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New LSM descriptions from the SA Advertising Research Foundation
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SAARF Segmentation Tools
• Module 1 - General Overview of SAARF & all products
• Module 2 - All Media & Products Survey (AMPS®)
• Module 3 - Television Audience Measurement Survey (TAMS®) and Radio Audience Measurement Survey (RAMS®)
• Module 4 - All segmentation tools including LSM®
SAARF Training
• Trend Booklet – Shows trended AMPS® data over a period of 5 years. Provides basic penetration data and has a section with all data by SU-LSM®
• Main AMPS® CD* – All AMPS® data by detailed media within each SU-LSM® (SU-LSM 1-4 grouped)
• Branded AMPS® CD* – All AMPS® products by community size, province, literacy, household purchaser, life stage, metropolitan areas, gender, age, home language, population group, employment status, occupation, level of education achieved, household income, SU-LSM®s & the product itself
* Available on www.saarf.co.za
What information is available?
• Segmentation CD - Explains the various segmentation tools in detail and provides some interesting cross tabulations
• www.saarf.co.za - History, FAQ, presentations, press releases, technical reports (has section on SU-LSM® that indicates variables and their weight and the corresponding question in the questionnaire), basic information on print and radio penetration etc
• Computer Bureaus - Specialised runs available at a cost from software companies (AGBNMR, Eighty20, IMS, Infosense, Softcopy & Telmar)
• AMPS Online
What information is available? …
• It’s the task of breaking the total market (which is typically too large to serve) into segments that share common properties
• A market segment is a gross slice of the market such as high-income car buyers
• A market niche is a smaller, specially formed segment, such as high-income car buyers who want high-performance sports cars
What is Market Segmentation?
• Demographic
• Life Stage
• Behaviour
• Usage
• Socio-economic
Types of Market Segmentation
• Geographic
• Psychographic
• Perceptions
• Wants / Needs
• Multi-attribute
Filter Sample Size ‘000 Population
Adults 20 961 31 524
Adult Women 10 528 15 808
Adult Women, aged 25-34 2 266 3 622
Adult Women, aged 25-34, LSM 10 182 162
Adult Women, aged 25-34, LSM 10, with children 104 84
Adult Women, aged 25-34, LSM 10, with children, divorced/widowed/separated
0 0****
Over Segmentation on AMPS®
** Highly unstable data** Highly unstable data
SOURCE: SAARF AMPS 2009A
Need for & Need for & Development of Development of
LSMLSM®®
• The SAARF LSM is not the only type of segmentation tool
• It is based on access to services and durables, and geographic indicators as determinants of standard of living
• LSM is a very stable and dependable differentiator and the AMPS variables are particularly suited to this
What is SAARF Living Standards Measure (LSM®) ?
• The SAARF Universal LSM® is a Target Marketing Tool that is also used for the selection of appropriate media, therefore, no media related variables are used in its construction
• No personal attributes (except in 1995 and 2000 LSMs) are used
• Income never used
What is SAARF Living Standards Measure (LSM®)?...
• Some people tend to behave in a different fashion from others
• Some people tend to behave in similar fashion
Thus
• Try to group similar people together• Try to distinguish between different people
Rationale For Segmentation
• Identify the target market / audience as accurately as possible
• Aim is to reach 100% of target market, i.e. Maximise reach
• With 0% (minimum) wastage
For Advertising/Marketing Purposes
• Single variables, usually demographics (profiles)
Shortcoming ?
