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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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slide1

An Attitude Segmentation Model

from South Africa: 2007-2011

Kampala, Uganda, 27 August 2012

by Angy Hammond

Head: SABC Market Intelligence

slide3

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

slide4

LIVING STANDARD PROGRESSION OF SOUTH AFRICAN HOUSEHOLDS

2001 to 2010

Source: AMPS, taken from Future Fact 2009 Presentation

slide5
HOW RESPONDENTS SEE THEIR OWN CLASS* POSITION VERSUS THAT OF THEIR PARENTS’ WHEN THEY WERE AT THE SAME AGE

*Class here is self-defined

slide6

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

slide7
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

validating our outcomes i
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

sa reality tv typologies from an sabc study 2007

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

so how was amps used for attitude segmentation
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)

slide11

Attitude Segmentation

Sizing and Mean Attributes

slide12
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

sizing the segments 2007 to 2011 the impact of external stimuli
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.

slide14

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

slide15

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

slide16

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.

slide17

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

slide18

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.

slide19

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

slide20

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

slide21

Attitude Segmentation

Demographic Filters

slide22
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)

now generation and global citizens tend to be younger than nation builders and the rooted
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)

slide24
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)

slide25

Attitude Segmentation

Content and Platform Preferences

slide26
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

the audience segmentation helps us understand what our audiences want
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
slide28

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