Accessing SA's Afrikaans Market
05 Oct 2023
Recent research conducted by Media24 on SA’s Afrikaans audience’s consumer habits have revealed valuable insights into this affluent and influential market. The company reaches 5.8 million Afrikaans-speaking adults with its publications – 71% of the entire Afrikaans market. Key insights drawn from the survey, which offer agencies, brands and retailers an in depth understanding of this market’s expectations, have been packaged in an accessible story format on Praat saam, an online information hub.
An important finding is that Afrikaans consumers are passionate about news and current affairs and that they consult newspapers and online news sites to inform their shopping decisions.
They are proudly South African, loyal to local products, have expendable income, and want to be informed about products in their language. Newspaper readers are more frequent shoppers than the population at large, and they regard advertisements as a source of reliable information when buying food and groceries, furniture and home appliances. Virtually all readers are decision-makers who influence choices in their households.
“The results reaffirm our belief that Media24 uniquely reaches this market segment with advertisements at key points of the month,” says Adspace24’s General Manager Tasmia Ismail. “Netwerk24 is the leading subscription-based news site in South Africa and our publications Rapport, Die Burger, Beeld and Son serve them with information at a regional level, and together cover the whole of South Africa, both in print and online.”
Afrikaans consumers embrace modern technology and use mobile apps, social media, and the internet every single day. Listening to music and reading books are also favourite pastimes. Being well-educated, they prefer their news in text format, studying newspaper and magazine advertisements meticulously when deciding what to shop where.
Dalene Muller, Head of Media Intelligence at Adspace24, says, “It was important for us to engage directly with our Afrikaans audience using our online platform, Forum24. The insights from the research have yet again shown us how significant our brands are to this audience, and how highly engaged this powerful consumer market is to the South African economy. One of the most important findings that we can share with brands is how important it is for this audience to receive advertisements in Afrikaans.”
Media24 publications have served this dedicated audience with breaking news and powerful stories for almost a century and are in the best position to facilitate marketing information to them. To unlock access to the substantial and loyal market segment, visit Praat saam for exclusive research insights.
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