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AUDIENCE HEADSPACES
MARCH 2015
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 947 audience.
The latest Futurefact survey was in field during October and November 2014.
• 3 048 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.
Demographically Speaking
• Although 947 listeners range across the age spectrum, listenership is slightly skewed towards the +35 year age group. 18-25 year olds form the next largest part of the audience.
• Half are married and almost half are single. Two thirds of 947 listeners are parents.
• They are well educated with an above average number having either a post matric qualification or a degree.
• Almost half of the listeners are black. The number of White and Indian listeners is above average when compared to the rest of the province.
• 7 in 10 live in racially mixed areas and an above average come from racially mixed households.
Demographically Speaking
The Class Picture
The 947 listenership reflects a middle
class bulge, but is bolstered on either
end by a working class and an upper
middle class/upper class segment of
similar size (around a quarter each).
There is still a perception amongst
listeners that their standard of living
has improved relative to their parents
and they believe this will improve even
more for their own children.
School-going children in the home
67%
36% 31% 33%
Parent Parents with schoolgoing children
Parents but noschool going
children
Not a parent
Type of school 43%
27% 30%
Governmentschool intownship
Governmentschool in other
areas
Private school
Medium of instruction at school
33%
86%
29%
Afrikaans English Any African language
Mother-tongue Profile
31%
26%
17%
25%
English Afrikaans Any Ngunilanguage
Any Sotholanguage
Views on Race and Culture
• Around 7 in 10 have friends in other race groups.
• They aspire to a non-racial social society that functions on the basis of
merit rather than race.
• They value their South African identity and believe we are an African
nation and don’t have to be more like America or Europe.
• They believe that meritocracy should prevail on the sports team front
with 83% saying that South African sports teams should be selected
ONLY on merit – not by racial quotas.
Consumerism
947 listeners:
Believe advertising must talk to them.
Try new products.
Think of the environment
when shopping.
Need reassurance
they have made the right
choice.
Value brand referrals.
Are price conscious.
Won’t shop where service
is bad.
Financial Situation
24%
53%
46%
67%
58%
75%
75%
88%
I am investing money out of South Africa
I have more spending money than I have had before
Things are getting so expensive nowadays I amborrowing more and more money
My family is managing to save some money
I find that I usually spend what I earn, there isnothing left to save
These days I am more nervous about spendingmoney in case things get worse
I save money before I buy the things I want
It is possible to start out poor in this country, workhard and become rich
Quality of Life
91% 91% 87%
I am generally a happy and positiveperson
Men should play a big part inhousekeeping and child-rearing
I believe that the only way we can getthings done is by doing them ourselves -
there is no point in waiting for theauthorities or our leaders to provide for
us
Quality of Life
88% 82%
52% 52%
In this household we makean effort to eat healthy
food
I find it very exciting to beliving in a time of so much
change
I enjoy doing things otherpeople consider risky
I exercise regularly to befit e.g. gym, dance, jog, etc
Rating SA as a Nation
947 listeners:
Feel we are united as a
nation.
Are happy with life
here.
Are committed
to the country.
Place some hope in local government and judicial services….
Trust banks and cell phone
providers.
Have confidence
in our future.
…..but have less confidence in the
leaders and organisations of
this country.
Active Citizens
947 listeners:
• are active citizens.
• contribute to the good of society and their communities.
• recognize that small actions can make a difference.
• believe that South Africans can pull together to help to solve our problems.
Around 15% are seriously intending to leave the country to work or live abroad, but two
thirds express the intention to return to their country where they still feel there is a
spirit of community sharing.
Technologically Speaking
• 947 listeners are into their devices.
• The majority are connected to the internet. 60% have smartphones. Many of
them see cellphones as conferring a certain status.
• They are strong downloaders of music, enjoy YouTube, reading online news
sites, downloading videos and tweeting.
• They love technology, and keep up to date with technological advances. They do
however worry about privacy issues.
• Almost half enjoy snippets from Twitter and Facebook rather than the
traditional forms of reading. About half actively research products online, while
about a quarter are buying online more often.
Access the Internet
95%
40%
20%
Via cellphone Via PC/ laptop Via iPad / tablet
Social Media Use
72%
24%
10% 6%
2% 10%
15%
66%
30%
14% 10%
5% 12%
20%
Facebook Twitter Instagram Linked in Pinterest Other None
GP 94.7
70% have privacy issues regarding their
personal / private information being
available on the internet, Facebook, e-mail,
sms
Social Media Use
77% connect with people via sms,
twitter, Facebook rather than seeing
or talking to them
947 listeners spend an average of 3.4
hours on social media per day
Attitudes to Technology
50%...
…check e-mails, sms or social media while out or watching TV.
..couldn't manage
without the internet.
..rely on social media when
choosing products, brand
or services
..usually research an item online
before buying it in-
store.
..sometimes click on
online ads.
are happy to get ads by e-mail or sms if they can
opt out when they want to
…need reassurance
they have made the
right choice.
…send comments
about what they are watching on TV via my cell
phone/ tablet/PC.
..find online adverts very
useful.
In a Nutshell
• 947 listeners are social media savvy. Interacting with devices and apps
on a variety of platforms plays an important role in their lives.
• They are also actively engaged as citizens, being conscious of the need
to help and make a difference.
• They see themselves as happy, positive people. They are financially
responsible and are conscious about not getting into debt.
• All this makes for a listenership that is conscious of their social and
digital worlds and active participants in their society, striving to better
their lot and that of others.
AUDIENCE HEADSPACES
MARCH 2015