Storyteller_AMPS (Jan - Dec 2013)

Pioneering media innovation in Africa

AMPS (Jan – Dec 2013)


All Respondents Resp: 25 444 SA Aud: 37 214 (000)

Median HH Income 6 466Median Personal Income 3 017

Average Age 38

Mind/Body

% Split by RACE % Split by HOME LANGUAGE (Most)

0%10%20%30%40%50%60%70%80%90%

100%

Black Coloured Indian White0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

ENG AFR Z.X.S.N S.T.T.V

%Split/Index by RELIGION %Split/Index by AGE

020406080100120

0%2%4%6%8%

10%12%14%16%

Angl

ican

Apos

tolic

Apos

tolic

Fai

th…

Asse

mbl

y of

God

Band

la L

ama…

Bapti

st

Cath

olic

/…

Cong

rega

tiona

l

Dut

ch R

efor

med

Ethi

opia

n

Gre

ek O

rtho

dox

Hin

duis

m

Isla

m

Jeho

vah

Witn

ess

Juda

ism

Luth

eran

Met

hodi

st

Pent

ecos

tal/

Ch…

Pres

byte

rian

Seve

nth-

day…

Zion

Chr

istia

n

Oth

er F

aith

No

Relig

ion

Refu

se

0

20

40

60

80

100

120

0%

5%

10%

15%

20%

25%

30%




Average Age 38

Mind/Body

%Split/Index by EDUCATION LEVEL ACHIEVED

020406080100120

0%5%

10%15%20%25%30%35%40%45%

%Split by GENDER%Split/Index by LIFESTAGE

0

20

40

60

80

100

120

0%2%4%6%8%

10%12%14%16%18%20%

YoungIndependent

singles

Mature single Young Couples MatureCouples

Young Family Single parentfamily

Mature family

48%52%




Average Age 38

9092949698

100102104106Advertising

BrandingCommunity

Crime

Culture

Education

Employment

Entertainment

Environment

Family

Financial indiscretion

Gender Roles

HealthInformationInnovationLanguageLoneliness

Materialism

Patriotism

Poverty Concern

Relationships

Religion

Shopping

Sport

Status

Technology

TraditionUbuntu

Xenophobia




Average Age 38

Community 1

Community 2· Being part of a community is important to me Community 3· I l ike to know what is happening in my communityCommunity 4· In our community people look out for you because you look out for them Community 5 #N/A

Materialism 1Materialism Materialism 2· I gain confidence from my material possessions Materialism 3· The things a person owns says a lot about how well they are doing in l ife Materialism 4· People who admire those who have expensive homes, cars and clothes Materialism 5· My life would be better if I owned certain things I don't have

Status 1Status Status 2 · It would mean a great deal to me if I could increase my social standing Status 3 · People who keep up with the latest trends, fashions and styles Status 4 · Wearing designer labels improves a person's image Status 5 · I l ike to dress well

Community

Materialism

Materialism is a vital part of the South African psyche. Goods give reassurance of success to self and others.

StatusStatus has become increasingly related to the overt ownership and admiration of material possessions, clothes, housing, jewellery and motor vehicles.

Being a member of a community provides both social and practical benefits.




Average Age 38

LIFESTYLE GROUPS Cell Fundamentals

(BASIC CELL USAGE) Take photos - Download/listen to music - Take

video recordings - Download ringtone - Send MMS - Browse Web - Use IM - Send SMS - Play

games - Send/receive email - Enter competitions - PCMs

0% 5% 10% 15% 20%

Cell Sophisticates

Sports

Gamers

Outdoors

Avid Readers

Traditionals

Cell Fundamentals

Homebodies

Bars & Betters

Showgoers

Gardeners

None

%Split by MARITAL STATUS

54%35%

4%

Single

Married Living Together

Wid.Div.Sep

Mind/Body




Average Age 38

%Split by EMPLOYMENT STATUS

36%

64%

Working (Full/Part/Self-employed)

Not Working at all OR Housewife, Retired,Student

Distants

Distants are marginalised and out of the mainstream of society. They hold old-

fashioned attitudes concerning the roles of men and women. They are concerned about the environment, which is in sympathy with their negative attitude to time, as for them the past held more promise than the future.

They are lonely and this can lead to a need for entertainment. Despite concerns about

employment and poverty, they are materialistic, being both brand as well as

status conscious. They enjoy shopping, which can be combined with a high degree of

financial indiscretion. There is strong support for sport. They are the most Xenophobic of

the five groups.

