Target audience: Retirees in South Africa

Selected insights on target audience: Retirees in South Africa

• 39% of retirees have a medium annual household income
• An honest and respectable life has more importance to retirees than to the average consumer
• 48% of retirees are laggards or in the late majorty of innovation adoption
• A relatively high share of retirees think that the economic situation is an issue that needs to be addressed
• Retirees remember seeing ads in video portals less often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed

• Attitudes towards digital media
• Innovation adoption
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in South Africa
• Gender of consumers in South Africa
• Consumer’s level of education in South Africa
• Share of consumers in South Africa in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in South Africa live
• Communities where consumers live in South Africa
• LGBTQ+ status of consumers in South Africa

• Most important aspects of life for consumers in South Africa
• Top 10 interests of retirees in South Africa
• Top 10 hobbies and leisure activities of retirees in South Africa
• Top 10 sports activities of retirees in South Africa
• Top 10 sports followed by retirees in South Africa

• Agreement with statements in South Africa
• Innovation adopter types based on statements towards innovation by consumers in South Africa
• The 10 most important issues facing South Africa according to retirees
• Political attitudes of consumers in South Africa

• Top 10 places where retirees in South Africa have come across digital advertising in the past 4 weeks
• Devices consumers in South Africa use regularly to access the internet
• Social media activities in South Africa by type
• Places where consumers in South Africa have come across non-digital advertising in the past 4 weeks
• Type of media consumers in South Africa have been using in the past 4 weeks