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An Attitude Segmentation Model from South Africa: 2007-2011

An Attitude Segmentation Model from South Africa: 2007-2011. Kampala, Uganda, 27 August 2012. by Angy Hammond Head: SABC Market Intelligence. Objectives, Methodology & Process.

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An Attitude Segmentation Model from South Africa: 2007-2011

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  1. An Attitude Segmentation Model from South Africa: 2007-2011 Kampala, Uganda, 27 August 2012 by Angy Hammond Head: SABC Market Intelligence

  2. Objectives, Methodology & Process

  3. SA and the African Continent are Uniquely DynamicIt takes a ‘poor’ American family 4 generations to reach the average American household income… In South Africa, it takes one Average Income 80% of Average 60% 40% 20% Source Miles Corak, Statistics Canada Taken from Future Fact 2009 Presentation

  4. LIVING STANDARD PROGRESSION OF SOUTH AFRICAN HOUSEHOLDS 2001 to 2010 Source: AMPS, taken from Future Fact 2009 Presentation

  5. HOW RESPONDENTS SEE THEIR OWN CLASS* POSITION VERSUS THAT OF THEIR PARENTS’ WHEN THEY WERE AT THE SAME AGE *Class here is self-defined

  6. Segmentation is the process of dividing the total market into smaller sections based on shared characteristics To deliver value, segmentations should be well researched and fully validated

  7. Audience understanding is critical to achieving the business objectives of any organisation as expressed in this value chain PaySatellite FTA, Social Media Mobile, Online PlatformOffering Engagement, Feedback, Entertain, Inform Platform Positioning Content Alignment News, Sport, Drama, Reality, Variety, etc Audience Understanding Mzantsi fo’ Sho (Authentic); Citizen Empowerment Branding& Image A clear understanding of our audience will inform how we position our services to meet audience needs and extract the benefit TradeMarketing Best Audiences, Best Reach, etc Media Value & Buying Platform Value for Investment, ROI

  8. Validating our Outcomes I Archetypes are not stereotypes…… • township • mama 3 characters in each study highlight these similarities & differences • model-c • go-geta loxion dreamer

  9. Community is central to life and they look to reality TV for upliftment Embracing life and all it has to offer, they are passionate about reality Reality Junkies Community Warriors Their role as parent comes no. 1 in their life – reality plays an important role of not only entertainment but also growth PG Parents Life beyond work is the focus for this group: reality is just one way of being challenged Knowledge Seekers Better Mes TV Phobes Getting ahead is key: smart and sometimes cynical when it comes to reality TV Avoid it at all costs, except for the bare essentials like the news Validating our Outcomes II SA Reality TV Typologiesfrom an SABC Study, 2007 HIGH involvement NEGATIVE POSITIVE LOW involvement

  10. So How was AMPS used for Attitude Segmentation? Cluster Analysis Statements Grouping Statements Battery Correlation and normalisation of factors • I am more likely to buy brands that I have seen or heard advertised (applicable) • Advertising is a useful source of information about where products can be bought (truth) • People who try new brands they see or hear advertised (are similar or not to me) • Being part of a community is important to me (applicable) • A person should have lots of friends (agree) Education Community Crime Health Ubuntu Religion Materialism Entertainment Loneliness Branding Shopping Innovation Information Family ? ? ? ? 26+ 5 100 6 Source: Saarf AMPS (All Media Products Survey)

  11. Attitude Segmentation Sizing and Mean Attributes

  12. Using attitude statements as a starting point, six distinct segments have been identified within the South African Adult population The SABC Attitudinal Segmentation Four dimensions of segments in order of priority • Nation Builders: • Community • Ubuntu • Culture • Information • Global Citizens: • Innovation • Sport • Information • Entertainment 4.7m 6.5m 5.3m • Now Generation: • Materialism • Shopping • Status • Education • The Rooted: • Crime • Poverty • Environment • Education 6.2m 5.8m • The Survivors*: • Fin Indiscretion • Gender Roles • Xenophobia • Loneliness • The Established*: • Fin Indiscretion • Gender Roles • Loneliness • Xenophobia 5.9m *: The characteristics of the Established (LSM6-10) and Survivors (LSM 1-5) are identical, but there is a distinct separation due to the Living Standard Measure Index (IGraph represents current distribution as at AMPS Jan-Dec 2011

  13. Sizing the Segments: 2007 to 2011The Impact of External Stimuli Source: AMPS Jan-Dec Surveys (Current Adult Pop 15plus = 35m. *Some Notes: Dec 2008 survey required further Ward Analysis to re-model segments.