• Useful, but often not strong differentiators on their own
• LSM index developed to find the best combination of variables from AMPS®
Traditional Approach
• Urban vs. Rural debate
• Community size classification
• Lever Brothers’ experience
• Realisation internationally (UK & US) that demographics are not a strong differentiator of behaviour when used on their own
Process of Development
It’s Not Just About Demographics
Source: Admap December 1990Source: Admap December 1990
• It must have broad application across the total market
• Must be simple to use, easy to link to other surveys
• Must be stable over time, but sensitive enough to register changes
Requirements Of LSM®
0
10
20
30
40
50
1994 2000 2009A
SAARF LSM® – National
1993 LSMs1993 LSMs1993 LSMs1993 LSMs
SAMPLE SIZE: 14 498 (’94), 35 069 (’00), 20 961(’09A)POPULATION, ALL SOUTH AFRICANS 16+: 24 539 000 (’94), 28 488 000 (’00), 31 524 000 (’09A)
0
10
20
30
40
50
1994 2000 2009A
SAARF LSM® – Gauteng
1993 LSMs1993 LSMs1993 LSMs1993 LSMs
SAMPLE SIZE: 14 498 (’94), 35 069 (’00), 20 961(’09A)POPULATION, ALL SOUTH AFRICANS 16+: 24 539 000 (’94), 28 488 000 (’00), 31 524 000 (’09A)
0
10
20
30
40
50
1994 2000 2009A 1993 LSMs
SAARF LSM® – KZN
SAMPLE SIZE: 14 498 (’94), 35 069 (’00), 20 961(’09A)POPULATION, ALL SOUTH AFRICANS 16+: 24 539 000 (’94), 28 488 000 (’00), 31 524 000 (’09A)
0
10
20
30
40
50
1994 2000 2009A
SAARF LSM® – Western Cape
1993 LSMs1993 LSMs1993 LSMs1993 LSMs
SAMPLE SIZE: 14 498 (’94), 35 069 (’00), 20 961(’09A)POPULATION, ALL SOUTH AFRICANS 16+: 24 539 000 (’94), 28 488 000 (’00), 31 524 000 (’09A)
LSM® may not be useful in all instances
0.0
10.0
20.0
30.0
40.0
50.0
Femina Cosmopolitan Bona Caravan & Outdoor Life
LSM® – Monthly Magazines
2001 LSMs2001 LSMs2001 LSMs2001 LSMs
SOURCE: SAARF AMPS 2009A
0
10
20
30
40
50
16-24 25-34 35-49 50+
Femina Cosmopolitan Bona Caravan & Outdoor Life
Age – Monthly Magazines
SOURCE: SAARF AMPS 2009A
0
20
40
60
80
100
Femina Cosmopolitan Bona Caravan & Outdoor Life
Gender - Monthly Magazines
SOURCE: SAARF AMPS 2009A
LSM 1
LSM 2
LSM 3
LSM 4
LSM 5
LSM 6
LSM 7L
LSM 7H
LSM 8L
LSM 8H
LSM 9L
LSM 9H
LSM 10L
LSM 10H
Cell Phones 30.6 44.8 53.3 59.7 68.6 73.9 77.5 81.6 82.6 86.2 87.6 90.4 92.8 96.0
30.6
44.8
53.359.7
68.673.9
77.581.6 82.6
86.2 87.6 90.4 92.896.0
0.0
20.0
40.0
60.0
80.0
100.0
SOURCE: SAARF AMPS 2009A
Cell Phone penetration x LSM®
% Listenership: SU- LSM® 1-5
23.7
19.6
11.9
11.1
9.9
8.
5.4
3.6
0 5 10 15 20 25
Ukhozi FM
Umhlobo Wenene FM
THOBELA FM
Lesedi FM
Motsweding FM
METRO FM
IKwekwezi FM
Munghana Lonene
SU-LSM 1-5
SOURCE: SAARF AMPS 2009A
% Listenership: SU-LSM® 6-10
22.1
12.6
12.5
10
9.4
9
9
8
0 5 10 15 20 25 30
METRO FM
Ukhozi FM
5FM - Past 7 days
RSG
Jacaranda FM
Lesedi FM
94.7 Highveld Stereo
East Coast Radio
SU-LSM 6-10
SOURCE: SAARF AMPS 2009A
• Approximately 100 AMPS® variables selected on logical grounds
• Analysed multi-dimensionally by applying:
• principle component analysis• stepwise regression analysis
LSM® Input Variables
1. Fridge/Freezer
2. No Water or Electricity
3. Polisher/Vacuum Cleaner
4. Non-Supermarket Shopper
5. No Car in HH
6. TV Set
7. Microwave Oven
8. Rural dweller
9. Hi-fi/Music Centre
10.No Domestic
Worker
11. Washing Machine
12.Sewing Machine
13.Metropolitan
Dweller
1993 SAARF LSM® Variables
• Non-Household Supermarket Shopper became Household Supermarket Shopper
• No Water or Electricity was dropped• The following variables were added:
• Non-Supermarket Shopper (Personal)• Flush Toilet• Hot Running Water• No Financial Services Used (Personal)• No Insurance Policy (Personal)• No Credit Facility (Personal)• Hut Dweller • Home Telephone
1995 LSM®s
• Non-Supermarket Shopper (Personal) became Supermarket Shopper (Personal)
• No Credit Facility (Personal) became Credit/Credit Facility including Retail Card (Personal)
• The following variables were dropped:• Rural Dweller• Metropolitan Dweller• Household Supermarket Shopper• The following variables were added:• Built-in Kitchen Sink• Electric Stove/Hotplate• VCR• Sedan car
