MARCH 2015

AUDIENCE HEADSPACES

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 CapeTalk 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.

INTRODUCTION

The majority of CapeTalk listeners

are between 35 and 49 years.

They come from the affluent sector of

the Western Cape society.

More men than women listen to the station with 43% of these listeners

being black whilst 36% are coloured.

DEMOGRAPHICS

18-24 10%

25-34 17%

35-49 54%

50-64 7%

65+ 12%

Age

Male 64%

Female 36%

Gender

Black 43%

Coloured 36%

Indian 0%

White 21%

Race

LSM 1-4 0%

LSM 5-6 36%

LSM 7-8 43%

LSM 9-10 21%

LSM

DEMOGRAPHICS

The majority feel that their children’s lives will be better

than their own.

About half of the CapeTalk listeners feel that life has stayed much the same as it was in their parents’

time. Many feel life has improved but there is a small proportion who feel

it has become worse.

CLASS MOBILITY

76%

60%

16%

24%

Parent Parents with school going children Parents but no school goingchildren

Not a parent

SCHOOL-GOING CHILDREN

Try to be environmentally

aware when shopping

CapeTalk listeners:

Tend to be early adopters

of new products

Are very responsive

to advertising

Enjoy Shopping

Demand good

service

Are very price

conscious when doing

so

Often need

reassurance from friends on their choices.

Are more likely to support a

company that sponsors a sport

they are interested in

CONSUMERISM

FINANCIAL SITUATION

45%

62%

54%

81%

63%

95%

I am investing money out of South Africa

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

My family is doing better financially

I find that I usually spend what I earn, there is nothing left to save

These days I am more nervous about spending money in casethings get worse

I make sacrifices now for the future

QUALITY OF LIFE

93%

85%

93%

79%

88%

I am generally a happy andpositive person

My church / temple /mosque plays an important

place in my life

I believe that the only waywe can get things done is bydoing them ourselves - thereis no point in waiting for theauthorities or our leaders to

provide for us

I prefer to stick to things Iam familiar with

I find it very exciting to beliving in a time of so much

change

53%

47%

Banks Cell phone providers

CONFIDENCE

Are committed citizens.

RATING SA AS A NATION

CapeTalk listeners express concern about

our unity as a nation, but generally rate life in

South Africa as happy.

Are confident about the future of the country.

ACTIVE CITIZENS

76%

57% 56% 52%

39%

49%

Actively encourage fellowSouth Africans to be

proud of their country.

Believe that government,business and

communities will gettogether to solve thecountry's problems.

Would like to get involvedin helping things to get

better in the country butthey need information on

how to.

Believe that South Africa'ssocial and culturaldiversity is a major

advantage.

Believe that SA is ascapable of achieving

greatness as any countryin the world.

Believe that SouthAfricans will pull together

to solve the crimeproblems. 36% make aneffort to help better my

own or othercommunities.

They acknowledge they couldn’t do without the internet and are definitely more device

heavy than the provincial average.

TECHNOLOGICALLY SPEAKING

CapeTalk listeners are tech savvy with at least the 60% having access to the internet. They are, however, not obsessed with keeping up with

changes in technology.

100%

36%

13%

Via cellphone Via PC/ laptop Via iPad / tablet

*Sample sizes are very small

ACCESSING THE INTERNET

63%

26%

18%

8% 4%

37%

Facebook Twitter Instagram Linked in Other None

SOCIAL MEDIA

57% check out what people have posted on social

media when choosing

products, brand or services.

46% often check e-mails, sms or

social media while out with

friends or watching TV.

They are accessing news online,

downloading music and videos so are active consumers

online.

59% are happy to get ads by

e-mail or sms if they can opt out when they want

to.

69% find that they are connecting more and more with people via sms, twitter, facebook rather than seeing or

talking to them.

66% couldn't manage

without the internet.

Social media has a place in their lives and is even a little disruptive to their

personal interaction. They spend on

average 3.8 hours a day on social media.

54% send comments to

family and friends about what they are watching on TV via my cell

phone/tablet/PC.

TECHNOLOGY

• They appear to be wily investors who are also financially cautious when it comes to debt.

• They are generally digitally sussed and device heavy. They are active online but not in the commercial sphere as they fear security issues.

• They are optimistic that the people of South Africa can mobilise to make effective change in a spirit of ubuntu and harmony.

• In a nutshell, they are critical thinkers and operators whose happiness depends on our society operating in a cohesive and trustworthy manner.

IN A NUTSHELL

AUDIENCE HEADSPACES

MARCH 2015