South Africa, Nov. 13 -- BrandMapp tracks attitudes, behaviours and lifestyles of middle-and-top-income South African consumers living in households earning R15 000+ monthly incomes. The top-earning 30% represent 12 million individuals who pay 100% of the personal tax in SA.

BrandMapp's director of storytelling, Brandon de Kock says, "Using the same survey questions, we have now built a base of around 12,500 BrandMASS respondents, weighted to represent around 13.4 million adults who, while living in households earning less than R15,000 a month, are digitally active and tech-enabled. The only thing barring them from behaving exactly like the consumer class is their level of income. What this means is that for the first time, the consumer ...