What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
2010 confidence high amongst South Africans - survey
Recent market research commissioned by FIFA suggests that three out of every four people believe that South Africa will be ready by the time the event starts on 11 June 2010.
According to the first instalment of a six-wave public opinion survey conducted amongst South African citizens by international research company SPORT+MARKT, there is an overwhelming feeling of pride concerning SA's hosting of the tournament: 88% of respondents state they are “proud South Africa is hosting the 2010 FIFA World Cup”.
Highlighting the significant social role the event can play in the future of a host nation three-quarters of the sample feel the tournament “will unite the people of South Africa”. What is more, 77% state they are now more confident the tournament will be a success compared to how they felt in 2004, when SA was chosen as host for 2010.
The perceived advantages of hosting the tournament are also widely recognised by South Africans. Ninety one percent believe the FIFA World Cup will have positive effects on the South African tourism industry, with improvements in the country's infrastructure such as roads, public transport and telecommunication expected by almost nine in 10 (87%). The importance of the role of host is also firmly acknowledged, with 83% agreeing that “the 2010 FIFA World Cup will improve South Africa's image abroad”.
At the same time, there are several factors that are of concern to South Africans: 58% feel the FIFA World Cup will result in inflated prices for residents; 53% expect increased traffic congestion; and just over half of South Africans (53%) worry about the level of crime during the FIFA World Cup in June and July 2010 (36% disagreed, 11% were unsure).
Despite these concerns, the results of the survey bode well for the FIFA World Cup, with the SA nation appearing to recognise the many advantages of hosting the event. As this survey will be conducted at regular intervals up until the 2010 FIFA World Cup, it will be possible to track how attitudes develop and fluctuate over this period.
• The urban representative survey was conducted amongst 1007 South African respondents in all major South African cities and 2010 FIFA World Cup host cities, with quotas for ethnic origin, age and gender. Interviewing was conducted face-to-face in the calendar weeks 49 - 50.
