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The online survey was conducted over a five day period and reached 50 000 women via email – all permission based subscribers. According to thirtyfour, online marketing as a medium should “unquestionably” be a primary part of the marketing mix for South African marketers to target consumers.
“We were completely overwhelmed by the response and indeed the level of personal information and insights that these women freely parted with. The personal nature of the web is clearly demonstrated in the eagerness of this market to share their inner-most desires, as well as their lifestyle challenges,” says Andrea Mitchell, head of digital at thirtyfour.
The survey reveals that female online users in South Africa between the ages of 25 and 40 are predominately:
“Gone are the days when companies owned brands; we have a complete role reversal with consumers now owning and directing the brands themselves. It's time to accept this as fact and help marketers to truly connect with their brand's consumers and shoppers alike,” says Morne Fourie, head of offline activation at thirtyfour, himself a retail marketing specialist.
“This has given us much insight into how women want to be communicated with and how we should tailor our communications to suit.”