Target audience: Credit card users in South Africa

Selected insights on target audience: Credit card users in South Africa

• Many credit card users have a high annual household income
• Safety has more importance to credit card users than to the average consumer
• 27% of credit card users are innovators or early adopters of new products
• A relatively high share of credit card users think that the economic situation is an issue that needs to be addressed
• Credit card users remember seeing ads in apps more 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 credit card users in South Africa
• Top 10 hobbies and leisure activities of credit card users in South Africa
• Top 10 sports activities of credit card users in South Africa
• Top 10 sports followed by credit card users 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 credit card users
• Political attitudes of consumers in South Africa

• Top 10 places where credit card users 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