Get to know your roots

The number of Dolphin Coast* financial decision makers accessing the internet weekly has jumped by 30% over the last three years.

The average monthly income of a family in this region is R32,000 and the number of entrepreneurs almost doubled since 2013.

These were just some of the Roots 2016 survey findings shared with 130 business owners during a breakfast hosted by The North Coast Courier at the stylish Simbithi Country Club last week.

The Roots survey, independently carried out every three years, is the largest consumer survey in South Africa and is conducted on a community level, which makes it an invaluable tool for business owners and marketers.

The survey again confirmed the dominance of The North Coast Courier in the local media arena, with more than three times the readership that any other printed publications – including all local and national newspapers and magazines.

“Although it is rewarding to see our exceptional readership figures, Roots’ true value lies in how it assists us to identify future trends in our local market that help us to advise our clients and optimise their advertising campaigns. It does not matter what business you are in, creating value and delivering real returns for your customers is the only sustainable business model”, said The North Coast Courier general manager, Pieter Naudé. 

The presentation was given by market research consultant, Lynne Krog, who has been involved with Roots for more than 10 years.

She pointed out several interesting consumer trends in the Dolphin Coast, including how Lifestyle is the most frequented shopping centre, how strong Hirsch’s features locally in the durable goods market and how Nandos (and not KFC as is the national trend) is the most popular fast food outlet locally.

The presentation created a lot of excitement amongst the attendees who were keen to study the findings further. “This was a very interesting talk on our area’s demographics and marketing and makes you think about your strategic planning”, said Olivia Roels-Sak from Royal Palm Property Holdings.

Anybody who would like a copy of the Roots 2016 information (for the Dolphin Coast or any other area in South Africa) can contact The North Coast Courier office on 032 946 0276 or go to www.sparkmedia.co.za.

* The Dolphin Coast as mentioned in this article refers to the area from Sheffield Beach to Westbrook.

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