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CONSUMERS&BRANDSDaily
newspapers:
City
Pressreaders
in
South
AfricaConsumer
InsightsAugust
2023Consumer
Insights
Global
surveyIntroductionReport
overviewGlobalsurvey
methodology
(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofCityPress
readers
inSouthAfrica:whothey
are;
what
theylike;
whatthey
think;
andhow
toreach
them.
It
provides
insights
on
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.Duration:
approx.
15
minutesLanguage:official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeRegion:
56
countriesAdditionally,thereport
allows
thereader
tobenchmark
City
Press
readers
inSouthAfrica(’’brandusers’’)
againstSouthAfricanreaders
of
dailynewspapers
ingeneral
(’’category
users’’),
and
theoverall
SouthAfricanonliner,
labelledas’’allrespondents’’
inthecharts.Numberofrespondents:•
12,000+
forcountries
with
the
extended
survey(including
South
Africa)•
2,000+
forthebasicsurveySample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedquarterly
andisbased
on
dataFieldwork:from
theConsumer
InsightsGlobal
survey,
an•
Continuousfrom
JanuarytoDecember•
Countries
thatreceive
the
extended
survey
areupdatedfourtimesayearinternational
survey
thatcovers
more
than15,000brandsacross
56
countries.2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
August
2023Sources:CHAPTER
01Management
summary•
Brand
usage•
Key
insightsCity
Press
ranks
second
among
daily
newspapers
in
South
AfricaManagement
summary:
brandusageand
competitionTop10
most
read
dailynewspapersinSouth
AfricaDaily
SunCityPress55%31%31%31%Daily
NewsTheCitizenSowetan28%28%Business
DayTheStar24%Isolezwe19%16%16%CapeTimesDaily
Maverick4Notes:"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past2
weeks?";Multi
Pick;Base:n=246,
readers
ofdaily
newspapersConsumer
Insights
Global
as
of
August
2023Sources:City
Press
readers
in
South
AfricaManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsCityPressis
more
popularamongGeneration
Zthan
other
dailynewspapers.Being
successful
ismore
important
to65%
ofCityPress
readers
statethatCityPressreaders
thanto
other
readers
digitalservices
allow
themtodiscoverCityPressreaders
access
theinternetviaastreaming
device
less
often
thantheaverage
reader
ofdailynewspaper.of
dailynewspapers.new
and
exciting
content.CityPresshasmore
male
than
femalereaders.Politics,society
andcurrent
worldevents
arerelatively
prevalent
interestsof
City
Press
readers.39%
ofCityPress
readers
areinnovators
Onsocial
media,
CityPressreadersor
early
adopters
ofnew
products.interact
with
companies
more
oftenthan
other
readers
ofdaily
newspapers.CityPresshasalarger
shareof
readerswith
ahigh
income
than
other
dailynewspapers.Arelatively
highshare
ofCityPressreaders
think
thathealth&socialsecurity
areissues
thatneed
tobeaddressed.Socializing
is
arelatively
popularhobbyamong
CityPress
readers.CityPressreaders
remember
seeing
adsinonlinestores
more
often
thanotherreaders
of
dailynewspapers.CityPressreaders
are
more
likely
toliveinmegacities
thanreaders
ofdailynewspapers
ingeneral.5Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile•
Generations•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
LGBTQ+City
Press
is
more
popular
among
Generation
Z
than
other
daily
newspapersDemographic
profile:
generationsAge
of
consumersinSouth
AfricaBrand
users43%44%10%3%2%2%Category
usersAllrespondents35%44%43%19%18%36%Generation
ZMillennialsGeneration
XBaby
Boomers7Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past2
weeks?";Multi
Pick;Base:n=77,
City
Press
readers,
n=246,
readers
ofdaily
newspapers,
n=12205,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023City
Press
has
more
male
than
female
readersDemographic
profile:
genderGenderofconsumersinSouth
AfricaBrand
users62%38%Category
usersAllrespondents59%41%54%46%MaleFemale8Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past
2weeks?";
Multi
Pick;
Base:
n=77,
City
Pressreaders,
n=246,
readers
ofdaily
