1. AFRIKAANS MARKET
INTERNET ACTIVITY

2. The Afrikaans market at a glance
• There are 5 million Afrikaners in South Africa earning an average
HH income of R12 359 per month .
• The potential income value of this market is 24.9 billion a month
Where does their money go to?
• Financial security is a high priority for the Afrikaans market segment, their tendency towards
financial security puts them above average in support for financial services such as life
insurance, medical aid and car insurance. This market segment is also contributing more than third
of the country's car instalments and home security.
• In terms of debt and credit spend, they are more likely than other language groups to be reluctant
to buy on credit, spend without thinking and being in debt.
• Afrikaners are mostly influenced by price, advice from an expert ,establishing relationships
compared to the general population.
• They are willing to invest in their future and retirement. Being financially aware and educated, they
are more positive than other language groups towards owning stocks, showing that they may be
more open to investment opportunities.
• Afrikaners are more likely than other language groups to have financial products, especially when
considering having wills, mortgage bonds, pension funds and household insurance.
TGISA 2011C

3. Afrikaners
• Great sponsorship opportunities exist within the Afrikaans market, especially
pertaining to rugby as this market is more likely than the general population to
attend rugby matches as spectators.
• Over time, it seems that soccer is becoming increasingly popular amongst
Afrikaners
• Afrikaners are also starting to send their children to English schools which may
expose them more to other types of sports.
• Afrikaners are more likely than the general population to be medium
television watchers, indicating that they may be more selective on the
programmes that they choose to watch. It is therefore necessary to
understand the content Afrikaners are interested in when watching television
to effectively target them.
TGISA 2011C

4. How to talk to this market segment?
• Afrikaners are more likely than other language groups, except for English
groups, to be heavy users of the internet. Google is the most visited
website by Afrikaners, indicating that Afrikaners are educating
themselves and are being exposed to a variety of information.
• Afrikaners are also more likely to visit online banking websites compared
to the general South African population, once again indicating their
orientation financial security.
• To successfully capture the attention of this market, companies need to
break away from the traditional and stereotypical depiction of the
Afrikaans consumer and understand that the Afrikaans consumer is in a
process of change.
TGISA 2011C

5. Internet in South Africa
• A recent study by World Wide Worx revealed that Internet penetration in
SA is approaching 20%, with the country's Internet user base growing a
substantial 25%, from 6.8 million in 2010 to 8.5 million at the end of 2011
• Globally there were approximately 2.3 billion Internet users, representing
a 32.7% penetration rate.
• According to research by the UN's agency for information and
communication technologies, IWS and World Wide Worx, over a 10-year
period in SA: Internet users grew 309% - from 2.75 million at the end of
2001, to 8.5 million at the end of last year.
World wide Worx , May 2012

6. Language
% of people that access the internet
Total P7D - Accessed internet/WWW
28.4
22.8 23.2
18.4 17.9
14.3 14.7
10.8 10.9
9.2
8.0
4.8
English Afrikaans Zulu Sotho Xhosa Tswana
Internet usage in the past 7 days was significantly higher among the English speaking population at
28%, compared to the other home languages. Afrikaans speakers had the second highest Internet
penetration at 23%.
Among Tsonga speakers, only 5% had accessed the Internet in the past 7 days.
TGISA 2011C

7. The Afrikaans market
The majority of Afrikaners continue to access the internet from PC but
they are also using mobile, PDA and tablets daily
PDA iPad, 65,000
(personal
digital
assistant, 20
989
Mobile
phone, 517
• 1.3 million (32%) access the
,660 internet daily
• 537 000 pay more attention
to advertising on the
internet than any other
medium
PC (laptop
or
desktop), 6
20,917
TGISA 2011C, Amps 2011AB

8. Online Advertising
Advertising in
Afrikaans newspapers and on their
1200000 sites builds awareness for
the advertised product
1150000 and drives the reader
online.
1100000
1050000
1000000
950000
900000
I tend to feel more positive Online advertising I am more likely to I tend to trust
towards brands advertised encourages me to learn purchase a brand advertisements more when
online more about a brand advertised online they appear in a website
that I like
TGISA 2011C

9. Online Reading
Advertising in newspapers and
on their sites builds awareness
1600000 AFRIKAANS for the advertised product and
drives the reader online.
1400000
1200000
1000000
800000 Afrikaans readers would pay for convenience, to make life
600000 easier and for enjoyment
400000
200000
0
Reading an online Reading an online Reading an online Online publication I would pay to read a
publication publication publication (newspaper or publication
(newspaper or (newspaper or (newspaper or magazine) are more (newspaper or
magazine) is magazine) easy magazine) is up to date with magazine) online
convenient enjoyable breaking news than
traditional
publications
TGISA 2011C

10. Online Shopping
AFRIKAANS Internet is
It is safe to enter your personal details online
mostly used for
research
Online shopping is more pleasant than conventional shopping
It is safe to do internet shopping transactions
To do my shopping by Internet makes my life easier
I can save money when I shop online
The internet creates a more convenient shopping experience
It is important for me to trust the retailer I purchase from online
The internet allows me to compare prices before I purchase…
The internet allows me to research products before I …
I would do my shopping by Internet if there was a safe way…
The internet gives me more choice and variety of things to buy
You have to be careful about the quality of things you buy…
I prefer the in-store experience than shopping online
0 400,000 800,000 1,200,000 1,600,000
TGISA 2011C

11. Social networking
AFRIKAANS
Afrikaans
The internet puts me in control of my life speaking people
use social
I go online to seek advice on any topic
networking
Meeting people online is a good opportunity websites for
I like to share my ideas with other online readers various personal
reasons
The internet makes my life easier overall
Online channels are important for socializing
Social networking sites are good for personal relationships
The internet helps me keep in touch with family
I like to hear the opinions of others and / or share my own
Social networking online is a waste of time
Social networking sites are a good place to meet new people
I do most of my research online
The internet helps me rekindle old friendships
Its important to keep you profiles updated
I do not surf the internet but rather use it for specific searches
I am confident to use the internet
0 200 400 600 800 1000 1200 1400 1600 1800

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