Leading digital media and marketing company, apurimac media has just released its bi-annual Online Demographics and Psychographics Survey for Yahoo! South Africa users. This information resource presents an exciting opportunity for advertisers, and their agencies, to communicate meaningfully with millions of South African online consumers.
The in-depth survey describes the South African Yahoo! user in detail - who they are, their brand choices, how they use the internet and what for.
Because consumers increasingly determine and shape the content they access online, the arrival of an information resource that helps advertisers target and communicate effectively with their audiences could not be more timely.
Profiling the Yahoo! South Africa user Against a background of growing demand for online products and services in the South African market that narrows the gap between advertisers and consumers - the outcome of the partnership between apurimac media and the dominant media giant Yahoo! is both valuable and insightful.
Detailed Yahoo! South Africa user demographics are consistent with and illuminate South African internet usage in a comprehensive range of categories relating to age, gender, location, family, education and employment.
Of further interest, are the results of the survey concerned with decision-making and expressions of choice. Revealing information that makes this resource a practical and innovative aid for advertisers towards improved quality of interaction with audiences around brands, interests and issues that relate directly to the consumer.
The survey outlines a South African Yahoo! user profile that is informative, somewhat surprising and certainly filled with potential for relevant application that will appeal to advertisers. According to a selection of the results, Yahoo! South Africa users:
Are mostly English (45.3%), Afrikaans (30.4%) and Zulu (5.6%) home language speakers.
Mainly earn personal income of more than R10 000 per month (71.9%).
Predominantly use the internet when “making important purchasing decisions” (75%).
Are well educated and have a tertiary education (37.4%), and a post-graduate degree (19.47%).
Age stat - 55% between the age of 25 - 44.
Internet connection - 45% use broadband, 32% use 3G - 77% use high-speed connection.
Keeping in mind that in the South African online environment:
Yahoo! commands a 37.4% market share in the South African online environment;
Yahoo! is visited by 1 782 184 unique users every month, and in the process generates 189 835 000 monthly page impressions;
On average Yahoo! has 283 000 daily unique users
(Source: comScore 2008)
And that apurimac media's digital expertise coupled with Yahoo!'s user-friendly search, mail, messenger and personalised content offer multiple ways to effectively engage and target South Africans online.
Then the possibility of speaking to high numbers of potential consumers, retaining their attention and holding their interest becomes very real. The opportunities and reach for South African and African advertisers are endless.
The appeal of apurimac media's Yahoo! South Africa User Survey as a powerful research tool is enhanced by robust research methodology, easily customised to suit an advertiser's specific investigative requirements - without compromising research integrity or reliability.
Contact apurimac media's Commercial Director James Edwards () for the full Yahoo! South Africa User Demographics and Psychographics Survey, related Brand and Industry research and related advertising opportunities.
