Post on 29-Mar-2015
March 2008
Gauteng Wealth Survey
• Avusa Media, (previously incarnated as Johnnic Media Investments, …, SAAN) has a proven track record among advertising agencies, marketers and media buyers as the media owner that provides credible, regular, up-to-date, solid information on our own and competitive media
• Foundation of solid research is the sample design – random probability ensures reliable tracking and generalisability of data
• As AVUSA titles target primarily LSM 6 to 10, a research programme was initiated in 2007 which would use a solid and reliable random probability sample, drawn from “affluent” suburbs
• What is a “wealthy” individual? What differentiates their consumption of products and media? Where do they shop, what do they wear, how can we communicate with them successfully? Hypothesis that wealthy consumers have a positive mindset resulting in a higher level of engagement with the media, their environment, their acquisition of “things”
Background
• Media Wealth Surveys were conducted in two key areas of interest to Avusa Media - Gauteng and Eastern Cape
• The main marketing objective was to provide media buyers and their clients with current information for media scheduling among adults living in main urban areas
• The research objective was to provide the market place with valid and reliable media consumption for cinema, internet, outdoor, print, (including free sheets and community papers in the relevant areas), radio and television together with branded information on selected product categories that are current or potentially major advertisers in AVUSA publications
• In addition a Wealth Measure or Index was developed to differentiate respondents in terms of their financial status.
• A total sample of 5 000 in Gauteng and 2 000 in Eastern Cape – probability sampling selecting areas of relative financial well being according to personal income (weighted to a population of 2 168 000). Fieldwork – June to August 2007
Background
Some comments about Gauteng Wealth Survey
"In an ever increasingly fragmented media environment, research which offers new and more robust insights is welcomed. It is encouraging that
Media Owners are prepared to invest significant money and resources to providing new market
insights." “What is important about this survey is that AMPS is used as the benchmark against which
the wealth results are measured and the two complement each other. The Wealth Survey also
highlights the debate around the issue of how large the affluent black middle class is. However, one has to bear in mind that this is the first time this survey has been produced. Had a survey of this nature been conducted pre-1994, we would be able to track the growth of affluence among blacks more accurately.
This survey does not provide historical comparisons; it merely demonstrates the current scenario.“ Gordon
Patterson: Chairman of the media industry body AMF and managing director of Starcom
“It suggests to me that we are going in the right direction — normally, it takes a generation for people
to move from middle class to upper middle class,” Saki Macozoma (The Times 20th February)
Demos of Gauteng Wealth vs National Currency - AMPS
%
%
Demos of Gauteng Wealth vs. National Currency - AMPS
Top Ten Newspapers Read - % Reach
%
Business/Finance Magazines (AIR)
‘000
General Interest Magazines (Average Issue Readership)
‘000
Home/Gardening Magazines (Average Issue Readership)
‘000
‘000
Men’s/Sport Magazines (Average Issue Readership)
‘000
Motoring Magazines (Average Issue Readership)
‘000
Women’s Magazines (Average Issue Readership)
‘000
Health/fitness Magazines (Average Issue Readership)
‘000
Travel Magazines (Average Issue Readership)
• Bearing in mind that The Times was only launched in June 2007 and the research was completed in the second half of last year the results are very positive.
