South Africa is one of the most culturally rich and diverse countries in the world. Is it possible to identify an “average Joe” in the Rainbow Nation?

Is there such a thing as the “average Joe” or “average Joanne” in South Africa? This country is one of the most culturally rich and diverse countries in the world, home to eleven different official languages and a population made of of 55 million people all from radically different backgrounds. From Afrikaans-speakers and IsiXhosa speakers, to Protestants, Muslims and Catholics, the diversity at play in the Rainbow Nation makes identifying the “typical South African” a very difficult task indeed.



It's not just diversity which makes the South African “average Joe” tricky to pinpoint. The country is also one of the most economically unequal on Earth with one of the highest Gini coefficients (which measures income inequality) in the world. In real terms this means that 60% of the population has an yearly income lower than R42,000, while 2.2% of the population earns more than R360,000 every year.

With such wide social gaps, a multicultural population and extreme inequality, it's very difficult to conceive of the average South African.

One size doesn’t fit all

These factors may be hugely problematic on a grander, human scale, but they also make life somewhat trickier for marketers and advertisers in the country. Without an easy average customer to identify and target, marketing can rapidly go off piste, frequently failing to strike the right chord with a very broad South African audience.

With this in mind, many brands now invest significant time in researching their consumers in order to design products, services and advertising campaigns which are bang on the money. With no one typical South African consumer to point to, honing promotions is no mean feat.

Buyer personas from national brands

Wonga is one brand which has invested resources into painting a clearer picture of their target market in South Africa, allowing the company to appeal to the right consumers, providing a service which meets their needs, addresses their concerns and appeals to them.

While this data is specific to the short term lender, it can also be harnessed by brands occupying a similar niche,with the same target consumers in mind. So what does Wonga's average South African consumer look like?

Wonga's “average” customer is a 34 year old English-speaking single male, with no dependents and a gross monthly income of R25,000+. He lives in Gauteng and works in retail, manufacturing, telecoms, finance, transportation or health. He uses a smartphone or tablet for most of his digital activities, using an Android or Windows device with a Chrome browser. He mostly consumes social media online, while also watching TV and reading about travel when on the internet.

Diversity in the data

Of course this isn't the only customer profile which can be distilled from Wonga's data. In fact, much of the company's data reflects the Rainbow Nation's diversity by displaying real variety. For instance:

  • 52% of consumers were male while 48% were female
  • 27% of consumers earned over R25,000 monthly, while 21% earned R5,001-10,000 and 20% earned R10,001-15,000
  • Although 41% of consumers spoke English, for many it was a second language

So does a South African “average Joe” really exist? It would appear not. If brands want to finesse their approach to marketing and grow their brand, they should take note of this fact and take time to get to know their target demographics.

Written By : Stephen G Davies, MSc.
Share To:
Next
This is the most recent post.
Previous
Older Post

NetworkAfrica

Africa Technology News Media, News And Articles on Latest Technology Innovations in #Africa. Digital Marketing and Advertising Services. Please contact editor@networkafrica.com for any news or articles.

Post A Comment:

6 comments so far,Add yours

  1. Buy/Sell Bitcoin, Perfect Money, Ethereum, Neteller, InstaForex in Nigeria.
    Visit: www.mytopexchange.com. Call 08144333114. WhatsApp: 08065167701.

    ReplyDelete
  2. DANGOTE CEMENT MEGA-DASH PROMO IS HERE AGAIN!
    Purchase Dangote Cement direct from the factory at a cheaper rate of N1,300 per bag and Rice for N10,000 per 50kg.Minimum purchase is 100 bags and delivery is made nationwide.Contact the Marketing Manager (Sir Jubril Abubakar) today on
    0 7 0 1 6 6 0 7 0 6 0 for bookings and enquiries.

    ReplyDelete
  3. PROMO! PROMO!! PROMO!!!

    PURCHASE 3X DANGOTE CEMENT
    DIRECT FROM THE FACTORY AT A PROMO PRICE OF 1300 NAIRA PER BAG AND HAVE IT DELIVERED TO YOU ANYWHERE IN NIGERIA.
    RICE IS ALSO AVAILABLE FOR 1O,OOO PER 5OKG BAG.
    CONTACT THE MARKETING MANAGER (AL-KASIM ABDULLAHI) ON-
    0810 104 7458 ENQUIRIES.PLEASE NOTE THAT MINIMUM PURCHASE IS 1OO BAGS.

    ReplyDelete
  4. PROMO! PROMO!! PROMO!!!

    PURCHASE 3X DANGOTE CEMENT
    DIRECT FROM THE FACTORY AT A PROMO PRICE OF 1300 NAIRA PER BAG AND HAVE IT DELIVERED TO YOU ANYWHERE IN NIGERIA.
    RICE IS ALSO AVAILABLE FOR 1O,OOO PER 5OKG BAG.
    CONTACT THE MARKETING MANAGER (AL-KASIM ABDULLAHI) ON-
    0810 104 7458 ENQUIRIES.PLEASE NOTE THAT MINIMUM PURCHASE IS 1OO BAGS.

