As part of the research, it surveyed 2,100 people aged 16-55 among audiences that watch non-fiction content in the selected countries. The results were supplemented with ten media diaries, enabling respondents to describe their feelings and opinions better, as well as with in-depth interviews with a panel of scientists and reputed authors.
The research results captured in The Age of Curiosity Report identify trends in consumer behaviour and their impact on the media industry. According to the study, 60% of South Africans will not be satisfied unless they learn something new every day.
Findings reveal that satisfying this hunger for knowledge is easier now than it has ever been, due to the wide access to information and advancements in technology. Therefore, in today’s world, knowledge and information are no longer exclusive or overwhelming.
As with the other nations surveyed, the majority (91%) of South Africans feel a buzz when learning new things. The survey revealed that South Africans like to learn socially, activating the Phone a Friend mode (reaching out to a friend or even a stranger who can provide more colour or better contextualise to find an answer) more frequently than most nations participating in the survey (apart from Saudi Arabians at 54%.)
Only 17% of South Africans look for knowledge without a specific interest in mind, whilst 16% go over familiar information and like to learn by experiencing the world. Despite the natural curiosity of locals, 88% of South Africans think they have a good general knowledge. This is the highest percentage amongst the surveyed countries, closely followed by Poles (86%), Romanians and Saudis (84%).
