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There really is some good news at last!

In just five years, the previously disadvantaged upper class has grown rapidly enough to surpass the white upper class in South Africa by at least 10% and this figure continues to rise. This is according to the recently released WhyFive BrandMapp 2017 Top End Study that annually tracks changes at the top of South Africa’s wealth triangle. South Africa may still be the most unequal country in the world in terms of rich and poor, but at least a more representative picture of the wealthier end of society is starting to emerge. “It’s extraordinary how fast things have changed at the top of South Africa’s wealth triangle and how difficult it is for marketers to get a focused view,” says Brandon de Kock, director of storytelling at WhyFive Insights. “In short, we’ve seen huge shifts in the demographic make-up of the wealthier segments over the past two years and it’s important to ...

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WhyFive is a company with deep roots in media and marketing, and it has always amazed us how many content-driven brands and publishers are forced to fight for advertising revenues armed with the bluntest of swords: a very faint and fuzzy view of their customers. It’s why you see so many rate cards with nebulous audience (e.g. ‘LSM 8 to 10’ and ‘25 to 50 year old women’); or worse still – glaring gaps because their ‘facts’ just don’t make enough sense.

Adding to the problem for publishers is that we seem to finally be returning to a media landscape where quantity of audience is far less interesting than quality of audience – and as media use fragments, that phenomenon is becoming increasingly important.

Where does that leave quality brands? Well, you may have noticed that the wealthier or more exclusive a category gets, and the more premium the brand, the worse the stats are. Why? These sta...

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Sir Isaac Newton probably never intended his third law to be applied to post-colonial African states. But it could certainly be argued that the arrival of democracy at the tip of Africa in 1994 was met with an almost equal and opposite departure of cold, hard cash and intellectual capital. Statistics are sketchy, but by all accounts, for the decade that followed, somewhere in the region of 5 000 professionals left our shores every year. They were mostly young, privileged, educated and mostly loaded – and a perfect example of something called a ‘brain drain’.

Apparently, when a free Nelson Mandela told us, “We must not allow fear to stand in our way,” previously advantaged South Africans questioned the sentiment. But a quarter of a century later, many of the fears we face are no longer minority issues. Rolling blackouts, rampant crime, institutionalised corruption and the real possibility of a R200 coin being minted in our lifetime are realiti...

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When you talk about affluent South Africans, typically living in households earning R10K or more a month, BrandMapp shows that 72% of them subscribe to DStv. That’s a pretty compelling argument for media spend aimed at a group who is responsible for the vast majority of consumer spend in the country. And the power of the paid channel becomes increasingly evident when you consider that the next most-watched stations after DStv are at 22% and SABC3 at 21%. But ever since the arrival of the PVR in 2008, the elephant in the room for cynics considering the real value of the estimated 5.5 million subscribers in SA has been a simple question: is anyone actually watching the ads on DStv anymore?

The data shows that 50% of the total sample own PVRs. Of these, only 24% say they ‘never’ or ‘hardly ever’ use their PVR to avoid watching ads and a further 24% say they ‘sometimes’ do. Which leaves 26% who say they ‘often’ ...

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If there was a competition for the single phrase that epitomises how the goods and services business has changed in recent times, ‘Putting the customer first’ would certainly be in with a shout! For marketers and retailers competing in today’s big, red ocean, the last thing you want is customers strutting around like Mick Jagger and telling the world that they “can’t get no satisfaction”. But how on earth are you supposed to gauge satisfaction levels, and find out where you stack up against your competitors? Simple: just ask them.

For BrandMapp 2016, in addition to finding out what brands and services wealthy South Africans are using, we decided to measure satisfaction levels in a few key market segments including grocery and clothing stores, armed response companies, banking institutions, motor vehicles and cellular providers.

And when you’re asking about a survey like BrandMapp, with a massive sample of over 27 000 wealthy and affluent South Africans earning over R10K a month, it’s a very effective way of producing extremely powerful results. To illustrate the point, have a look at this table detailing satisfactio...

