Ngenkathi kuvalwa amazwe ngenxa yokubhebhetheka kobhubhane emhlabeni wonke ekuqaleni konyaka ka-2020, amanani ezentengiso ancipha futhi abahlaziyi abezindaba (media) baxwayisa “ngokushalala okukhulu emhlabeni” ezinhlanganweni zezindaba. 

Ngokukhathazeka ukuthi le nkinga ibibathinte kanjani abezindaba ezisungulwe ku-online (digital native media) esisebenzisana nabo eSembraMedia, siqale iphrojekthi enkulu yocwaningo ekuqaleni kuka-2021 ukubhekisisa ukuthi ngabe laba abohlobo bezindaba ezisasezintsha baqhube kanjani, nokuthi yini ebisishintshile kusukela ocwaningweni lokuqala lwe-Inflection Point ngo-2016. 

Sikhululekile lapho sithola ukuthi iningi labezindaba ezisungulwe ku-online ababalelwa ku-200+ abafakiwe kulolu cwaningo olwengeziwe abalahlekelwanga kakhulu kwezezimali okubikwe ngabezindaba zezindlela zakudala (traditional media). Ukuhlaziya kwethu kukhomba ukuthi lokho kungenxa yokungathembeli kakhulu ekukhangiseni, njalo kungoba imali yokwelekelela abezindaba yenyuka ngo-2020.

Ocwaningweni lwethu lokuqala lwe-Inflection Point study, sixoxisane nosomabhizinisi abezindaba ezisungulwe ku-online abawu-100 e-Argentina, eBrazil, eColombia naseMexico. Kulo mbiko, ngaphezu kokwenza izingxoxo eziwu-100 kulawo mazwe amane aqanjiwe aseLatin America, sengeze ngamazwe ayisishiyagalombili, saxoxisana nabaholi abezindaba abavela ezinhlanganweni zabezindaba ezidijithali eziwu-49 e-Afrika: kusukela eGhana, eKenya, eNigeria naseNingizimu Afrika; neziwu-52 eNingizimu neMpumalanga ye-Asia: kusukela e-Indonesia, ePhilippines, eMalaysia naseThailand.

Neqembu labacwaningi besigodi abawu-23, eliholwa abaphathi besifunda, sibambe izingxoxo ngezilimi zesigodi ezweni ngalinye. Izingxoxo zithathe amahora awu-2 kuya kwawu-3 futhi bekunemibuzo ewu-500 ekhuluma ngokuqukethwe kanye nomthelela kwezobuntatheli, inkululeko yabezindaba nokuphepha kwezintatheli, imithombo yemali engenayo kanye nezindleko, ukwakheka kweqembu kanye nesipiliyoni, ukusetshenziswa kwezinkundla zokuxhumana, ubuchwepheshe kanye nokuqanjwa busha.

Njengoba ubungalindela, kube nomehluko ngokwezifunda ezindabeni ezidijithali e-Afrika, eNingizimu neMpumalanga ye-Asia, kanye naseLatin America, esikufakile kulo mbiko. Okusimangazile kakhulu kodwa ukuthi ngenkathi sibuyekeza idatha kube nokufana okuvelile phakathi kwalezi zinhlangano zezindaba njengoba bezama ukubika ngemiphakathi yabo nokwakha amamodeli amabhizinisi asimeme.

Yize iningi labo lisebenza ngebhajethi yezimali encane kakhulu, banomthelela ophezulu kakhulu uma uwuqhathanisa nosayizi wamaqembu kanye nezinsizakusebenza abanazo. Abaningi bagxile kwezobuntatheli bokuphenya kanye nobedatha, futhi abangaphezu kuka-50% sebethole imiklomelo kazwelonke noma imiklomelo yamazwe omhlaba ngemisebenzi wabo. 

I-Inflection Point International imelele ucwaningo olujule kakhulu nolubanzi olungakaze lwenziwe esimeni sezindaba ezisungulwe ku-online eLatin America, eSoutheast Asia, nase-Afrika. Njengezinto eziningi emhlabeni wethu ongakaqedi nokubhekana nobhubhane, lokho esikutholile bekuyinhlanganisela yezinsongo ezethusayo kanye nentuthuko ekhuthazayo.

Izinhlangano zezindaba ezidijithali kulolu cwaningo zakhiwe ngabasunguli bezindaba abakhuthele, abazimisele ukulwisana nohulumeni okhohlakele kanye nezinhlangano zamazwe omhlaba ezinodlame yize banezinsizakusebenza ezilinganiselwe. Iningi labo libeka izindlela zabo zokuphila engcupheni—futhi kokwedlulele, zibeka nezimpilo zabo engozini.

Kepha lo mbiko akusikho isikhalazo sokucela usizo noma ukunxenxela ukuthi kusizwe iqembu labezindaba elisenkingeni—lokho akusikho nakancane esikubhekile ngoba iningi labasunguli bezindaba esixoxisene nabo bayanqena ukucela usizo. 

