What Do South African Youth Actually Want?
We asked 10,000 of them. Here is what they told us.
Gen Z and Gen Alpha in South Africa are one of the most valuable and least understood audiences in the market. Brands and agencies are spending significant budgets trying to reach them, often on the wrong channels, in the wrong formats, through the wrong voices.
The ReachPlayers South Africa Youth Report changes that.
Conducted across 10,000 youth respondents aged 13 to 18+ inside one of South Africa’s most active gaming environments, this report goes beyond demographics and into the decisions. What do they aspire to? Who do they listen to? What advertising makes them switch off? And where is the one channel that holds their attention that almost no brand has activated yet?
The answers will challenge what you think you know.
WHAT YOU WILL FIND INSIDE:
PURCHASE INFLUENCE
Why family, not social media, is the biggest driver of purchase decisions in this market.
BRAND TRUST
What actually builds trust with Gen Z and Gen Alpha, and why quality beats everything else.
Brand discovery
TikTok is where this audience finds brands today. In-game is where the smartest ones will find them tomorrow.
THE UNTAPPED CHANNEL
Why in-game has the highest attention and lowest brand competition of any channel in this market.
THE BOTTOM LINE
7 questions. 10,000 answers. Clear implications for every brand trying to win with this audience.
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Full Report
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