The market CapeTalk serves is Greater Cape Town including Somerset West, Stellenbosch, Strand, Paarl and Wellington. The Western Cape currently boasts a population of 2,8 million in the metropolitan area and this is projected to grow to 4.3 million by 2005.
Influential Affluents are the most urbanised of all groups and are predominantly white.
Established Affluents are predominantly Coloured. In conclusion, the market is overall very affluent market with the means to purchase luxury items. As a result AMPS 2000A forms a new benchmark. The use of these new base population figures affect the data presented, in terms of actual numbers of people within certain groups or segments. Therefore no direct comparisons can be made with previous surveys.