It’s all about priorities and according to the world’s biggest consumer research agency, when it comes to load shedding, having access to data to search the internet or visit social media sites appears to be as big a priority to South Africans as food is. News24 quotes Stacy Saggers, commercial growth director for Kantar South Africa, as saying that the group’s research had shown that even as people were “literally eating less” to navigate the high inflation environment, they were still prioritising data purchases. Saggers said while it was not a case of people “choosing data over bread”, the research did show that people were willing to spend significantly in order to be able to access social media during load shedding – “online has become the light in our darkness,” she said.
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