2000 LSM®s
New SAARF LSM®
• Several unforeseen difficulties, challenges and biases were experienced through the initial development phases of the LSM’s
Some of these are:
• Each time variables changed the LSM changed
• The personal variables introduced in 1995 created gender and age biases
• These personal variables also created difficulties with TAMS (entire household interviewed vs. AMPS individuals)
• LSM’s did not differentiate sufficiently at the top end (8 groups to 10)
Early LSM®s
• Of the 20 variables that formed the 2000 LSM®’s, only 15 were retained in the SU-LSM®’s
• All the personal variables that created biases were removed:• Supermarket Shopper• No Financial Services• No Insurance Policy• Credit Facility including Retail Card
• No car in household was also dropped as it was no longer a good differentiator
• 14 new variables were added
LSM® Variables
Old Variables Retained:1. Electric Stove/Hotplate2. Microwave Oven3. Flush Toilet4. No Domestic Worker5. VCR6. Vacuum Cleaner/Floor Polisher7. Traditional Hut8. 1/more Sedan Car9. Washing Machine10. TV Set11. Home Telephone12. Hi-Fi/Music Centre13. Built-in Kitchen Sink14. Hot Running Water15. Fridge/Freezer
New Variables:1. Deep Freezer2. Water in Home/On Plot3. MNET/DStv Subscription4. Dishwasher5. Electricity6. Sewing Machine7. Gauteng8. Western Cape9. No Cellphone in Household10. PC in Home11. Tumble Dryer12. Less than two Radio Set in
Household13. Non-Urban outside GP/WC14. Home Security Service
LSM® Variables (2001)
• As these new improved LSMs are now universally applicable to all respondents and to all current and future SAARF surveys they were renamed the SAARF Universal LSM (SU-LSM®)
PLEASE NOTE:• If you need to trend further back than 2001 you
need to use the 1993 LSM®’s
Naming The New SAARF LSM®
• Can be updated and remain trendable
• The proven stability of the measure will thus be complemented with a sensitivity to the changing landscape
Benefits of New SAARF Universal LSM®
Variables Dropped (4)• Traditional Hut• Electricity• Gauteng• Western Cape
New Variables (4)• House/cluster House, Town House• Metropolitan Dweller• DVD Player• One Cell Phone in Household
LSM® Update 2004
Variables Dropped (3)• Sewing machine• No cell phone in household• 1 cell phone in household
New Variables (3)• Home theatre system• 2 cell phones in household• 3+ cell phones in household
SAARF LSM® Extension:• LSM 7-10 have been split to show high and low
groups for finer segmentation
SAARF LSM® Update 2008A
LSM® Extensions
• A number of requests have recently been made for an extension of the LSM® groups
• To provide greater discrimination, and a finer identification of target markets at the top end
• In response to this, SAARF commissioned some exploratory work
• The results were encouraging and a decision was taken to provide an additional option on AMPS 2008A so that users are now able to access from LSM® 7 Low-High up to LSM® 10 Low-High
Why LSM® Extensions?
• The higher LSM®s were divided into two approximately equal sub-sections based on their principal component scores
What did we actually do?
LSM 7
LSM 8
LSM 9
LSM 10
LSM 6
LSM 5
LSM 4
LSM 3
LSM 2
LSM 1
LowLow
LowLow
LowLow
LowLow
HighHigh
HighHigh
HighHigh
HighHigh
• The LSM Extensions now enables marketers to segment more finely at the upper end of the LSM® scale
• SAARF has named the new LSM® subgroups LSM® 7 Low-High up to LSM® 10 Low-High, to avoid confusion
• Thus, LSM® data is still trendable with previous years• Those products that target the mass market or the lower to middle
LSM®s will not necessarily use the LSM® 7 – 10 sub-groups as it may not provide them with any additional insight into their market
• Care needs to be taken that stakeholders are talking about the same thing as some people are using LSM 7 Low and High etc. and some are talking about 14 LSM® groups. – For example, when talking about LSM® 8, is the person referring
to LSM® 7 High or the original LSM® 8?