  14. AMPS: 1st 2007A (6 month – original) 2nd 2007AB 3rd 2008BA 4th 2008AB 5 h 2009BA 6th 2009AB 7th 2010BA 8th 2010AB 9th 2011BA Total Nation Builders Now Generation Survivors Established Global Citizens Rooted Financial Indiscretion

  15. Nation Builders Nation Builders are the cheerleaders of South Africa. They are defined by their cultural customs and traditions. Community, culture and family are very important to them. They believe that education is key to personal advancement. They are optimistic and interested in the happenings of the country. The concept of Ubuntu is alive and well. Defining Demographics & Attributes • Mostly aged 35+ and in lower to middle LSM’s • Largely urban and all population groups • Fair spread of African languages • Are most patriotic segment; outspoken on moral issues • Intense interest and involvement in community affairs • Place emphasis on cultural activities & are defined by customs and traditions • Home language is important to them • Forward thinking particularly in matters relating to the country • Have an understanding of the nation’s history Media Value Vision The SABC will serve the Nation Builders through content that recognises and capitalises on the achievements of our democracy and gives space for national debate on important topics that affect their lives

  16. Now Generation The Now Generation is the young fibre of South Africa. They are highly materialistic and full of aspiration. Fashion and entertainment is high on their priority list. They are fast paced and greatly influenced by advertising. They do not believe that old ways are always the best, they are often first to try out new things. They love variety and choice. Defining Demographics & Attributes • Age 16-24 and some 25-34; Mostly Black; Predominantly in Urban and Small urban areas • After celebrity, status and brands; Seeking identity • Need approval/recognition; Segment is self-reliant • There is a huge emotional need for safety, and the feeling that somebody is taking ownership of the problem • Interested in a number of sport activities, for example soccer and basketball; Outdoor bodies • Entertainment & friends are important to them • Are conscious of the inequalities of the past especially with regards to jobs Media Value Vision The SABC will serve the Now Generation with programming via TV, Radio and New Media that encourages self-growth and social responsibility in a way that is fun and entertaining, and which also entrenches cultural and national identify.

  17. Survivors The Survivors represent those people who are marginalised because of their very limited resources. They feel isolated and alienated by the general South African society. They have learnt to survive on their own as a result they are closer to their immediate community and environment. This segment strongly feels that efforts to alleviate poverty have not been successful. Their isolation makes them anxious about the present & long for the past. Defining Demographics & Attributes • Across all age groups, mostly younger • Mostly Black and Coloured • Predominantly in rural areas • Feel neglected by broader society • Major lack of resources • Highest rates of illiteracy & unemployment • Take the most financial risks Media Value Vision The SABC will serve the Survivors by providing differentiated content mainly on radio that recognises and addresses perceptions of alienation and embraces their need to be part of a broader South African society

  18. Established The Established wilfully isolate themselves from the broader society and often feel lonely as a result. The environment is important to the majority of this segment and they believe that not enough is being done to look after it. They are not easy adopters of modern technology. They are not particularly patriotic but committed to living in South Africa. They prefer ‘outdoor lifestyle’ and this comes from their standard of living. Defining Demographics & Attributes • More older than younger • Mostly White, coloured and Indian • Predominantly English and Afrikaans • Predominantly in Urban and Small Urban areas • Withdraw themselves from immediate society • Earthy people • Conscious of environmental issues • Prefer the “old way” of doing things • Less hope for a shared future Media Value Vision The SABC will serve the Established by providing differentiated content on TV, Radio and New Media that recognises and addresses perceptions of alienation and embraces their need to part of a broader South African society.

