Black DiamondTM

Black DiamondTM - the big questions

Who are Black DiamondsTM?

What are the recent trends?

What media do they have access to?

Where does cellphone usage fall?

Where does internet usage fall?

Now What? How can companies connect with Black DiamondsTM?

Who are Black DiamondsTM?

Black Diamond demographics

Our definition of middle class does not differentiate purely on wealth:

• LSM 7+

• Educational attainment

• Personal income

• Occupation

• Igniters

Personal monthly income

Average personal monthly income verses other population groups

Total Population R1 714

White R6 977

Indians/Asian R2 987

Coloured R1 555

Black R1 166

Black Diamond R7 160

From the horse’s mouth

Video

The four segments

Mzansi Youth

Young males and females still living at

home

Start Me Ups

Young ambitious

single, professionals.

Male bias

Young Family

Parents of young children.

Female bias

Established

Older, stable family men and

women - majority married

Recent trends

Growth in size

• There are now an estimated 3 million Black Diamonds

• 15% growth in just over a year

• There are now 1 million more Black Diamonds than in 2005

• Spending power has grown by 39% since 2007

Comparison of growth vs. races in SA

2007 2008

Black Diamond 2.6 3

Total Black 22.3 24.3

White 3.4 3.4

Coloured 2.8 3

Indian/ Asian 0.8 0.9

Million people

Growth in spend

• Spending power has increased from R180 billion in 2007 to R250 billion in 2008

• This is a R70 billion increase in just over a year

• Black Diamonds now account for nearly 40% of all consumer spending power

• Their spending power is 67% of total Black spending power

• Black Diamond spending now equals that of white spending

Black DiamondTM media usage

overall media summary – TV channels

media summary

On average, Black DiamondsTM are watching three of the four free to air channels (As it is the same Black DiamondsTM watching all the channels, the demographic skews for each of the channels is very similar)

87% had watched SABC 1 in the past week and over half of these Black DiamondsTM (55%) watched this channel most often.

DStv subscribers watch on average 7 channels (including free to air)

The free to air channels are the most popular, even amongst DStv subscribers

This is followed by SuperSport (42%), M-Net Movies (34%) and Channel O (30%)

DSTV•47% of Black Diamond Women have access to DSTV

•Mzansi Youth (38%) and Start Me Up (33%) watch MNet more than the other segments (ave = 26%)

•29% of Mzansi Youth watch the Discovery Channel (ave = 22%)

Source: TNS Research Surveys Media pack, 2008

overall media summary – radio

media summary

On average, Black DiamondsTM listen to 2 radio stations

Over half (55%) listen to Metro FM while almost a third (28%) listen to

Kaya FM.