• Those who have ever read = 425 000 • 94% fall into LSM 7-10; 64% into LSM 9-10• 58% White, 34% Black • 51% Male, 49% Female • 70% aged 35+ • 65% have a tertiary education
• One in two come from households with an income in excess of R20 000
• 57% are economically active • 37% have read an average of five out of five
issues• Nine in ten read The Times on the issue day
only – good for same day response• 94% read the title between 8am and 2pm• Close on 9 in 10 read The Times at home
TV Channels watched in past 7 days (by percentage)
%
Radio Stations listened to in past 7 days (by percentage)
%
INTERNET
Internet Usage
%
Rebased on those who have accessed internet in past 4 weeks
493 000 have accessed internet in past 4 weeks
Internet Access from…
%814 000 people read Sunday Times, The Times, Sowetan and/or Sunday World
6% of AVUSA readers have an ADSL line
3% have broadband wireless technology
AVUSA Readers who access the Internet …
%Rebased on those who access the internet
Wealth Measure (WM)A-H by those who have accessed the internet in the past four weeks
%WM-A – most prosperous groupWM-H – least prosperous group
WEALTH MEASURE
• A composite measure based on a number of wealth variables (using Principle Components Analysis – like LSMs)
• Number of cars, type of car, car price, property value, household contents, collectables, cash on hand, business value if sold, expenditure on watch, jewellery, perfume, handbag, sunglasses determinants of cluster into which respondent will classified
• Gauteng Wealth Survey respondents divided into 8 approximately equal groups of increasing prosperity – – WMh = least prosperous– WMa – most prosperous
Wealth Measure definition
Wealth Measure definition
Wealth Measure (WM)A-H by monthly Household income
WM-A – most prosperous groupWM-H – least prosperous group
Wealth Measure (WM)A-H by monthly Personal income
WM-A – most prosperous groupWM-H – least prosperous group
WEALTH MEASURE A(Most Prosperous Group)
• Average age of 45• 36% work for a corporation; 20% have their own
business• 57% are male• Average HH income of R65 063• Average Personal income of R33 558• 53% English as home language; 34% Afrikaans;
13% any Black language• 70% married• 55% have a post-matric qualification• 28% are studying towards a further qualification• 94% claim not to be emigrating in the next 12
months (pre-Polokwane, pre-blackouts)• 18% enjoy visiting game farms
Demographics of WM-A consumers
• 32% engage in some form of exercise (in total)• 26% belong to a gym/health club• 13% enjoy watching sport at the match venue• 10% play golf• 8% cycle• 5% ride horses• 3% do fly-fishing• 3% meditate or engage in some form of spiritual
relaxation technique• 20% go to the movies• 16% enjoy attending concerts, opera, ballet, theatre• 19% enjoy interior decorating or renovating• 17% have an interest in cars or bikes• 9% enjoy gambling at a casino
Demographics of WM-A consumers
Wealth Measure WM-A by weeklies
28
13
7 7 7 7 7
4 4 4
Sunday Times Rapport Beeld-Naweek Mail & Guardian Saturday Star City Press Saturday Star Sunday World SundayIndependent
CitizenWeekend
%
Wealth Measure WM-A by dailies
25
18 17 16
11
7 6 5
Business Day The Times The Star Citizen Beeld Pretoria News Sowetan Daily Sun
%
Wealth Measure WM-A by TV Stations
63
5754 54
40
SABC 3 e-tv Any DStv SABC 2 SABC 1
%
Wealth Measure WM-A by Radio Stations
43
34
25
1915
1311
9 85
HighveldStereo
Jacaranda 5FM Talk Radio702
Classic FM Mero FM RSG Kaya-FM Safm Y-fm
%
Activities most enjoyed by WM-A sector
22
24
24
29
31
35
38
42
43
57
69
19
21
13
31
26
39
42
40
46
54
62
70
56
Using a PC at home
Gardening
Surfing the net
Cooking/creating intersting dishes
Dining out
Listening to DVDs
Watching DVDs
Watching sport on TV
Reading magazines
Reading newspapers
Listen to the radio
Watching TV
WM-A Total Pop%
FINANCIAL WELL-BEING
Financial Well-being/Wealth Manifestation
%
PERSONAL WELL-BEING
Personal Well-being
%
SOUTH AFRICAN WELL-BEING
South African Well-being
%
OPTIMISM INDEX
Composite of:
• Personal WellbeingPersonal Wellbeing
• Financial WellbeingFinancial Wellbeing
• Personal AchievementPersonal Achievement
• South African WellbeingSouth African Wellbeing
Optimism Index
Four levels:• Very Optimistic
(513,629 - 24%)
• Optimistic (568,912 – 26%)
• Neither Optimistic nor Pessimistic (526,349 – 24%)
• Pessimistic (559,295 – 26%)
Optimism Index
WM H WM G WM F WM E WM D WM C WM B WM A
0
10
20
30
40
50
60
70
80
90
100
Pesimistic Neither pesimistic noroptimistic
Optimistic Very Optimistic
<= -1.78 -1.77 - -1.10 -1.09 - -.62 -.61 - -.32 -.31 - -.08 -.07 - .35 .36 - 1.30 1.31+
Optimism by wealth
PRODUCT INFORMATIONFinancial Information
PRODUCT INFORMATIONBanking
Financial Services Make Use Of
%
Banking Group Used
%
Of those who are banked…
%
Base – 1 724 000 (80%) are banked
Types of accounts among those who are banked…
%
Base – 1 724 000 (80%) are banked
How easy is it to get credit?
