南非在线购物网站mytfgworld.com用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSOnline

shops:

shoppers

in

South

AfricaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

of

shoppers

inSouthAfrica:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

shoppers

inSouthAfrica(’’brandusers’’)

againstSouthAfricanonlineshoppersingeneral

(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

South

Africa)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insights

ranks

tenth

among

online

shops

in

South

AfricaManagement

summary:

brandusageand

competitionTop10

most

used

onlineshopsinSouth

Africaclicks.co.za67%30%woolworths.co.zaAmazon21%20%18%17%15%13%11%11%makro.co.zagame.co.zahomechoice.co.zaedgars.co.za4Notes:"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=1018,

online

shoppersConsumer

Insights

Global

as

of

August

2023Sources:

shoppers

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints

is

more

popularamong

Career

advancement

is

more

importantItstands

out

that75%

of

shoppers

access

theinternet

viaasmart

TVmore

often

thantheaverage

onlineshopper.Generation

Zthanother

onlineshops.to

shoppers

thantoother

onlineshoppers.

shoppers

thinkthatcustomer

reviews

on

theinternet

arevery

helpful.

is

more

popularamongfemale

online

shoppers

thanmaleonlineshoppers.Fashion

and

beauty

arerelativelyprevalent

interests

of

shoppers.Onsocial

media,

shoppers

interact

with

companies

moreoften

than

other

onlineshoppers.27%

of

shoppers

areinnovators

or

early

adopters

ofnewproducts.

hasalarger

share

ofshoppers

with

ahigh

income

than

other

Sportsandfitnessare

relatively

popular

shoppers

rememberseeing

adsinvideo

gamesmore

oftenthan

other

onlineshoppers.onlineshops.hobbiesamong

shoppers.Unemployment

is

ofparticularconcernto

shoppers.12%

of

shoppers

liveinmegacities.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+

is

more

popular

among

GenerationZ

than

other

online

shopsDemographic

profile:

generationsAgeof

consumersinSouth

Africa0%Brand

users47%47%6%Category

usersAllrespondents37%36%43%17%18%3%43%2%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

MultiPick;Base:n=106,

shoppers,

n=1018,

online

shoppers,

n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023

is

more

popular

among

female

online

shoppers

than

maleonline

shoppersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users45%55%Category

usersAllrespondents54%54%46%46%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=106,

shoppers,

n=1018,

online

shoppers,

n=12205,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa45%37%35%35%32%29%22%20%18%7%5%

5%2%1%

1%1%1%

1%

1%0%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=106,

shoppers,

n=1018,online

shoppers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:

has

a

larger

share

of

shoppers

with

a

high

income

than

otheronline

shopsDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users43%32%25%Category

usersAllrespondents34%33%36%30%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=106,

shoppers,

n=1018,

online

shoppers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

202332%

of

shoppers

live

in

a

household

of

two

or

more

relatedadultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive32%30%29%21%

21%20%16%

16%14%12%12%11%10%9%8%8%8%7%6%

6%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=106,

shoppers,

n=1018,

online

shoppers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

202312%

of

shoppers

live

in

megacitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa39%38%34%21%20%19%16%15%14%13%12%12%10%8%

8%8%7%6%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=106,

shoppers,

n=1018,

online

shoppers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

shoppers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users8%7%8%85%8%10%Category

usersAllrespondents83%81%11%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=106,

shoppers,

n=1018,online

shoppers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedCareer

advancement

is

more

important

to

shoppers

than

toother

online

shoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa62%61%61%45%44%47%40%42%41%44%41%41%37%28%26%29%28%27%23%

23%18%15%15%13%9%

9%8%

8%7%7%Tobesuccessful

Anhonest

andrespectable

lifeSafety

andsecurityAhappyrelationshipAdvancingmy

careerLearningnew

thingsMaking

myown

decisionsHavingagood

timeTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=106,

shoppers,

n=1018,

online

shoppers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fashion

and

beauty

are

relativelyprevalent

interests

of

shoppersConsumer

lifestyle:

main

interestsTop10

interestsof

shoppersinSouth

Africa63%62%55%59%58%57%57%57%55%

49%49%53%53%52%

51%51%51%43%47%41%46%45%44%43%43%

38%37%41%40%37%Food

&diningCareer

&educationMovies,TVshows&musicHealth

&fitnessFashion&beautyTravelFinance&economyScience

&technologySportsFamily

&parentingBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=106,

shoppers,

n=1018,

onlineshoppers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sports

and

fitness

are

relatively

popular

hobbies

among

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

of

shoppersinSouth

Africa49%48%52%49%48%47%46%44%42%42%38%41%39%39%37%38%37%37%36%35%32%30%

31%29%24%28%28%26%26%24%Cooking/bakingReadingTech

/computersSocializingDoing

sportsandfitnessTravelingVideo

gamingOutdooractivitiesCars/vehiclesBoard

games/cardgamesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

frominthe

past12

months?";

