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Consumer panel · Middle East & Africa

Real consumers of South Africa, profiled by Frequent Research.

Know them by age and gender.

  • CapitalPretoria (executive)
  • CurrencySouth African rand (ZAR)
  • Languages12 official languages
Explore the panel Get the panel book 119,805profiled consumers33profile tablesRSouth African rand
  • GenderFemales52.8% · 63,257
  • Age30-4941.1% · 49,240
  • Education (highest level completed)Less than secondary / high school41.7% · 49,959
  • Occupation / Employment StatusUnemployed27.6% · 33,066
  • Marital StatusSingle / Never Married48% · 57,506
  • Life Stage / GenerationGen Z (born 1997–2012)34% · 40,734
  • Ethnicity / Population BackgroundBlack African81% · 97,042
  • Province DistributionGauteng27.8% · 33,306
  • Annual Household Income (gross, ZAR)Lower-Middle Household Income · R 120,000 – R 169,99916.2% · 19,408
  • Annual Personal Income (gross, ZAR)Lower-Middle Income · R 70,000 – R 99,99915% · 17,971
  • Home Category (living arrangement)Own Primary Residence41% · 49,120
  • Dwelling TypeDetached House41.1% · 49,240
  • Parents of Children (age of youngest child)7-12 Years24.5% · 29,352
  • AutomotiveMass-Market Car Owners28.3% · 33,905
At a glance

South Africa in 7 numbers

  • 119,805profiled consumers in South Africa
  • Gender52.8%Females
  • Age41.1%30-49
  • Where they live27.8%Gauteng
  • Occupation27.6%Unemployed
  • Personal income15%Lower-Middle Income · R 70,000 – R 99,999
  • Technology30.8%Android Smartphone Users

Who they are

Gender, age, marital status, education and life stage.

Gender

2 groups
  • 47.2%56,548 Males
  • 52.8%63,257 Females

Largest group: Females at 52.8%

Age

5 groups
6.3%7,54813-17 29.4%35,22318-29 41.1%49,24030-49 16.1%19,28950-64 7.1%8,50665+

Largest group: 30-49 at 41.1%

Education (highest level completed)

9 groups
  • Less than secondary / high school41.7%49,959
  • Secondary / high school graduate23.7%28,394
  • Post-secondary vocational / technical training13.4%16,054
  • Some college / university – no degree7.3%8,746
  • Associate / short-cycle tertiary diploma1.4%1,677
  • Bachelor's degree6.9%8,267
  • Master's degree (MA, MSc, MBA, etc.)4.2%5,032
  • Professional degree (MD, DDS, LLB, JD, etc.)0.9%1,078
  • Doctorate (PhD, EdD)0.5%599

Largest group: Less than secondary / high school at 41.7%

Marital Status

5 groups
  • Married / Civil Partnership31%37,140
  • Single / Never Married48%57,506
  • Divorced4.5%5,391
  • Widowed / Separated5%5,990
  • Living with Partner (Cohabiting)11.5%13,778

Largest group: Single / Never Married at 48%

Life Stage / Generation

5 groups
  • Gen Z (born 1997–2012)34%40,734
  • Millennials (born 1981–1996)33.2%39,775
  • Gen X (born 1965–1980)21.9%26,237
  • Baby Boomers (born 1946–1964)8.8%10,543
  • Silent Generation (born before 1946)2.1%2,516

Largest group: Gen Z (born 1997–2012) at 34%

Work & money

What they do, what they earn and how they bank.

Occupation / Employment Status

11 groups
  • Unemployed27.6%33,066
  • Full-Time Employee22.4%26,836
  • Student13.8%16,533
  • Retired8.8%10,543
  • Homemaker7.4%8,866
  • Self-Employed / Contract / Freelance6.9%8,267
  • Part-Time Employee3.6%4,313
  • Stay-at-Home Parent (full-time childcare)3.5%4,193
Show all 11

Largest group: Unemployed at 27.6%

Annual Household Income (gross, ZAR)