LSM® Extensions ≠ 14 LSMs
0
10
20
30
40
50
60
70
80
Total 1 2 3 4 5 6 7 8 9 10
Total SABC 1 Total SABC 2 Total SABC 3 Total e.tv Total DStv
LSM® & TV Viewing Yesterday
SOURCE: SAARF AMPS 2009A
0
10
20
30
40
50
60
70
80
Total 1 2 3 4 5 6 7L 7H 8L 8H 9L 9H 10L 10H
Total SABC 1 Total SABC 2 Total SABC 3 Total e.tv Total DStv
SOURCE: SAARF AMPS 2009A
LSM® & TV Viewing Yesterday
Current SAARF LSM® Variables
How to calculate LSM®
• Determine the variables with which the respondent complies• Sum the weights for the 29 variables for each respondent• Add a constant -0.442690• Allocate the respondent to an LSM® as follows:
Penetration Ave HH Income2007B 2008A 2009A 2007B 2008A 2009A
SU-LSM 1 4.1 3.4 3.5 R 1,028.15 R 1,080.45 1269
SU-LSM 2 9.8 8.7 7.3 R 1,275.25 R 1,401.29 1475
SU-LSM 3 10.8 9.4 7.8 R 1,638.06 R 1,794.81 2267
SU-LSM 4 13.8 14.6 14.2 R 2,140.55 R 2,535.68 2424
SU-LSM 5 14.5 15.5 15.2 R 2,952.07 R 3,122.33 3462
SU-LSM 6 17.3 17.9 19.5 R 5,096.28 R 5,386.00 5755
SU-LSM 7 9.3 9.4 10.2 R 8,320.26 R 8,667.33 9638
SU-LSM 8 6.7 6.9 7.6 R 11,227.27 R 12,336.69 13002
SU-LSM 9 7.6 8.1 8.5 R 14,740.73 R 16,296.05 17648
SU-LSM 10 6.1 6.1 6.3 R 20,902.03 R 23,053.57 15179
SAARF LSM® Groups
Significant increase on 2008A
Significant decrease on 2008A
Population Respondents % PopSU-LSM 1 1,092,000 149 3.5
SU-LSM 2 2,314,000 370 7.3
SU-LSM 3 2,466,000 500 7.8
SU-LSM 4 4,476,000 1368 14.2
SU-LSM 5 4,782,000 2335 15.2
SU-LSM 6 6,140,000 4507 19.5
SU-LSM 7L 1,628,000 1559 5.2
SU-LSM 7H 1,586,000 1558 5
SU-LSM 8L 1,243,000 1358 3.9SU-LSM 8H 1,143,000 1264 3.6
SU-LSM 9L 1,337,000 1582 4.2SU-LSM 9H 1,330,000 1671 4.2
SU-LSM 10L 1,016,000 1368 3.2
SU-LSM 10H 969,000 1372 3.1
Number of Adults in LSM®
SOURCE: SAARF AMPS 2009A
Mpumalanga
Eastern Cape
Free State
Gauteng
KwaZulu-Natal
Northern Cape
North West
Western Cape
Limpopo
31 to 60 %
% of Province that is Rural
More than 60 %
11 to 30 %up to 10 %
LSM® By Province
Lsm 1- 4Lsm 5Lsm 6Lsm 7Lsm 8Lsm 9Lsm 10
SOURCE: SAARF AMPS 2009A
PLEASE NOTE:
The descriptions of the 10 SU-LSM® groups in some of the following slides show those descriptors that are above national average for each SU-LSM® group.
So for example, African Language Stations are above national average for LSM® 1-6. This however, does not mean that LSM® 7-10 do not listen to ALS.
57.5 57.8
71.6
81.679.4 78.8
62.9
41.739.0
31.0
24.5 26.1
15.0
7.5 6.3
0
10
20
30
40
50
60
70
80
90
Total 1 2 3 4 5 6 7L 7H 8L 8H 9L 9H 10L 10HPast 7 Days
ALS by LSM®
SOURCE: SAARF AMPS 2009A
LSM 1 (3.5%) DEMOGRAPHICSFemale50+Some Primary Level AchievedRuralTraditional Hut
R1 269 ave hh income per month
MEDIARadio a major channel of media communication - Commercial radio; mainly African Language Services (ALS)- Umhlobo Wenene FM, Ukhozi FM, Community RadioGENERALMinimal access to servicesMinimal ownership of durables, except radio setsActivities: minimal participation in activities, mostly cooking for pleasure and gardening
LSM 2 (7.3%) DEMOGRAPHICSFemale16 – 24, 50+Some High SchoolRuralTraditional Hut
R1 475 ave hh income per month
MEDIARadio: Commercial, mainly ALS-Ukhozi FM, Umhlobo Wenene FM, Community Radio
GENERALWater on plotMinimal ownership of durables,except radio sets and stovesActivities: minimal participation in activities
Summary Of New LSM® Groups (AMPS® 2009A)
LSM 3 (7.8%) DEMOGRAPHICSMale16 – 24, 35-49Up to some high RuralHouse/Cluster House/Town HouseR2 267 ave hh income per month
MEDIARadio: commercial mainly ALS stations, Ukhozi FM, Umhlobo Wenene FM TV: SABC 1Outdoor
GENERALElectricity, water on plotMinimal ownership of durables, except radio sets and stovesActivities – look for pleasure, watch videos/DVDs, knitting
LSM 4 (14.2%)DEMOGRAPHICSFemale16 - 34Schooling up to some highRuralR2 424 ave hh income per month
