Infographic: Profile of Internet users in South Africa – debunking misconceptions

by | Feb 18, 2016 | digital, infographic, south africa

A common misconception amongst marketers is around the ages, race, and income level of people using the Internet in South Africa. We take an objective look at who is using the Internet.

More than one-third of us are Internet users. Use is spread evenly through age-groups. Two-thirds of users of the Internet are black.  Almost two-thirds are in households with under R12k per month income.  Within each race group, just over one-fifth of black and coloured people are Internet users. For white people, more than two-thirds are Internet users.  Within age-groups, almost two-thirds of 25-34’s are Internet users, whereas less than one-fifth of 50+’s are Internet users.

Of all Internet users, 50% are accessing using their mobile phone (smartphone or feature phone) and 10% are accessing using their tablet.  Half of white people access using their mobile phone or tablet, while two-thirds of black people access using their tablet.  Two-thirds of 15-24’s access using their tablet or mobile phone, while just under half of the 50+’s access using their mobile phone or tablet.   About two-thirds of the lowest household income group access via their mobile phone or tablet, while half of the highest income group access via their mobile phone or tablet.

While, sadly, there is a disparity between income groups, race-groups, and age-groups, it is clear that a large portion of South Africans are using the Internet and increasingly more are using the Internet via their mobile phones

Infographic: Debunking marketer’s misconceptions about race profiles of media consumption in South Africa

by | Feb 17, 2016 | infographic, magazines, media, newspapers, radio, south africa

It’s quite common that many of us (myself included) have certain perceptions of ‘white’ magazines and ‘black’ radio stations. It’s quite natural for us to have certain misconceptions about race profiles of media as, when many marketers started out in the game, the world was a very different place to today.

It also doesn’t help that many magazines, which are read by a full spectrum of society, still feature mostly white faces on the cover each month.

These stats show a big difference between the perception of most marketers and the reality. There is still much work to go, but it’s in the right direction. This data really does go to show that the filter of ‘race’ in media is close to becoming irrelevant.

Some key stats:

  • You: 55% Black, 20% White
  • Men’s Health: 64% Black, 17% White
  • Car Magazine: 50% Black, 25% White
  • Cosmo: 57% Black, 19% White

 

  • 5FM: 57% Black, 27% White
  • CapeTalk: 50% Black, 26% Coloured, 21% White
  • Jacaranda: 44% Black, 50% White
  • Highveld 94.7: 40% Black, 42% White

 

  • Cinema: 57% Black, 20% White

 

  • DSTV Premium: 35% Black, 43% White
  • DSTV Compact: 85% Black, 5% White
  • SABC3 (Includes Espresso): 79% Black, 8% White

 

  • The Argus/Cape Times: 40% Black, 37% Coloured ,20% White
  • Sunday Times: 74% Black, 12% White
  • Business Day: 61% Black, 27% White

All stats are from completely independent sources – AMPS 2015, Roots 2013, and TGI (they all tell the same story).

Infographic: The Marketer’s Guide to SA Travellers

by | Jan 11, 2016 | infographic, magazines, media, radio, south africa, upper income

Australians, New Zealanders and Germans are thought to be well-travelled.  Americans not so much.  What about South Africans?

94% of South African adults have never travelled overseas.  88% have never travelled locally by air.  Women are 20% less likely to have travelled overseas, and couples with young children are 10% less likely to have travelled locally within the past 12 months.

Of those who travelled locally in the past 12 months: 20% went to the coast and 7% went to a game farm; 70% stayed with friends or family and 20% stayed in a guesthouse or bed & breakfast, 4% stayed in a caravan and 7% went to a hotel.

Of those who have travelled locally by air, SAA leads the pack followed by Mango, and then Kulula.

Of adults who have travelled overseas, 10% have watched The Travel Channel in the past 4 weeks, and 25% have made travel arrangemens online.

The radio stations with the highest percentage of international travellers are Lotus FM and 702, and the magazine with the highest percentage of international travellers is Woolworths Taste.