Inhloso yethu emakhasini alandelayo ukukhanyisela isibani kulabo abezindaba asebebaluleke kakhulu abaqala manje ukuthola ukwaziswa okubafanele. Iningi labezindaba ezisungulwe ku-online kulolu cwaningo sebeveze izindaba ezibe nemiphumela emikhulu nebonakalayo emhlabeni, kusuka ekuvikeleni izilwane ezisengozini yokuqothulwa, ekulwisaneni nokulingana ngokobulili, ukuphoqa izikhulu zikahulumeni ezikhohlakele ukuthi zehle ezihlalweni ngokuzisola.

Sabelana ngalokho esikutholile kanye neziphakamiso zethu ngoba laba baholi abezindaba bafanelwe usizo lwethu lokubagcina bephephile njengoba belwisana nabanamandla amakhulu, njalo bafanelwe ukuxhaswa ngokwezimali nokuqeqeshwa ukuze kwakhiwe izinhlangano ezinamandla okumelana nobunzima nezizimele, ezisebenzela imiphakathi yazo—kanye nentando yeningi—kuze kube naphakade.

Ukusebenza ngaphansi kwethala lezinsongo nokuhlaselwa

Lokhu kusungulwa okusha kwezezindaba kuza nezinselelo eziningi okuyinto evamile uma usungula ibhizinisi elisha, kepha esikhathini esiningi basebenza ngaphansi kwezimo abanye abasunguli bamabhizinisi abangazithatha njengezingacatshangwanga kahle—kusukela ekuhlaselweni ku-online kuye ekuhlaselweni ngokwenyama.

Kuzo zonke izifunda zontathu, u-51% wezinhlangano zezindaba kulolu cwaningo luthi  seluke lwahlaselwa ku-online, kanti u-40% luthi luyasongelwa ngomsebenzi wazo—esikhathini esiningi kuba njalo ngesonto uma kungenjalo kwenzeka nsuku zonke. 

Ukuhlushwa ku-online sekuyinsakavukela kangangokuba izinhlangano eziningi esixoxe nazo zithe zibhekene nokukhulunywa kabi okucishe kwenzeke njalo kanye nezinye izinhlobo zokuhlukunyezwa nokuhlushwa ku-online—ikakhulukazi ezinkundleni zokuxhumana.

Izindaba ezisungulwe ku-online zikhiqize kanjani imali ngo-2019 kanye nango-2020

Ukuqonda kangcono ukuthi abezindaba ezisungulwe ku-online basebenza kanjani ngaphambilini kanye nasesikhathini sobhubhane, sibuze imibuzo eningiliziwe mayelana nemithombo yemali engenayo nezindleko zombili zika-2019 no-2020.

Kuwo wonke lo mbiko, sisebenzisa idatha kusukela ku-2019 ukugwema ukungahambi kahle okwesikhashana okubangelwe ubhubhane lwe-COVID-19. Sifake okutholwe kusuka ku-2020 kuphela lapho kube khona umehluko oqavile.

Kufanele sikuqaphele ukuthi akubona bonke abezindaba kulolu cwaningo abakwazile ukuphendula yonke imibuzo yethu mayelana nemali engenayo kanye nemibuzo ngokuphathwa kwemali, futhi abambalwa benqabile ukuphendula, yize sibaqinisekisile ukuthi kuzogcinwa njengemfihlo. Ngenxa yalokho, amanani ezimali ayethulwe kulo mbiko asuselwa kulokho esikuthole kubaholi bezindaba abawu-141 kwabangu-201 esixoxisane nabo. Ukuqhathanisa kangcono lokhu okutholakele, imali engenayo kanye nezindleko kuguqulelwe kumadola ase-U.S., kusetshenziswa amanani wokuguqula ayi-avereji awonyaka obikiwe.

Kukho konke okwezezindaba kuzo zonke izifunda ezintathu kulolu cwaningo, imikhakha ephezulu yemali engenayo bekume kanje: izimali zokulekelelwa, ukukhangisa, amasevisi okubonisana, amasevisi okuqukethwe, kanye nemali engenayo yokufunda, ngokulandelana kwazo, iminyaka yomibili.

* Lawa manani ahlanganisa imithombo efanayo ezigabeni eziphezulu.