    ReplyDelete
  5. DANGOTE 3X CEMENT PROMO IS HERE AGAIN.BUY DIRECT FROM THE FACTORY AT A PROMO PRICE OF 13OO NAIRA PER BAG AND HAVE IT DELIVERED TO YOU ANYWHERE IN NIGERIA.THIS IS ONLY FOR CUSTOMERS THAT ARE GETTING FROM 1OO BAGS,TRAILER LOADS OF 6OO BAGS,9OO BAGS AND ABOVE.
    RICE IS ALSO AVAILABLE FOR 1O,OOO NAIRA PER 5OKG BAG. CONTACT THE MARKETING MANAGER (AL-KASIM ABDULLAHI) ON +234 810 104 7458 FOR PURCHASE AND ENQUIRIES.

    ReplyDelete

  6. This is to inform the general public that the Nigeria Custom Service replacement form is on sale directly from the headquarter and also Auctions Is Up Again and Granting Nigerians the Privilege to buy rice 50kg and vegetable oil 25 Litres. Approved By The Federal Government Of Nigeria, All Individuals Should Note That These rice and vegetable are sized due to Smuggling And Improper Importation Which Has Resulted In The Forfeiture Of The Said Property As Penalty For The Illegal Act. CHECK OUT NEW PRICE BELOW ; Royal umbrella=7500, Mama Gold=7500, Royal stallion=7500, Otunba=7500, Rising sun=7500, Special rice=7500, Mama Africa=7500, Royal crown=7500, Ade Brazil=7500, Elephant Gold=7500, Super eagle=7500, PJS=7500, Tomato rice=7500, Caprice=7500, Gino Oily 5000 Naira Kings Oil 5000 Naira We give the best quality bags of Rice For Quote and Order contact Comptroller Adeniyi Wale 07063127411 Transportation and offloading is 1000 Naira per bag minimum is from 5 bags and above. Note delivery is two working days and it nationwide, Thanks for your patronage.
    THIS CARS AND SUVS ARE VEHICLES RANGING FROM 2000 MODEL TO 2016
    Prices Of Some Toyota Cars
    • Toyota Land Cruiser-N450,000 - N1,000,000
    • Toyota Prado-N500,000 - N2,200,000
    • Toyota Corolla – N250,000 - N1,100,000
    • Toyota Camry's - N200,000 - N1,000,000
    • Toyota Avanza – N800,000 - N1,200,000
    • Toyota RAV4 SUV –N550,000 - N1,150,000
    • Toyota Hilus Pickup- N 400,000 - N1,050,000
    • Toyota Dyna Truck – N300,000 - N700,000
    • Toyota Hiace Bus – N500,000 - N750,000 - N950,000
    • Toyota Coaster Bus 32 seaters – N1,200,000
    • Toyota Highlander- N950,000 - N1,500,000
    • Toyoya Sienna -- N500,000 - N900,000
    • Toyota Avalon -- N300,000 - N1,050,000
    • Toyota Venza --N600,000 - N1,100,000
    • Toyota Matrix --N350,000 - N800,000
    Prices Of Some Honda Cars
    • Honda Civic cars – N250,000 - N750,000
    • Honda Accord – N300,000 - N950,000
    • Honda Odyssey – N300,000 - N800,000
    • Honda CR-V – N300,000 - N1,000,000
    • Honda Pilot – N500,000 - N1,500,000 y
    Prices Of Some Nissan Cars
    • Nissan Patrol SUV – N450,000 - N950,000
    • Nissan Civilian 30 seater bus – N750,000
    • Nissan Pathfinder SUV - N950,00
    • Lexus GX 470,RX300,RX330 - N1,200,OOO - • N750,000 - N1,950,000
    • INFINITY FX35 N1,000,000.
    • AUDI Q7 N1,500,000. A6 N540,000
    • TOYOTA PICNIC N600,000.
    • GOLF1 N180,000.
    • GOLF2 3,N250,000 - N350, 000.
    • GOLF4, N4OO,OOO.
    • HONDA ELEMENT.N610,000.
    • HYUNDAI EX N630,000 .
    • PEUGUOT406 N390,000.
    • TRUCKS N1,800,000.
    • BMW, N500,000.
    • KIA, 360,000 - N800,000.
    • MERCEDISE 4MATIC C240 N850,000.
    • MERCEDISE 4MATIC C300 SNOW WHITE AND BLACK N1,050,000
    • MERCEDISE ML350 N1,000.000
    • NISSAN XTERRAN 765,000,
    • RANGROVER SPORT N2,900,000. - N4,500,000
    ..CALL COMPTROLLER ADENIYI WALE ON 07063127411

    ReplyDelete