702 futurefact 2014
TRANSCRIPT
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
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.
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.