• Izimali zokwelekelelwa: Kufaka yonke imali yokulekelelwa evela enhlanganweni ezimele, abatshalizimali abasiza abanye, nezinkampani ezizimele, kufaka phakathi uGoogle noFacebook, kanye nezimali zokulekelelwa ezivela emazweni angaphandle kanye nasezinhlanganweni zikahulumeni kazwelonke.
• Imali engenayo yesikhangiso: Ifaka yonke imithombo yezikhangiso ebikiwe, kufaka phakathi u-Google Adsense, amanethiwekhi wezikhangiso ezizenzekelayo, okuqukethwe okukhokheliwe nokukhangisa ku-online okukhokheliwe, nezikhangiso ezithengiswa abenzeli nabasebenzi. 
• Imali etholakala kumasevisi wokuqukethwe: Kufaka yonke imali evela kokuqukethwe okushicilelwe kabusha, okuqukethwe okuhlukile okwenzelwe abanye abezindaba, okuqukethwe okwenzelwe amaklayenti okungewona awezindaba, kanye namasevisi okudizayina noma awobuchwepheshe
• Imali engenayo yomfundi: Kufaka ukubhalisa, inkokhelo yokuba yilungu, ukubhalisela incwadi yezindaba, iminikelo evela kumuntu ngamunye, ukuxhaswa ngezimali kwabantu abaningi, nokuthengiswa kwamathikithi emicimbi.

Izinga eliphakeme lokuxhaswa ngemali yokulekelelwa livelele ngoba bekungewona umthombo obalulekile wemali engenayo phakathi kwabezindaba esizicwaningile eLatin America ngo-2016, lapho uxhaso lwemali yokulekelelwa kwabikwa ngabangu-16% kuphela abezindaba abafakiwe ocwaningweni lwethu lokuqala.

Ngo-2019, ukuxhaswa ngemali yokulekelelwa kukho konke okwezezindaba kuzona zonke izifunda zontathu kulolu cwaningo, kwamelela isamba semali engenayo esiwu-28%, okuthe kwenyukela ku-31% ngo-2020. I-avereji yamazinga okulekelela abezindaba ngabanye kwakhuphuka cishe ngo-$48,000 ngo-2019 kuya ngaphezu kuka-$63,000 ngo-2020. Uxhaso ngemali yokulekelela kwakuphakeme nakakhulu eLatin America.

Ezingxoxweni zangasese, sibazwile abanikelizimali nezinhlangano beqhubeka nokukhathazeka ukuthi abezindaba abazimele seyethembele kakhulu ekuxhasweni ngemali yokulekelelwa, nathi sikhathazekile njengabo. Kodwa-ke, kunesizathu sokukholelwa ukuthi ukwesekwa kwabanikeli okwandisiwe kanye nokutshalwa kwemali yokusiza abanye kuyingxenye yalokho okusize laba somabhizinisi bedijithali ukuba babhekane nalesi siphepho ngesikhathi “sobhubhane lwezifo.”

Ukuveza lokhu okutholakele ngendlela efanele, kubalulekile ukuqaphela ukuthi njengoba banebhajethi yezimali encane, uxhaso oluncane lungabayisa kude.

Abezinhlangano zezindaba ezisungulwe ku-online abangaphezu kuka-60% kulolu cwaningo babike ukuthi benza imali engaphansi kuka-$50,000 kwisamba semali engenayo ngo-2019, kanti u-8% ubike ukuthi akungenanga mali nhlobo, okusho ukuthi bancike ngokuphelele kumavolontiya.

Kepha akubona bonke abancane ngaleyo ndlela. Kuzo zonke izifunda zontathu ngo-2019, abangaphezu kuka-36% babike imali engenayo yonyaka engaphezu kuka-$100,000, kwathi u-15% wabika imali engenayo ephakathi nendawo onyakeni engaphezu kuka-$1million.

Siphinde sathola ukuthi cishe u-25% uqede u-2019 okungenani usele ngenzuzo ethile ngasemuva kwezindleko.

Imali engenayo yokukhangisa ibilandela okwesibili njengesigaba semali engenayo esibaluleke kunazo zonke, kanti imali engenayo yezikhangiso yenhlangano ngayinye ephakathi nendawo ibihlezi izinzile ku- $28,319 ngo-2019, bese yaba u-$ 27,323 ngo-2020.

Ukuqonda kangcono ukuthi abezindaba ezigabeni ezihlukene zentuthuko bakha kanjani amamodeli ebhizinisi, senze uhlu lwezinhlobo eziwu-30 zemithombo yemali engenayo, esizihlola ngokuningiliziwe esahlukweni samaModeli Wokwakha Amabhizinisi.

Sekuyisikhathi eside sikhankasela imithombo yemali engenayo eyahlukahlukene ukwenzela ukuthi kube nenkululeko enkulu nokusimama, kepha lapho siqhathanisa ukuthi abezindaba ngabanye bebenemithombo emingaki nokuthi lokho kuthinte kanjani imali yabo engenayo yonyaka, sithole ukuthi ukuba nokuningi akusho ukuthi kungcono ngaso sonke isikhathi, njalo imithombo yemali engenayo emibili kuya kweyisithupha ibiyanele.

