The Internet: real consumer opinions

by | Aug 31, 2015 | digital, infographic, south africa

South African is a digitally-engaged nation.  Regardless of the country of comparison, the splicing of the market, we are all regularly using various digital channels and have strong, positive, opinions about those channels.

It is true, however, that most of the digital data available to us is used for the purpose of selling various digital channels and, hence, a little rose-tinted.  As media agencies, we need to fulfil the role of impartial, objective analysis – regardless of how exciting the medium might be.  For this analysis, we have referred to Target Group Index (TGI) from the 2014 South Africa for impartial research on what consumers feel about digital channels and the Internet.

Firstly, it is clear that the Internet is an important part of most South Africans’ lives regardless of their income level.  In the upper end, city dwellers in LSM 10, 51% are heavy users of the Internet which is ahead of TV, newspapers, and radio and 50% claim to regularly post online (remember that Facebook updates would be considered by most as posting).  On the other end of the scale, township residents are also highly engaged.  25% of adults say that they cannot do without mobile communication, and half of township adults say that updating social media profiles is important.

Given the recent press coverage on South African subscribers to dodgy dating sites, it’s not surprising that 40% of adults say meeting people online is a good opportunity to build lasting relationships.

Online clickthrough rates can effectively be as low as 0.5% and it’s mirrored by the claim by consumers that only 2% of adults click on online adverts more than twice a day, however 41% of adults claim they pay more attention to advertising on the Internet than in any other media.

We’re also engaging in conversation.  46% of all urban adults regularly post online whereas 44% tend to be influenced by comments/reviews online.

Cause marketing: What South Africans think brands should be doing

by | Aug 25, 2015 | infographic, media, south africa

A massive R8.2bn is spent on CSI in South Africa each year - that is more than two-thirds of the money spent on press and magazine advertising.

Using BrandMapp (surveying 24,000 individuals in South Africa) we had a deep look into what consumers think of cause marketing and what brands should do about it.

It's clear that business has a role, according to consumers: 25% believe business is responsible for providing solutions to pressing social issues and 35% think consumers should give back by buying things that result in contributions to worthy causes.

Further to that, 29% of consumers say that, where they can, they  support companies who actively give back.  11% of consumers say that make a point of it and 5% will actively work against brands which fail to give back.

It must be noted that the sample, being Internet-based has a focus on upper markets.  That said, however, the most admired brands for giving back are said to be Woolworths and Pick n Pay.

Newspapers in South Africa

by | Aug 17, 2015 | infographic, newspapers

Much has been said about newspapers of late: they are in decline (which they are), digital is taking over (which it is) but the reality of the South African media context is that it is still an important communication channel.

As with most communication channels, however, the role of newspapers and what consumers think of newspapers changes rather dramatically depending on the market segment we are investigating.

Newspaper publishers might not like what they see in the numbers as often newspapers compete on total circulation numbers which is irrelevant information if you are targeting anything more specific than the entire market.  It's important to note that the figures comparing segments use index (versus total market) rather than reach - using indexes, rather than simple reach, is a great tool in identifying what makes the segment different from the whole.

At Limelight, we have a long-standing close relationship with TGI.  It is undoubtedly our preference for broad marketing and media research.  From the complex statistical analysis that we can perform to the in-depth psychographic questions in the survey, it provides a deeper analysis that any other broad-based survey in this country.

State of the Nation – Media in South Africa 2015

by | Aug 5, 2015 | infographic, south africa

In media, as with any market, one is often on a better footing with suppliers when one understands the lay of the land. The infographic attached shows some interesting detail on the current state of media in South Africa

- Media spend, by advertisers, has increased roughly 8.1% annually over the last four years

- In South Africa (very different to Europe and the US, for example), the three traditional media of TV, radio, and print (including newspapers and magazines) are by far the leaders in advertisers' interest

- Digital (or online via mobile or desktop) is, however, increasing rapidly. Consumers are viewing content online three times more than they were back in 2010.

- One must not forget the importance of community radio in South Africa: 22% of radio listening is on these stations

- When dealing with media owners, one is always best when one has an understanding of their footing in the industry. The top six media owners have 78% of all advertising revenue.

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