Multi

Pick;Base:

n=106,

shoppers,

n=1018,

onlineshoppers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023

shoppers

are

more

likely

to

play

soccer

than

other

onlineshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesof

shoppersinSouth

Africa24%19%18%18%17%17%16%16%16%15%14%14%13%13%13%11%11%11%11%11%10%9%

9%8%8%6%6%5%5%5%SoccerFitness,aerobics,cardioRunning/JoggingHikingSwimming/DivingDancingBasketballCricketCyclingRugbyBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=58,

shoppers,n=842,

online

shoppers,

n=5826,

all

respondentsConsumer

Insights

Global

as

of

August

2023

shoppers

are

more

likely

to

follow

soccer

than

other

onlineshoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

by

shoppersinSouth

Africa39%32%28%16%19%21%21%19%18%17%17%14%14%13%11%11%10%10%10%9%9%8%8%7%7%6%6%6%6%5%SoccerRugbyCricketTennisBasketballMixedMartial

ArtsSwimming/divingBoxingAmericanfootballAthletics(track&

field)Brand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=49,

shoppers,n=733,

online

shoppers,

n=5054,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineshopping•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

75%

of

shoppers

think

that

customer

reviewson

the

internet

are

very

helpfulConsumer

attitudes:ecommerce

&retailAgreementwithstatements

towards

ecommerce

&retail

inSouth

Africa75%68%64%60%60%56%51%41%38%30%25%24%23%17%15%Customer

reviews

on

the

When

IplanamajorWhen

Iorder

anitem,

Iprefer

express

shippingIusuallymanagehabitual

/recurrentorders

directly

viamysmartphone

or

tabletIamexcited

aboutusingAugmented

&VirtualReality

while

shoppinginternet

are

very

helpfulpurchase,Ialwaysdosome

researchon

the

internet

firstBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

from

in

the

past

12

months?";

Multi

Pick;

Base:

n=106,

shoppers,

n=1018,

online

shoppers,n=2034,

all

respondentsConsumer

Insights

Global

as

of

August

202327%

of

shoppers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa42%41%41%25%21%20%19%18%18%17%16%15%3%Innovators2%2%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:

n=106,

shoppers,

n=1018,

online

shoppers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Unemployment

is

of

particular

concern

to

shoppersConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingto

shoppers87%91%79%78%86%72%79%66%68%75%72%68%59%62%55%62%61%60%51%49%48%54%

55%45%53%51%44%47%45%41%UnemploymentCrimePovertyRising

prices/inflation/cost

of

livingEducationEconomicsituationGovernmentdebtHealth

andsocial

security

water

securityFood

andHousingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";Multi

Pick;Base:n=106,

shoppers,

n=1018,

online

shoppers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

online

shoppers,

shoppers

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users26%24%34%16%16%17%Category

usersAllrespondents29%31%30%24%29%23%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

from

in

the

past12

months?";

Multi

Pick;

Base:

n=106,

shoppers,

n=1018,

online

shoppers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpoints

shoppers

access

the

internet

via

a

smart

TV

more

often

thanthe

average

online

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet97%96%

95%85%82%77%64%56%53%48%46%43%41%36%36%34%30%29%28%25%23%21%21%20%19%14%12%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersTabletGaming

consoleAllrespondentsSmartwatchStreaming

device

Smart

speakersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=106,

shoppers,

n=1018,

online

shoppers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

shoppers

interact

with

companies

more

oftenthan

other

online

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype79%68%

67%78%64%

64%75%63%71%62%62%62%61%61%59%59%46%52%

52%51%49%

48%47%46%46%45%

45%28%33%27%6%

6%5%1%

1%0%Liked

postsbyotherusersFollowedpeopleCommented

Sentprivateon

posts

messagesPostedpictures/videosPosted

texts/statusLikedcompanypostsFollowedcompaniesSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:

n=106,

shoppers,

n=1018,

online

shoppers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023

shoppers

tend

to

read

online

magazines

more

often

thanonline

shoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks91%82%80%78%78%77%73%

67%65%68%

61%60%

60%54%49%51%42%41%31%39%35%

32%34%29%28%27%27%

20%20%26%24%

18%17%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsPodcastsOnlinemagazinesDailynewspapersMovies

/cinemaMagazinesWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

you

bought

somethingfromin

the

past

12

months?";

Multi

Pick;Base:n=106,

shoppers,

n=894,

onlineshoppers,

n=6103,

all

respondentsConsumer

Insights

Global

as

of

August

2023

shoppers

remember

seeing

ads

in

video

gamesmore

oftenthan

other

online

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhere

shoppersinSouth

Africa

havecome

across

digital

advertisinginthe

past

4weeks60%62%61%

56%55%60%49%

46%43%41%41%44%43%38%36%35%39%38%37%31%33%32%31%30%28%26%21%25%25%20%Social

mediaVideo

portalsOnlinestoresWebsitesandappsof

brandsSearch

engines

Video

gamesOtherapps

Video

streaming

MusicportalsservicesEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past12

months?";

Multi

Pick;

Base:n=106,

shoppers,

n=1018,

online

shoppers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023

shoppers

remember

ads

they

saw

on

TV

more

often

than

otheronline

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks54%52%46%50%45%45%44%39%43%

44%44%37%32%26%

26%28%28%

28%23%21%21%15%9%9%OnTVOnadvertisingspacesDirectly

inthestoreOntheradioBy

mailshot

/advertisingmailInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=106,

shoppers,

n=1018,

online

shoppers,

n=12205,

all

respondents