南非报纸city press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&BRANDSDaily

newspapers:

City

Pressreaders

in

South

AfricaConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofCityPress

readers

inSouthAfrica:whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

It

provides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56

countriesAdditionally,thereport

allows

thereader

tobenchmark

City

Press

readers

inSouthAfrica(’’brandusers’’)

againstSouthAfricanreaders

of

dailynewspapers

ingeneral

(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelledas’’allrespondents’’

inthecharts.Numberofrespondents:•

12,000+

forcountries

with

the

extended

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

the

extended

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

insightsCity

Press

ranks

second

among

daily

newspapers

in

South

AfricaManagement

summary:

brandusageand

competitionTop10

most

read

dailynewspapersinSouth

AfricaDaily

SunCityPress55%31%31%31%Daily

NewsTheCitizenSowetan28%28%Business

DayTheStar24%Isolezwe19%16%16%CapeTimesDaily

Maverick4Notes:"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=246,

readers

ofdaily

newspapersConsumer

Insights

Global

as

of

August

2023Sources:City

Press

readers

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsCityPressis

more

popularamongGeneration

Zthan

other

dailynewspapers.Being

successful

ismore

important

to65%

ofCityPress

readers

statethatCityPressreaders

thanto

other

readers

digitalservices

allow

themtodiscoverCityPressreaders

access

theinternetviaastreaming

device

less

often

thantheaverage

reader

ofdailynewspaper.of

dailynewspapers.new

and

exciting

content.CityPresshasmore

male

than

femalereaders.Politics,society

andcurrent

worldevents

arerelatively

prevalent

interestsof

City

Press

readers.39%

ofCityPress

readers

areinnovators

Onsocial

media,

CityPressreadersor

early

adopters

ofnew

products.interact

with

companies

more

oftenthan

other

readers

ofdaily

newspapers.CityPresshasalarger

shareof

readerswith

ahigh

income

than

other

dailynewspapers.Arelatively

highshare

ofCityPressreaders

think

thathealth&socialsecurity

areissues

thatneed

tobeaddressed.Socializing

is

arelatively

popularhobbyamong

CityPress

readers.CityPressreaders

remember

seeing

adsinonlinestores

more

often

thanotherreaders

of

dailynewspapers.CityPressreaders

are

more

likely

toliveinmegacities

thanreaders

ofdailynewspapers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+City

Press

is

more

popular

among

Generation

Z

than

other

daily

newspapersDemographic

profile:

generationsAge

of

consumersinSouth

AfricaBrand

users43%44%10%3%2%2%Category

usersAllrespondents35%44%43%19%18%36%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=77,

City

Press

readers,

n=246,

readers

ofdaily

newspapers,

n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023City

Press

has

more

male

than

female

readersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users62%38%Category

usersAllrespondents59%41%54%46%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";

Multi

Pick;

Base:

n=77,

City

Pressreaders,

n=246,

readers

ofdaily

newspapers,

n=12205,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

City

Press

readershave

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa45%38%35%35%33%25%21%

20%19%8%5%5%2%1%1%2%1%1%1%

1%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

ofthe

following

printed

daily

newspapers

have

you

readin

the

past2

weeks?";Multi

Pick;Base:n=77,

City

Pressreaders,

n=246,

readers

ofdaily

newspapers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:City

Press

has

a

larger

share

of

readers

with

a

high

income

than

other

dailynewspapersDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users38%36%26%Category

usersAllrespondents32%34%33%34%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:

n=77,

City

Press

readers,

n=246,

readers

ofdaily

newspapers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

202323%

of

City

Press

readers

live

in

a

nuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersinSouth

Africalive30%30%26%23%21%20%18%18%16%12%12%11%10%9%9%8%6%6%5%5%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

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:

n=77,

City

Press

readers,

n=246,

readersofdaily

newspapers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023City

Press

readers

are

more

likely

to

live

in

megacities

than

readers

of

dailynewspapers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa36%34%34%21%21%18%17%16%16%15%14%13%9%8%

