AUDIENCE HEADSPACES

MARCH 2015

Introduction

Through the use of the FutureFact research survey, Primedia

Broadcasting is able to give clients a rich psychographic picture of the

headspaces, moods and minds of the KFM audience.

The latest futurefact survey was in field during October and November

2014.

- 3 048 people aged 18 plus were interviewed by ACNielsen in all

areas of the country.

- This analysis was conducted by Jos Kuper and Lauren Shapiro and

cites the futurefact demographic details for the audiences not RAMS

figures.

Demographics

• KFM’s listenership personifies diversity.

• The audience spreads across LSM’s 6 to10, it has male and female

listeners (the former in the majority), it spreads across the age

segments, and is a mix of married and single people.

• The majority of the listeners are coloured with the balance being

equally divided between white and black. 64% live in a racially

mixed suburb.

• While the majority of the coloureds and whites are Afrikaans home

language speakers, they generally choose English as their preferred

language for a radio station.

Demographics

18-2421%

25-3423%

35-4934%

50-6416%

65+6%

Age

Male58%

Female42%

Gender

Black21%

Coloured58%

Indian0%

White21%

Race

Class Mobility

KFM is distinguished by

its very high upper

middle/upper class

profile.

A third of its listenership

has seen a class shift

upwards from the

previous generation.

School going children in the home

70%

47%

23%

30%

Parent Parents with schoolgoing children

Parents but noschool going

children

Not a parent

Medium of Instruction

49%

65%

15%

Afrikaans English Any African language

Mother-tongue Profile

24%

60%

15%

English Afrikaans Any Ngunilanguage

Race & Culture

87% of KFM

listeners believe

that South African

sports teams

should be selected

ONLY on merit and

ability – not by

racial quotas.

The KFM

listener is

reflective of the

general

sentiment in the

Western Cape. They are more

likely to have

friends in other

race groups and

less likely to

believe whites

should still feel

guilty because of

apartheid.

Consumerism

KFM

listeners:

are more likely

to buy brands

they hear

advertised.

support

brands that

sponsor

sports.

seek

reassurance

from

advertising

rather than

from their

friends, when

it comes to

what to buy.

like to try new

brands and

products,

although they

are not early

adopters in

general.

are very price

conscious,

shopping

where prices

are cheapest.

respect

people

who have

expensive

lifestyles.

Financial Situation

60%

81%

77%

77%

83%

If I or someone in this household loses their job we could loseeverything

It is possible to start out poor in this country, work hard and becomerich

These days I am more nervous about spending money in casethings get worse

I save money before I buy the things I want

These days I'm paying for things I used to get free (like education,medical care)

Quality of Life

95%

87% 87%

70%

42%

I am generally a happy andpositive person

My church / temple / mosqueplays an important place in

my life

I believe that the only way wecan get things done is by

doing them ourselves - thereis no point in waiting for theauthorities or our leaders to

provide for us

In this household we make aneffort to eat healthy food

I exercise regularly to be fit

Active Citizens

KFM listeners are

concerned about

the well being of

others and

conscious that

small actions on

their part can make

a difference.

They see our

cultural diversity

as a major

advantage.

They show a

great deal of

confidence

and trust in

banks and

cellular

providers.

They

encourage

others to be

proud of

their

country.

The Digital World

KFM listeners generally

own more devices than

the provincial average.

There is a good level of

connectivity to the

internet with half of the

listeners having a

smartphone.

The majority access the

internet via the cell

phone, with about 1 in 5

accessing via a PC.

They are technophiles

and like to keep up to

date with tech

developments.

The Internet

100%

22%

6%

Via cellphone Via PC/ laptop Via iPad / tablet

Social Media

71%

19%

3% 2%

8%

15%

Facebook Twitter Instagram Linked in Other None

Technology

66% find that they

are connecting

more and more

with people via

sms, twitter,

Facebook rather

than seeing or

talking to them.

57% often

check e-mails,

sms or social

media while

out with friends

or watching

TV.

36% these

days prefer to

follow a

newspaper on

Facebook or

Twitter rather

than read the

paper copy.

33%

sometime

s click on

online

ads.

41% send

comments to

family and

friends about

what they are

watching on TV

via my cell

phone/tablet/PC.

43% would not

be able to

manage

without the

internet.

KFM listeners

spend on

average 3.5

hours on

social media

per day.

42% check out

what people

have posted on

social media

when choosing

products, brand

or services.

40% find

online

adverts

very

useful.

35% usually

research an

item online

before going to

a store to buy

it.

63% are

happy to get

ads by e-mail

or sms if they

can opt out

when they

want.

19% are

increasingly

buying more

things online.

In a Nutshell

• There are two things that characterise the KFM listenership:

Diversity and a good moral compass.

• They have a strong ethical view about their own behaviour and of

those in power.

• Not only are they responsible citizens on the crime and corruption

front, but they conduct their own finances responsibly avoiding

getting into debt.

• They are technologically driven and digitally sussed consumers.

AUDIENCE HEADSPACES

MARCH 2015