Artstrack Nº 6

ARTSTRACK Nº 6 5 5 REPORT LAYOUT 1. CHAPTER ONE: INTRODUCTION & METHODOLOGY 5 2. CHAPTER TWO: ANALYSIS OF KEY DEMOGRAPHIC 8 3. CHAPTER THREE: DETAILED QUANTIFICATION AND SEGMENTATION OF THE MUSIC MARKET 12 4. CHAPTER FOUR: LIVE PERFORMANCES 46 5. CHAPTER FIVE: MUSIC AND TELEVISION 50 6. CHAPTER SIX: MUSIC AND THE RADIO 58 7. CHAPTER SEVEN: READING ABOUT MUSIC 62 8. CHAPTER EIGHT: ATTITUDES TOWARDS SPONSORS OF MUSIC 66 9. CHAPTER NINE: SPONSOR AWARENESS ASPECTS 68 10. CHAPTER TEN: MOST POPULAR MUSIC ARTISTS 70 11. CHAPTER ELEVEN: INTERESTS IN ARTS AND CULTURE 88 1 Where required, Chapters 12 onwards contains confidential feedback to those subscribers that have requested research on specific issues of importance to themselves. 12. CHAPTER TWELVE: ATTENDING ARTS/CULTURE EVENTS 94 13. CHAPTER THIRTEEN: BUSINESS AND THE ARTS 102 14. CHAPTER FOURTEEN: OTHER ADVANTAGES & ROLES OF ARTS AND CULTURE 108 15. CHAPTER FIFTEEN: AFRICA AND ITS IMPORTANCE TO SPONSORS 110 16. CHAPTER SIXTEEN: AFRICA AND ITS IMPORTANCE TO SPONSORS 112 2 i. METHODOLOGY This project is based on consumer research amongst a total sample of nearly 2000 Adult South Africans of 19 years and older. • All interviews were done personally, at the places of living, in the home language of the respondent. • All respondents were selected at random. • For each group, an area-stratified probability sample was drawn at random by interviewing every nth household starting on different corners within the different areas. The person to be interviewed was selected on a random basis by making use of an adaptation of the Politz Grid. A back-check of 25% was conducted as part of quality control. • A structured questionnaire was used. Results were computer-analysed and this report prepared. • For whites and blacks, national samples from all metropolitan and major urban areas were covered, excluding only rural areas, while Asians covered only KwaZulu-Natal and Gauteng [about 90% of their total population] and coloureds the Eastern Cape, Western Cape, Northern Cape and Gauteng [about 90% of their population]. The specific sample details are as follows: BLACK RESPONDENTS NUMBER OF INTERVIEWS: 800 GENDER: Male 49% Female 51% AGE: 19-24 years 23% 25-34 years 31% 35-49 years 26% 50 + years 20% PROVINCE: Gauteng 32% KwaZulu-Natal 20% Free State 8% Eastern Cape 17% Western/Northern Cape 8% Others 15% 3 WHITE RESPONDENTS NUMBER OF INTERVIEWS: 700 GENDER: Male 50% Female 50% AGE: 19-24 years 15% 25-34 years 22% 35-49 years 33% 50 + years 30% PROVINCE: Gauteng 35% KwaZulu-Natal 13% Free State 10% Eastern Cape 10% Western Cape 19% Northern Cape 3% Others 10% COLOURED RESPONDENTS NUMBER OF INTERVIEWS: 250 GENDER: Male 50% Female 50% AGE: 19-24 years 20% 25-34 years 28% 35-49 years 32% 50 + years 20% PROVINCE: Western Cape 57% Eastern Cape 20% Northern Cape 15% Gauteng 8% ASIAN RESPONDENTS NUMBER OF INTERVIEWS: 200 GENDER: Male 49% Female 51% AGE: 19-24 years 20% 25-34 years 27% 35-49 years 30% 50 + years 23% PROVINCE: Kwa-Zulu Natal 80% Gauteng 20% 4 ii. VALIDITY AND LIMITATIONS Unlike an audit, Market Research is not an exact science but is always subject to statistical margins of error. The prime factors governing the statistical margin of error of sample surveys are the size of the sample and the unanimity of the responses. The market research techniques employed for this report were done according to the accepted practice and norms of the industry. The statistical margin of error at a 95% confidence level will range from about 2% to 4% on a sample size of 750 interviews. For a sample of 200, the margin of error will range from 3% to 7% at a 95% confidence level. The results presented in this report are based on samples falling within the above-mentioned ranges and, statistically, it can be concluded that the result will be as presented, plus or minus a maximum of 10% (but probably closer to 5%), in 95 out of 100 cases. In layman’s terms, one can be 95% confident that the results are statistically as presented, plus or minus maybe 5%. This report concentrates on the adult market, defined as 19 years and older, and excludes the youth market, defined as aged 18 years or younger. 5 2. SUMMARY OF KEY SOUTH AFRICAN DEMOGRAPHICS Before quantifying and segmenting the music market, it is important to analyse the latest available population demographics for South Africa. How many people are there within different segments of the population? Based on the latest available census figures (2011), mid-year estimates, AMPS and information when published by the Bureau of Market Research at UNISA, the 2013 population as defined by this eport,r can be estimated as is done in the table below. There were some marginal adaptations based on the 2011 census numbers which have since been published. 