MEDIARadio: commercial, Limpopo Combo, Umhlobo Wenene FM, Thobela FM-mainly ALSTV: SABC 1,2, ETVOutdoor
GENERALElectricity, water on plot, flush toiletTV sets, hi-fi/radio set, electric hotplates, fridgeActivities – read a newspaper with local news that’s for sale in town, cook for pleasure, watch videos/DVDs, attend church/synagogue
Summary Of New LSM® Groups (AMPS® 2009A)
Summary Of New LSM® Groups (AMPS® 2009A)
LSM 5 (15.5%)DEMOGRAPHICSMale16-34Up to MatricRural
R3 122ave hh income per month
MEDIARadio: commercial mainly ALS stations, Metro fm TV: SABC 1,2,3, e.tvDaily/Weekly Newspapers, MagazinesOutdoor
GENERALElectricity, water, flush toiletTV sets, hi-fi/radio set, stove, fridgeActivities: read a newspaper with local news that’s for sale in town, cook for pleasure, watch videos/DVDs, read a free newspaper delivered to home, read books, buy lottery tickets
LSM 6 (19.5%)DEMOGRAPHICSFemale25-49Matric and higherUrban
R5 755 ave hh income per month
MEDIAWide range of commercial & community radioTV: SABC 1,2,3, e.tvDaily/Weekly Newspapers, MagazinesCinema & Outdoor
GENERALElectricity, hot running water, flush toilet Ownership of a number of durables plus cell phoneParticipated in a number of activities
Summary Of New LSM® Groups (AMPS® 2009A)
Summary Of New LSM® Groups (AMPS® 2009A)
LSM 7 LOW (5.2%)DEMOGRAPHICSMale16- 24 , 35-49, 50+Matric and higherUrbanR 9242 ave hh income per month
MEDIAWide range of commercial & community radioTV: SABC 1,2,3, e.tv, M-NetDaily/Weekly Newspapers, MagazinesAccessed internet 4 weeksCinema & Outdoor
GENERALFull access to servicesIncreased ownership of durables plus motor vehicleParticipation in all activities
LSM 7 HIGH (5%)DEMOGRAPHICSMale35-49Matric and higherUrbanR10 044 ave hh income per month
MEDIAWide range of commercial & community radioTV: SABC 1,2,3, e.tv, M-Net & DStvDaily/Weekly Newspapers, MagazinesAccessed internet 4 weeksCinema & Outdoor
GENERALFull access to servicesIncreased ownership of durables plus motor vehicleParticipation in all activities
Summary Of New LSM® Groups (AMPS® 2009A)
Summary Of New LSM® Groups (AMPS® 2009A)
LSM 8 HIGH (3.4%) DEMOGRAPHICSMale35+Matric and higher, Urban
R14 017 ave hh income per month
MEDIAWide range of commercial & community radioTV: SABC 1,2,3, e.tv, M-Net, DStvDaily/Weekly Newspapers, MagazinesAccessed internet 4 weeksCinema & Outdoor
GENERALFull access to servicesFull ownership of durables, incl. DVD, PC and satellite dishIncreased participation in activities
Summary Of New LSM® Groups (AMPS® 2009A)
Summary Of New LSM® Groups (AMPS® 2009A)
LSM 8 LOW (3.5%) DEMOGRAPHICSMale35+Matric and higher, Urban
R12 068 ave hh income per month
MEDIAWide range of commercial & community radioTV: SABC 1,2,3, e.tv, M-Net, DStvDaily/Weekly Newspapers, MagazinesAccessed internet 4 weeksCinema & Outdoor
GENERALFull access to servicesFull ownership of durables, incl. DVD, PC and satellite dishIncreased participation in activities
LSM 9 LOW (4.2%) DEMOGRAPHICSMale35+Matric and higher, UrbanR15 853 ave hh income per month
MEDIAWide range of commercial & community radioTV: SABC 2,3, e.tv, M-Net, DStvDaily/Weekly Newspapers, MagazinesAccessed internet 4 weeksCinema & Outdoor
GENERALFull access to servicesFull ownership of durables,Incl. PC, DVD and satellite dishIncreased participation in activities, excluding stokvel meetings
Summary Of New LSM® Groups (AMPS® 2009A)
Summary Of New LSM® Groups (AMPS® 2009A)
LSM 9 HIGH (4.2%) DEMOGRAPHICSMale35+Matric and higher, UrbanR19 453 ave hh income per month
MEDIAWide range of commercial & community radioTV: SABC 2,3, e.tv, M-Net, DStvDaily/Weekly Newspapers, MagazinesAccessed internet 4 weeksCinema & Outdoor
GENERALFull access to servicesFull ownership of durables,Incl. PC, DVD and satellite dishIncreased participation in activities, excluding stokvel meetings
