702 radio listeners tend to be upper middle class and well-educated individuals living in urban areas. Most are between 35-49 years old, male, and black. They are financially stable and optimistic about the future of South Africa. They engage with news and media through both radio and various online/digital platforms.
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 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.
3. 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.
5. 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.
10. RACE & CULTURE
86% believe that
sports teams
should be
selected ONLY
on merit and
ability…
…NOT on
racial
quotas
11. 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
12. 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.
13. 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
14. QUALITY OF LIFE
86%
86%
87%
90%
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
Winning is very important to me
I am generally a happy and positive person
15. QUALITY OF LIFE
52%
58%
79%
81%
86%
I get involved in things like the PTA at school, the local church
committees 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
16. 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.
17. 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.
18. 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.
21. 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.
22. 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.
23. 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.