An Attitude Segmentation Model
from South Africa: 2007-2011
Kampala, Uganda, 27 August 2012
by Angy Hammond
Head: SABC Market Intelligence
Objectives, Methodology & Process
SA and the African Continent are Uniquely Dynamic
It 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
LIVING STANDARD PROGRESSION OF SOUTH AFRICAN HOUSEHOLDS
2001 to 2010
LSM Trends 2001 to 2010 (AMPS)
16%
19%
LSM 8-10
41%
23%
56%
LSM 6-7
30%
26%
LSM 4-5
17%
31%
39%
LSM 1-3
17%
2001
Source: AMPS, taken from Future Fact 2009 Presentation
2010
-56%
HOW RESPONDENTS SEE THEIR OWN CLASS* POSITION VERSUS
THAT OF THEIR PARENTS’ WHEN THEY WERE AT THE SAME AGE
Social class mobility
Base: South Africans 15+ (excluding deep rural)
Parents at same age you are now
Own class
52%
43%
36%
31%
8%
12%
3% 3%
Working/
Lower Class
Middle Class Upper Middle
Upper Class
6% 6%
Don't Know/
Not sure
Source: South Africa futurefact 2012
*Class here is self-defined
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
Audience understanding is critical to achieving the business
objectives of any organisation as expressed in this value chain
Platform
Offering
Audience
Understanding
A clear understanding of
our
audience will inform how
we position our services
to meet audience needs
and extract the benefit
PaySatellite
FTA, Social Media
Mobile, Online
Platform
Positioning
Engagement,
Feedback,
Entertain, Inform
Content
Alignment
News, Sport,
Drama, Reality,
Variety, etc
Branding
& Image
Mzantsi fo’ Sho
(Authentic); Citizen
Empowerment
Trade
Marketing
Best Audiences,
Best Reach, etc
Media Value &
Buying Platform
Value for
Investment, ROI
Validating our Outcomes I
why are we
doing this?
Archetypes are not stereotypes……
shifting thinking …
• LSM is no longer enough of a descriptor for marketers in this rapidly
changing marketplace
• Archetypes revolutionise how we refer to consumers & enable us to track
the shifting mindsets of a broad spectrum of people
November 2007
township
mama
3 characters
in each study
highlight
these
similarities &
differences
• Understand the real humans beneath the skin. The ‘emergent’ market
is highly diverse in mindset, economic power & lifestage. Needs and
drivers are very different from Township Mama to Polished Diamond
• New-age Yuppie, Wildchild, Bouj-wa could be any colour in the new
SA
model-c
go-geta
loxion
dreamer
Validating our Outcomes II
HIGH involvement
Embracing life and
all it has to offer,
they are passionate
about reality
Life beyond work
is the focus for
this group: reality
is just one way of
being challenged
Reality
Junkies
Knowledge
Seekers
Community
Warriors
Community is
central to life and
they look to reality
TV for upliftment
PG Parents
Their role as parent comes
no. 1 in their life – reality
plays an important role of
not only entertainment
but also growth
Better Mes
POSITIVE
Getting ahead is key:
smart and sometimes
cynical when it comes
to reality TV
SA Reality TV Typologies
from an SABC Study, 2007
LOW involvement
NEGATIVE
TV Phobes
Avoid it at all costs,
except for the bare
essentials like the news
So How was AMPS used for Attitude Segmentation?
Statements Battery





Statements
Grouping
Education
I am more likely to buy
Community
brands that I have seen or
heard advertised (applicable)
Crime
Health
Advertising is a useful
source of information about
Ubuntu
where products can be
Religion
bought (truth)
Materialism
People who try new brands
they see or hear advertised
Entertainme
nt
(are similar or not to me)
Being part of a community is Loneliness
important to me (applicable)
Branding
A person should have lots of
Shopping
friends (agree)
Innovation
Information
Family
100
Source: Saarf AMPS (All Media Products Survey)
26+
Correlation and
normalisation of factors
Environment
0.64
Loneliness
0.52
Poverty
0.39
Entertainment
0.32
Shopping
-0.28
Technology
-0.20
Time
-0.67
5
Cluster
Analysis
?
?
?
?