newspapers,
n=12205,
allrespondentsSources:Consumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
City
Press
readershave
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinSouth
Africa45%38%35%35%33%25%21%
20%19%8%5%5%2%1%1%2%1%1%1%
1%0%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeeducation
(noteligible
foreducation(eligible
foror
equivalentor
equivalentor
equivalentuniversity
study)
university
study)Brand
usersCategory
usersAllrespondents9Notes:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Which
ofthe
following
printed
daily
newspapers
have
you
readin
the
past2
weeks?";Multi
Pick;Base:n=77,
City
Pressreaders,
n=246,
readers
ofdaily
newspapers,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023Sources:City
Press
has
a
larger
share
of
readers
with
a
high
income
than
other
dailynewspapersDemographic
profile:
incomeShare
ofconsumersinSouth
Africainthe
high,
middle,andlowthirdsof
monthlyhouseholdgrossincomeBrand
users38%36%26%Category
usersAllrespondents32%34%33%34%33%33%HighMiddleLow10
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past
2weeks?";Multi
Pick;
Base:
n=77,
City
Press
readers,
n=246,
readers
ofdaily
newspapers,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
202323%
of
City
Press
readers
live
in
a
nuclear
familyDemographic
profile:
household
classificationTypeof
householdsin
whichconsumersinSouth
Africalive30%30%26%23%21%20%18%18%16%12%12%11%10%9%9%8%6%6%5%5%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesOtherBrand
usersCategory
usersAllrespondents11
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past2
weeks?";Multi
Pick;Base:
n=77,
City
Press
readers,
n=246,
readersofdaily
newspapers,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023City
Press
readers
are
more
likely
to
live
in
megacities
than
readers
of
dailynewspapers
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinSouth
Africa36%34%34%21%21%18%17%16%16%15%14%13%9%8%
8%8%6%6%Rural
communitySmall
townMedium-sized
townLarge
cityCitywithover
1
Megacity
with
over
5million
inhabitants
million
inhabitantsBrand
usersCategory
usersAllrespondents12
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past2weeks?";Multi
Pick;Base:
n=77,
City
Press
readers,
n=246,
readersofdaily
newspapers,n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
202317%
of
City
Press
readers
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinSouth
AfricaBrand
users17%77%6%Category
usersAllrespondents11%80%9%8%81%11%YesNoWould
rathernot
say13
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past
2weeks?";Multi
Pick;
Base:
n=77,
City
Press
readers,
n=246,
readers
ofdaily
newspapers,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
SportsfollowedBeing
successful
is
more
important
to
City
Press
readers
than
to
other
readersof
daily
newspapersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinSouth
Africa78%64%61%50%45%41%47%43%41%41%37%28%27%23%29%29%29%28%22%27%23%12%13%13%12%9%9%9%8%3%Tobesuccessful
Anhonest
andrespectable
lifeAhappyrelationshipSafety
andsecurityMaking
myown
decisionsLearningnew
thingsAdvancingmy
careerHavingagood
timeSocial
justiceTraditionsBrand
usersCategory
usersAllrespondents15
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past2
weeks?";Multi
Pick;Base:n=77,
City
Pressreaders,
n=246,
readers
ofdaily
newspapers,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023Politics,
society
and
current
world
events
are
relatively
prevalent
interests
of
CityPress
readersConsumer
lifestyle:
main
interestsTop10
interestsofCity
PressreadersinSouth
Africa75%75%69%69%65%64%57%62%62%62%61%61%60%58%57%51%58%55%53%52%51%49%49%46%47%44%43%41%37%33%Career
&educationHealth
&fitnessFinance&economyMovies,TVshows&musicScience
&technologyFood
&diningPolitics&societyandcurrentworld
eventsSportsVehicles
&mobilityTravelBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youread
in
the
past2
weeks?";Multi
Pick;Base:n=77,
City
Pressreaders,
n=246,
readers
ofdaily
