Target audience: Hip hop, rap, and R&B fans in South Africa

Selected insights on target audience: Hip hop, rap, and R&B fans in South Africa

• Many hip hop, rap, and r&b fans have a high annual household income
• Career advancement has more importance to hip hop, rap, and r&b fans than to the average consumer
• 21% of hip hop, rap, and r&b fans are laggards when it comes to innovation adoption
• A relatively high share of hip hop, rap, and r&b fans think that immigration is an issue that needs to be addressed
• Hip hop, rap, and R&B fans remember hearing ads on music portals and streaming services more 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 hip hop, rap, and r&b fans in South Africa
• Top 10 hobbies and leisure activities of hip hop, rap, and r&b fans in South Africa
• Top 10 sports activities of hip hop, rap, and r&b fans in South Africa
• Top 10 sports followed by hip hop, rap, and r&b fans in South Africa
• Pets living with hip hop, rap, and r&b fans in South Africa

• Agreement with statements in South Africa
• The 10 most important issues facing South Africa according to hip hop, rap, and r&b fans
• 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 hip hop, rap, and r&b fans
• Perceived personal economic situation of hip hop, rap, and r&b fans
• Agreement with statements regarding economic concerns of hip hop, rap, and r&b fans

• Type of media consumers in South Africa have been using in the past 4 weeks
• Top 10 social networks used by hip hop, rap, and r&b fans
• Top 10 channels where hip hop, rap, and r&b fans 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