LSM 10 HIGH (3.1%) DEMOGRAPHICSMale35+ Matric and higher, UrbanR28 467 ave hh income per month
MEDIAWide range of commercial & community radioTV: SABC 2,3, e.tv, M-Net, DStvDaily/Weekly Newspapers, MagazinesAccessed internet 4 weeksCinema & Outdoor
GENERALFull access to servicesFull ownership of durables,Incl. PC, DVD and satellite dishIncreased participation inactivities, excluding stokvelmeetings
Summary Of New LSM® Groups (AMPS® 2009A)
Summary Of New LSM® Groups (AMPS® 2009A)
LSM 10 LOW (3.2%) DEMOGRAPHICSMale35+ Matric and higher, UrbanR22 043 ave hh income per month
MEDIAWide range of commercial & community radioTV: SABC 2,3, e.tv, M-Net, DStvDaily/Weekly Newspapers, MagazinesAccessed internet 4 weeksCinema & Outdoor
GENERALFull access to servicesFull ownership of durables,Incl. PC, DVD and satellite dishIncreased participation inactivities, excluding stokvelmeetings
• Remember that there are many other powerful differentiators in AMPS that could be used in conjunction with the LSM®s, e.g. Lifestages, Education, Mothers with children, Household purchaser, Large item purchaser, Occupation, Gender, Language, Family size and Age
• NB! Do not over segment
Conclusion
SAARF® Lifestyles2009A Update
How were the SAARF Lifestyles determined?
• They are based on the attendance at and participation in 24 sports as well as the frequency of engaging in over 60 other activities
• Correlation and Factor Analysis were used
1. Cell Addicts (10.7%)
2. Sports (3.8%)
3. Good Living (10.9%)
4. Gamers (13.8%)
5. Outdoor (5.2%)
6. Studious (9.2%)
7. Traditionals (11.7%)
8. Homebodies (8.6%)
9. Bars & Betters (9.3%)
10.Showgoers (4.5%)
11.Gardeners (9.9%)
SAARF® Lifestyle Groups
SOURCE: SAARF AMPS 2009A
LSM® 1-5 Lifestyles1. Sports (4.1%)2. Cell Addicts (12.3%)3. Studious (9.8%)4. Good Living (13.8%)5. Gamers (15.5%)6. Homebodies (13.9%)7. Gardeners
(Traditionals) (16.4%)8. Showgoers (4.9%) 9. Outdoor (7.6%)
LSM® 6-10 Lifestyles1. Sports (4.4%)2. Cell Addicts (12%)3. Studious (10.8%)4. Good Living (10.2%)5. Gamers (8.9%)6. Homebodies (9.8%)7. Gardeners (9.3%)8. Showgoers (4.4)9. Outdoor (7.2%)10.Traditionals (11.3%)11. Body Conscious (8.9%)
SAARF® Lifestyle Groups x LSM®
SOURCE: SAARF AMPS 2009A
High correlation & factor scores for the following cell phone activities:•Take photos•Download/listen to music•Take video recordings•Download ringtone/logo•Send an MMS•Browse WAP or Web•Use instant messaging/chat services•Send SMS•Play games•Send/receive email•Enter competitions/make donations•Send a “Please call me”
Cell Addicts
High correlation & factor scores for the following activities:• Hockey• Adventure sports• Horse riding• Water sports• Martial arts• Hunting/shooting• Boxing/wrestling• Golf• Gymnastics• Cycling• Fishing
• Cricket• Athletics• Volleyball• Tennis• Rugby• Jogging/running• Walking/hiking• Aerobics• Basketball/netball• Dancing
Sports
High correlation & factor scores for the following activities:•Read a newspaper with local news that’s for sale in town•Read a free newspaper delivered to home/collected from shop/taxi rank•Eaten in a restaurant/steakhouse•Watch videos/DVDs•Shop for pleasure•Read books (excluding textbooks)•Cook for pleasure•Have a braai•Buy food from a fast food outlet•Visit a hair salon•Have/attend dinner parties at home/friends•Attend religious gathering
Good Living
High correlation & factor scores for the following activities:•Play computer/playstation games•Buy CDs•Play games via the internet•Use computer at work•Buy video/computer games•Buy DVDs•Use computer at home•Hire a video tape/DVD for home viewing•Personally ordered take away food•Go on a drive for pleasure•Play board games•Buy toys/other games
Gamers
High correlation & factor scores for the following activities:
• Caravanning• Visit a game reserve• Have a picnic• Camping• Attend a book club• Go on diet• Try to loose some weight buy
