INTRODUCTION
Commuting (the daily travel between home and work) is a defining feature of life in South
Africa, where around 70% of the population relies on minibus taxis. With one of Africa’s
largest road networks and the continent’s busiest airport, South Africa’s transport ecosystem
reveals deep social and economic patterns shaped by history and class.
The main purpose of this report is to provide Wheels Consultants with key insights into South
African commuting habits and identify potential opportunities for communication,
engagement, and media placement within this unique commuting landscape.
GOALS OF RESEARCH
understand how, where, and why South Africans commute
the research aims to uncover patterns across different socio-economic groups and regions,
exploring daily, weekly, and annual commuting habits.
name the modes of transport people use and their experiences
This includes understanding the reasons behind transport choices, as well as the challenges
and preferences related to each mode.
explore how commuting affects lifestyle and personal choices
This includes changes in time use, stress levels, spending, and overall lifestyle adjustments
caused by commuting.
discover what media people consume while commuting
the research looks to understand radio, podcast, music, and advertising consumption habits
during travel, as well as exposure to out-of-home media (e.g., billboards).
generate actionable insights for marketing strategy
The final aim is to offer insights that Wheels Consultants can use to develop a marketing
communication strategy tailored to South African commuters.