ATTITUDE GROUPS

0% 5% 10% 15% 20% 25% 30%

Now Generation

Nation Builders

Distants

Rooted

Global Citizens

Distants LSM's 1-5 -Survivors

Distants LSM's 6-10 -Established

None

Mind/Body




Average Age 38

Wealth/Money%Split/Index by HH Income

020406080100120

0%

5%

10%

15%

20%

25%

%Split/Index by LSM Group%Split/Index by LSM

0

20

40

60

80

100

120

0%

5%

10%

15%

20%

25%

LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 100%

10%

20%

30%

40%

50%

60%

Lower (1-4) Mass (5-7) Upper (7-10)




Average Age 38

Wealth/Money

1 Sales Worker Shop Assistant

2 Personal and related Occ n.e.c.

3 Operator Production Worker - Building Construction

4 Domestic Worker-Private HH (Not Farm)

5 Teacher

6 Road Transport Occ

7 Protective Service Occ n.e.c

8 Managerial n.e.c

9 Working Proprietor (Retail Wholesale)

10 Laborer Unskilled Worker n.e.c.

% Column - TOP 10 OCCUPATIONS DETAIL

%Split/Index by MAIN BANK

020406080100120

0%

5%

10%

15%

20%

25%




Average Age 38

66% 51% 12% 5%ATM BRANCH CELLPHONE INTERNET

0%8% 20%MOBIL E BRANCH SUPERMARKET TELEPHONE OTHER

0%

ACCESS TO FINANCE

HAVE NO FINANCIAL POLICIES

67%24 904 000

Wealth/Money




Average Age 38

Wealth/MoneyFINANCIAL POLICIES

HAVE Personal Account with Main Bank NO Personal Account with Main Bank

70%

HAVE Medical Aid HAVE Medical Insurance

13% 4 712 000 2% 918 000

30% 11 158 000

4% 1 641 000 11% 4 041 000HAVE Short Term Insurance Have Life Cover Policy

26 056 000

FINANCIAL POLICIESHAVE Funeral Insurance Endoment Policy

Invest in Stock Exchange

2% 715 000 1% 236 000

28% 10 509 000 3%

Own a Retail Store Card e-Wallet/M-Pesa/Instant Money

12% 4 532 000 14% 5 086 000

995 000Invest in Unit Trusts




Average Age 38

LOCATION/HOME

%Split/Index by PROVINCE

0

20

40

60

80

100

120

0%

5%

10%

15%

20%

25%

30%

Port Natal-Ebhodwe1 Camperdown 12 Port Natal-Ebhodwe12 #N/APort Natal-Ebhodwe2 Chatsworth 13 Port Natal-Ebhodwe13 #N/APort Natal-Ebhodwe3 Durban 14 Port Natal-Ebhodwe14 #N/APort Natal-Ebhodwe4 Inanda 15 Port Natal-Ebhodwe15 #N/APort Natal-Ebhodwe5 Lower Tugela 16 Port Natal-Ebhodwe16 #N/APort Natal-Ebhodwe6 Ndwedwe 17 Port Natal-Ebhodwe17 #N/APort Natal-Ebhodwe7 Pinetown 18 Port Natal-Ebhodwe18 #N/APort Natal-Ebhodwe8 Umbumbulu 19 Port Natal-Ebhodwe19 #N/APort Natal-Ebhodwe9 Umlazi 20 Port Natal-Ebhodwe20 #N/APort Natal-Ebhodwe10 #N/A 21 Port Natal-Ebhodwe21 #N/APort Natal-Ebhodwe11 #N/A 22 Port Natal-Ebhodwe22 #N/A

