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 947 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.

1. AUDIENCE HEADSPACES
MARCH 2015

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 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.

3. 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.

4. Demographically Speaking

5. 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.

6. School-going children in the home
67%
36%
31% 33%
Parent Parents with school
going children
Parents but no
school going
children
Not a parent

7. Type of school
43%
27%
30%
Government
school in
township
Government
school in other
areas
Private school

8. Medium of instruction at school
33%
86%
29%
Afrikaans English Any African language

9. Mother-tongue Profile
31%
26%
17%
25%
English Afrikaans Any Nguni
language
Any Sotho
language

10. 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.

11. 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.

12. 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 am
borrowing more and more money
My family is managing to save some money
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 case things get worse
I save money before I buy the things I want
It is possible to start out poor in this country, work
hard and become rich

13. Quality of Life
91% 91% 87%
I am generally a happy and positive
person
Men should play a big part in
housekeeping and child-rearing
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

14. Quality of Life
88%
82%
52% 52%
In this household we make
an effort to eat healthy
food
I find it very exciting to be
living in a time of so much
change
I enjoy doing things other
people consider risky
I exercise regularly to be
fit e.g. gym, dance, jog, etc

15. 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.

16. 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.

17. 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.

18. Access the Internet
95%
40%
20%
Via cellphone Via PC/ laptop Via iPad / tablet

19. 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

20. 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

21. 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.

22. 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.

23. AUDIENCE HEADSPACES
MARCH 2015