newspapers,n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023Socializing
is
a
relatively
popular
hobby
among
City
Press
readersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofCity
PressreadersinSouth
Africa70%65%61%60%58%58%57%53%51%49%48%47%45%45%44%42%42%42%40%39%38%37%37%36%35%28%31%30%29%25%ReadingSocializingOutdooractivitiesCooking/bakingTravelingTech
/computersVideo
gamingDoing
sportsandfitnessMeditation/wellnessCars/vehiclesBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past
2weeks?";Multi
Pick;
Base:
n=77,
City
Press
readers,
n=246,
readers
ofdailynewspapers,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023City
Press
readers
are
more
likely
to
do
yoga
or
pilates
than
other
readers
ofdaily
newspapersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofCity
Press
readersinSouth
Africa36%30%30%29%26%26%25%24%22%20%20%19%19%14%18%18%17%17%16%15%14%14%14%13%11%9%8%8%8%4%SoccerFitness,aerobics,cardioSwimming/DivingDancingRunning/JoggingYoga
/PilatesHikingCyclingCricketTableTennisBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past2
weeks?";Multi
Pick;Base:n=56,
City
Press
readers,
n=322,
readersofdaily
newspapers,
n=5826,
all
respondentsConsumer
Insights
Global
as
of
August
2023City
Press
readers
are
more
likely
to
follow
soccer
than
other
readers
of
dailynewspapersConsumer
lifestyle:
sports
followedTop10
sports
followed
byCity
PressreadersinSouth
Africa57%43%36%35%32%29%29%29%27%25%23%23%22%21%21%21%20%19%18%18%16%14%14%Golf13%11%11%9%9%7%6%SoccerCricketRugbyBoxingMotorsportsSwimming/divingTennisAthletics(track&
field)BasketballBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthe
following
printed
dailynewspapers
have
you
readin
the
past2
weeks?";Multi
Pick;Base:n=47,
City
Pressreaders,
n=294,readers
ofdaily
newspapers,
n=5054,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes•
Attitudestowards
digital
media•
Innovation
adoption•
Challenges
facing
thecountry•
Politics2065%
of
City
Press
readers
state
that
digital
services
allow
them
to
discover
newandexciting
contentConsumer
attitudes:media
&digitalmediaAgreementwithstatements
towards
media&digital
mediainSouth
Africa65%
65%58%58%56%52%46%45%39%25%25%18%14%12%10%Digitalservices
allowme
to
discover
newandexcitingcontentIprefer
digitalcontentasitiseasier
tomanageIusealternativewebsites
andappstowatchpaidIprefer
toown
hardcopies
of
films,books
or
music(e.g.,DVD,
CD,vinyl)Idon’ttrustthemainstream
media
inmy
country
ofresidence(e.g.,news
channels)content
forfreeBrand
usersCategory
usersAllrespondents21
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthe
following
printed
daily
newspapers
have
you
readin
the
past
2weeks?";Multi
Pick;Base:n=77,
City
Pressreaders,
n=246,
readers
ofdaily
newspapers,n=2036,
all
respondentsConsumer
Insights
Global
as
of
August
202339%
of
City
Press
readers
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinSouth
Africa42%42%41%35%25%20%18%18%15%14%13%6%4%4%2%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards22
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past
2weeks?";Multi
Pick;Base:
n=77,
City
Press
readers,n=246,
readersofdaily
newspapers,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
City
Press
readers
think
that
health
&
social
security
areissues
that
need
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacingSouth
Africa
accordingtoCity
Pressreaders87%91%82%86%86%82%78%72%78%70%74%67%62%71%71%71%71%63%60%68%58%58%57%50%55%55%52%45%53%47%UnemploymentCrimePovertyEconomicsituationEducationFood
andwater
security
social
securityHealth
andRising
prices/inflation/cost
of
livingHousingGovernmentdebtBrand
usersCategory
usersAllrespondents23
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past2
weeks?";MultiPick;Base:n=77,
City
Pressreaders,
n=246,
readers
ofdaily
newspapers,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
readers
of
daily
newspapers,
City
Press
readers
tend
to
havemore
right
