Hitradio Namibia 2019_8

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WHAT YOU NEED TO KNOW HITRADIO NAMIBIA`S TARGET MARKET: NAMIBIANS OF GERMAN DESCENT • The typical Namibian of German descent speaking household is categorized in the top 9.6 LSM income group • The majority of German speaking Namibians are either selfemployed or have a decision making posi0on that can influence large scale purchase decisions • Reaching over 1.5 million Namibians • Over 110 000 German speaking foreign arrivals are recorded annually all of which are top Dollar spenders in the country. HITRADIO NAMIBIA STATS • One quarter of listeners live in Germany, half in Khomas, every tenth in Swakopmund • Very loyal listeners • Age distribu0on between 30 and 60 with the highest disposable incomes • Music is enjoyed by a truly diverse audience ( Afrikaans / English and German home languages) 4 With over 7 years on air, Hitradio Namibia is a success story worthy to be told. About 20,000 Namibians of German descent (around 1% of the country's overall populaon) and possibly 15,000 Namibians of e.g. Oshiwambo and Otjiherero descent (many of whom returned from East Germany aAer Namibian independence or have learned the language) sll speak German. In addion, over 110 000 German speaking foreign arrivals are recorded annually. The German speaking holidaymaker contributes 40% to the internaonal tourist vising Namibia and are top Dollar spenders in the country. Namibians of German descent retain a fully-fledged culture in German within Namibia, with German-medium schools, churches, and broadcas0ng. Television, music and books from Germany are widely popular in the community. OPen German Namibian youth aBend university or technical school in Germany. This is despite the fact that in most areas and in Windhoek, the broader lingua franca is Survey Results A recent survey conducted between May and July 2019 with Swiss survey pla2orm provider “Umfrageonline.com” had a whopping 477 unique parcipants, represenng a total of 859 resident Namibians* sharing their views on Hitradio Namibia. About one quarter (23%) of respondents are living in Germany, more than half (56%) in Windhoek every 10th listener (10%) at the central coast. Limi0ng the search results to resident Namibians, we are very pleased that our audience is very loyal with 7 out 10 listening to us oPen 0mes during the day. The age distribu0on of resident Namibians show that 70% of respondents are between 30 and 60 years old, with ages evenly distributed. We welcome this fact as this shows that we target households with high disposable incomes. Afrikaans while English is now oPen the sole language used in many other spheres such as government or on public signs and product packaging. Virtually all Namibians of German descent are fluent in English and Afrikaans . Most German-speakers live in the capital, Windhoek and in smaller towns such as Swakopmund, Lüderitz and Otjiwarongo. Several Namibians of German descent are prominent in business, farming, and tourism or as governmental officials. The typical Namibian of German descent speaking households is categorized in a 9.6 LSM income group*. This is the highest income group in Namibia with more disposable income than any other market. In addi0on, the majority of German speaking Namibians are either selfemployed or have a decision making posi- 0on that can influence large scale purchase decisions. *Vision Africa, Media Matrix 2010 Resident respondents reflect a truly diversified listening community, with one third speaking either Afrikaans or English at home as well. PuQng this into context to the last published Mediamatrix Survey (2016), Hitradio boasts 8 0mes more Afrikaans and English listeners than German counterparts. We are truly proud of our mul0lingual reach and will con0nue to invest in our target market. 9 out of 10 resident survey par0cipants enjoy Hitradio Namibia’s music with 80% highligh0ng that the music language (German– English– Afrikaans) is just right. Please refer to the opposite page for illustra0ve graphs and a selec0on of comments received. *live in Namibian household of survey par0cipant
Resident listener home language, Source: Umfrageonle 2019 Age of resident survey parcipants, Source: Umfrageonline 2019 “Whilst reaching over 1.5 million Namibians, 15 000 top income customers would like to know what you have to offer” Average LSM by home language Locaon of respondents, source Umfrageonline 2019 Source: Vision Africa, Media Metrics Report 2010
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Hitradio Namibia 2019_8

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