Same platforms, different realities: young adults’ digital practices in South Africa, Botswana, and Zimbabwe

Abstract

In a digitally connected world, young adults are often portrayed as a homogenous group of digital natives seamlessly navigating digital platforms. However, this narrative overlooks the nuanced and context-specific ways in which young people engage with digital platforms. This study explored and compared the social media practices of young adults aged 18 to 24 in South Africa, Botswana, and Zimbabwe. Drawing on a qualitative online survey administered through Microsoft Forms between 31 July and 16 August 2025, the study analysed responses from 76 participants (South Africa = 23; Botswana = 24; Zimbabwe = 29). This research investigated platform preferences, the motivations and purposes of use, and how social media was used to express identity and foster belonging. It also examined the structural and contextual factors that shaped social media engagement in each country. Furthermore, the study explored the challenges youths faced online across these three countries. Findings revealed both shared and context-specific digital practices. While WhatsApp emerged as the dominant platform across all three countries, variations were evident in reported constraints, particularly regarding data costs and internet reliability. Comparing three distinct national contexts showed how structural inequalities influence digital experiences for youth, despite access to similar platforms. The findings contribute to a growing body of research on youth digital practices by highlighting how young adults navigate, engage and experience digital technologies such as social media in the Global South.