint. Clients are also entitled to virtual online presentation/workshop in Johannesburg (may be combined with other topics at BMIT’s discretion).

Further information

For further information and details on how to subscribe to this research please contact Anita Mathews on 082 466 2317 or