South Africa among the most affordable countries to buy a home based on income

As homebuyers across the globe grapple with soaring property prices and rising interest rates, South Africa has emerged as the most affordable country in the world to purchase a home in 2024, according to a comprehensive international study by BestBrokers.

The analysis, which compared real estate prices and average income levels across 62 countries, offers a striking perspective on the contrasting challenges and opportunities facing prospective homeowners.

The report finds that in many countries, particularly those with struggling economies or runaway inflation, owning a home is becoming a distant dream for most residents. In contrast, some nations with strong average incomes and relatively stable property markets are seeing more favorable conditions for buyers.

One of the most striking insights is that the affordability of housing is not solely dependent on the cost of real estate but also on how that cost compares to average earnings.

For instance, Turkey was ranked as the least affordable country to buy a home in 2024, with a staggering home price-to-income ratio of 81.45%. Despite relatively low property prices, Turkey’s high inflation rate—estimated at 55% year-over-year—and low average income ($549/month) have made home ownership increasingly unattainable.

In South Korea, another country in the bottom 10 for affordability, the challenge is different: extremely high property prices averaging $10,318 per square metre make it difficult for even middle-income earners to enter the market.

At the opposite end of the spectrum, South Africa stands out as the most affordable country for homebuyers, with a home price-to-income ratio of just 6.22%.

This means that, on average, South Africans need only about six years’ worth of salary to afford a home—a sharp contrast to countries like Nepal or Turkey, where buyers would need to save for more than five decades.

Measured in monthly wages, a 100-square-metre home in South Africa costs just 71 real monthly salaries, compared to 76 in the United States, which ranked second in global affordability.

This translates into just under six years of income—an impressive figure in a world where housing costs have become a key source of economic stress.

At the extreme end, in countries such as Nepal and Turkey, the same-sized home would require 684 and 631 monthly salaries, respectively—equivalent to more than five decades of income.

These figures highlight the impact of low wages and high inflation on housing markets in lower-income or highly volatile economies.

Why Is Housing So Affordable in South Africa?
-Several factors contribute to South Africa’s strong showing in the rankings:

-Comparatively low property prices: As of late 2024, the average cost of residential property in South Africa is significantly lower than in many developed countries, especially in non-metropolitan areas.

-Stagnant but stable income levels: While wage growth has not kept pace with inflation in some sectors, average income still holds up reasonably well in real terms.

Regulated lending environment: Although mortgage interest rates remain a challenge for some borrowers, South Africa’s structured and cautious lending environment has helped avoid the kind of runaway debt that often pushes affordability down in other countries.

While South Africa’s leading affordability position is notable, the study emphasizes that affordability doesn’t mean uniform access. Factors such as interest rates, lending policies, and location-specific price variations still play a major role in the actual accessibility of housing for individuals.

Despite these complexities, South Africa’s ranking suggests that, in global terms, the country remains a more accessible place for aspiring homeowners compared to most. Whether this can be sustained will depend on broader economic stability, policy support for affordable housing, and continued wage growth.

The most searched-for stocks by investors in 2025

The meteoric rise of companies like Nvidia and Supermicro has turned stock investing into a modern-day gold rush, luring new investors with the promise of extraordinary returns.

Commission-free trading and easy-to-use brokerage apps have lowered the barrier to entry, opening the market to millions – many of whom have little experience or understanding of the risks involved.

While some see investing as a fast track to wealth, diving into the markets without proper knowledge can lead to costly mistakes. As speculative trading surges and social media amplifies market hype, the need for research, strategy, and financial discipline has never been more urgent.

Today, AI chatbots like ChatGPT, Claude, and Perplexity are increasingly used by curious investors seeking instant answers—not just to basic questions, but for deeper financial advice. While these tools can be insightful, they sometimes provide misleading or inaccurate information.

Still, traditional search engines like Google remain the go-to for most users, especially when it comes to stock investing and trading.

That led the team at BestBrokers to ask: What exactly are people searching for? And are there differences in interest and behavior across countries?

To find out, BestBrokers analysed stock-related search behaviour in the world’s 50 largest economies. Using Ahrefs’ Keywords Explorer, they examined monthly Google searches in each country’s primary language that included phrases like “buy stocks,” “sell stocks,” and “invest in stocks.”

Data was available for 46 countries, and results were adjusted for population size to reveal where interest is most concentrated.

Key Findings

Japan tops the list with an average of 4,132 stock-related Google searches per million people each month—510,110 searches in total. Japanese investors are especially focused on specific companies, with Nissan, NTT, Oriental Land, Nintendo, and McDonald’s ranking among the most Googled.

Globally, the phrase “invest in stocks” generates substantial search volume. In the US, “How to invest in stocks?” is searched 34,000 times per month – more than double “How to buy stocks?” at 16,000.

There’s a stark contrast between the US and Japan in terms of search depth. The top 10 investment-related queries in the US generate 55,000 monthly searches, while Japan’s top 10 total just 1,800 – most of which are focused on specific stocks rather than general investing advice.

Globally, the most searched questions include:

  • “How to invest in stocks”
  • “How to buy stocks?”
  • “What are stocks?”

These suggest a growing interest in stock market participation, especially among beginners. Questions about selling stocks are less varied – mostly “When to sell?” and “How to sell?”- while buying-related questions are broader and more numerous.

In other countries, certain companies dominate the conversation. Volkswagen is frequently searched in Germany and Austria; Santander dominates selling-related searches in Spain; and in Argentina – ranked 8th overall with 11,600 monthly stock-related searches – YPF appears in four of the top 10 questions.

Most Googled Company Stocks in 2025

When it comes to company-specific interest, tech and AI stocks lead the pack.

The most Googled stocks worldwide are:

These figures reflect only full-name searches, not ticker symbols. While NVIDIA only appears in Italy’s top 10 stock queries, Tesla features prominently in countries including Japan, Sweden, Denmark, the Netherlands, Norway, Italy, and Portugal.

Other widely searched companies include:

  • GameStop – 3 million
  • AMD (Advanced Micro Devices) – 2.9 million
  • Meta – 2.8 million

These patterns show a clear global fascination with high-growth, tech-driven companies – and a growing appetite for stock market knowledge, whether it’s general guidance or targeted curiosity.