Target audience: Baby Boomers in South Africa

Selected insights on target audience: Baby Boomers in South Africa

• Many Baby Boomers have a high annual household income
• Being successful has less importance to Baby Boomers than to the average consumer
• 47% of Baby Boomers are laggards or in the late majority of innovation adoption
• A relatively high share of Baby Boomers think that the economic situation is an issue that needs to be addressed
• Baby Boomers remember hearing ads on music portals and streaming services less often than the average consumer

Management summary

• Key insights

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

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

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in South Africa
• Gender of consumers in South Africa
• Level of education in South Africa
• Share of consumers in South Africa in the high, middle, and low thirds of household gross income
• Type of households in which consumers in South Africa live
• Communities where consumers live in South Africa
• Accommodation type and home ownership in South Africa
• LGBTQ+ status of consumers in South Africa

• Most important aspects of life for consumers in South Africa
• Top 10 interests of Baby Boomers in South Africa
• Top 10 hobbies and leisure activities of Baby Boomers in South Africa
• Top 10 sports activities of Baby Boomers in South Africa
• Top 10 sports followed by Baby Boomers in South Africa
• Pets living with Baby Boomers in South Africa

• Agreement with statements in South Africa
• The 10 most important issues facing South Africa according to Baby Boomers
• Political attitudes of consumers in South Africa
• Innovation adopter types based on statements towards innovation by consumers in South Africa
• Economic situation in South Africa as percieved by Baby Boomers
• Perceived personal economic situation of Baby Boomers
• Agreement with statements regarding economic concerns of Baby Boomers

• Type of media consumers in South Africa have been using in the past 4 weeks
• Top 10 social networks used by Baby Boomers
• Top 10 channels where Baby Boomers in South Africa remember coming across digital advertising
• Places where consumers in South Africa have come across non-digital advertising in the past 4 weeks