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MARKETING RESEARCH

SA’s Marketing Research Foundation releases first full-year data

By our News Team | 2021

Survey aims to provide answers to the many questions asked by marketers when developing their brand and product strategies.

In its most recent presentation, the Marketing Research Foundation of South Africa released the data of the first full-year Marketing All Product Survey (MAPSTM) to its subscribers and the local media, marketing and advertising industries. 

The presentation covered the latest MAPS data for the period July 2020 to June 2021 and is the foundation’s first full-year data. According to a media statement, the data achieved a weighting efficiency of 74%, which is a good indication that the sample design is balanced and safe to apply. 

“We’re happy to report that we received a lot of positive feedback from the industry after the presentation,” says Johann Koster, CEO of the Marketing Research Foundation (also known as the MRF).

Marketing Research

Marketing Research Foundation

“The data and new categories provided many talking points, as well as interesting takes on the data – including the concept ‘Stretch’ and ‘Product Repertoire’ segmentations presented by Dr Sifiso Falala at the end of the session.”

Research is free of commercial interests

In its statement, the MRF notes: “From media to brands, segmentations to self-perception of the consumer, the survey provides answers to many questions asked by marketers. The research is transparent and free of influence from commercial interests – allowing marketers to make informed choices based on data generated by the input of their own questions.”

One of the segments in the MAPS data is ‘Multiplatform Behaviour’, which explores the fact that media is not consumed individually and that people engage in secondary activities at the same time.

For example, the data shows that while watching TV, 43% of the respondents are engaged with social media and 21% simultaneously listen to the radio. Similarly, while engaged with social media, 41% are also watching TV while 32% are also listening to the radio.

The data also indicates that there is a 96% mobile phone penetration in South Africa, with an average of 3.8 phones per household. Vodacom is the most used cellular network and Samsung, by a large margin, is the top mobile phone brand.

Almost 70% of those surveyed use a bank

In terms of financial services, 69.2% of the SA population uses a bank. The most used financial institution, by a very substantial margin, is Capitec bank – at 36% with an average client age of 33. The country’s other four big-name banks range from 8% to 6% usage with higher-than-average ages of 39 to 43. 

MAPS also shows that 4.6-million people participate in Stokvels (an invitation-only savings or investment society), with an average contribution of R710 (US$47) per month.  

The foundation says MAPS forms the focal point for developing marketing strategies including market sizing and segmentation, customer, brand and media profiles, etc. Once these elements have been compiled, media currencies can then be used for detailed media planning and purchasing.

The full presentation and recording can be downloaded or viewed on the MRF’s website: https://mrfsa.org.za/MAPS/#presentations.

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