%
Base – 1 724 000 (80%) are banked
Prevalence of credit cards
%
Base – 370 000 (21%) have credit cards
Brokers/advisors
%
Base – 1 724 000 (80%) are banked
Retail Store cards and Medical Aid Schemes
%
How optimistic are those who are banked?
%
Optimism is a composite measure derived from scores obtained on personal well-being, financial well-being, South African well-being and personal achievement
PRODUCT INFORMATIONLoyalty Programmes
Loyalty Programmes
%
PRODUCT INFORMATIONInvestments
Investments personally have
%
Base - 512 000 (24%) who have some type of investment
vs 72% (AMPS 2006/7-Gaut)
Investments
%
Rebased on those who have any investments (512 000 – 24%)
Details of shares
%
Rebased on those who have any investments (512 000 – 24%)
Details of property ownership
%
Rebased on those who have any investments (512 000 – 24%)
Average value of property (R)
‘000
30% do not have this asset
Average value of vehicles/boats (R)
‘000
30% do not have this asset
Average value of household contents/jewellery (R)
‘000
35% do not have this asset
Average value of collectables (art, antiques, coins etc) (R)
‘000
58% do not have this asset
Average value of investments/policies (R)
‘000
38% do not have this asset
Average value of cash (R)
‘000
35% do not have this asset
Average value of business (R)
‘000
67% do not have this asset
PRODUCT INFORMATIONInsurance
Policies personally have
%
Insurance Products
%
Insurance Company Used - long term insurance
%
Rebased on those who have any long term insurance (1 042 000 – 48%)
Insurance Company Used - long term insurance
%
Rebased on those who have any long term insurance (1 042 000 – 48%)
Insurance Company Used - short term insurance
%
Rebased on those who have any short term insurance (230 000 – 11%)
Insurance Company Used - short term insurance
%
Rebased on those who have any short term insurance (230 000 – 11%)
PRODUCT INFORMATIONCell-Phones
Number of Cellphones/bills personally pay for
16
49
12
25
7
14
20
32
17
10
2+ pre-paid bills resp for
One pre-paid bill resp for
2+ contract bills resp for
One contract bill resp for
5+ cells in HH
4 cells in HH
3 cells in HH
2 cells in HH
1 cell in HH
Cells in HH-None
%
vs. 14% (AMPS Gauteng 2006/7)
Cellphone detail
55
23
2
76
1
6
27
45
78
Prepaid
Contract
Company Maintained
Privately Maintained
Virgin Mobile
Cell C
MTN
Vodacom
Personally have a cellphone
%
vs 69% (AMPS Gauteng 2006/7)
vs. 39% (AMPS 2006/7)
vs. 25% (AMPS 2006/7)
vs. 4% (AMPS 2006/7)
vs. 12% (AMPS 2006/7)
vs. 56% (AMPS 2006/7)
Cellphone usage and AVUSA readers
29
56
28
2
82
1
7
30
46
84
22
55
23
2
76
1
6
27
45
78
Hands free kit
Prepaid
Contract
Company Maintained
Privately Maintained
Virgin Mobile
Cell C
MTN
Vodacom
Personally have a cellphone
Total sample
AVUSA Readers
%
681 000 (84%) readers of AVUSA readers also have cellphones
Makes of Cellphones and AVUSA readers
3
5
15
18
56
3
6
15
19
54
LG
Sony Ericsson
Motorola
Samsung
Nokia
Total sample
AVUSA Readers
%
681 000 (84%) readers of AVUSA readers also have cellphones
AVUSA readers have a monthly cell expenditure of R294
