This year, the survey results are based on interviews with 2000 decision-makers, representing the broad cross-section of highflying executives operating in our boardrooms today. They represent a universe of 320 000 business people, providing a comprehensive and in depth profile of influential business decision makers in 2007.
According to Johncom, the research contributes to trade's understanding of a market typified by diversity where the broad generalities of LSM count for little. It allows us to understand and talk intelligently to a key market sector that reflects the dynamism of an evolving South African market.
The SABRE research interrogates this group's consumption habits in minute detail, from media consumption, to travel habits, financial products, and investments, motoring, cellphones, use of technology, lifestyle and attitudes to the South African business arena.
So who is this big mover and shaker? What are they doing, thinking and feeling? SABRE's research expanded this year to include variables such as deep-felt attitudes to a range of issues that impact on how he/she manages, invests, buys, recruits and envisions. Sixty percent of this market is optimistic about the future of SA, the further growth and development of their own professional careers, and two in three believe that the 2010 FIFA World Cup will boost the South African economy.
The research also shows that business executives trust newspapers far more than any other communication channel to engage with their professional environment. Staying attuned and in touch is key to this group. Newspapers are seen as more authoritative, comprehensive and insightful in comparison to other media, with 83% reading several business publications a week.
The Sunday Times Business Times leads the weekly labels, with a greater penetration among black business people (67%). Business Day is the most read and highly respected financial daily, with the highest earning reader with an income of just under R 35 000 per month. FM has the highest reach of the weekly financial magazines.
But don't be fooled. This is also a technologically and media savvy group, reflecting huge changes in attitudes to using online and digital sources to achieve both personal and professional objectives. They own a home, invest in shares and unit trusts, have a range of bank accounts and credit cards, short and long term insurances and annuities: all the accoutrements of success. Our mover and shaker travels extensively preferring to fly SAA, stays at the Holiday Inn or Crowne Plaza and hires an Avis car.
All the visible signs of success feature as necessities, from DVD players, digital cameras, home theatre systems, to laptops, with the dominant cellphone brand being Nokia. Vodacom remains the primary choice for cellphone service provision.
Cars are integral to our high flyers' lifestyle and image. Middle-income brackets buy sedans or hatchbacks while the BMW 3 series or the Mercedes C class is a must-have for our R30 000 plus earner.
So what does the busy businessperson do after a long, hard day at the office? A whopping 80% watch television, with a third of that tuning into Summit TV. Summit TV has a highly sophisticated viewer profile and is viewed regularly as the source of up-to-the-minute business information creating a powerful synergy with print. When they're not being couch potatoes, the average business exec is reading newspapers, dining out, watching DVDs on the latest home theatre system, reading magazines, shopping for pleasure and using a personal computer at home.
SABRE results will be available on Telmar and Brewers IMS.
