Study offers insight into taxi rank consumers
A study into taxi commuters has revealed that they have more disposable income than initially assumed, and that 15% of users have their own vehicles but use public transport for convenience.
The research conducted by Freshly Ground Insights on behalf of commuter marketing company ComutaNet found the overall household income of the taxi commuter sector was R116bn a month nationally, and that urban commuters commanded 67% of its total value.
Freshly Ground Insights MD Brad Aigner said yesterday, 12 July 2010, what was most revealing was that the survey identified four distinct groups of commuters who used taxi transport for different reasons and at different times.
This is significant for companies wanting to ensure their message reaches the correct target market which is made up of more than 19,5-million people.
Four groups
Males between the age of 40 and 55, dubbed the Suburban Styler, made up 15% of the commuter base and tended to be professionals or entrepreneurs who were likely to own their own cars. According to Aigner, this person commuted occasionally for convenience and was likely to use taxis during the World Cup games to avoid parking problems.
At the other end of the scale was the Hungry Hotshots, young ambitious commuters who were not yet earning a salary that allowed them the luxury of choosing how they wanted to commute.
"This sector shares all the same characteristics of other youth, they are smart, modern, stylish, opinionated and sussed," Aigner said.
The bulk of commuters (57%) fell in the Solid Citizen category and, like the first two categories, tend to use taxis during peak periods. Aged 20-50, they rely heavily on taxi infrastructure to commute to work, or for shopping and socialising. This segment was also found to have the most disposable income.
The last sector was older and used taxis outside of peak periods, and tended to live largely in the townships. Called the Madalas, this sector also relied on commuting for all activities, including socialising and shopping.
Reaching target markets
ComutaNet CEO Terence Marsh said the research provided useful insights not only for his company, but also for the market. "It ensures that the marketing reaches its intended market with the desired effect," he said.
The top five brands advertising at ranks and listed as those that consumers trusted were e.tv, Cell C, Aquafresh, Shield and Vodacom.
The company makes use of TV and radio advertising at taxi ranks.
Source: Business Day
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