Consumer Profiles
for South Africa
Consumer Profiles for South Africa uses an innovative, comprehensive ten-segment model for effective market investigation and identification of your target audience. It is the first product in its class to offer ten consumer types validated across multiple countries.
Consumer Profiles for South Africa
This Consumer Profiles product presents the population of South Africa, divided into ten easy-to-understand consumer classifications.
The product is based on segmentation criteria including socio-demographics, lifestyle values and orientation, mind-set, motivation and consumer behaviour in South Africa. The data has been drawn from a representative global survey of around 30,000 consumers with various, relatively homogeneous, populations with different consumer characteristics and buying patterns. The research is then distilled into globally identifiable consumer profiles. Consistent and comparable data, with seamless transitions across borders, make this product ideal for international projects.
Consumer Profiles for South Africa can be purchased on its own or bundled with GIS polygon data for administrative regions, postcodes and small areas. This effective combination will allow you to perform enlightening analysis supported by stunning visualisations.
South Africa – Small Areas
South Africa – Small AreasThe Republic of South Africa is situated at the southern tip of the continent of Africa, and is bordered by Namibia, Botswana, Zimbabwe, Mozambique, Eswatini and surrounds Lesotho. It is the most populous country which is located entirely south of the equator. The capital city is Pretoria, but Johannesburg is the largest.
South Africa is a parliamentary republic, divided into nine provinces. Unusually the President is both Head of State and Head of Government. A multi-ethnic society, known as “the rainbow nation”, 80% of South Africans are black African and the remaining population comprises European, Asian and multi-racial ancestry. South Africa’s constitution recognises eleven official languages, of which the top four are Zulu, Xhosa, Afrikaans and English.
Its recent history has been dominated by apartheid. Finally, after years of struggle by the ANC, the segregation and discriminatory laws enforced by the white minority government were repealed, and in 1994, South Africa became a liberal democracy with the entire population finally eligible to vote.
South Africa has the second largest economy in Africa, but is still considered a developing country. There is a high level of income inequality amongst the population, and poverty, crime and unemployment remain a challenge. It has an abundance of natural resources and main sectors of the economy are industry and service. Tourism is extremely important, and South Africa’s wine producing industry is thriving.
South African art comprises some of the oldest in the world. Literature born out of perilous times and struggles is important, along with traditional textiles and music, some of which has mixed with old Dutch folk styles. South African music, especially, is very diverse. Sport is an important feature in South African life.
It is an important regional power and a member of the United Nations, the G20 and the Commonwealth of Nations.
Product Details
| Consumer Profiles for South Africa | |||
|---|---|---|---|
| Administrative | Postcode | Small Area | |
| Available | |||
| Region Type | Municipalities | Small Areas | |
| Number of Regions | 213 | 85,183 | |
| Average Population/Region | 280,000 | 700 | |
Consumer Classifications
For each region type available, Consumer Profiles for South Africa data contains population count (age 15+), percentage and rank for each of the following ten classifications. Click on the + icon for a description of each classification.
These consumers have the highest per-capita income of all segments. They tend to be young and successful, with a significantly higher level of education than most other groups and are self-employed or in managerial positions. They don’t have children yet and tend to live in metropolitan areas either alone or with partner/friends. As a high disposable income group, these people typically spend the most money on clothes. In terms of choice of smartphone, Apple is preferred to Samsung.
This group is older, with grown-up children who have left home. They have a high per-capita income but would rather ‘go shopping’ than buy online. As consumers, they are brand-loyal and will search for quality products from favoured retailers.
Older, and generally living alone or as part of a couple, these people have an above average per-capita income, but an average household income. As consumers, value for money is extremely important and purchases are carefully researched and planned. They tend to be environmentally very aware and will embrace innovation.
Generally successful office workers, and keen on-line shoppers, the consumers in this group have an above average per-capita income. As a rule, they tend to be conspicuous consumers with high expenditure on watches, jewellery and sporting goods. They are environmentally aware and look for quality and innovation in a product.
This segment represents consumers with the highest household income and the highest expenditure across most product groups. As the group consists of families with children, the per-capita income is lower than you would expect. With high levels of education, most work in management roles and live in metropolitan areas or large cities. Overall, they are keen shoppers and the most frequent users of online shopping sites. They can be characterised as ‘early adopters’, with a very high usage of smartphone technology and social media. In terms of choice of smartphone, Apple is preferred to Samsung.
With an average per-capita income, this segment consists mainly of retired couples without children at home. As consumers they are brand and product loyal and place a high importance on value for money. As a group, security is important and a strong emphasis is placed on relationships and being part of a community.
These consumers have a below average per-capita income. They are socialisers who place a high value on a sense of belonging as well as a sense of excitement and spontaneity. They are interested in new products, but as a rule don’t undertake any pre-purchase research.
Often younger and with children this group has a below-average per-capita income. As consumers, value for money is important as are favourite brands. Education, security and tradition are high on the list of personal values.
This group has an above average household income, but as it is primarily made up of households with young children, the per-capita income is lower. Adults are either self-employed or in managerial positions. As consumers they are brand loyal but will embrace new products. The group ranks high on spend in the sports product and education categories. Excitement is an important driver, too.
This is a young group with the lowest per-capita income and comprises mainly students, unemployed and stay-at-home parents. They generally live in towns or more rural areas.
Data Formats & Delivery
Consumer Profiles for South Africa data is available in many popular GIS formats, including:
- Esri Shapefile
- Esri File GeoDatabase
- MapInfo TAB (Extended)
All data products are delivered using our secure data delivery platform, Europa Data Vault.
Related products for South Africa
Extend your market insight into South Africa with these compatible add-on products. Ask about special pricing for map data bundles.
Regions & Boundaries
Gain a deeper understanding of geography within a country with robust map data for location analysis and visualisation.
Demographics
Get to know your audience in terms of number of households, population figures by sex and age band plus the number of unemployed.
Purchasing Power
Understand disposable income by tiered area with this key indicator for effective location and sales territory planning.
Free Data Life Support
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