  19. Global Citizens Global Citizens represent innovation, wealth and technology. They live busy lives and seem to thrive at the next challenge. They do not like to be restricted by tradition and believe in equal opportunities for both men and women. This group of people is well travelled and therefore has a broad outlook in life. Defining Demographics & Attributes • Strong in ages 16-34, but also have 25+; From mid to upper LSMs; Largely Urban suburbs; Highly educated • Forward thinking and creative • Strong spirit of entrepreneurship • Well travelled and well read • Individual oriented • Confident in what they know and what they can do • Heavy media users; great interest in info • Highly interested in a great variety of sport, particularly adventures sport • Busy bodies. Media Value Vision The SABC will serve the Global Citizens with TV, radio and new media services that bring the world to them while reminding them of all that is best about South Africa

  20. Rooted With mounting socio-economic pressures “The Rooted” have become increasingly concerned about crime, poverty and education. As a result they have become pragmatic about women also providing for their families. They continue however to have low expectations for the mutual benefits of community involvement. Defining Demographics & Attributes • Fairly spread across all demographics with high representation of Indians, Coloureds and Whites • Not social activists • Stability is important to them • Like keeping it simple • Literacy and education are linked to personal development • Indoor types • Jobs are for earning money and NOT for satisfaction • Not at ease with technology but not afraid to use it • Financially prudent & plan for the future Media Value Vision The SABC will serve the Rooted through programmes on TV and radio that recognise the cultural richness and diversity of the South African audience while encouraging a sense of belonging

  21. Attitude Segmentation Demographic Filters

  22. Global Citizens, Nation Builders and the Now Generation represent the average wealth distribution of the population Breakdown of LSM per Segment Comments • The high representation of the two extremes of the wealth grid in the Survivor/Established segments have driven the separation of the two segments • The Rooted and Established are generally upper LSM reflecting the relationship between wealth and some of the attitudes that these segments demonstrate towards their country and their place in it 34.9m 5.3 m 5.9 m 5.9 m 6.2m 6.5m 4.7m LSM 9-10 LSM 7-8 LSM 5-6 LSM 3-4 LSM 1-2 Source: AMPS 2011B (Jan-Dec)

  23. Now Generation and Global Citizens tend to be younger than Nation Builders and the Rooted Breakdown of Age Bracket per Segments Comments • The young of the South African population are well represented in the Now Generation and Global Citizens segments • Nation Builders and the Rooted sit in the older age brackets of the population • The age brackets are evenly distributed across the Survivors & the Established – resembling closely the age distribution in the national population 34.9m 5.3 m 5.9 m 5.9 m 6.2m 6.5m 4.7m 50+ 35 - 49 25 - 34 16 - 24 Source: AMPS 2011B (Jan-Dec)

  24. Nation Builders, Now Generation and Survivors have an over-representation of the majority population group Breakdown of Race per Segment Comments • The Black population forms the core of all the segments, but generally higher than average in Nation Builders, Now Generation and the Survivors • Although White, Indian and Coloured are represented in all segments roughly in national proportions, they are strongest in the Rooted, with White especially strong in the Established • Nation Builders and Global Citizens have a population group distribution that is closest to national patterns 5.3 m 5.9 m 5.9 m 34.9m 6.2m 6.5m 4.7m White Indian Coloured Black Source: AMPS 2011B (Jan-Dec)

  25. Attitude Segmentation Content and Platform Preferences

  26. The Established, Global Citizens and Rooted are heavy media consumers whilst Now Generation and Survivors consume less Average Media Consumption at % penetration as shown Media Consumption per Segment Media consumption patterns differ slightly across the segments due to preference differences driven by attitudes but in most cases driven by limitation to exposure and access. Source: AMPS 2011B (Jan-Dec) ‘Any’ AMPS or Past 7 Days for Electronic Media

  27. The audience segmentation helps us understand what our audiences want Global Citizens • Sport • Technology • News • Travel • Established • Environment • Gardening • Home/self improvement • Education Core content • Now Generation • Fashion and trends • Outdoor life • Entertainment • Music • The Rooted • Current affairs • Cultural • Gardening • Community Core offering should include all genres referred: • Drama • Movie • Sport • Sitcom • Soap • News • Survivors • Environment • Gardening • Home improvement • Education • Nation Builders • News and current affairs • Health and education • Sport • Gardening

  28. Distribution and Share of Attitude Segments: MATRICS UPLOADED Mon-Fri, 15:00-16:00 Base: All Adults TAMS Feb-Apr. 2012; AMPS 2011 (Jan - Dec‘11) Sabc2: 7de Laan-R/Muvhango-R Etv:Saban’s Power Rangers/Sistahood Sabc3: The Oprah Winfrey Show/Dr. Oz Source: TAMS

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