AUDIENCE HEADSPACES

MARCH 2015

DEMOGRAPHICS

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 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.

DEMOGRAPHICS

• Over 50% of the 702 listeners fall into LSM 9-10.

• 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.

DEMOGRAPHICS

18-24 12%

25-34 22%

35-49 33%

50-64 22%

65+ 11%

Age

Male 65%

Female 35%

Gender

Black 51%

Coloured 9%

Indian 6%

White 34%

Race

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.

SCHOOL-GOING CHILDREN

74%

48%

26% 26%

Parent Parents with schoolgoing children

Parents but no schoolgoing children

Not a parent

MEDIUM OF INSTRUCTION

11%

83%

19%

Afrikaans English Any African language

MOTHER TONGUE

36%

17% 16%

27%

English Afrikaans Any Nguni language Any Sotho language

TYPE OF SCHOOL

48%

21%

31%

Government school intownship

Government school in otherareas

Private school

RACE & CULTURE

86% believe that sports teams

should be selected ONLY on merit and

ability…

…NOT on racial

quotas

CONSUMERISM

702 listeners:

Are more likely to buy products

from a company that

supports a sport they are interested in

Believe in good

service

Respond to messages

that ‘talk’ to them

Believe brands and

possessions help to define

them

Are secure in their

consumer choices

Are brand conscious

Are price conscious

Are more likely to buy a brand

they see or hear

advertised

Don’t depend on

reassurances from friends about their

choices

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.

FINANCIAL SITUATION

66%

70%

68%

88%

93%

I am prepared to take a risk when investing if it will give me better returns

My family is managing to save some money

I/we have to help support relatives/other family members

I am very cautious about getting into debt

I am aware of the need to save money and invest for the future

QUALITY OF LIFE

86%

86%

87%

90%

I believe that the only way we can get things done is by doing themourselves - there is no point in waiting for the authorities or our leaders

to provide for us

In this household we make an effort to eat healthy food

Winning is very important to me

I am generally a happy and positive person

QUALITY OF LIFE

52%

58%

79%

81%

86%

I get involved in things like the PTA at school, the local churchcommittees and so on

I exercise regularly to be fit

I prefer to stick to things I am familiar with

I find it very exciting to be living in a time of so much change

Men should play a big part in housekeeping and child-rearing

RATING SA AS A NATION

702 listeners show a strong commitment to

South Africa.

Listeners are happy with life in South Africa and

express confidence in the future of the country.

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.

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.

ACCESSING THE INTERNET

90%

54%

26%

Via cellphone Via PC/ laptop Via iPad / tablet

SOCIAL MEDIA

68%

31%

15% 14% 5%

10%

23%

Facebook Twitter Instagram Linked in Pinterest Other None

SOCIAL MEDIA

702 listeners spend 2.9 hours on

average per day on social media

56% often check e-mails, sms or

social media while out with friends or

watching TV

74% more likely to connect via sms,

twitter, Facebook rather face to face.

TECHNOLOGY

47% send comments about

what they are watching on TV

via my cell phone/tablet/PC.

58% are happy to get ads by e-mail

or sms if they can opt out.

52% rely on social media

when choosing products, brand

or services.

51% research an item online

buying it in store.

56% say they would not manage without

the internet.

51% find online

adverts very

useful.

42% prefer to follow a newspaper on

Facebook or Twitter.

44% will click on

online ads.

23% are buying things online more often.

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.

AUDIENCE HEADSPACES

MARCH 2015