Port Natal-Ebhodwe

Kwazulu-N

atal




Average Age 38

LOCATION/HOME

0%1%2%3%4%5%6%7%8%9%

Subr

egio

n 1

Subr

egio

n 2

Subr

egio

n 3

Subr

egio

n 4

Subr

egio

n 5

Bloe

m A

rea

East

ern

Free

Sta

te

Gol

dfiel

ds

Nor

ther

n Fr

ee S

tate

Gre

ater

Eas

t Ran

d

Gre

ater

Joha

nnes

burg

Gre

ater

Pre

toria

Vaal

Wes

t Ran

d

Port

Nat

al-

Ebho

dwe

Nat

al M

idla

nds

East

Griq

uala

nd/S

outh

…

Thuk

ela

Zulu

land

East

veld

Hig

hvel

d

Low

veld

020406080100120

Low

veld

Cent

ral R

egio

n N

W

East

ern

Regi

on

Far-

East

ern

Regi

on

Sout

hern

Reg

ion

NW

Wes

tern

Reg

ion

NW

Dia

man

tvel

d

Kala

hari

Bene

de O

ranj

e

Nam

aqua

land

,Nor

thW

est,B

o-Ka

roo

Bush

veld

Reg

ion

Cent

ral R

egio

n-LM

P

Low

veld

Reg

ion

Nor

ther

n Re

gion

Sout

hern

Reg

ion-

LMP

Wes

tern

Reg

ion-

LMP

Bree

de R

iver

Cape

Met

ropo

le

Ove

rber

g

Sout

hern

Cape

/Kar

oo

Wes

t Coa

st

Win

elan

ds




Average Age 38

LOCATION/HOME%Split/Index by HAVE YOUNG CHILDREN OF YOUR OWN (Living with you)

0

20

40

60

80

100

120

0%

2%

4%

6%

8%

10%

12%

14%

Have at least 1 domestic worker

Rented vs Home Owner

3%Security not linked to armed responseArmed response system

Home Security Service

Swimming Pool on property

12%

40%Own Timeshare Unit

3%6%

10%1%Have at least 1 live in domestic worker

18% 82%4%

%Split by DOMESTIC WORKERSWater Geyser in home

HOME AMENITIES




Average Age 38

TRAVEL/TRANSPORT

Of Vehicle Owners - Bought Second Hand

MODE OF TRANSPORT

10%

Of Vehicle Owners - Bought New

17% 6 399 000

7%

PRIVATE OWNERSHIPOwn, Use or Maintain a Vehicle

%Split/Index by YEAR PURCHASED

020406080100120

0%1%2%3%4%5%6%

%Split/Index by MODEL YEAR

020406080100120

0%2%4%6%8%

10%12%14%




Average Age 38

TRAVEL/TRANSPORT

25% 29% 19%

<16km 16 - 30km 30 - 49km

6% 20%

49 - 66km 66+km




Average Age 38

COMMUNICATION - MOBILE

Own a Cellphone

Calls on Contract

Calls on Prepaid

CELLPHONES

87%

9%

78%

%Split/Index by CELLPHONE MAKE

0

20

40

60

80

100

120

0%

10%

20%

30%

40%

50%

60%

%Split/Index by CELLPHONE PROVIDER

020406080100120

0%5%

10%15%20%25%30%35%40%45%




Average Age 38


0 - 5 5 - 10 10 - 20 20 - 30 30+

LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 5

24

MOBILE TECH SAVVY SCORE

24




Average Age 38


0%10%20%30%40%50%60%70%80%90%

Send

PCM

Rece

ive

PCM

Send

oth

er S

MS'

s(e

xclu

ding

com

petiti

on/v

ote/

don

ation

SM

Ss)

Ente

rCo

mpe

tition

/Vot

e/M

ake

dona

tion

via

SMS

Send

/Rec

eive

an

MM

S

Dow

nloa

d m

obile

cont

ent

Dow

nloa

d/lis

ten

tom

usic

(exc

l Rad

io)