24 000 (4%) of AVUSA readers have a cellphone as a company benefit and 8 000 (1%) receive a cellphone allowance from their company
Wealth Measure (WM)A-H by those who have cellphones
11 1110
11 1112
109
WM-A WM-B WM-C WM-D WM-E WM-F WM-G WM-H
%WM-A – most prosperous groupWM-H – least prosperous group
PRODUCT INFORMATIONLuxury Appliances in Household
Luxury Appliances in Household - ranked
6
15
19
20
57
72
40
51
48
21
69
80
73
80
15
18
28
38
40
55
63
74
Dishwashing machine
LCD/Plasma TV
Tumble Dryer
Home security
Laptop/pc
Home Theatre System
DVD Player
Hi-fi Music Centre
AMPS Gauteng 2006/7 Gauteng Wealth HH Income R30 000+ Gauteng Wealth Total
%
Luxury Appliances Personally Own - ranked
4
4
12
23
33
48
63
8
5
14
25
42
46
72
Palm Held Device
Hand-held portable TV
Portable DVD player
IPOD/MP3/iRiver
Memory stick/flash-stick
Blue Tooth
Digital camera
Gauteng Wealth Total Gauteng Wealth HH Income R30 000+
%
Base - 803 000 (37%) who personally own electronic equipment
AVUSA Readers who have electronic goods - ranked
1223
66
11111213
1620
2224
2829
4063
6576
1222
45
9910111213
1818
2326
5563
74
Skype/VOIP
Hand-held portable TV
Palm Held Device
Broadband w ireless
ADSL line
Portable DVD player
Sony Playstation
IPOD/MP3/iRiver
Car TV/DVD player
Video camera
Memory stick
Laptop/electronic notebook
Blue Tooth
LCD/plasma TV
Digital camera
Home security system
PC desktop
Home Theatre system
DVD player
HiFi Music Centre
AVUSA readers Total sample
%
Wealth Measure (WM)A-H by those who have any electronic device in HH
11 1110 10 10
1110 10
WM-A WM-B WM-C WM-D WM-E WM-F WM-G WM-H
%WM-A – most prosperous groupWM-H – least prosperous group
PRODUCT INFORMATIONMotor Vehicles
Make of Motor Vehicle
923344566777
1623
3148
89
Other
Renault
Fiat
Audi
Hyundai
Honda
Mazda
Ford
Mercedes Benz
Opel
Nissan
BMW
VW
Toyota
German marque
Pers Own a vehicle
Vehicle in HH
%1 041 000 (48%) personally own a
motor vehicle; 1 923 000 (89%) have at least one vehicle in
their household
Rebased on those who personally own a motor vehicle
vs. 29% (AMPS Gauteng 2006/7)
vs. 46% (AMPS Gauteng 2006/7)
Year of Manufacture/New or used
42
58
36
17
10
16
15
7
Previously owned
New
1999 or earlier
2000-2003
2004
2005
2006
2007 %
Rebased on those who personally own a motor vehicle
vs 45% (AMPS Gauteng
2006/7)
Two in three of Sunday Times Readers bought their
vehicle new
Of those who personally own their own vehicle…
97
3
2
2
7
6
82
22
46
32
2
1
1
7
6
85
18
43
39
98Personally owned
Company-owned
Kombi/minibus
2-seater sports car
Bakkie 2/4-wh drive
4-wheel drive
Car
Three+-veh-HH
Two veh-HH
One veh-HH
Total who pers own veh
AVUSA readers
%
Rebased on those who personally own a motor vehicle
Of those who personally own their own vehicle…
96
71
13
56
76
14
50
95Wholly/partly resp-
veh purchasedecision
Undecided whenwill replace veh
Purchase price -R450 000+
Veh recoverysystem
Total who pers own veh
AVUSA readers
%
Rebased on those who personally own a motor vehicle
Average Vehicle Purchase Price = R196 100Average Vehicle Purchase Price – AVUSA readers =
R201 400
How optimistic are those who personally own their own vehicle?