2.1 TOTAL POPULATION Estimated South African population statistics: 2013 NUMBER OF PEOPLE x 1000 POPULATION GROUP TOTAL % OF TOTAL ADULTS % OF ADULTS Blacks 42 284 79.8 25 794 77.2 Whites 4 702 8.9 3 606 10.8 Coloureds 4 666 8.8 3 042 9.1 Asians 1 329 2.5 959 2.9 TOTAL 52981 100.0 33 401 100.0 COMMENTS: • The total population is estimated at 53 million for 2013. • Of this total, 63% or 33 million, are adults of 19 years and older. • Blacks account for 80% of the total population, but for a somewhat lower 77% of all adults. • Whites account for 9% of the total population, but for 11% of all adults. • Coloureds and Asians together account for 11% of the South African population, and for 12% of all adults. Graphic display of adult South African population: 2013 Blacks 25 794 Whites 3 606 Coloureds 3 042 Asians 959 0 5 000 15 000 20 000 25 000 30 000 35 000 Thousands of Adults 6 Adult population trends: 2001 to 2013 30 000 25 000 20 000 15 000 10 000 5 000 0 2001 2004 2007 2009 2011 2013 Blacks Whites Col/Aisian 2.2 GENDER ANALYSES Gender analyses of adult population ADULT POPULATION POPULATION GROUP MALE FEMALE TOTAL Blacks 12 571 13 223 25 794 Whites 1 755 1 851 3 606 Coloureds 1 472 1 570 3 042 Asians 483 476 959 TOTAL 52981 100.0 33 401 PERCENTAGE OF TOTAL 48.7 51.3 100.0 COMMENTS: Women outnumber men by about 840 000, to account for 51% of adults. There are an estimated 17,1 million adult women as defined in this report in South Africa and 16,3 million adult men. Graphic display of adult population gender segmentation Female [17.1 million] 51+49+j Male [16.3 million] 7 2.3 AGE ANALYSES OF ADULT POPULATION There are also significant differences in musical preferences of differentge a groups. A more detailed segmentation of the adult population according to age groups is therefore of importance. This is done in the following table. Approximate age segmentation of the adult South African population NUMBER OF PEOPLE x 1000 POPULATION GROUP 19 – 24 YEARS 24 – 34 YEARS 35 – 49 YEARS 50 + YEARS TOTAL Blacks 5 052 7 601 7 565 5 576 25 794 Whites 385 590 974 1657 3606 Coloureds 499 732 1012 799 3042 Asians 130 239 299 291 959 TOTAL 6 066 9 162 9 850 8 323 33 401 PERCENTAGE OF TOTAL 18 27 30 25 100 The profiles of the different age groups can be summarised as follows: Age group: 19 – 24 years old (Total reach: 6.1m adults) Blacks 83 Whites 8 Coloureds 7 Asians 2 10 10 20 30 40 50 60 70 80 30 000 90 100 Percentage of Total Group Age group: 25 – 34 years old (Total reach: 9.2m adults) Blacks 83 Whites 7 Coloureds 8 Asians 2 10 10 20 30 40 50 60 70 80 30 000 90 100 Percentage of Total Group 8 Age group: 35 – 49 years old (Total reach: 9.9m adults) Blacks 77 Whites 10 Coloureds 10 Asians 3 0 10 20 30 40 50 60 70 80 30 000 90 100 Percentage of Total Group Age group: 50+ years old (Total reach: 8.3m adults) Blacks 67 Whites 20 Coloureds 10 Asians 3 0 10 20 30 40 50 60 70 80 30 000 90 100 Percentage of Total Group OBSERVATIONS: • The four age groups provide significant total target audiences of 6 to nearly 10 million people each. • While the black population dominates all age groups, they are more prominent in the younger age groups, accounting for 83% of 19-24 years old, but a much smaller 67% of those older than 50. • In contrast, whites account for only 7% of people aged 19-24 years old, but for a more significant 20% of those aged 50 years or older. • The music, arts and culture preferences of the different cultural groups will therefore result in different profiles within each age category. 2.4 LSM GROUPS The latest LSM group data available shows that: 25% of the population fall into LSM 1-4, 40% into LSM 5-6, 20% into LSM 7-8 and 15% into LSM 9-10. From 2009 to 2012 there was an 8 point drop in LSM 1-4, while LSM 5-6 and LSM 7-8 increased by 5 points and 3 points respectively. This is a clear indication of the advancement of our population up the economic ladder. Most of those watching Arts/Cultural programmes on television prefer both local and international programme. 9 3. QUANTIFICATION AND SEGMENTATION OF THE MUSIC MARKET This section of the report analyses the extent to which different segments of het adult population follow different kinds of music.

Load more