10 groups
12.1%14,496Very Low Household Income · Below R 75,000 16.1%19,289Low Household Income · R 75,000 – R 119,999 16.2%19,408Lower-Middle Household Income · R 120,000 – R 169,999 15.6%18,690Middle Household Income · R 170,000 – R 229,999 13%15,575Upper-Middle Household Income · R 230,000 – R 309,999 9%10,782Comfortable Household Income · R 310,000 – R 399,999 8.6%10,303Affluent Household Income · R 400,000 – R 549,999 5.4%6,469High Household Income · R 550,000 – R 799,999 2.9%3,474Very High Household Income · R 800,000 – R 1,299,999 1.1%1,318Top Household Income Tier · R 1,300,000 and above

Largest group: Lower-Middle Household Income · R 120,000 – R 169,999 at 16.2%

Annual Personal Income (gross, ZAR)

10 groups
12.1%14,496Very Low Income · Below R 42,000 14.7%17,611Low Income · R 42,000 – R 69,999 15%17,971Lower-Middle Income · R 70,000 – R 99,999 14.9%17,851Middle Income · R 100,000 – R 139,999 11%13,179Upper-Middle Income · R 140,000 – R 179,999 11.6%13,897Comfortable Income · R 180,000 – R 239,999 8.9%10,663Affluent Income · R 240,000 – R 339,999 6.1%7,308High Income · R 340,000 – R 479,999 4.2%5,032Very High Income · R 480,000 – R 799,999 1.5%1,797Top Income Tier · R 800,000 and above

Largest group: Lower-Middle Income · R 70,000 – R 99,999 at 15%

Banking & Financial Services

12 groups
  • Debit Card Users20.2%24,201
  • Digital Wallet / Mobile Money Users14.1%16,893
  • Online / Mobile Banking Users13.8%16,533
  • Credit Card Holders10%11,981
  • Personal Loan Holders9.3%11,142
  • Life Insurance Policy Holders7.7%9,225
  • Cryptocurrency Users5.6%6,709
  • Mutual Fund Investors4.3%5,152
Show all 12

Largest group: Debit Card Users at 20.2%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence41%49,120
  • Rent Primary Residence20.1%24,081
  • Live with Family Member(s) in Their Residence31.5%37,739
  • Live in Student / University Accommodation3.3%3,954
  • Other Living Arrangement4.1%4,912

Largest group: Own Primary Residence at 41%

Dwelling Type

11 groups
  • 41.1%49,240Detached House
  • 10.2%12,220Bungalow / Single-Storey House
  • 9.3%11,142Semi-Detached House
  • 9.3%11,142Terraced / Row House / Townhouse
  • 7.7%9,225Apartment / Flat – with balcony or garden
  • 7.3%8,746Apartment / Flat – no outside space
  • 4.9%5,870Cottage / Farmhouse
  • 3.7%4,433Dormitory / Hostel / Group Quarters
  • 2.3%2,756Condominium / Serviced Apartment
  • 2.2%2,636Other Dwelling Type
  • 2%2,396Mobile Home / Caravan

Largest group: Detached House at 41.1%

Parents of Children (age of youngest child)

5 groups
17.9%21,4450-2 Years 19.3%23,1223-6 Years 24.5%29,3527-12 Years 18.8%22,52313-17 Years 19.5%23,36218+ Years (adult children)

Largest group: 7-12 Years at 24.5%

Parenting, Family & Household Roles

12 groups
  • Household Head / Main Earner13.2%15,814
  • Household Budget Managers13.2%15,814
  • Primary Grocery Shoppers11.8%14,137
  • Dual-Income Households11.7%14,017
  • Multi-Generational Households8.3%9,944
  • New Parents (child under 1 year)8%9,584
  • Children's Education Decision Makers7.8%9,345
  • Childcare / Nanny Service Users7.2%8,626
Show all 12

Largest group: Household Head / Main Earner at 13.2%

Household Services & Maintenance

9 groups
  • Residential Cleaning / Domestic Help Users23.9%28,633
  • Household Service Decision Makers14.7%17,611
  • Plumbing Service Customers13.2%15,814
  • Electrical Repair Service Customers11.6%13,897
  • Air-Conditioning / Cooling Service Customers9.6%11,501
  • Pest-Control Service Customers9.1%10,902
  • Home Maintenance & Handyman Service Users8.4%10,064
  • Laundry / Dry-Cleaning Service Users5.4%6,469
Show all 9

Largest group: Residential Cleaning / Domestic Help Users at 23.9%

Where they live

Regions and background across the country.

