The Most Comprehensive Study of South Africa’s Consumer Class

Built on over a decade of robust online surveys, BrandMapp is an independent consumer landscape study that delivers unrivalled insights into the top 30% of South African adults by income.

This powerful group – 13.6million economically-active adults – accounts for more than 80% of South Africa’s total personal income and consumer spend, and 100% of the tax paying base

Built for Marketers, by Marketers

BrandMapp is designed to help brand teams and agencies segment, profile and deeply understand SA’s consumer class landscape. It offers:

Whether you’re strategising, pitching, or planning media, BrandMapp brings your customer or target market into sharp focus.

The 2024 Dataset – Our Largest Yet

BrandMapp 2024 is built from a sample of 35 765 economically-active adults and weighted to StatsSA’s updated population data of adults living in households earning more than R10K per month.

It includes:

241 question fields

1,300 brand filters

350 media brands

112 radio stations
99 print news titles
95 magazines
59 TV channels
22 streaming services
18 OOH (Out-of-Home) formats
17 messaging apps
8 social platforms

167 shopping malls

Respondents

Questions

Consumer Brands

Media Brands

Shopping malls

What’s in BrandMapp?

Imagine a trusted research tool that shows you:

BrandMapp gives you all this and more in one accessible, customisable dataset.

Life Stage

Demographics
Income
Education
State of health
Household Members
SEM's
Employment
Work Environment
Business sector
Industry
Job attitude
Sideline activities
Property ownership

Lifestyle

Living status
Pet ownership
Interests & hobbies
Sports
Gym club membership
Live events attended
Personal well-being
LGBTQ+ status

Mind State

Next year aspirations
Worries
Level of optimism
Personality traits
CSI: perceptions
Causes that matter
What matters most
Happiness rating

Financials

Attitude and dependency
Credit & Debt
Banking
Investments
Insurance
Medical cover
Switching
Considering

Loyalty

Travel

Airlines used
Air travel in the last year
Domestic airlines used
Accommodation
Planned destinations
Travel app usage
Mode of travel

Automotive

Eating & Drinking

Dietary supplements
Delivery – shopping and meals
Consumption habits
Restaurants
Fast food
Non-alcoholic drinks
All Alcoholic beverages by brand
Wine & MCC

Shopping

Regional Malls frequented
Attitudes
Purchase triggers
Groceries
Monthly grocery spend
Fuel Stops
Clothing
Shoe stores
Eyewear
Books
Toys and games
Appliances & homeware
Health and pharmaceutical
Liquor stores
Hardware & DIY
Outdoor & sport
Electronic brands

Mobile + Internet

Connectivity
Mobile phones
Network
Network spend
Laptops & tablets
Online habits
Online activities
Online shopping
Payment apps
Social media
Streaming media
Podcasts
Email newsletters

Media

Radio + Television

Music type
Frequency
Time of day
Streaming
Regional stations
National stations
TV channels
DSTV package & programs
Sports watched