south africa segment report

SOUTH AFRICA SEGMENT REPORT
– LSM 6 (MASS MARKET) –
COMPILED: MARCH 2012
©Analytix Business Intelligence 2012
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REPORT OVERVIEW
This 91 page PowerPoint report examines the LSM 6 segment of South Africa and provides a comprehensive profile of the
LSM 6 segment (mass market). In 2011, 21% of all South African adults lived in households classified as LSM 6, representing
6.9 million adults (16+ years) – by far the largest LSM group in South Africa. The segment had grown from 17.3% in 2006,
mainly emerging from the LSM 3-5 segments.
LSM (the Living Standards Measure) has become the most widely used marketing research tool in South Africa by measuring
the material affluence of households (rather than individuals) and dividing the population into 10 groups, 10 (highest) to 1
(lowest). The consumer analysis is based on an annual consumer survey among a nationally representative sample of 25,000
people - All Media and Products Survey conducted by the South African Advertising Research Foundation.
Some of the key questions the report will help you to answer are:
What are the geo-demographic trends (2009-2011) for LSM 6? e.g. age, gender, lifestage
Who are LSM 6? e.g. age, gender, race, life-stage, geographics
How do you engage with them? e.g. lifestyle, cellphone, Internet, sports, music interests
What media do you use to communicate to them? e.g. Online Media, TV, radio, newspapers, magazines
What are the important consumer trends that should be included in your business strategy?
The comprehensive report includes geo-demographic trends (2009-2011), as well as a detailed segmentation according to
gender and age (15-24, 25-34, 35-49, 50+) making it the perfect reference report for anyone who wants to understand this
segment of the market.
Why purchase this market research report?
The report focuses on consumer-based intelligence – the most valuable brand asset
Provides a comprehensive analysis of the “big picture” with consumer/market trends
91 page PowerPoint report with >100 charts, graphs, and tables
Salient points and key insights are highlighted and summarised in comment boxes on each page
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©Analytix Business Intelligence 2012
www.analytixbi.com
SCREENSHOTS FROM REPORT
91 page report with >100 charts, graphs, tables and insights
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©Analytix Business Intelligence 2012
www.analytixbi.com
SAMPLE FROM REPORT
LSM 6 HOME LANGUAGE TRENDS 2009 - 2011
Home Language Profile Trends - LSM 6
Other
1%
1% 2%
3%
3%
12%
1%
Ndebele
90%
2%
2%
3%
12%
80%
11%
11%
70%
13%
Tsonga
9%
9%
8%
Tswana
15%
15%
15%
South Sotho
22%
22%
24%
20%
7%
7%
10%
15%
13%
5%
13%
100%
1%
60%
50%
40%
2%
30%
3%
3%
12%
Swazi
Venda
North Sotho
Xhosa
Zulu
English
0%
2009
2010
Afrikaans
2011
Afrikaans
English
Zulu
Xhosa
North Sotho South Sotho Tswana
Tsonga
Venda
Swazi
Ndebele
Other
2009
913 065
416 539
1 365 346
890 637
566 067
666 291
748 823
168 956
82 486
148 879
93 242
26 088
2010
921 998
477 904
1 538 917
1 018 694
598 606
782 728
844 207
218 647
166 466
205 496
83 963
33 303
2011
941 294
380 191
1 695 530
1 059 270
564 039
938 806
820 928
235 002
131 323
208 992
97 445
55 335
Between 2009 and 2011, the percentage of English and Afrikaans home-language speakers in LSM 6 had declined marginally, whilst
the proportion of Zulu and South Sotho home-language speakers had increased slightly.
Source: AMPS 2009B - 2011A (Adults 15+ years)
Sample sizes LSM 6: 5 228 (2009), 5 212 (2010), 5 198 (2011)
Note: all figures are based on weighted figures
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©Analytix Business Intelligence 2012
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SAMPLE FROM REPORT
CELLULAR NETWORK PROVIDER
Network Provider - Male
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
25%
38%
40%
34%
Vodacom
Virgin Mobile
41%
12%
M LSM 6 1524yrs
41%
8%
M LSM 6 2534yrs
39%
7%
M LSM 6 3549yrs
MTN
33%
Cell C
7%
MTN was the most popular
network among 15-34 year old
males in LSM 6.
Vodacom had the largest share
among males over the ages of 34
years.
Cell C was more popular among
the younger males.
M LSM 6 50+ yrs
Network Provider - Female
MTN was the most popular
cellphone network among 15-49
year old females.
