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An indictment of the high society we live in: whilst sitting at a coffee shop early one morning, it was very apparent that those people sitting alone were not just sitting… they were either very busy on their iPhone, iPads or Blackberries . Of the 30 odd people in that specific coffee shop, not one person was reading a traditional printed newspaper.
Taking this observation into account, it was with great interest that a couple of us attended a presentation on the new research conducted by Ads24 together with Ask Africa on the community newspapers entitled Compass24.
To put the Compass 24 research into context – the research was only conducted on the community newspapers that fall in the Ads24 stable. This already puts a very heavy slant on the Western Cape, where of the 72 community newspapers that fall into this group’s portfolio, 37 are in the Western Cape. This equates to 47% penetration in the Western Cape compared to 1% in Gauteng.
With a sample of 14 000 people, the research was then weighted to 5.530,457 readers for these community newspapers.
Some interesting highlights from the presentation:-
· The interviewees sited that they would prefer to get advertising material in their newspapers and not in post boxes.
· The majority of them said they used the newspapers for food shopping,
· The top 5 stories that people would like to read about are:
a) 73% read community and suburb news
b) 62% read crime and policing issues
c) 55% municipal/local government news
d) 48% advertising specials and promotions
e) 47% classified ads
The research included questions in terms of digital penetration. 25% have used the internet in the past 12 months and only 12% use internet to purchase.
Of these people that have accessed the internet, 55% have done so via cell phones and their top 5 activities are:-
f) 64% use social networking
g) 62% send and receive emails
h) 61% use the internet for browsing
i) 45% for educational purposes
j) 38% for banking
Our take out of this research is that if you are looking to advertise in the Western Cape, Compass24 could be used successfully to find out more about these readers, however from a Gauteng perspective, it wouldn’t be too helpful.
The information is available to us and we can do more analyses. Please speak to your MediaShop contact who will be happy to assist you.
Information you’ll find interesting:-
· The average household income in South Africa, according to AMPS 2011, is R8 052 per month. This has increased from R2 435 in 1994!
· The top movie in 2011 was: Twilight Saga: Breaking Dawn (Part 1) with 937 170 tickets sold.
· Against LSM 1-4, the best performing TV spot was Generations on 23 May 2011 achieving 45.2 AR’s
· Against LSM 5-7, Generations on 27 April 2011 achieving 33.1 AR’s
· And against LSM 8-10, 7nd Laan on 23 June 2011 achieving 19.8 AR’s
· There 6.5 million internet users in South Africa
· There are 49 million active SIM cards!
· There are 1.5 million tweets from South Africa on a monthly basis
And last but not least…
· Mango’s first live in-flight WiFi launch is scheduled for the 6th of March 2011. | 
