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Selected insights on target audience: Online language course users in South Africa

• Many online language course users have a high annual household income
• Social justice has more importance to online language course users than to the average consumer
• 38% of online language course users are innovators or early adopters of new products
• A relatively high share of online language course users think that the economic situation is an issue that needs to be addressed
• 64% of online language course users remember seeing ads on social media

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in South Africa
• Gender of consumers in South Africa
• Level of education in South Africa
• Share of consumers in South Africa in the high, middle, and low thirds of household gross income
• Type of households in which consumers in South Africa live
• Communities where consumers live in South Africa
• Accommodation type and home ownership in South Africa
• LGBTQ+ status of consumers in South Africa

• Most important aspects of life for consumers in South Africa
• Top 10 interests of online language course users in South Africa
• Top 10 hobbies and leisure activities of online language course users in South Africa
• Top 10 sports activities of online language course users in South Africa
• Top 10 sports followed by online language course users in South Africa
• Pets living with online language course users in South Africa

• Agreement with statements in South Africa
• The 10 most important issues facing South Africa according to online language course users
• Political attitudes of consumers in South Africa
• Innovation adopter types based on statements towards innovation by consumers in South Africa
• Economic situation in South Africa as percieved by online language course users
• Perceived personal economic situation of online language course users
• Agreement with statements regarding economic concerns of online language course users

• Type of media consumers in South Africa have been using in the past 4 weeks
• Top 10 social networks used by online language course users
• Top 10 channels where online language course users in South Africa remember coming across digital advertising
• Places where consumers in South Africa have come across non-digital advertising in the past 4 weeks