BrandMapp is a unique, independent, landscape study of economically active South African adults with access to the internet.
Built on six years of annual online surveys the 2020 data offers our largest samples.

Get your BrandMapp access now for a wealth of insight!

About BrandMapp

Every year we produce BrandMapp, the definitive study of the top 30% of South African’s by income. This group of 11.7 million adults make up more than 80% of all personal income and consumer spend in the country. BrandMapp offers marketers and agencies the ability to segment, profile and fully understand their customers within this crucial group. with useful insights based on a massive sample of 28 826 respondents.

BrandMapp offers a sophisticated view of a sophisticated market using sophisticated methodology. The data is based on a sample of 28 826 respondents and includes 227 measures, 162 categories, 1160 brands and 348 media filters, making BrandMapp the most comprehensive independent study of economically-active South Africans.

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Categories

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Measures

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Brands

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Media Brands

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Respondents

What's in BrandMapp?

Imagine a trusted resource that offers you a complete view of your customers and your competitor’s customers. Who they are and what they earn and own. What they think and what they are interested in. Their full financial services behaviours, their eating, drinking and shopping habits and their brand preferences across all retail categories – and how to reach these consumers through all media channels. Welcome to BrandMapp 2020.

Life Stage

  • Demographics
  • Income
  • Employment
  • Business sector
  • Industry
  • Job attitude
  • Sideline activities
  • Property ownership

Lifestyle

  • Living status
  • Pet ownership
  • Interests & hobbies
  • Sports
  • Live events attended

Mind State

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

Financials

  • Attitude and dependency
  • Credit & Debt
  • Banking
  • Investments
  • Insurance
  • Medical cover

Loyalty

  • Program usage
  • Drivers and detractors
  • Benefits enjoyed
  • Channels

Travel

  • Air travel
  • Car hire
  • Accommodation
  • Planned destinations
  • Travel app usage
  • Mode of travel

Automative

  • Purchase channel
  • Cars owned
  • Fitment centres
  • Car statements
  • Other vehicles

Eating & Drinking

  • Dietary supplements
  • Delivery meals
  • Consumption habits
  • Restaurants
  • Fast food
  • Non-alcoholic drinks
  • Alcoholic beverages
  • Wine & MCC

Shopping

  • Attitudes
  • Purchase triggers
  • Groceries
  • Petrol
  • Clothing
  • Shoe stores
  • Eyewear
  • Appliances & homeware
  • Health and pharmaceutical
  • Liquor stores
  • Hardware
  • Outdoor & spot
  • Electronic brands

Tech + Internet

  • Connectivity
  • Mobile phones
  • Laptops & tablets
  • Gaming consoles
  • Online habits
  • Online activities
  • Online shopping
  • Payment apps
  • Social media
  • Streaming media
  • Podcasts
  • Email newsletters

Radio + Television

  • Listenership habits
  • Station drivers
  • Online radio
  • Regional stations
  • National stations
  • TV channels
  • DSTV programs
  • Sports watched

Print Media

  • Books
  • Bookstores
  • Purchase habits
  • Newspapers
  • Magazines
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