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