KFM FutureFact 2014
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Through the use of the Futurefact research survey, Primedia Broadcasting is able to give a rich psychographic picture of the headspaces, moods and minds of the CapeTalk audience. The analysis was conducted by Jos Kuper in 2014 with 3 048 people aged 18 plus interviewed by ACNielsen in all areas of the country.
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KFM FutureFact 2014
- 2. 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 KFM 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.
- 3. Demographics • KFM’s listenership personifies diversity. • The audience spreads across LSM’s 6 to10, it has male and female listeners (the former in the majority), it spreads across the age segments, and is a mix of married and single people. • The majority of the listeners are coloured with the balance being equally divided between white and black. 64% live in a racially mixed suburb. • While the majority of the coloureds and whites are Afrikaans home language speakers, they generally choose English as their preferred language for a radio station.
- 5. Class Mobility KFM 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.
- 6. School going children in the home 70% 47% 23% 30% Parent Parents with school going children Parents but no school going children Not a parent
- 7. Medium of Instruction 49% 65% 15% Afrikaans English Any African language
- 8. Mother-tongue Profile 24% 60% 15% English Afrikaans Any Nguni language
- 9. Race & Culture 87% of KFM listeners believe that South African sports teams should be selected ONLY on merit and ability – not by racial quotas. The KFM listener is reflective of the general sentiment in the Western Cape. They are more likely to have friends in other race groups and less likely to believe whites should still feel guilty because of apartheid.
- 10. Consumerism KFM listeners: are more likely to buy brands they hear advertised. support brands that sponsor sports. seek reassurance from advertising rather than from their friends, when it comes to what to buy. like to try new brands and products, although they are not early adopters in general. are very price conscious, shopping where prices are cheapest. respect people who have expensive lifestyles.
- 11. Financial Situation 60% 81% 77% 77% 83% If I or someone in this household loses their job we could lose everything It is possible to start out poor in this country, work hard and become rich These days I am more nervous about spending money in case things get worse I save money before I buy the things I want These days I'm paying for things I used to get free (like education, medical care)
- 12. Quality of Life 95% 87% 87% 70% 42% I am generally a happy and positive person My church / temple / mosque plays an important place in my life I believe that the only way we can get things done is by doing them ourselves - 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 I exercise regularly to be fit
- 13. Active Citizens KFM listeners are concerned about the well being of others and conscious that small actions on their part can make a difference. They see our cultural diversity as a major advantage. They show a great deal of confidence and trust in banks and cellular providers. They encourage others to be proud of their country.
- 14. The Digital World KFM listeners generally own more devices than the provincial average. There is a good level of connectivity to the internet with half of the listeners having a smartphone. The majority access the internet via the cell phone, with about 1 in 5 accessing via a PC. They are technophiles and like to keep up to date with tech developments.
- 15. The Internet 100% 22% 6% Via cellphone Via PC/ laptop Via iPad / tablet
- 16. Social Media 71% 19% 3% 2% 8% 15% Facebook Twitter Instagram Linked in Other None
- 17. Technology 66% find that they are connecting more and more with people via sms, twitter, Facebook rather than seeing or talking to them. 57% often check e-mails, sms or social media while out with friends or watching TV. 36% these days prefer to follow a newspaper on Facebook or Twitter rather than read the paper copy. 33% sometime s click on online ads. 41% send comments to family and friends about what they are watching on TV via my cell phone/tablet/PC. 43% would not be able to manage without the internet. KFM listeners spend on average 3.5 hours on social media per day. 42% check out what people have posted on social media when choosing products, brand or services. 40% find online adverts very useful. 35% usually research an item online before going to a store to buy it. 63% are happy to get ads by e-mail or sms if they can opt out when they want. 19% are increasingly buying more things online.
- 18. In a Nutshell • There are two things that characterise the KFM listenership: Diversity and a good moral compass. • They have a strong ethical view about their own behaviour and of those in power. • Not only are they responsible citizens on the crime and corruption front, but they conduct their own finances responsibly avoiding getting into debt. • They are technologically driven and digitally sussed consumers.