8. R -
R 5,000
R 10,000
R 15,000
R 20,000
R 25,000
R 30,000
R 35,000
R 40,000
R 45,000
HH Income pm
Motherwell PE R4,975
Berea DBN R17,136
Ruimsig JHB R41,158
CoveringSA’surbanlandscape
15. 17%
18%
29%
15%
89%
22%
36%
62%
13%
16%
Bought Audio visual P12m
Bought Large appliances P12m
Bought Small Appliances P12m
Bought Furniture P12m
Bought clothes or shoes past 6 months
Have a medical aid
Connect to the internet PM
Have 1 or more vehicle in the HH
Been to a casino p3m
Buy data bundles
Averages -areferenceforindex–that’sall!
High index area 2013 Low index area 2013
45% Secunda/ Bethal 2% Sea Point Camps Bay
43% Kempton 6% East London
53% Ruimsig 7% Plett
37% Krugersdorp 4% Somerset West
99% Pta East 74% Jabavu
63% Durbanville 5% Alex
75% Fourways 13% Kimberley
97% Bedfordview 16% Gugulethu
46% Chatsworth 2% Houtbay
57% Fourways 0.1% Chiawelo
Average 2013Market
25. The samples for Roots 2010 were
designed and drawn similar to those of
Roots 2007. The weights, which were
calculated in the same way as in the
previous study, were within acceptable
limits. No abnormal or unusual skews
were found.
The samples for Roots 2013 were
designed and drawn similar to those of
Roots 2010. The weights, which were
calculated in the same way as in the
previous study, were within acceptable
limits. No abnormal or unusual skews
were found.
Luckily, I can say the same this
time……
Dr.ArianeNeethling
26. TheQuestions
45 minute in home interview based on behaviour across numerous shopping categories.
Objective – to “open” as many business categories as possible.
Demographics – including Black Diamond Segments and LSM 1 - 14
Average Issue Readership – Community, Daily, Weekly and Weekend Papers and Weekly Mags.
Information Sources .
Shopping Centres
Travel
Personal occurrences
Community Involvement
Studies
Health and Beauty
Environmental activity
Home and home maintenance
What we have in the home (garden to solar heating to pets)
Technology in the home
Shopping for the home from appliances to soft furnishings
Toiletries
Clothes and Shoes
Take Aways
Groceries
Exercise
Loyalty programmes
Cell phone ownership and usage
Internet usage, how where and what.
Digital Life Segmentation
Cars and car maintenance
Finance – Personal accounts
Long term insurance
Short term insurance
Casinos
35. Forinstance–incapetown
Top Malls Cape Town LSM 4-7 Cape Town LSM 8-10
1. Promenade Mitchells Plain Canal Walk
2. Town centre Cavendish Square
3. Cavendish Square Kenilworth Centre
4.
Sanlam centre
Khayelitsha
N1 City Mall
5. Canal Walk V&A Waterfront
37. Livinglocal–shrinkingcatchments
Category <15 minutes <30 minutes > 30 minutes
travel time
Food and groceries 68% 93% 7%
Good restaurant 55% 88% 12%
Shoes and Clothes 49% 84% 16%
Appliances and AV
equipment
43% 79% 21%
DIY and home goods 45% 78% 22%
New home 34% 64% 36%
Base: All areas , shoppers with a vehicle in Household
38. Category <15 minutes <30 minutes > 30 minutes
travel time
Food and groceries 86% 99% 1%
Good restaurant 76% 98% 2%
Shoes and Clothes 73% 96% 4%
Appliances and AV
equipment
66% 93% 7%
DIY and home goods 62% 93% 7%
New home 49% 76% 24%
morechoice–lesstravel
Umhlanga/DurbanNorth
Base: Umhlanga/ Durban North , shoppers with a vehicle in Household
39. Category <15 minutes <30 minutes > 30 minutes
travel time
Food and groceries 44% 75% 25%
Good restaurant 38% 61% 39%
Shoes and Clothes 23% 52% 48%
Appliances and AV
equipment
19% 50% 50%
DIY and home goods 21% 48% 52%
New home 11% 32% 68%
lesschoice–musttravel
Gugulethu
Base: Gugulethu, shoppers with a vehicle in Household
42. 57
29
12
2
33
23
38
6
56
21
19
4
40
17
36
7
Bulk with fill ups in
the month
Twice a month
Weekly/ Almost
weekly
Twice week/ almost
daily
54
26
17
3
36
14
41
9
Capemoreweeklybutmoveacrossboardto
twiceamonth
Frequency of
shopping
2007 2010 2013
Q: How do you do your food and grocery shopping in the average month
Base: All/ part responsible for food and grocery shopping
44. Understandinghowthecatchmentschange
Suburb 2007 2013
Midrand 53% Black
83% LSM 8-10
60% Black
79% LSM 8-10
Milnerton/ West
Coast
8% Black
86% LSM 8-10
13% Black
85% LSM 8-10
Kempton Park 35% Black
74% LSM 8-10
47% Black
88% LSM 8-10
Polokwane metro
suburbs
30% Black
74% LSM 8-10
64% Black
54% LSM 8-10
Centurion PTA was
Verwoerdburgstad!
14% Black
78% LSM 8-10
43% Black
87% LSM 8-10
45. Andhowthinmarketsare
Market Average 2013 High index area
2013
Low index area
2013
Bought Audio visual P12m 17% 45% Secunda/
Bethal
2% Sea Point
Camps Bay
Bought Large appliances P12m 18% 43% Kempton 6% East London
Bought Small Appliances P12m 29% 53% Ruimsig 7% Plett
Bought Furniture P12m 15% 37% Krugersdorp 4% Somerset West
Bought clothes or shoes past 6
months
89% 99% Pta East 74% Jabavu
Bought DIY equip or paint p12m 17% 32% George 4% Umlazi
Have 1 or more vehicle in the
HH
62% 97% Bedfordview 16% Gugulethu
Been to a casino p3m 13% 46% Chatsworth 2% Houtbay
Have a burial society account 20% 59% Soshenguve 1% Ballito
Have a tablet 2% 28% Fourways 1.4% East London
2010Noordhoek43%
2007Fourways71%
47. Community–notalevelplayingfield
Family done in p12 months All
Roots
areas
Bedfordview/
Edenvale
Durbanville/
Belville
Zola -
Soweto
Regularly attended religious gatherings (e.g. at
a church or mosque etc) in your local area or
community 32 25 44 41
Socially interacted with your neighbours 32 3 26 64
Made a point of getting to know your
neighbours 22 1 21 40
Actively supported local businesses (for
example spazas and formal shops or cafes) 14 0 30 24
Attended an event(s) at a local community
centre 11 1 4 11
Supported your local community charities such
as the SPCA or children's homes 4 1 11 0
104. ButBuffetsaysitbest
-onwhyBerkshireHathaway
invested$344millionintolocalpress
in2013
“Newspapers continue to reign
supreme in the delivery of local
news. If you want to know
what’s going on in your town –
whether the news is about the
mayor or taxes or high school
football – there is no substitute
for a local newspaper that is
doing its job. A reader’s eyes
may glaze over after they take
in a couple of paragraphs about
[national or international news];
a story about the reader himself
or his neighbours will be read to
the end.”
