Always in control: The power of choice for the digital Afrikaans reader

Leon du Toit, 34, is your traditional digital news reader, where the power to curate his life with the swipe of a finger over his iPhone screen extends to every aspect of his life.

"I don’t like being told what to do, what to believe, or what to read. I never have," says Leon du Toit, 34, an industrial engineer from Johannesburg.

Leon is the head of strategy at a solar subscription company and has no time to waste on information that does not interest him or add value to his life or career.   

"Our company provides an alternative, clean and sustainable power source in a country in the grip of an energy crisis. Our focus was initially on households, but we have seen a significant increase in interest from the corporate sector," Leon says.

"Staying informed about current events relating to the Eskom crisis, sustainable power and international investment options is crucial for us to stay ahead of the curve. Whether people want to believe it or not, news events have a direct impact on our lives – both at work and on a personal level."

Based on research conducted by Media24, Leon du Toit is your archetypal 'digital news reader', where the power to curate his life with the swipe of a finger over his iPhone screen extends to every aspect of his life.

He would be the 'digital persona' you will be reaching should you want to advertise in Media24’s premium digital Afrikaans titles.

Instant info

Leon spends at least thirty minutes to an hour daily reading the news on South African and international online platforms.

"I’ve been subscribing to Netwerk24 for a few years now. I save 16% on the subscription fee by paying R600 every six months, instead of the monthly fee. Look, it’s not a small change, but it doesn’t break the bank. Plus I get access to any e-editions Beeld, Die Burger, Rapport and Son. I enjoy Rapport, especially on weekend mornings and spend an average of 40 minutes engaged in the news content," he says.
"You get what you pay for, right? For me, that means information I can trust, because fake news is everywhere, and you need to be picky about who you believe. I see the value in good journalism and am therefore happy to pay for my news."

Leon is bilingual but says he enjoys being able to read the news in his mother tongue, Afrikaans.

"My parents are Beeld subscribers, so I grew up reading the news in Afrikaans. I also subscribe to The New York Times and follow other local news sites, but it's quick and easy for me to read the news in Afrikaans on Netwerk24."

Leon, a fitness enthusiast who recently completed his first Iron Man challenge, starts his day on the treadmill at the gym at 05:00 every day.

"I scan through the main news stories on Netwerk24, spend some time reading anything of interest, and make a mental note of what I want to read about more later," he says. "It’s always great if there is a multimedia element to an article, like the videos of the recent explosion in Johannesburg’s CBD."

For Leon, another perk of accessing news online is its immediacy.

"It’s no secret that my generation grew up in a world of instant gratification. When there’s a breaking story, I want to find out more about it now. Reading the news online means I can get up-to-the-minute updates on developing news stories on my phone instantly," he says.
"I can stay well informed sitting at my desk or lounging next to the pool. Who wants to wait until tomorrow to read about something that’s happening as we speak?”
He particularly likes articles on Netwerk24 that read like social media feeds, with new information being added to what is already known about a topic in one, convenient location," he continues.

"If I don’t have to click on links to ‘read more’, but can just scroll up or down, it’s great."

Know the facts

Leon admits most people have an opinion these days but adds that not everyone is well-informed.

"My friends and colleagues often ask for my opinion or advice, because they know I’m critical about what I’m told, and I weigh up all the facts before I make a decision. I guess you could call me the office influencer," says Leon, with a hint of self-deprecation.

Being able to curate his own news experiences online, on both social media platforms and news websites, gives him a sense of control and the power to cut out the noise of irrelevant content.

"I follow Netwerk24 and a host of other news platforms on Instagram and subscribe to e-mail content from other news sources that interest me. I also have friends who send me cool videos and links on WhatsApp, but I don’t have to open them all. I also follow Rapport’s business news in Sake and lifestyle news in Beleef."

Navigating ads

Advertisements on news websites do not put him off.

"It’s part of the online experience and I still have a choice about how I navigate these ads. I often click on ads of brands I know. I enjoy small DIY projects at home, so I’m always looking for renovation tips, small appliances and the latest tech releases from the comfort of my couch."

Leon, who discovered a love for triathlons in his late 20s, recently invested in a specialised bicycle.

"To be honest I’ve had to invest in a lot of expensive gear – from the bike to my cycling and running shoes. I made all my purchases online after extensive research."

Keeping fit and looking good is important to me and keeping up with the pace.

Home comforts

When he is not at the office or out to dinner with friends or a game of Padel, he relaxes at his lock-up-and-go apartment in Craighall Park.

"It is the first property I’ve purchased through my bank FNB - and I view it as an investment," he says. "Nothing says ‘I’m an adult’ like lounging on your own Coricraft couch and binging Netflix, does it? I also like catching up on online articles, finding new music on iTunes, listening to podcasts and keeping an eye on my investments through the EasyEquities app when I’m at home."

He also wants to ensure that he has a good retirement plan as well as good medical aid and financial products like car and bike insurance.

Online grocery shopping fits his lifestyle perfectly and he prefers to stock up on the basics once a week.

"I order a few healthy ready meals, milk, bread, fruit and veg from Woolies Dash; I buy my toiletries from DisChem and cleaning products and other basics from Checkers Sixty60. It’s very convenient to have my shopping delivered to my home or office. It simplifies my life."

He gets lyrical about UberEats.

"Those guys have come to our rescue at the office very often when we have to pull an all-nighter. Thank goodness for healthy options like Manna Food Co’s salads and bowls."

It's not all work and no play for Leon.
"I’ve just booked tickets to go skiing in Europe later this year – with a great deal I found online, of course."

*Profiles have been built based on extensive Media24 research into its loyal Afrikaans readers.