6
Attitude Segmentation
Sizing and Mean Attributes
Using attitude statements as a starting point, six distinct segments
have been identified within the South African Adult population
The SABC Attitudinal Segmentation
4.7m
Established
13
5.3m
Survivors
15
6.5m
Now
Generation
19
Nation
Builders
18
Global
Citizens
17
Rooted
17
6.2m
5.8m
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
Four dimensions of segments in
order of priority
Nation Builders:
 Community
 Ubuntu
 Culture
 Information
Global Citizens:
 Innovation
 Sport
 Information
 Entertainment
Now Generation:
 Materialism
 Shopping
 Status
 Education
The Rooted:
 Crime
 Poverty
 Environment
 Education
The Established*:
 Fin Indiscretion
 Gender Roles
 Loneliness
 Xenophobia
The Survivors*:
 Fin Indiscretion
 Gender Roles
 Xenophobia
 Loneliness
Sizing the Segments: 2007 to 2011
The 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.
Total
Nation
Builders
Now
Generation
Survivors
Established
Global
Citizens
Rooted
Financial Indiscretion
AMPS: 1st 2007A
(6 month – original)
2nd 2007AB
3rd 2008BA
4th 2008AB
5 h 2009BA
6th 2009AB
7th 2010BA
8th 2010AB
9th 2011BA
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
Population ('000)
Ad Spend (Million Rand)
Ad Spend (% total)
Ad Spend per person (Rand)
Vision
6,063 (07A)
5,450 (07B)
741
712
19.5%
18.7%
122
131
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
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
Population ('000)
Ad Spend (Million Rand)
Ad Spend (% total)
Ad Spend per person (Rand)
Vision
6,561 (07A)
5,830 (07B)
766
20.12%
759
19.92%
117
130
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.
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
Population ('000)
Ad Spend (Million Rand)
Ad Spend (% total)
Ad Spend per person (Rand)
Vision
3,227 (07A)
3,697 (07B)
285
7.47%
88
384
10.08%
104
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
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
Population ('000)
Ad Spend (Million Rand)
Ad Spend (% total)
Ad Spend per person (Rand)
Vision
2,749 (07A)
2,307 (07B)
472
416
12.40%
10.92%
172
180
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.
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
Population ('000)
Ad Spend (Million Rand)
Ad Spend (% total)
Ad Spend per person (Rand)
Vision
5,558 (07A)
4,804 (07B)
876
22.99%
158
824
21.65%
172
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
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
Population ('000)
Ad Spend (Million Rand)
Ad Spend (% total)
Ad Spend per person (Rand)
Vision
5,527 (07A)
4,824 (07B)
669
17.56%
713
18.73%
121
148
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
Attitude Segmentation
Demographic Filters
Global Citizens, Nation Builders and the Now Generation represent the
average wealth distribution of the population
Breakdown of LSM per Segment
34.9m
6.2m
6.5m
5.3 m
4.7m
5.9 m
Comments
5.9 m
LSM 9-10
LSM 7-8
LSM 5-6
LSM 3-4
LSM 1-2
Source: AMPS 2011B (Jan-Dec)
 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
Now Generation and Global Citizens tend to be younger than
Nation Builders and the Rooted
Breakdown of Age Bracket per Segments
34.9m
6.2m
6.5m
5.3 m
4.7m
5.9 m
Comments
5.9 m
50+
35 - 49
 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
25 - 34
16 - 24
Source: AMPS 2011B (Jan-Dec)
 The age brackets are evenly
distributed across the Survivors
& the Established – resembling
closely the age distribution in
the national population
Nation Builders, Now Generation and Survivors have an overrepresentation of the majority population group
Breakdown of Race per Segment
34.9m
6.2m
6.5m
5.3 m
4.7m
5.9 m
Comments
5.9 m
White
Indian
Coloured
 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
Black
 Nation Builders and Global
Citizens have a population group
distribution that is closest to
national patterns
Source: AMPS 2011B (Jan-Dec)
Attitude Segmentation
Content and Platform Preferences
The Established, Global Citizens and Rooted are heavy media
consumers whilst Now Generation and Survivors consume less
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
Average Media
Consumption at %
penetration as shown
The audience segmentation helps us understand what
our audiences want
Global Citizens
 Sport
 Technology
 News
 Travel
Now Generation
 Fashion and trends
 Outdoor life
 Entertainment
 Music
Survivors
Environment
Gardening
Home improvement
Education
Core content
Core offering should
include all genres
referred:
 Drama
 Movie
 Sport
 Sitcom
 Soap
 News
Established
Environment
Gardening
Home/self
improvement
Education
The Rooted
Current affairs
Cultural
Gardening
Community
Nation Builders
 News and current
affairs
 Health and
education
 Sport
 Gardening
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
Source: TAMS
Sabc3: The Oprah Winfrey Show/Dr. Oz