slimming
Outdoor
High correlation & factor scores for the following activities:•Attend lectures/studying part-time•Visit a library•Use newspaper educational sections•Soccer•Do cross-words/puzzles•Participate in card games•Participated in other exercise (not gym)
Studious
High correlation & factor scores for the following activities:•Attend a funeral•Attend traditional gatherings•Attend weddings•Attend burial society meeting•Attend stockvel/syndicate/society•Go to the doctor/dentist/clinic•Home decorating
Traditionals
High correlation & factor scores for the following activities:•Sewing/dressmaking•Needlework/tapestry•Knitting/crochet•Bake for pleasure•Have beauty treatments•Singing•Sunbathing
Homebodies
High correlation & factor scores for the following activities:•Bought lottery tickets•Bought scratch cards•Placed a bet on horse racing •Visit pubs/bars/shabeens/taverns•Gamble at a casino•Go to nightclubs/discos/raves•Billiards/Pool/Snooker
Bars & Betters
High correlation & factor scores for the following activities:•Opera•Pop/rock concerts•Other live concerts•Theatre•Classical music performances•Ballet•Other dance performances
Showgoers
High correlation & factor scores for the following activities:•Gardening – flowers/plants•Gardening – vegetables/crops•DIY activities
Gardeners
Bars & Better vs. Homebodies
0
10
20
30
40
50
60
Bars & Betters - Lifestyle Total Groups Homebodies - Lifestyle Total Groups
Any Beer P7D
SOURCE: SAARF AMPS 2009A
SAARF® Lifestages(2009A)
SAARF® Lifestages(2009A)
AnalysisAnalysis
All AMPS adults are placed into Lifestages based on:
– Age– Living with parents– Married/living together with a significant other– Dependent children in the household (own or
other children responsible for)
Based on the individual’s current situation
At-Home Singles (23%)At-Home Singles (23%)
• Up to 34, mostly 16-24 (75.3%)
• Live with parents
• Not married or living together
• No dependent children in the household
• More male (63.4%) than female (36.6%)
Young Independent Singles (10%)
Young Independent Singles (10%)
• Up to 34, mostly 25-34 (54.2%)
• Not living with parents
• Not married or living together
• No dependent children in household
• More male (69.7%) than female (30.3%)
Mature Singles (13.6%)Mature Singles (13.6%)
• 35+
• Not married or living together
• No dependent children in household
• More female (51.2%) than male (48.8%)
Young Couples (5.8%)Young Couples (5.8%)
• Up to 49, mainly 35-49 (65.9%)
• Married or living together
• No dependent children in household
Mature Couples (8%)Mature Couples (8%)
• 50+
• Married or living together
• No dependent children in household
Young Family (18%)Young Family (18%)
• Married or living together
• At least 1 dependent child under 13 years in household
Single Parent Family (17.1%)Single Parent Family (17.1%)
• Not married or living together
• Dependent child(ren) in the household
• Predominantly female (87.1%)
Mature Family (4.4%)Mature Family (4.4%)
• Married or living together
• No dependent children under 13 years in household
• At least 1 dependent child over 13 in household
Baby Food by Lifestage
05
10152025303540
At-home singles
Yng Ind singles
Mature single
Young Couples
Mature Couples
Young Family
Single parent family
Mature family
Baby Food P4W
Purchased for Household (HH Filter)SOURCE: SAARF AMPS 2009A
SAARFSAARF®® Attitudes Attitudes (2009A)(2009A)
SAARFSAARF®® Attitudes Attitudes (2009A)(2009A)
• They are based on 100+ attitudinal questions• Factor Analysis was used resulting in 5 attitude
groups• Each group is made up of several topics • Each topic is made up of several statements
Analysis
SAARF® attitudinal data is available in three formats :
– Individual Statements– High and Low Topic Groups– Attitude Groups
How can SAARF® Attitudes be used?