Take

pho

tos

Take

vid

eore

cord

ings

Wat

ch v

ideo

020406080100120

List

en to

a ra

dio

Use

IM/C

hat

Acce

ss In

tern

et

Face

book

Twitt

er

Oth

er S

ocia

lN

etw

orki

ng

Dow

nloa

d/us

em

obile

app

s

Send

/rec

eive

e-m

ail

Wat

ch T

V

Read

new

spap

er/m

agaz

ine

on

cellp

hone

Play

gam

es

Subs

crib

e to

rece

ive

cont

ent o

rse

rvic

es




Average Age 38

COMMUNICATION - ONLINE

38%Audience

14 011 000INDEX

100

Access the internet (Any device)INTERNET

0%1%2%3%4%5%6%7%8%




Average Age 38


0 - 5 5 - 10 10 - 20 20 - 30 30+

LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 5

4

ONLINE TECH SAVVY SCORE

4




Average Age 38


0%2%4%6%8%

10%12%14%16%

Sear

ch

E-m

ail

Bank

ing

Socia

l Net

wor

king

Inst

ant M

essa

ging

Chat

Shop

ping

Mus

ic D

ownl

oads

Read

new

spap

er/m

agaz

ine

on-

line

Read

/acc

ess

curr

ent n

ews

Gam

es

Dati

ng

020406080100120

Dati

ng

Gam

blin

g

Shar

e Tr

adin

g

Wat

ch T

V O

n-lin

e

Wat

ch V

ideo

s On-

line

List

en R

adio

on-

line

Dire

ctor

y

Dow

nloa

dAp

ps/A

pplic

ation

s

Dow

nloa

d a

podc

ast

Oth

er




Average Age 38

SPORTS/LEISURE

0%10%20%30%40%50%60%

Dan

cing

Billi

ards

/Poo

l/Sn

ooke

r Aero

bics

Wal

king

/Hik

ing

Boxi

ng/W

rest

ling

Gym

nasti

cs

Mar

tial A

rts

Athl

etics

Bask

etba

ll/Ne

tbal

l

Cric

ket

Cycli

ng

Fish

ing

020406080100120

Gol

f

Hoc

key

Hor

se R

idin

g

Hun

ting/

Shoo

ting

Jogg

ing/

Runn

ing

Mot

orsp

ort

Rugb

y

Socc

er

Squa

sh

Swim

min

g

Tenn

is

Volle

ybal

l

Adve

ntur

e Sp

orts

Wat

er S

port

s

Non

e of

The

se




Average Age 38

SPORTS/LEISURE

African Traditional 20%Afrikaans 8%Arabic 1%Boere Mus ic 4%Chora l 10%Class ica l 10%Country/Western 8%Folk Mus ic 2%Gospel 63%Hard Rock/Acid/Heavy Meta l/Rave 3%House Mus ic 28%Indian Mus ic 3%Ins trumenta l 8%Jazz/Fus ion/Blues 21%Kwaito 25%Kwasakwasa 6%

Music Interested InLove songs / Ba l lads 36%Mbhaqanga 11%Mbira 1%Maskhandi 15%Opera 4%Pop 12%Rap/Hip-Hop 21%Rave / Dance 6%Reggae 17%Rhythm & Blues/Soul 30%Rock 6%Rumba / Lati n American 2%World Mus ic 4%Other 4%Omiss ion 0%None 0%

Music Interested In




Average Age 38

SPORTS/LEISURE

Dancing 4%Bi l l iards/Pool/Snooker 7%Aerobics 2%Walking/Hiking 7%Boxing/Wrestl ing 1%Gymnasti cs 1%Martial Arts 1%Athleti cs 3%Basketba l l /Netba l l 4%Cricket 2%Cycl ing 1%Fishing 2%Golf 1%Hockey 1%Horse Riding 1%Hunti ng/Shooti ng 1%Jogging/Running 5%Motorsport 1%Rugby 2%Soccer 13%Squash 1%Swimming 3%Tennis 2%Vol leyba l l 2%Adventure Sports 1%Water Sports 1%None of These 64%

Participated in P12MSinging 11%Bake For Pleasure 8%Cook For Pleasure 37%Knitti ng/Sewing/Dressmaking 3%Scrapbooking arts and crafts 2%Have Beauty Treatments 2%Vis i t Ha i r Sa lon 4%Nightclubs 4%Use Computer at Home 15%DIY Acti viti es 12%Home Decorating 7%Attend Lectures/Studying 6%Read books 20%Read loca l newspaper 40%Read a free newspaper 33%Read a free magazine 20%Use newspaper educational sections 9%Vis i t a l ibrary 6%Hire a DVD 6%Eat in a restaurant 7%Order Mr-Del ivery 6%Gamble at Cas ino 1%Place a bet on horseracing 1%Buy Lotto Tickets 11%Buy scratch cards 4%Do cross -word/Puzzles 6%Use a Computer at Work 10%

Weekly ActivitiesPlay Games via Internet 5%Play PC/PS3 0%Participate in Card Games 4%Play Board Games 3%Buy DVD/CD 4%Buy computer games 2%Buy toys/other games 2%Gardening: Flowers 12%Gardening:Crops 8%Attend Stokvel 2%Attend Buria l Society Meeting 2%Attend Funera l 8%Attend Traditional Gatherings 2%Attend Weddings 2%Attend Gym 7%Participate in other exercise 9%Go On Diet 2%Lose Weight 2%Go to Profess iona l (Dr) 2%Play Mus ic Ins trument 4%Bird Watch 2%Photography 4%Go to Beach 2%Camping 1%Caravanning 1%Vis i t Game Reserve 2%Rel igious gathering 41%

Weekly Activities




Average Age 38

Professional 1 1 117 4492 3 267 587

LifeStlye 1 280 2552 123 0123 883 3634 137 9435 86 0706 52 3527 777 9788 77 000

Social 1 10 000 0002 6 000 000

Mobile 1 357 9602 1 500 0003 Unl imited4 Unl imited5 16 500 0006 TBC7 1 000 0008 5 100 000 Mar-14

