FAS Location
Experian’s Financial Affluence Segmentation (FAS) Location solution empowers you to supporting audience planning, location analysis, and campaign strategy based on their financial and lifestyle characteristics and locate where they live.
Our FAS Location tool is designed to go beyond segmentation, enabling targeted marketing to consumers across South Africa, segmented into 6 Groups and 30 Types, each with distinct financial, risk, geo-spatial and lifestyle profiles.
Key Features
What FAS Location Provides
Available in Tableau® dashboards, FAS Location breaks down demographics such as age, property ownership, income and lifestyle for specific suburbs, providing a granular view of your target area. For instance, in Bryanston, Johannesburg, FAS Location reveals insights on home and vehicle finance, directorship of registered legal entities such as small businesses and other characteristics.
Why Choose FAS Location?
- Targeted Marketing: Pinpoint demographics for billboards, digital ads, or localised in-store promotions.
- Optimal Stock Management: Tailor stock or products based on demographic needs, optimising branch performance.
- Strategic Site Selection: Identify the most promising locations for future branches based on local customer data.
- Easy Navigation: You can easily and intuitively interrogate the data by accessing the platform with your unique username and password.
FAS Groups and Their Attributes (based on 2020 insights)
Group |
Avg. Monthly Income |
Average Age |
Property Ownership |
Luxury Living |
R59,000 |
44 |
79% |
Aspirational Achievers |
R27,400 |
42 |
51% |
Stable Spenders |
R13,000 |
33 |
11% |
Money-Conscious Majority |
R7,700 |
51 |
25% |
Laboured Living |
R4,800 |
34 |
3% |
Yearning Youth |
R4,600 |
26 |
<1% |
Explore more data on your audience's distribution with FAS Location’s subtypes and detailed breakdowns for better decision-making.
Who Should Use FAS Location?
- Marketing Teams and Agencies: Craft targeted marketing messages, refine designs, and select audiences based on area demographics.
- Retailers: Adjust stock and advertise to match local customer needs.
- Banks and Insurers: Support market planning and product strategy at area level; individual underwriting and affordability decisions remain subject to applicable legal and internal requirements.
- Telcos: Decide on prepaid vs. post-paid offerings according to area-specific demand.
Data Disclaimer
FAS Location aggregates data on area demographics and does not return personal information. Aggregated data should not be the sole determinant in extending credit or products, and an individual’s affordability assessment remains the Credit Provider's responsibility.