DEMOGRAPHICS AUDIENCE HEADSPACES

Transcription

1 DEMOGRAPHICS AUDIENCE HEADSPACES MARCH 2015

2 INTRODUCTION Through the use of the FutureFact research survey, Primedia Broadcasting is able to give clients a rich psychographic picture of the headspaces, moods and minds of the 702 audience. - The latest Futurefact survey was in field during October and November people aged 18 plus were interviewed by ACNielsen in all areas of the country. - This analysis was conducted by Jos Kuper and Lauren Shapiro and cites the Futurefact demographic details for the audiences not RAMS figures.

3 DEMOGRAPHICS Over 50% of the 702 listeners fall into LSM More than half the listeners are black. Two thirds live in racially mixed areas and just over a quarter live in townships. Two thirds are male and are over the age of 35 years. Two thirds are married. 702 listeners are very well educated, with nearly half having either a post matric diploma or a degree. The majority are employed in the formal sector, with the rest mainly being students or retired. 1 in 5 are self employed.

4 DEMOGRAPHICS % Coloured 9% Indian 6% % Age % % % Male 65% Gender Female 35% Black 51% Race White 34%

5 CLASS MOBILITY 702 is distinguished by its very high upper middle/upper class profile. A third of its listenership has seen a class shift upwards from the previous generation. The majority of listeners believe their lives are better than those of their parents and believe their children s lives will be better still.

6 SCHOOL-GOING CHILDREN 74% 48% 26% 26% Parent Parents with school going children Parents but no school going children Not a parent

7 MEDIUM OF INSTRUCTION 83% 11% 19% Afrikaans English Any African language

8 MOTHER TONGUE 36% 27% 17% 16% English Afrikaans Any Nguni language Any Sotho language

9 TYPE OF SCHOOL 48% 31% 21% Government school in township Government school in other areas Private school

10 RACE & CULTURE 86% believe that sports teams should be selected ONLY on merit and ability NOT on racial quotas

11 CONSUMERISM Are more likely to buy products from a company that supports a sport they are interested in 702 listeners: Respond to messages that talk to them Are price conscious Don t depend on reassurances from friends about their choices Are brand conscious Believe in good service Are secure in their consumer choices Believe brands and possessions help to define them Are more likely to buy a brand they see or hear advertised

12 FINANCIALLY SPEAKING The 702 listener is in a position to save and think about investing in their future. They are less risk averse than most are less likely to get themselves into debt in order to pay their bills.

13 FINANCIAL SITUATION I am aware of the need to save money and invest for the future 93% I am very cautious about getting into debt 88% I/we have to help support relatives/other family members 68% My family is managing to save some money 70% I am prepared to take a risk when investing if it will give me better returns 66%

14 QUALITY OF LIFE I am generally a happy and positive person 90% Winning is very important to me 87% In this household we make an effort to eat healthy food 86% I believe that the only way we can get things done is by doing them ourselves - there is no point in waiting for the authorities or our leaders to provide for us 86%

15 QUALITY OF LIFE Men should play a big part in housekeeping and child-rearing 86% I find it very exciting to be living in a time of so much change 81% I prefer to stick to things I am familiar with 79% I exercise regularly to be fit 58% I get involved in things like the PTA at school, the local church committees and so on 52%

16 RATING SA AS A NATION Listeners are happy with life in South Africa and express confidence in the future of the country. 702 listeners show a strong commitment to South Africa.

17 ACTIVE CITIZENS 702 listeners are active citizens who believe that even small actions can make a big difference for their communities and the broader society. They are motivated by the concept of Ubuntu and many of them endorse the Lead SA initiative. They express confidence in leaders and organisations and believe that things will come right for the country.

18 TECHNOLOGICALLY SPEAKING 702 ers are device heavy with far more devices than their provincial compatriots. A high number use computers/laptops in home as well as tablets/i- Pads. They use multiple devices to access the internet, and are above the provincial average when it comes to the use of apps. They are not heavy social media engagers, with time spent on social media being far less than the provincial average.

19 ACCESSING THE INTERNET 90% 54% 26% Via cellphone Via PC/ laptop Via ipad / tablet

20 SOCIAL MEDIA 68% 31% 15% 14% 5% 10% 23% Facebook Twitter Instagram Linked in Pinterest Other None

21 SOCIAL MEDIA 702 listeners spend 2.9 hours on average per day on social media 74% more likely to connect via sms, twitter, Facebook rather face to face. 56% often check s, sms or social media while out with friends or watching TV

22 TECHNOLOGY 42% prefer to follow a newspaper on Facebook or Twitter. 56% say they would not manage without the internet. 52% rely on social media when choosing products, brand or services. 51% research an item online buying it in store. 51% find online adverts very useful. 47% send comments about what they are watching on TV via my cell phone/tablet/pc. 58% are happy to get ads by or sms if they can opt out. 44% will click on online ads. 23% are buying things online more often.

23 IN A NUTSHELL This is a listenership that is confident in who they are and what they believe and they hold a positive view of the ultimate future of the country. They are definitely not the disillusioned among society, having moved well up the social mobility ladder. They are optimistic that the people of South Africa can mobilise to make effective change in a spirit of ubuntu and harmony. They espouse a multi-cultural view of life and associate across the racial spectrum. They are discriminating and informed in their views. They get their news and advertising by listening to 702 as well as participating in the online digital space.

24 AUDIENCE HEADSPACES MARCH 2015