LinkedIn

My Society

Vodacom

UB

Twitter

Habari Exchange

MCA

A4W

The Hub

Auto Trader

MTV

ESPN

BBC

Linkedin

BBC

BBC Good Food

BBC Lonely Planet

Facebook

2Go

Google

Ultimate Rugby




Average Age 38

PP_31 SABC 1 - Total - Commercial TV channels P4W2 Total ANY TV - Commercial TV channels P4W3 SABC 2 -Total - Commercial TV channels P4W4 Total Radio (Any Radio) - Past 4 weeks5 None of these6 eTV - Total - Commercial TV channels P4W7 Home Maintenance Improvements None P12M8 Calls on pre-paid rate - Cell phones9 None

10 SABC 3 - Total - Commercial TV channels P4W11 Universal LSM 612 Receive Please call me message - Ever (Any)13 In past 4 wks (seen carrying any ads) - Minibus taxi ads14 In past 4 wks (seen carrying any ads) - Street Poles15 Send Please call me message - Ever (Any)16 House/Cluster House/Town House17 Owned Home18 In past 4 wks (seen carrying any ads) - Bil lboard ads19 I am proud to be South African - Very applicable20 None - Type of Policies have21 Gospel - Types of music interested in22 Main Bank - Personal account23 None of These - Participated P12M24 Any AMPS Newspaper or Magazine25 Send other SMS's (excluding competition/vote/donation SMSs) - Ever (Any)

LSM 5-7

PREDICTOR PLUS+PP_4

1 R20000+ HH2 Total DStv - Commercial TV channels P4W3 Universal LSM 94 Own Use Maintain - Personal motor vehicle5 Universal LSM 86 One - No Domestics in HH7 Ever - Last been to cinema (Cumed)8 Access Internet or Web from cellphone - Ever (Any)9 Search - Used internet via computer

10 SABC 2 on DStv - Commercial DStv satell ite channels P4W11 Any AMPS Newspaper or Magazine12 House/Cluster House/Town House13 E-mail - Used internet via computer14 Take photos with cellphone - Ever (Any)15 Use Computer at Home - Weekly or Monthly Cumulated16 Have Medical Aid Scheme17 Any AMPS Magazine18 Search - Used internet via cellphone19 SABC 3 on DStv - Commercial DStv satell ite channels P4W20 Instant Messaging - Used internet via cellphone21 Chat - Used internet via cellphone22 Main Bank - Personal account23 In past 4 wks (seen carrying any ads) - Street Poles24 Access Accounts via ATM's25 Use instant messaging/chat services (Mxit, BBM, WhataApp, Apple Messaging) - Ever (Any)

LSM 8-10




Average Age 38

DIFFIRENTIATOR PLUS+VS

1 R20000+ HH LSM 8-102 Universal LSM 9 LSM 8-103 Own Use Maintain - Personal motor vehicle LSM 8-104 Total DStv - Commercial TV channels P4W LSM 8-105 Universal LSM 8 LSM 8-106 One - No Domestics in HH LSM 8-107 Search - Used internet via computer LSM 8-108 E-mail - Used internet via computer LSM 8-109 Have Medical Aid Scheme LSM 8-10

10 Use Computer at Home - Weekly or Monthly Cumulated LSM 8-1011 Access Internet or Web from cellphone - Ever (Any) LSM 8-1012 Universal LSM 10 LSM 8-1013 Use Computer at Home - Weekly LSM 8-1014 M-Net (Main Channel) - Total - Commercial TV channels P4W LSM 8-1015 M-Net (Main Channel) on DStv - Commercial DStv satellite channels P4W LSM 8-1016 Cheque - Personal account LSM 8-1017 E-mail - Used internet via cellphone LSM 8-1018 SABC 2 on DStv - Commercial DStv satellite channels P4W LSM 8-1019 Send/receive e-mail from cellphone - Ever (Any) LSM 8-1020 Discovery Channel - Commercial DStv satellite channels P4W LSM 8-1021 SABC 3 on DStv - Commercial DStv satellite channels P4W LSM 8-1022 Vehicle Model 2009 or earlier - Age of vehicle LSM 8-1023 Search - Used internet via cellphone LSM 8-1024 National Geographic Channel - Commercial DStv satellite channels P4W LSM 8-1025 M-Net Action - Commercial DStv satellite channels P4W LSM 8-10

LSM 5-7 LSM 8-10


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Transcript of Storyteller_AMPS (Jan - Dec 2013)