This latest dataset, covering January to December 2024, marks a milestone for the country's media and advertising industry, providing a full four-year window into shifting audience patterns, purchasing habits and media consumption, says the MRF. 

The MAPS® dataset is the only area-stratified, multi-stage probability sample of its scale and frequency in South Africa, designed to offer the most objective and representative view of the South African consumer. With eighteen quarterly releases now published since Q3 2020, the MAPS® dataset is a strategic resource for advertisers, agencies, media owners and brands seeking to understand and respond to evolving market dynamics, the foundation adds. 

Johann Koster, CEO of the MRF, says, "Our vision is to help businesses make better decisions through consumer insights that inform product and media strategies for meaningful and cost-effective customer engagement across platforms. MAPS® is most certainly not a media currency but rather a strategic and planning tool."

Four Years of Data: Unparalleled Depth and Trend Analysis

The 2024 MAPS® release offers an opportunity for the industry to conduct year-on-year and quarter-on-quarter trend analysis, says the MRF. All variables in MAPS® can be cross-tabulated, enabling the creation of rich consumer segments and profiles. This flexibility is critical for advertisers and agencies aiming to build nuanced strategies in an increasingly complex marketplace, adds the foundation.

With over 20 000 interviews conducted annually by a team of more than 200 field interviewers, MAPS® covers all provinces, districts and municipalities. The foundation adds that the 2024 sample reflects a population aged fifteen and older of 43.6 million South Africans, with a balanced distribution across metro (50%), urban (30%) and rural (20%) areas.

Key Highlights from the 2024 MAPS® Data

According to the MRF, the 2024 survey highlights include: 

Demographic Shifts and Socio-Economic Trends

The average age of the population remains 38 years, with a gender split of 52% female and 48% male.

Household income distribution has returned to 2021 levels, with an average income of R12 100. Seventy-seven percent of households earn less than R12 000, while 6% earn more than R40 000.

The economically active population stands at 38%, with unemployed at 27% and non-active at 35%.

Media Consumption Patterns

  • Television: 60% of South Africans watched television in the past week, with 17% spending more than twenty hours per week on the medium. DStv penetration is at 41%. Q4 of last year shows a 4% increase in the P7D watching.
  • Radio: 45% listened to the radio in the past week, with commercial stations attracting 17 million listeners and community stations attracting 4 million listeners. Notably, 11% of the population spends more than twenty hours per week listening to radio.
  • Streaming and On-Demand: 21% of people have access to on-demand streaming services, Netflix (78%), Showmax (47%) and a 12% access to YouTube (Paid For). Streaming penetration has increased by 139% since 2021.
  • Social Media: Social media penetration has reached 73%, up from 50% in 2021. Facebook remains the most visited video content viewing platform (74% in the past week), followed by TikTok (38%), YouTube (27%) and Instagram (20%). A quarter of South Africans spend more than twenty hours per week on social media.
  • Internet Access: 77% accessed the Internet in the past week, with 4.3 million households now having fixed Internet access, a 37% increase since 2021.

Consumer Behaviour and Brand Loyalty

The average monthly spend on groceries and toiletries has steadily increased, with apparel spend remaining more volatile.

Brand loyalty remains strong in cosmetics and toiletries, with 37% and 33% of consumers, respectivel,y always buying the same brands. Groceries saw a slight decline in loyalty to 29% from 33% in 2021.

There has been a 25% decline in weekly fast-food purchases and a 29% decline in eating out since 2021, reflecting economic pressures and changing consumer priorities.

Financial Landscape

The top reasons for taking out loans in 2024 were to buy food (38%), pay bills (16%) and cover education (11%) and medical expenses (5%).

There has been a 48% decline in the number of people saving or investing compared to 2021, highlighting ongoing financial strain in households.

 Data-Driven Insights for Strategic Planning

The MAPS® dataset covers over 5 000 brands across more than 800 questions, with additional behavioural and brand data collected via a leave-behind questionnaire. The MRF adds that this breadth allows for dynamic measurement, with brands automatically included once they reach a threshold of more than 40 respondents and the ability for subscribers to request the addition of brands to the questionnaire.

Koster says, "With the ability to cross-tabulate any variable, MAPS® lends itself to building comprehensive consumer segments and profiles. The data we present today is just the tip of the iceberg; the full benefit lies in the access and deep dives available to our subscribers. We are grateful to our MAPS® subscribers and users for their continued support."

Updates and Developments: Looking Ahead

Population Update: The next MAPS® release, planned for August, will incorporate a population update based on Stats SA's latest mid-year estimates, addressing previous data shortcomings. The process involves careful modelling and auditor oversight, with final recommendations pending Research Committee approval.

Questionnaire Updates: The annual call for proposals to update the MAPS® questionnaire will soon open to subscribers and users, with approved changes to be fielded from January 2026.

BMR Segmentation Model: The segmentation tool developed with the Bureau for Market Research continues to be refined and published as part of MAPS®, with a new presentation and workshop planned for users seeking to leverage its commercial value.

The MAPS® Advantage: Survey for a Changing Market

MAPS®' design as a survey makes it a foundational tool for market sizing, sample design and integration with other research. According to the MRF, its independence and credibility are central to its value for advertisers and agencies seeking objective, actionable insights.

Koster concludes, "Our presentations are always rich with data, and we encourage the industry to explore the data and presentation available on our website. As we move forward, we aim to make our presentations more concise and accessible, while continuing to provide the strategic insights that our stakeholders rely on."

For more information, visit www.mrfsa.org.za. You can also follow the MRF on Facebook or on LinkedIn.

*Image courtesy of contributor