• “Advertising tells you about the benefits of products and services” – Strongly Disagree Strongly Agree
• “Being part of a community is important to me” – Not at all applicable Very applicable
• “People who believe that crime is having a negative effect on how people see SA” – Not at all similar Very similar
• “Both men and women have to go out to work to provide for their families” – Very Untrue Very True
Examples of Individual Statements
• Advertising• Branding• Community• Crime• Culture• Education• Emancipation / Women’s Issues• Employment• Entertainment• Environment• Family• Financial Indiscretion• Health Care• Information Interest
Attitudinal Topics
• Innovation Endorsement• Language• Loneliness• Materialism• Patriotism• Poverty Concern• Relationships• Religion• Shopping• Status & Fashion• Technology Endorsement• Tradition• Ubuntu
• “I am more likely to buy brands that seen or heard advertised” - Ap
• “Advertising is a useful source of information about where products can be bought” - Tr
• Advertising tells you about the benefits of products and services” - Ag
• People who try new brands they see or hear advertised” - Si
Advertising
Banks: Top 5 Attitude Topics
ABSA FNB Nedbank Std Bank
1. Religion (51.2%) 1. Technology (54.3%) 1. Crime (55.3%) 1. Technology (53.9%)
2. Environment (50.7%)
2. Information-Interest (51.7%)
2. Technology (53.7%) 2. Relationships (52.6%)
3. Technology(50.5%) 3.Environment (51.3%)
3. Environment (52.9%)
3. Health (52.3%)
4. Crime (50.2%) 4. Education (50.2%) 4. Health(52.4%) 4. Environment (51.4%)
5. Relationships (49.6%)
5. Family (50.2%) 5. Family (49.5%) 5. Crime (51.2%)
SOURCE: SAARF AMPS 2009A
Attitude Groups
• The Now Generation are interested in owning overt symbols of material success.
• Status and fashion are of great interest to them and they see brands as means to reinforce their self-image.
• They enjoy shopping and advertising plays a major role in their decision-making.
• They are worried about having sufficient income for their material needs.
See CD for detailed explanations
Now Generation
• For them job security is more important than job satisfaction.
• Predominantly young, single and black, although there is a good representation of coloureds.
• More likely to be in lower LSMs, rural areas and mostly females.
• Home languages are Zulu, Xhosa, North Sotho and South Sotho.
See CD for detailed explanations
Now Generation
• Nation Builders are essentially collectivists.
• They have positive attitudes to group structures and the values to be found in community, church and family.
• They are optimistic about South Africa and subscribe to the Ubuntu philosophy.
• They like to know what is happening in their country and other African countries.
• They are slightly more likely to be female than male and mostly aged 50 and over. Home Languages spoken are Zulu, Xhosa and Tswana.
See CD for detailed explanations
Nation Builders
• Like the Now Generation, they are more likely to be in the lower LSMs
• Distants are marginalised and out of the mainstream of society.• They hold old fashioned attitudes concerning the roles of men and
women.• Religion and the Ubuntu philosophy are very important to them.• For them, the past held more promise than the future.• They are lonely and this can lead to a need for entertainment.
See CD for detailed explanations
Distants
• Despite their concerns about employment and poverty, they are materialistic being both brand as well as status conscious.
• Advertsing has relevance to them and they enjoy shopping, which can be combined with financial indiscretion.
• They are more likely to be male than female and are predominantly black.
• They straddle all age groups and are in slightly higher LSMs than the Now Generation and Nation Builders.
• Home languages are Zulu and South Sotho.
See CD for detailed explanations
Distants
• The rooted are concerned about social issues, such as poverty, crime, education, employment and gender roles.
• They are worried about their personal safety and take a harsh view of criminal activity.
• They are extremely cautious about spending money.• Like the Nation Builders, they are group oriented, rather than being
individualistic.• Language, family, relationships and patriotism are all of significance.
See CD for detailed explanations
Rooted
• They care about their health and are concerned about the deterioration of the environment.
• The rooted have the highest number of older people. There is a mix of population groups but with under-reperesentation of blacks and more whites, coloureds and indians than the norm.
• Main home langaues are afrikaans, English, Xhosa and Zulu.• They are mainly in the higher LSMs, which is a reflection of the
large proportion who is working full-time.
See CD for detailed explanations
Rooted
• Global Citizens are the forefront of change. They embrace technology and innovation. They are relaxed about using electronic equipment and they like to try new things.
• They take note of advertising and like to be well-informed and to know what is happening internationally.
• Having family life and the respect of friends are also important.
• Most are in the fortunate position of where their work is of interest and not just a way to earn money.
See CD for detailed explanations
Global Citizens
• Global Citizens enjoy shopping, are status conscious and keen on entertainment.
• They are also the most optimistic about the future.
• Global Citizens are the youngest group with two in every three being single.
• Home languages are English, Zulu, and North Sotho.
• They are mainly in the upper LSMs.
See CD for detailed explanations
Global Citizens
Banks: Attitude Groups
SOURCE: SAARF AMPS 2009A
0
5
10
15
20
25
30
Now Generation
Nation Builders
Distants Rooted Global Citizens
Total
ABSA
FNB
Nedbank
Std Bank
Thank You!