Ethnicity / Population Background

5 groups
  • Black African81%97,042
  • Coloured8%9,584
  • White7%8,386
  • Indian / Asian3%3,594
  • Other ethnic groups / minorities1%1,198

Largest group: Black African at 81%

Province Distribution

9 groups
  • Gauteng27.8%33,306
  • KwaZulu-Natal20.5%24,560
  • Western Cape13.1%15,694
  • Eastern Cape10.2%12,220
  • Limpopo9%10,782
  • Mpumalanga7.3%8,746
  • North West5.2%6,230
  • Free State4.8%5,751
  • Northern Cape2.1%2,516

Largest group: Gauteng at 27.8%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 28.3%33,905Mass-Market Car Owners
  • 13.1%15,694Vehicle Service & Repair Decision Makers
  • 11.7%14,017Car Insurance Policy Holders
  • 10.5%12,580Ride-Hailing & Delivery Drivers
All 11 groups

Technology & Digital Usage

  • 30.8%36,900Android Smartphone Users
  • 12.4%14,856Online Learning / E-Learning Users
  • 9.2%11,022Basic / Feature-Phone Users
  • 9.2%11,022Heavy Mobile App Users (3+ hours / day)
All 11 groups

Travel

  • 20.4%24,440Frequent Domestic Travellers (3+ trips a year)
  • 15.9%19,049Family Vacationers
  • 11.7%14,017Budget / Backpacker Travellers
  • 9%10,782Pilgrimage & Religious Travellers
All 12 groups

Lifestyle & Hobbies

  • 15.1%18,091Gardeners & Home Growers
  • 11.2%13,418Nature & Outdoor Leisure (camping, picnics)
  • 10.7%12,819Nightlife & Socialising Enthusiasts
  • 10%11,981Arts, Crafts & Hobby Enthusiasts
All 12 groups

Media & Entertainment

  • 18.1%21,685Free Ad-Supported Video Platform Viewers
  • 15.5%18,570OTT / Subscription Video Streaming Subscribers
  • 11.9%14,257Music Streaming Users
  • 10.6%12,699Cinema-Goers
All 10 groups

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

  • 32.1%38,457Non-Tobacco / Nicotine Users
  • 19.2%23,003Beer Consumers
  • 15.9%19,049Wine & Spirits Consumers
  • 13.9%16,653Adult Tobacco Product Users
All 9 groups

Consumer Electronics Ownership & Purchase

  • 22.6%27,076Audio / Headphone Device Owners
  • 18.5%22,164Consumer Electronics Purchase Decision Makers
  • 12.8%15,335Major Home Appliance Buyers
  • 11.3%13,538Smart TV Owners
All 10 groups

Content Creators & Social Media Influence

  • 23.9%28,633Casual Social Media Content Posters
  • 17.8%21,325Short-Form Video Creators
  • 12.9%15,455Photo & Visual Content Creators
  • 10.8%12,939Influencers / Brand Collaborators
All 10 groups

Audience profiles

Ready-made audiences for shopping, sport, gaming, beauty, pets, food and health.

Shopping Behaviour & Consumer Preference Sports Interest & Participation Gaming Beauty, Fashion & Personal Care Pet Ownership & Pet Care Food & Beverages (at home) Health, Disability & Healthcare Luxury & Premium Consumer Restaurant & Food Delivery Consumers

Shopping Behaviour & Consumer Preference

  1. In-Store Shoppers15.8%18,9292
  2. Value & Discount Seekers18.2%21,8051
  3. Online Shoppers11.8%14,1373
  • Value & Discount Seekers18.2%21,805
  • In-Store Shoppers15.8%18,929
  • Online Shoppers11.8%14,137
  • Fashion & Apparel Shoppers10.2%12,220
  • Home & Furnishing Shoppers7.8%9,345
  • Brand-Loyal Shoppers7.2%8,626
  • Impulse Buyers6.1%7,308
  • Omnichannel Shoppers5.9%7,068
  • Social Commerce / Live-Shopping Buyers5.3%6,350
  • Second-Hand & Re-Commerce Shoppers5%5,990
Show all 12

Profile distributions are modelled estimates for planning and feasibility, built from public demographic and market patterns. They are not a count of individual panel members; feasibility for your exact audience is confirmed for each project.

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