Hello, is there anybody out there? BRANDON DE KOCK unpacks the latest results from the annual BrandMapp survey to find out where media consumption sits on the Covid-19 journey.
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t’s almost instinctive to latch onto phrases like ‘changed forever’ and ‘never be the same’, but for those of us who work in the world of trends and behaviour, that’s a recipe for disaster. In short, you need to be patient and wait long enough to see if the idea you just threw into the air is a stick or a boomerang. For BrandMapp 2021, that meant holding back until mid-year to put
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our annual survey into field, resulting in a set of data that can be compared with a previous one completed before the world even started coughing. The audience that BrandMapp profiles comprises an estimated 12 million adults (18 years and older) living in households earning R10 000 a month or more. They earn about 80% of all income in the country and pay 100% of all personal tax, so they’re rather important to the themediaonline.co.za
well-being of the economy. If they fail, the fate of the other 28 million adults living in lower-income environments will be significantly worse. The data set is a bit like a Rubik’s Cube, covering a vast array of measures from hopes and dreams to financial behaviour and shopping habits, but the focus of this piece is
We are in the middle of the great on-demand media era that began by tearing up the print world as we knew it