Labo ababike imithombo engaphezu kweyisithupha kuswelekile ukuthi bathole imali ethe xaxa, lokho sikuthole kuyinselelo eyandile phakathi kosomabhizinisi abaningi: ukuthatha amaphrojekthi amaningi kakhulu ngasikhathi sinye kungaphazamisa impumelelo.

Amaqembu anamakhono ahlukahlukene athola imali engenayo ethe xaxa

Okunye okutholakele okumangazayo kakhulu ocwaningweni lwethu lokuqala lwalezi zinhlangano zezindaba eziholwa izintatheli kube umthelela wokwengeza okungenani okomuntu oyedwa ozinikele ekuthengiseni noma ekuthuthukiseni ibhizinisi emaqenjini abo.

Kulolu cwaningo lolwengezwa, sithole ukuthi lokhu kusebenze kuzo zonke izifunda zontathu. Labo ababike ukuthi banomuntu othengisayo okhokhelwayo njengesisebenzi bathole imali engenayo ephindaphindwe kayisithupha kuya kwisishiyagalolunye ngo-2019 ukwedlula labo abangenzanga kanjalo.

Kulokhu, sibuze nokuthi babakhokhele malini, sathola ukuthi imiholo yezikhundla zokuthengisa nezentuthuko kwezamabhizinisi ibisukela ku-$200 kuya ku-$2,000 ngenyanga, nokulinganiselwa komholo womhlaba okuphakathi nendawo kube wu-$733.

Ngenxa yomthelela omkhulu wokuba nesisebenzi esikhokhelwayo esizinikele ekuqhubeni kwemali engenayo, kanye nezindleko eziphansi zabasebenzi abakulo mkhakha, ukutshala imali kubasebenzi abathengisayo nabebhizinisi kuyaqhubeka ukuba ngezinye zeziphakamiso zethu eziphezulu.

Phakathi kokunye okutholakele okusha, izinhlangano zabezindaba ezibe nokuzinikela kwezobucwepheshe noma ukuqanjwa busha zibike imali engenayo ephindaphindwe kathathu—noma ngabe bebengenamuntu othengisayo eqenjini.

Inani eliphezulu labesifazane kanye nabanikazi abambalwa

Okunye okutholakele okuhlaba umxhwele kakhulu kumbiko wethu wokuqala we-Inflection Point ukuthi abesifazane bamelele u-38% kubo bonke abasunguli bezindaba kulabo abezindaba ezisungulwe ku-online abangu-100 esixoxisene nabo e-Argentina, eBrazil, eColombia naseMexico.

Lokhu kutholakala bekuyinto ebabazekayo ngoba kukhombisile ukuthi iningi labesifazane belinezikhundla kulezi zinhlangano zezindaba ezisasezintsha lokhu bekwedlula amaphephandaba neziteshi zethelevishini kwimakethe yabo, lapho ukuphatha kwabesifazane kungaphansi kuka-1%. 

Kulolu cwaningo, sithole ukuthi u-32% wabo bonke abasunguli bezinkampani eziwu-201 esizicwaningile ngabantu besifazane, yize amanani aye ngokwehluka isifunda ngasinye futhi abe phansi kakhulu e-Afrika.

Siphinde sathola ukuthi u-25% uthe okungenani oyedwa kwabasunguli wabo umelele umphakathi omncane ezweni labo: cishe u-30% eLatin America, u-25% eSoutheast Asia, bese u-20% e-Afrika.

Ngobani okufanele bafunde lo mbiko

Sabelana ngokutholakele kulo mbiko ngenhloso yokusiza osomabhizinisi bezindaba ezidijithali, kepha nabaholi bezindaba zezindlela zakudala nabo bangasizakala ngalokhu esikuvezile obekukade kusithekile, njengoba ukuqamba busha kwedijithali kuqhubeka ukushabalalisa amamodeli ebhizinisi ezindaba zezindlela zakudala.

Sikuqaphele kahle ukuthi lo mbiko siwushicilela kwenye futhi “inguquko kwezenqubekela phambili” (inflection point) emlandweni omfishane wabezindaba ezisungulwe ku-online. Njengoba belwisana nezindaba ezingelona iqiniso njalo besebenzela ukubikela imiphakathi yabo, kumele futhi babhekane nezinkinga zomnotho ezizolandela uma seludlulile ubhubhane emazweni abo, konke lokhu bakwenze besabhekene nethala lezinsongo nokuhlaselwa.

Siyethemba ukuthi lokho esikuvezile obekukade kusithekile, iziphakamiso, kanye nokwenza okuhle kulo mbiko kuzonika abaholi bezindaba amandla, abaxhasi, izifundiswa, nabanye ababelana ngenhloso yethu yokubasiza bakhule, ukuqamba busha, futhi ekugcineni babikele kangcono imiphakathi yabo ngezindlela eziqinisa intando yabo yeningi.