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The BrandMapp survey will, in future, be conducted every six months. Now well entrenched as the country’s most comprehensive view of wealthier South Africans, the BrandMapp survey (Brand Media and Product Profiler) will now produce biannual datasets giving marketers a more current view of the consumer landscape across more than 340 measures and 1 700 brand filters.

“We see such dramatic shifts in key areas in a 12-month period,” explains WhyFive’s director of research, Alan Todd. “South African demography is shifting all the time and, when we combine that with changes in the economic environment and add the radical impact of technology on media consumption and consumer behaviour, it’s clear that marketers need these metrics updated more often.

“The core survey will remain static but we now have the opportunity to add themed questions every six months. These are often inspired ...

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With 26% of economically active South Africans using customer loyalty programmes more than they were a year ago, our burgeoning loyalty and rewards appetite is clearly still on the rise. But are SA brands adequately differentiating their loyalty programmes to stand out in a highly competitive marketplace? While it’s estimated SA has more than 100 programmes on offer, the majority of these still lack focus in execution, communication and differentiation, leading to non-engagement from their newly acquired members. This was one of the major insights derived from Truth’s 2016 Loyalty

Whitepaper: The Current State of Loyalty in South Africa.

Truth has partnered with WhyFive, one of South Africa’s leading online re...

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By Adlips Jessica Hubbard, Deputy Editor, 25 November 15 See the video here

Earlier this year, WhyFive, a consumer insights business focused on syndicated landscape surveys and market reports, explored online retail in South Africa. Brandon de Kock, director of storytelling at WhyFive, highlights some of the key findings from their study and the implications for SA’s e-commerce players.

“When we first started looking into this whole online world [of retail], we noticed that people have a lot of suppositions; they have a lot of navel-gazing thoughts about who’s buying, who’s not buying, etc.,” he explains. “And that’s kind of why we went in; to try and work out who is doing a really good job of converting browsers into purchasers, where are people making purchases, and what kinds of things they’re trying to buy online.”

For example, he says that books and CDs make for easy on...

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One of the new measures in BrandMapp 2016 is a view of how optimistic middle-class-and-up South Africans are feeling, both in terms of their personal future and that of our country; and, although the survey is still in field, interim responses from around 10 000 respondents show a fascinating ethnic divide. On the personal front, 35% of black respondents are ‘very optimistic’ versus only 15% of their white counterparts, but when it comes to being ‘optimistic’, those numbers change to 36% and 50% respectively. So, although the majority of both groups feel personally optimistic, it’s clear that economically active black South Africans see a far brighter future for themselves. When it comes to the country, however, the story changes. Thirty-six percent of respondents feel ‘unsure’ about our future, which is understandable given the state of the world right now, but there’s a worryingly pessimistic mood on the white side of the fence. While 40% of black respondents feel optimistic about the future of SA, only 19% of white respondents feel the same way, with 46% saying they are pessimistic or very pessimistic. Of course, there’s far more to this story than this dipstick view reveals and the statistics need to be u...

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Infotools SA are proud to announce a partnership with whyFive insights which sees the BrandMapp 2015 data available on the Infotools Harmoni platform. Article courtesy of BizCommunity South Africa BrandMapp is an annual dataset created by 24 500 respondents who answer 200 questions in a comprehensive online survey across 500 brands, 380 media and 70 category filters. The result is a unique landscape study of economically active South African adults who are responsible for 86% of all consumer spend in the country. The data covers a traditionally hard-to-reach sector of the population, the middle class and top-end which is an extremely desirable but typically elusive market – 55% of the sample lives in households with more than R20 000 monthly household income, including large samples all the way up to the millionaires and ‘astronauts’. The dataset includes full demographics, psychographics and media interaction, with hundreds of additional measures on purchase behaviour across categories, sports played and watched, interests, travel, automotive, social issues, giving back, and many more. The Infotools Harmoni platform is analytic software that provides users with the opportunity to deep-dive data in order to gai...

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