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinSouth
AfricaBrand
users22%29%42%8%Category
usersAllrespondents32%28%29%10%29%30%23%17%LeftCenterRightPrefer
nottoanswer24
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;"Which
ofthe
following
printed
dailynewspapers
have
youreadin
the
past2
weeks?";Multi
Pick;Base:n=77,
City
Pressreaders,
n=246,
readers
ofdaily
newspapers,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints•
Internet
usagebydevice•
Social
media
usage•
Media
usagebychannel•
Digitaladvertising
touchpoints•
Non-digital
advertising
touchpointsCity
Press
readers
access
the
internet
via
a
streaming
device
less
often
than
theaverage
reader
of
daily
newspaperMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinSouth
Africauseregularlytoaccess
theinternet99%96%95%91%82%77%57%
57%53%53%52%48%48%43%38%36%33%27%25%25%25%25%20%19%17%16%12%SmartphoneLaptopSmart
TVDesktop
PCBrand
usersTabletGaming
console
Smart
speakersAllrespondentsSmartwatchStreaming
deviceCategory
users26
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past
2weeks?";Multi
Pick;
Base:
n=77,
City
Press
readers,
n=246,readers
ofdaily
newspapers,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023On
social
media,
City
Press
readers
interact
withcompanies
more
often
thanother
readers
of
dailynewspapersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinSouth
Africabytype83%79%79%69%75%72%70%62%67%68%66%65%64%64%62%52%61%58%52%58%56%48%55%45%55%46%55%46%37%27%6%4%1%
1%0%0%Liked
posts
SentprivateFollowedpeopleCommented
Posted
textsPostedpictures/videosFollowedcompaniesSharedpostsbyother
usersLikedcompanypostsSharedcompanypostsIhaveonly
Ihaven’t
usedused
social
social
mediamediabyotherusersmessageson
posts/statusupdatespassivelyBrand
usersCategory
usersAllrespondents27
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past
2weeks?";Multi
Pick;Base:
n=77,
City
Press
readers,
n=246,readers
ofdaily
newspapers,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023City
Press
readers
tend
to
go
to
the
movies
more
often
than
readers
of
dailynewspapers
in
generalMarketing
touchpoints:media
usagebychannelTypeof
mediaconsumersinSouth
Africahave
been
using
inthepast4weeks91%84%78%86%83%81%78%
78%77%70%70%62%60%65%64%57%49%56%
57%55%45%51%49%49%43%39%37%29%34%29%20%27%17%TVRadioDailynewspapersDigitalvideo
Digitalmusic
OnlinenewsMagazinesPodcastsWeeklynewspapersOnlinemagazinesMovies
/cinemacontentcontentwebsitesBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past2weeks?";Multi
Pick;Base:
n=77,
City
Press
readers,
n=246,
readersofdailynewspapers,
n=6103,
all
respondentsConsumer
Insights
Global
as
of
August
2023City
Press
readers
remember
seeing
ads
in
online
stores
more
often
than
otherreaders
of
daily
newspapersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereCity
PressreadersinSouth
Africahave
come
across
digital
advertisinginthe
past4weeks69%
69%60%68%58%52%55%53%53%52%44%46%45%44%44%44%43%43%38%34%37%35%34%34%32%30%26%31%30%20%Social
mediaOnlinestores
Search
engines
Video
portalsEditorialwebsitesandappsWebsitesandappsof
brandsOtherappsVideo
gamesMusicportals
Video
streamingservicesBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthe
following
printed
dailynewspapers
have
youreadin
the
past
2weeks?";Multi
Pick;
Base:n=77,
City
Press
readers,
n=246,readers
ofdaily
newspapers,
n=12205,
all
respondentsConsumer
Insights
Global
as
of
August
2023City
Press
readers
remember
ads
they
saw
directly
in
the
store
more
often
thanother
readers
of
dailynewspapersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinSouth
Africahavecome
across
non-digital
advertisinginthepast4weeks56%53%50%49%49%47%47%46%45%44%44%44%42%37%35%
35%31%30%28%26%21%17%13%9%Directly
inthestoreInprinteddailynewspapersOnadvertisingspacesOnTVOntheradioInprintedmagazinesandjournalsBy
mailshot
/
Atthemoviesadvertisingmail/cinemaon
thegoBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
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