The data is mined from 12,792 respondents living in South Africa.  Only data points with sufficiently stable sample sizes have been used.

Infographic: University graduates

by | Oct 30, 2015 | infographic, media, south africa

With a nation grappling with a solution to providing higher education to all, we have an objective look at university graduates in South Africa and how to target them through media.

Firstly, and sadly, they are a small minority of our country.  Only 16% of urban adults have some for of post-matric qualification and only 4% have a university degree.

These university graduates live mostly in the cities (85%) whereas only 15% live in townships.

A university education has a profound effect on one’s earning capacity – shown by the fact that only 2% of university graduates are without a personal income and those that do have an income, earn 240% more than the average matriculant.

Their media habits, too, are different.  University graduates are 22% more likely to prefer the Internet as an important medium of communication.

Amongst newspapers, Business Day is the daily newspaper which has the most readers with a university degree (31% of readers) whereas the Independent on Saturday is the weekend newspaper with the highest percentage (26%).

Amongst radio stations, CapeTalk stands out high with the highest percentage of listeners with a university degree (24%) but is followed closely ClassicFM, 702, GrootFM, Jacaranda and Power FM.  Furthermore, 14% of university graduates listen to business radio shows.

General television viewership doesn’t change much but specific DSTV channels do – university graduates are 308% more likely to watch news channels and 266% more likely to watch documentaries.

Infographic: Marketer’s Guide to SA Rugby Supporters

by | Oct 12, 2015 | infographic, magazines, media, newspapers, radio, south africa

For any South African marketer, it’s important to understand the relevance of major sports rugby, cricket, and soccer, to consumers. What is really interesting from a media approach is that fans of each sport are different and a one-size-fits-all approach won’t cut it with campaigns around sport.

We take an objective look at South Africa’s second most popular spectator sport – rugby.

Firstly, it’s interesting that 45% of urban adults support the Springboks and 16% have actually attended a decent amount of the games.
There is a 60/40 split between men and woman supporters and, within the group, 60% also support Currie Cup teams and 52% support South African Super Rugby teams.

There is a large group of active rugby players too. 600,000 urban adults (excludes school children) have played a game in the last 12 months and the average age of participation is fairly high at 36 years old.

There is a huge crossover between rugby and cricket (90% of cricket supporters and rugby supporters) but there is less of a cross over from soccer where only 48% of soccer supporters support the rugby.

Their media habits are different too. Mobile phones are 21% more likley to be considered an important medium for communication amongst rugby supporters – and this figure rises higher even for western province supporters to 48%.
29% of adults, all over South Africa, have watched a special rugby broadcast on TV. Rugby supporters are 3% more interested in reading about rugby in newspapers (45%) versus magazines (42%).

Rugby supporters are 19% more likely than most to research topics using the internet.

And, by far, the most listened to radio station by Springbok supporters is Metro FM.

why we love media

what clients see mostly are awesome presentations, hard-working campaigns, ah-ha moment insights, and clever ideas. what they don’t see are the hours and hours of analysis, meticulous planning, ideas sessions with media owners, tense negotiations, last-minute client bookings, and that moment when you figure out how to make a campaign work with champagne tastes on a beer budget. we love all this. it’s why we get up early in the morning and find it hard to switch off at night.

 

Infographic: Cape Town versus Joburg (media habits)

by | Oct 7, 2015 | digital, infographic, magazines, media, newspapers, radio, south africa

With so many creative agencies and publishers in Cape Town creating brand content (mostly advertising and magazine publishing) for a nation with a business and commerce hub in Greater Johannesburg, there is always a chance that marketing is viewed through a city-centric lens.

We have a look at what, objectively, makes the two cities so very different.

The data is sourced from 2,215 urban respondents living in Greater Johannesburg or Cape Town as well as all TomTom users compared to 200 cities around the world. Only data points with sufficiently stable sample sizes have been used.

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