100%
80%
28%
40%
39%
60%
40%
33%
42%
43%
41%
11%
7%
10%
F LSM 6 1524yrs
F LSM 6 2534yrs
Source: AMPS 2011A (Adults 15+)
Sample size: 25 160 (Total); 5 198 (LSM 6)
Note: All figures are based on weighted data
F LSM 6 3549yrs
Virgin Mobile
MTN
30%
20%
0%
Vodacom
5%
Cell C
Vodacom had the greatest share
among female users over the ages
of 50 years.
Cell C was more popular among
females under the ages of 50
years.
F LSM 6 50+ yrs
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©Analytix Business Intelligence 2012
www.analytixbi.com
SAMPLE FROM REPORT
EDUCATION LEVEL PROFILE
Education Level - Male
100%
80%
1% 1%
1%
1%
6%
8%
41%
34%
2%
M LSM 6 1524yrs
1%1%
M LSM 6 2534yrs
6%
2%1%
University Degree
Matric
Some High School
41%
53%
20%
Other Post Matric
Technikon Dip/Degree
45%
40%
0%
1% 4%
4%
16%
37%
49%
60%
2% 6%
7%
16%
Primary School Complete
10%
3%
Some Primary School
M LSM 6 35- M LSM 6 50+
49yrs
yrs
Over half (53%) of 15-24 year-old
males living in LSM 6 households
had some High School and 41%
had completed a Matric.
Among 25-24 year olds, nearly half
had completed Matric and 34% had
Some High School education.
None
Education Level - Female
100%
80%
1% 1%
1%
6%
6%
43%
31%
51%
57%
60%
40%
20%
1%
F LSM 6 1524yrs
28%
1%
F LSM 6 2534yrs
Source: AMPS 2011A (Adults 15+)
Sample size: 25 160 (Total); 5 198 (LSM 6)
Note: All figures are based on weighted data
Other Post Matric
University Degree
Technikon Dip/Degree
Matric
48%
53%
0%
6%
4% 1%
2%
2%
9% 1%
6%
3%
F LSM 6 3549yrs
18%
14%
4%
F LSM 6 50+
yrs
Some High School
Primary School Complete
Some Primary School
None
Over half (53%) of 15-24 year-old
females in LSM 6 had Some High
School and 43% who had
completed a Matric.
Among 50+ year olds, just over
one-third of females had completed
some Primary School or attended
some Primary School without
completing, which indicates a low
education level among this group
of elderly females.
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©Analytix Business Intelligence 2012
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SAMPLE FROM REPORT
RADIO STATIONS (PAST 7 DAYS): FEMALE
F 15-24 LSM 6
F 25-34 LSM 6
Metro fm
28%
Metro fm
31%
Ukhozi FM
16%
Ukhozi FM
18%
Lesedi FM
13%
Lesedi FM
18%
Umhlobo Wenene FM
13%
Umhlobo Wenene FM
16%
5fm
Gagasi 99.5(P4 Radio
Durban)
10%
Motsweding FM
13%
Thobela FM
9%
YFM 99.2
9%
95.9 Kaya FM
8%
Motsweding FM
8%
7%
Thobela FM
7%
94.2 Jacaranda
Gagasi 99.5(P4 Radio
Durban)
Ligwalagwala FM
7%
YFM 99.2
6%
9%
F 35-49 LSM 6
Metro FM had the highest listenership
among females aged 15-34 in the LSM 6
household group.
Lesedi FM had the highest listenership
among females aged 35 and older.
6%
F 50+ LSM 6
Lesedi FM
19%
Lesedi FM
18%
Metro fm
18%
Ukhozi FM
18%
Ukhozi FM
17%
Thobela FM
12%
Umhlobo Wenene FM
14%
Umhlobo Wenene FM
11%
Motsweding FM
12%
Motsweding FM
11%
Thobela FM
12%
Metro fm
8%
95.9 Kaya FM
Gagasi 99.5(P4 Radio
Durban)
7%
Radiosondergrense
7%
6%
5%
Ligwalagwala FM
6%
Ligwalagwala FM
Gagasi 99.5(P4 Radio
Durban)
94.2 Jacaranda
5%
Ikwekwezi FM
3%
Source: AMPS 2011A (Adults 15+)
Sample size: 5,198 (see beginning of section for sample breakdown)
Note: All figures are based on Respondent Observations numbers;
3%
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©Analytix Business Intelligence 2012
www.analytixbi.com