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AUDIENCE HEADSPACES
MARCH 2015
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.
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.
Demographics
18-2421%
25-3423%
35-4934%
50-6416%
65+6%
Age
Male58%
Female42%
Gender
Black21%
Coloured58%
Indian0%
White21%
Race
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.
School going children in the home
70%
47%
23%
30%
Parent Parents with schoolgoing children
Parents but noschool going
children
Not a parent
Medium of Instruction
49%
65%
15%
Afrikaans English Any African language
Mother-tongue Profile
24%
60%
15%
English Afrikaans Any Ngunilanguage
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.
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.
Financial Situation
60%
81%
77%
77%
83%
If I or someone in this household loses their job we could loseeverything
It is possible to start out poor in this country, work hard and becomerich
These days I am more nervous about spending money in casethings 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)
Quality of Life
95%
87% 87%
70%
42%
I am generally a happy andpositive person
My church / temple / mosqueplays an important place in
my life
I believe that the only way wecan get things done is by
doing them ourselves - thereis no point in waiting for theauthorities or our leaders to
provide for us
In this household we make aneffort to eat healthy food
I exercise regularly to be fit
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.
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.
The Internet
100%
22%
6%
Via cellphone Via PC/ laptop Via iPad / tablet
Social Media
71%
19%
3% 2%
8%
15%
Facebook Twitter Instagram Linked in Other None
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.
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.
AUDIENCE HEADSPACES
MARCH 2015