8%8%6%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

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2weeks?";Multi

Pick;Base:

n=77,

City

Press

readers,

n=246,

readersofdaily

newspapers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

202317%

of

City

Press

readers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users17%77%6%Category

usersAllrespondents11%80%9%8%81%11%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:

n=77,

City

Press

readers,

n=246,

readers

ofdaily

newspapers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedBeing

successful

is

more

important

to

City

Press

readers

than

to

other

readersof

daily

newspapersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa78%64%61%50%45%41%47%43%41%41%37%28%27%23%29%29%29%28%22%27%23%12%13%13%12%9%9%9%8%3%Tobesuccessful

Anhonest

andrespectable

lifeAhappyrelationshipSafety

andsecurityMaking

myown

decisionsLearningnew

thingsAdvancingmy

careerHavingagood

timeSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=77,

City

Pressreaders,

n=246,

readers

ofdaily

newspapers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Politics,

society

and

current

world

events

are

relatively

prevalent

interests

of

CityPress

readersConsumer

lifestyle:

main

interestsTop10

interestsofCity

PressreadersinSouth

Africa75%75%69%69%65%64%57%62%62%62%61%61%60%58%57%51%58%55%53%52%51%49%49%46%47%44%43%41%37%33%Career

&educationHealth

&fitnessFinance&economyMovies,TVshows&musicScience

&technologyFood

&diningPolitics&societyandcurrentworld

eventsSportsVehicles

&mobilityTravelBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youread

in

the

past2

weeks?";Multi

Pick;Base:n=77,

City

Pressreaders,

n=246,

readers

ofdaily

newspapers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Socializing

is

a

relatively

popular

hobby

among

City

Press

readersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofCity

PressreadersinSouth

Africa70%65%61%60%58%58%57%53%51%49%48%47%45%45%44%42%42%42%40%39%38%37%37%36%35%28%31%30%29%25%ReadingSocializingOutdooractivitiesCooking/bakingTravelingTech

/computersVideo

gamingDoing

sportsandfitnessMeditation/wellnessCars/vehiclesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:

n=77,

City

Press

readers,

n=246,

readers

ofdailynewspapers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023City

Press

readers

are

more

likely

to

do

yoga

or

pilates

than

other

readers

ofdaily

newspapersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofCity

Press

readersinSouth

Africa36%30%30%29%26%26%25%24%22%20%20%19%19%14%18%18%17%17%16%15%14%14%14%13%11%9%8%8%8%4%SoccerFitness,aerobics,cardioSwimming/DivingDancingRunning/JoggingYoga

/PilatesHikingCyclingCricketTableTennisBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=56,

City

Press

readers,

n=322,

readersofdaily

newspapers,

n=5826,

all

respondentsConsumer

Insights

Global

as

of

August

2023City

Press

readers

are

more

likely

to

follow

soccer

than

other

readers

of

dailynewspapersConsumer

lifestyle:

sports

followedTop10

sports

followed

byCity

PressreadersinSouth

Africa57%43%36%35%32%29%29%29%27%25%23%23%22%21%21%21%20%19%18%18%16%14%14%Golf13%11%11%9%9%7%6%SoccerCricketRugbyBoxingMotorsportsSwimming/divingTennisAthletics(track&

field)BasketballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthe

following

printed

dailynewspapers

have

you

readin

the

past2

weeks?";Multi

Pick;Base:n=47,

City

Pressreaders,

n=294,readers

ofdaily

newspapers,

n=5054,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics2065%

of

City

Press

readers

state

that

digital

services

allow

them

to

discover

newandexciting

contentConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainSouth

Africa65%

65%58%58%56%52%46%45%39%25%25%18%14%12%10%Digitalservices

allowme

to

discover

newandexcitingcontentIprefer

digitalcontentasitiseasier

tomanageIusealternativewebsites

andappstowatchpaidIprefer

toown

hardcopies

of

films,books

or

music(e.g.,DVD,

CD,vinyl)Idon’ttrustthemainstream

media

inmy

country

ofresidence(e.g.,news

channels)content

forfreeBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

you

readin

the

past

2weeks?";Multi

Pick;Base:n=77,

City

Pressreaders,

n=246,

readers

ofdaily

newspapers,n=2036,

all

respondentsConsumer

Insights

Global

as

of

August

202339%

of

City

Press

readers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa42%42%41%35%25%20%18%18%15%14%13%6%4%4%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;Base:

n=77,

City

Press

readers,n=246,

readersofdaily

newspapers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

City

Press

readers

think

that

health

&

social

security

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingSouth

Africa

accordingtoCity

Pressreaders87%91%82%86%86%82%78%72%78%70%74%67%62%71%71%71%71%63%60%68%58%58%57%50%55%55%52%45%53%47%UnemploymentCrimePovertyEconomicsituationEducationFood

andwater

security

social

securityHealth

andRising

prices/inflation/cost

of

livingHousingGovernmentdebtBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";MultiPick;Base:n=77,

City

Pressreaders,

n=246,

readers

ofdaily

newspapers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

readers

of

daily

newspapers,

City

Press

readers

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users22%29%42%8%Category

usersAllrespondents32%28%29%10%29%30%23%17%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

ofthe

following

printed

dailynewspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=77,

City

Pressreaders,

n=246,

readers

ofdaily

newspapers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsCity

Press

readers

access

the

internet

via

a

streaming

device

less

often

than

theaverage

reader

of

daily

newspaperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet99%96%95%91%82%77%57%

57%53%53%52%48%48%43%38%36%33%27%25%25%25%25%20%19%17%16%12%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersTabletGaming

console

Smart

speakersAllrespondentsSmartwatchStreaming

deviceCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:

n=77,

City

Press

readers,

n=246,readers

ofdaily

newspapers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

City

Press

readers

interact

withcompanies

more

often

thanother

readers

of

dailynewspapersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype83%79%79%69%75%72%70%62%67%68%66%65%64%64%62%52%61%58%52%58%56%48%55%45%55%46%55%46%37%27%6%4%1%

1%0%0%Liked

posts

SentprivateFollowedpeopleCommented

Posted

textsPostedpictures/videosFollowedcompaniesSharedpostsbyother

usersLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessageson

posts/statusupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;Base:

n=77,

City

Press

readers,

n=246,readers

ofdaily

newspapers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023City

Press

readers

tend

to

go

to

the

movies

more

often

than

readers

of

dailynewspapers

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks91%84%78%86%83%81%78%

78%77%70%70%62%60%65%64%57%49%56%

57%55%45%51%49%49%43%39%37%29%34%29%20%27%17%TVRadioDailynewspapersDigitalvideo

Digitalmusic

OnlinenewsMagazinesPodcastsWeeklynewspapersOnlinemagazinesMovies

/cinemacontentcontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2weeks?";Multi

Pick;Base:

n=77,

City

Press

readers,

n=246,

readersofdailynewspapers,

n=6103,

all

respondentsConsumer

Insights

Global

as

of

August

2023City

Press

readers

remember

seeing

ads

in

online

stores

more

often

than

otherreaders

of

daily

newspapersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereCity

PressreadersinSouth

Africahave

come

across

digital

advertisinginthe

past4weeks69%

69%60%68%58%52%55%53%53%52%44%46%45%44%44%44%43%43%38%34%37%35%34%34%32%30%26%31%30%20%Social

mediaOnlinestores

Search

engines

Video

portalsEditorialwebsitesandappsWebsitesandappsof

brandsOtherappsVideo

gamesMusicportals

Video

streamingservicesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthe

following

printed

dailynewspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:n=77,

City

Press

readers,

n=246,readers

ofdaily

newspapers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023City

Press

readers

remember

ads

they

saw

directly

in

the

store

more

often

thanother

readers

of

dailynewspapersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks56%53%50%49%49%47%47%46%45%44%44%44%42%37%35%

35%31%30%28%26%21%17%13%9%Directly

inthestoreInprinteddailynewspapersOnadvertisingspacesOnTVOntheradioInprintedmagazinesandjournalsBy

mailshot

/

Atthemoviesadvertisingmail/cinemaon

thegoBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the