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Cape Town - They mostly speak English, a small percentage is aged between 16-24 and very few smoke tobacco regularly or live in a rural area - these are just some of the insights into South Africa's better-off citizens.
A new report released on Monday uncovered the habits, attitudes and product ownership among individuals with a personal income of more than R50 000 per month, before any deductions.
The High Net Worth Individual Report by Effective Measure, Samsung and IAB South Africa was conducted between September and November 2016. The survey is based on the findings of more than 9 000 respondents in South Africa with internet access.
The profile of a South Africa's rich
At 72%, the majority of respondents are males, with females at 28%. English is spoken by 70%, with Afrikaans following at 27%. The bulk fall in the 45-64 age bracket and 1% are aged between 16-24.
Eighty-nine percent of respondents own their own home, with 52% of them living in Gauteng and 1% in a rural area. Of these, 32% have no children.
Pay packages
Here is a breakdown of what respondents earn:
45% earn from 50 000 to R75 000;
24% earn from R75 000 to R100 000; and
31% earn more than R100 000.
At 11%, most respondents follow a career in finance, while 63% have savings and investments in property and 36% own shares.
Top of the list of activities and pastimes is reading at 64%, with travelling third on the log at 56%.
Eighty-five percent subscribe to premium HDTV and 24% have a built-in coffee machine.
Most of them shop for appliances and electronics at Makro, and their favourite appliance and electronic brand is Samsung.
Eighty-seven percent replace their home appliances when they no longer work, whereas 5% replace them when there is new technology or a newer model to buy. Only 1% replace their products annually.
Among respondents, 73% replace their electronic products when they no longer work, 10% replace them when there is new technology or a newer model to buy, and 1% replace their products annually.
Personal care
Twelve percent smoke tobacco on a regular basis, 47% usually conduct a significant search for the best bargain, and 88% believe that brands don't reflect a person's character.
Internet usage
The number one regular online purchase is travel tickets at 53%. Following closely at 52% is tickets for shows or sport events, books at 52%, hotel packages at 49% and food at 11%.
HNWIs regularly use the internet for:
1. Sending and receiving email;
2. Searching;
3. Banking;
4. Reading or accessing current news articles;
5. Travel bookings or arrangements;
6. Reading newspapers or magazines;
7. Checking the weather;
8. Social networking;
9. Accessing maps or directions; and
10. Instant messaging.
Forty-three percent of respondents access the internet using a laptop computer, 23% use a mobile phone, and 21% make use of a desktop computer.
Have a look at these graphs for more detail:
* Considering the spiralling cost of living, do you think a monthly income of R50 000 classifies someone as wealthy? If not, what figure does? Let us know and you could get published.
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