Each life stage within the youth market is associated with different values and attitudes towards brands.
The youth, according to national Stats SA’s definition, is regarded as persons aged 15 – 34 years, even though the youth can be looked at as a market segment, the savvy marketer will look at life stage segmentation within this group to understand the life values and life events that influence consumer behaviour and attitude towards brands.
The recently released Ask Afrika Youth Brands Awards identified the top 21 brands that are used loyally among those aged 15-34, irrespective of background and living standard. It also ranked 72 product category winners. The survey segmented the data further into four life stages based on age groups, 15-20, 21-24, 25-29 and 30-34, providing interesting insights about each.
Ask Afrika uses Target Group Index (TGI) segmentation to understand the nuances of different types of brand loyalty in different target groups, and this global market research tool can be used to segment any market pretty much in any way. This gives an in-depth understanding of the target market and marketing strategies can then be tailor-made for consumers in line with how they respond to questions in the representative survey.
The 15-20 year olds are most likely to be dependent singles; they are either finishing school or doing nothing and the life value associated with this segment is that they are experiencers.
Demographic and psychographic profiles
Before looking briefly at the correlation between the life stages, life events and life values of each youth segment, the 15-20 year old demographic and psychographic profiles will be explored in more detail as an example. This group is 52% male and 48% female and 77% of them are black. A third speak Zulu, a third speak English, 16% speak Xhosa, 16% Afrikaans and 9% South Sotho. Almost a quarter, 24% are parents and 21% are single parents. Only a small percentage, 6% rely on social grants as their primary source of income, most rely on contributions from family.
One fifth (20%) of the 15-20 year old life stage segment have full confidence in the current government, 52% agree that the president is doing a good job, and 45% don’t trust SAPS. Their economic outlook is not positive and this segment is significantly more likely to disagree that the current economic conditions in the country are good. They are often complacent and 49% agree that there is little that they can do to change their lives. One fifth (20%) are satisfied with the quality of life in their suburb. Just under half (40%) agree that they are addicted to television.
This is generally an age of experimentation and only 20% disagree that they are all about broadening their horizons and minds and finding opportunities and less than a third (28%) disagree that they are easily swayed by other people’s views. The same number (28%) disagree that when they see a new brand they tend to buy it to see what it is like. This young group are risk takers, 26% disagree that they like taking risks. Most are not satisfied, 29% are very happy with their lives, they often do not want to take charge of their lives, 31% disagree that they don’t want responsibility and would rather be told what to do. Almost a third (30%) find that they are always busy and on the go.
Buy regardless of price
The 15-20 year olds are not necessarily competition and coupon fanatics – 29% disagree that they often enter competitions featured on packets or labels and 28% disagree that they use money off coupons or vouchers. Yet only 23% disagree that if they like a product they will buy it regardless of price.
The 21-24 year olds are most likely dependent singles or breaking out and they are either finishing school, starting university or their first job, and they are likely to be indifferent. The 25-29 year olds fall into a variety of life stages, dependent singles, breaking out, nest builders, play school parents, or single parents who are starting their first job, moving out of their parental home, moving in with a partner, or getting engaged. They are comfort zone dwellers. The 30-34 year olds are likely to be nest builders, play school parents, single parents and are changing jobs, moving out of their parental home, moving in with a partner, getting engaged, getting married, having children, or have children up to primary school age and are independent.
Ask Afrika offers Youth Brands Life Stage Segmentation reports which explore the youth journey between the ages of 15 and 34, while unpacking macro trends which drive brand engagement across life stage segments of the youth market. A day in the life of each youth market broken down into the four life stages will be explored looking at what the youth identify with and their lifestyle preferences, what are their motivations and concerns, which media best engage the youth and it provides a macro view on which brands best resonate.
* The Ask Afrika Youth Brands survey interviewed a sample of 8 374 youth consumers and the survey represents the views of 11 952 000 youth living in South Africa. Face-to-face interviews were done. The results were audited to make sure everything is correct by an external company BDO and sampling expert, Dr. Neethling, was asked to check all results, weightings and so on. For consistency and credibility, the same calculation was used as in the Ask Afrika Icon Brands and the Ask Afrika Kasi Star Brands.
Maria Petousis is TGI director at Ask Afrika