20
23
27
30
16
24
28
27
Pessimistic
Neither
Optimistic
Very optimistic
Total pop-pers own veh AVUSA readers and Pers own vehicle
%
Optimism is a composite measure derived from scores obtained on personal well-being, financial well-being, South African well-being and personal achievement
Wealth Measure (WM)A-H by those who personally own a vehicle
1718
16
910
16
11
3
WM-A WM-B WM-C WM-D WM-E WM-F WM-G WM-H
%WM-A – most prosperous groupWM-H – least prosperous group
PRODUCT INFORMATIONTravel
Travel in past 12 months
22
11
3
6
18
7
9
15
Stayed hotel/B&B-Total
Hired a car-Total
Travelled by air outsideSA-Total
Travelled by air in SA-Total
SABRE 2007 AMPS 2006/7 Gaut* Gauteng Wealth
%
13% booked airline tickets/travel package using the internet in the past four weeks
Base: those who have traveled in past 12 months (637 000)
57
22
23
10
30
44
22
28
50
29
19
9
32
41
26
29
53
21
18
10
26
41
18
21
55
17
18
8
24
41
14
18
Stayed hotel/B&B-Pers
Stayed hotel/B&B-Bus
Hired a car-Pers
Hired a car-Bus
Flew outside SA-Pers
Flew in SA-Pers
Flew outside SA-Bus
Flew in SA-Bus
R30000HH+ AVUSA&R30000HH+ AVUSA readers Those who travel-p12m
%
20% of AVUSA readers whose HH income exceeds R30 000 have used the internet in the past 4 weeks to purchase air tickets or travel packages
How optimistic are those who travel?
26
24
26
24
12
26
31
32
Pessimistic
Neither
Optimistic
Very optimistic
Total pop Travel-p12m
%
Optimism is a composite measure derived from scores obtained on personal well-being, financial well-being, South African well-being and personal achievement
Wealth Measure (WM)A-H by those who have traveled in the past 12 months
21
17
1412
10 108
3
WM-A WM-B WM-C WM-D WM-E WM-F WM-G WM-H
%WM-A – most prosperous groupWM-H – least prosperous group
INTERNET
Internet Usage
4
10
12
63
4
6
8
9
11
21
22
19
23
None of these
Watched TV online
Read a weekly online
Read a mag online
Listened to radio online
Read a daily online
Read current news online
Sent/received email p7d
Accessed internet in p7d
Accessed internet in p4w
AMPS 2006/7 Gauteng Wealth survey
%
Rebased on those who have accessed internet in past 4 weeks
493 000 have accessed internet in past 4 weeks
AVUSA Readers who access the Internet …
1
3
6
6
6
8
9
9
11
13
15
19
22
24
45
68
69
2
3
5
7
6
7
7
8
10
14
13
20
19
23
42
64
70
Gambling
Download a podcast
Purchase groceries
Dating
Access/contribute to blogs
Purchase CDs/DVDs
Share trading
Purchase books
Make a cinema/theatre reservation
Games
Purchase air tickets
Directory services
Music downloads
Chat
Banking
Research/obtaining info
Readers of AVUSA titles Total sample
%Rebased on those who access the internet
PRODUCT INFORMATIONRetail
Retail Outlets used in past 4 weeks – food/groceries/toiletries
21
1
1
6
5
6
10
8
25
32
23
5
9
9
14
18
19
27
28
30
31
56
62
Makro
Pick n Pay Family Store
Clicks
Woolworths
Checkers
Checkers/Hyperama
Spar
Pick 'n Pay Supermarket
Pick 'n Pay Hyper
Shoprite
Checkers/Shoprite Total
Pick 'n Pay Total
Gauteng Media Wealth
AMPS-Gauteng Only
%
7
8
11
20
21
21
26
28
33
34
55
70
5
9
9
14
18
19
27
31
28
30
56
62
Makro
Pick n Pay Family Store
Clicks
Woolworths
Checkers
Checkers/Hyperama
Spar
Shoprite
Pick 'n Pay Supermarket
Pick 'n Pay Hyper
Checkers/Shoprite Total
Pick 'n Pay Total
Total Pop
AVUSA Readers
%
Retail Outlets used in past 4 weeks – food/groceries/toiletries
Clothing stores used- past 3 months
4
5
3
5
9
6
16
9
9
20
4
6
6
7
8
11
12
14
18
24
Pep
Markhams
Totalsports
Foschini
Ackermans
Truworths
Jet
Mr Price
Woolworths
Edgars
Gauteng Media Wealth
AMPS 2006/7 Gauteng
%
121 000 (6%) have a My School card
341 000 (16%) belong to a retail club
525 000 (30%) have a retail store card
Clothing stores used- past 3 months
4
5
5
6
6
11
11
12
12
16
19
21
33
41
4
2
3
4
3
8
6
6
7
12
14
11
18
24
Pep
Queenspark
Stuttafords
Legit
Miladys
Ackermans
Totalsports
Markhams
Foschini
Jet
Mr Price
Truworths
Woolworths
Edgars
Total pop
AVUSA readers who boughtclothing-p3m
%
569 000 (70%) AVUSA readers have bought clothing or shoes in the past three months
How optimistic are those who have bought clothing/shoes – p3m?
