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.

1. MARCH 2015
AUDIENCE HEADSPACES

2. 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

3. 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

4. 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

5. 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

6. 76%
60%
16%
24%
Parent Parents with school going children Parents but no school going
children
Not a parent
SCHOOL-GOING CHILDREN

7. 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

8. 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 me
better 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 case
things get worse
I make sacrifices now for the future

9. QUALITY OF LIFE
93%
85%
93%
79%
88%
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
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

10. 53%
47%
Banks Cell phone providers
CONFIDENCE

11. 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.

12. ACTIVE CITIZENS
76%
57% 56%
52%
39%
49%
Actively encourage fellow
South Africans to be
proud of their country.
Believe that government,
business and
communities will get
together to solve the
country's problems.
Would like to get involved
in helping things to get
better in the country but
they need information on
how to.
Believe that South Africa's
social and cultural
diversity is a major
advantage.
Believe that SA is as
capable of achieving
greatness as any country
in the world.
Believe that South
Africans will pull together
to solve the crime
problems. 36% make an
effort to help better my
own or other
communities.

13. 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.

14. 100%
36%
13%
Via cellphone Via PC/ laptop Via iPad / tablet
*Sample sizes are very small
ACCESSING THE INTERNET

15. 63%
26%
18%
8%
4%
37%
Facebook Twitter Instagram Linked in Other None
SOCIAL MEDIA

16. 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

17. • 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

18. AUDIENCE HEADSPACES
MARCH 2015