South Africa, March 31 -- Roots, South Africa's leading urban, community-level, quantitative survey, canvased the opinions of 25 000+ decision makers in 107 communities last year. Of those respondents, 41% were fluent in Afrikaans.

Those consumers weren't only united by language; they were also predominantly middle- and high-income earners (69% were LSM 9 and 10) and were clustered in similar geographical areas (70% were in Gauteng and the Western Cape).

As a geographical targeting tool, Roots helps marketers and advertisers identify where real opportunities lie, as well as the possibilities of reaching those consumers in their home language. For example, out of the 29 high-incidence Afrikaans-speaking areas identified by Roots, 83% of ...