16
26
29
29
22
25
28
25
26
24
26
24
Pessimistic
Neither
Optimistic
Very optimistic Total pop
Those who have bought clothing/shoes
AVUSA readers who have boughtclothing/shoes
%
Optimism is a composite measure derived from scores obtained on personal well-being, financial well-being, South African well-being and personal achievement
Furniture/appliance stores used- p12m
1
2
2
2
2
2
2
3
3
4
Mr Price Home
Joshua Doore
Hyperama House & Home
At Home
Bradlows
Geen & Richards
Morkels
Furniture City
HiFi Corp
Game
%
Furniture/appliance stores used- p12m
4
4
5
6
9
5
8
8
10
9
13
14
1
1
1
2
2
2
2
2
2
3
3
4
Dion
Boardmans
Mr Price Home
Joshua Doore
Hyperama House & Home
At Home
Bradlows
Geen & Richards
Morkels
Furniture City
HiFi Corp
Game
AVUSA Readers who have bought furn/appl Total Pop
%266 000 (33%) AVUSA readers have bought furniture or appliances in the past twelve months
How optimistic are those who have bought furniture/appliances – p12m?
14
24
28
33
17
25
29
29
26
24
26
24
Pessimistic
Neither
Optimistic
Very optimistic Total pop
Bought furn/appl
AVUSA readers who have boughtfurn/appl
%
Optimism is a composite measure derived from scores obtained on personal well-being, financial well-being, South African well-being and personal achievement
Computers/electronic goods- p12m
1
1
1
1
1
2
2
3
4
4
OK Furniture
Stax
Clicks
Pick n Pay Hyper
Hyperama House & Home
Dion
Makro
Incredible Connection
HiFi Corp
Game
%
Computers/electronic goods- p12m
3
3
4
5
7
7
9
9
17
23
25
1
1
1
1
1
1
2
2
3
4
4
OK Furniture
Electric Express
Clicks
Pick n Pay Hyper
Stax
Hyperama House & Home
Dion
Makro
Incredible Connection
Game
HiFi Corp
AVUSA readers who bought comp/electronic goods Total Pop
%
186 000 (23%) AVUSA readers have bought computers or electronic goods in the past twelve months
How optimistic are those who have bought computers/electronic goods – p12m?
13
26
27
34
16
26
29
29
26
24
26
24
Pessimistic
Neither
Optimistic
Very optimistic Total pop
Bought computers/electronic goods
AVUSA readers who have boughtcomp/elec goods
%
Optimism is a composite measure derived from scores obtained on personal well-being, financial well-being, South African well-being and personal achievement
Wealth Measure (WM)A-H by those who have bought computers or electronic goods in p12m
18
15
9
11 11
14
9
5
WM-A WM-B WM-C WM-D WM-E WM-F WM-G WM-H
%WM-A – most prosperous groupWM-H – least prosperous group
Watches/jewellery- p12m
5
2
2
6
6
6
13
15
4
3
14
18
13
31
6
2
2
6
7
7
11
3
1
1
3
4
3
7
Other outlet
Direct sales
Independentjeweller
Sterns
Edgars
Arthur Kaplan
American Swiss
Total Pop
AVUSA Readers/bought jewellery
Those who have bought jewellery
R30 000+ HH
%
(317 000) 39% of AVUSA readers have purchased
jewellery/watches in the past 12 months
Wealth Measure (WM)A-H by those who have bought jewellery in p12m
17 17
12
1415
13
8
3
WM-A WM-B WM-C WM-D WM-E WM-F WM-G WM-H
%WM-A – most prosperous groupWM-H – least prosperous group
How optimistic are those who have bought jewellery/watches – p12m?
13
20
31
37
26
24
26
24
Pessimistic
Neither
Optimistic
Very optimistic
Those who have bought jewellery Total pop
%
Optimism is a composite measure derived from scores obtained on personal well-being, financial well-being, South African well-being and personal achievement
March 2008
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