Capetalk Futurefact 2014
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Transcript of Capetalk Futurefact 2014
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
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
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