Mzansi Youth and Future Focused Start Me Up’s are most

likely to listen to Metro FM

Kaya FM is skewed towards the Future Focused mindsets

amongst Start me up, Young Family and Established

segment

Many regional and language skews are evident, in line with station

profiles

overall media summary – daily newspapers

media summary

Black DiamondsTM tend to read one or two daily newspapers

Almost a quarter (24%) of Mzansi Youth do not read any daily newspapers

The Daily Sun (49%), Sowetan (33%) and The Star

(18%) are the most popular publications

The Daily Sun is more likely to be read by the Young Family Status

Quo and Established Status Quo segments

The Sowetan and The Star are more likely to be read by the higher

income and LSM Black DiamondsTM

The regional newspapers have the greatest most often conversion ratios

overall media summary – weekly newspapers

media summary

70% of Black DiamondsTM read a weekly newspaper

On average, one or two of these weekly papers are read

Sunday Times (35%), City Press (26%) and Sunday Sun

(23%) are the most popular and tend to be read by those in the higher LSM’s

The Sunday Times and City Press are most likely to be read by those with a

Future Focused mind set in the Start Me Up and

Established segments

The Sunday Sun is more likely to be read by those that are Future

Focused in the Young Family and Established segments

overall media summary – magazine readership

media summary

65% of Black DiamondsTM have read a magazine in the past 6 months, and

these are most likely to be those with a Future Focused mind set

in the Mzansi Youth, Start Me Up and Young Family

segments

On average, two magazines are read a month

Drum is the most popular magazine (24%) and has a Start

Me Up Future Focused skew

This is followed by True Love (23%) which is most likely to be read by

those with a Future Focused mind set in the Young Family and Established

segments. It also has an upper income and LSM skew

overall media summary – internet penetration

media summary

36% of Black DiamondsTM have internet access,

and these tend to be those with a Future Focused mindset

Work is the most popular place to access the

internet, particularly amongst those that are Future Focused in

the Start-me-up, Young Family and Established segments

Mzansi Youth are more likely to access the internet from internet

cafes

A third of Black DiamondsTM interviewed claimed that they access

the internet from their cell phone on a daily

basis

cell phone usage

90% of Black DiamondsTM have personal use of a cell phone

These tend to be those of the Future Focused mind set in the

Start Me Up, Young Family and Established segments

Three quarters of Black DiamondsTM use prepaid air time

(skewed Start Me Up Status Quo and Young Family Status Quo)

SMS’s, MMS’s, SMS alerts and downloads are the

most popular uses for cell phones, particularly amongst those

that are Future Focused

66% of Black Diamond women couldn’t survive without their cell phones &

64% claim the internet is becoming more and more important in their lives

overall media summary – cell phone usage

Principles for connecting with Black DiamondsTM

few brands understand the magical connection

formula

Multiple factors, from identity issues, to one’s personal journey, life stage, political sensitivities,

interests and lifestyle choices will all dictate which touch-points are most appropriate and

which media is consumed

The accelerated change that most Black Diamonds are experiencing and the state of

transition that defines their context means that it is premature to try to identify overarching

contact points. 

1. Understand me

2. Represent me

3. Enable me

4. Entertain me

5. Ignite me

Understand me

Understand your audiences’ place on the sensitivity scale and identify any potential areas that could offend

If you plan to trigger sensitive emotions – do it consciously and deliberately and be aware of any negative fall-out it may cause

Be careful of being overly politically correct and destroying creativity in the process…

Consider your brand’s position in the marketplace before making decisions based on the sensitivity scale – brands with a mass market positioning are likely to find it more challenging to please everyone, as opposed to niche

brands

Represent me

Locally produced communication resonates at a deeper level than international communication

Attention to detail - many of the issues that have created communication dissonance are executional decisions which could have been avoided

More attention needs to be paid to the production of communication (or the pre-production phase) and rigour needs to be paid to the detail of

connection to ensure relevance

Enable me

Consider the principle of enabling in all marketing communication. Consider whether your brand could play the role of mentor

Ensure that the message, tone and manner empowers and increases knowledge/understanding

Seek opportunities to add value, inspiration and know-how to your brand (through packaging, back-of-pack labeling, in-store display, brochures

etc.)

Put simplicity high on your marketing and communication agenda, consider the flow of logic in communication (but this does not mean

dumbing down creativity)

Entertain meHumour is a powerful way to connect but needs careful consideration

and testing to avoid sensitivity

Brands that meet the needs of Black DiamondsTM to escape, relax and ‘be their true selves’ will connect at a deeper level

Find meaningful ways to be a part of Black Diamonds’ TM entertainment and relaxation space e.g. soccer, parties, soapies etc.

Be aware of imposing your brand on Black DiamondsTM personal relaxation space – be considerate, relevant, sensitive, innovative and

inspirational

Ignite me

Success depends on ‘sticky stories’

Mediocre communication that doesn’t get ‘talked about’ is a waste of money

Black DiamondsTM are likely to be good brand ambassadors. The key to creating effective ambassadorship is to engage in genuine dialogue and

interaction that gives brand ambassadors information that they can share with their powerful networks