saarf in a nutshell by dr paul haupt & mluleki ncube s aarf

PaulPres 2002 11 05 1

SAARF IN A NUTSHELLSAARF IN A NUTSHELL

ByBy

Dr Paul Haupt & Mluleki Dr Paul Haupt & Mluleki NcubeNcube

SSAARFAARF

"YOUR "YOUR WINDOW TO WINDOW TO THE WORLD THE WORLD

OF OF RESEARCH"RESEARCH"

PaulPres 2002 11 05 2

ContentsContents

• Introduction to SAARFIntroduction to SAARF• The Pan African Media The Pan African Media

Research OrganizationResearch Organization• The SAARF LSMThe SAARF LSM• The SAARF Development IndexThe SAARF Development Index• ConclusionsConclusions

PaulPres 2002 11 05 3

Media Research In South Media Research In South AfricaAfrica

• Radio Listenership Survey – 1948Radio Listenership Survey – 1948• Readership Survey – 1948Readership Survey – 1948• National Readership Survey – National Readership Survey –

19621962• SABC Broadcast Index – 1968SABC Broadcast Index – 1968• SAARF - 1974SAARF - 1974

PaulPres 2002 11 05 4

Primary Reason WPrimary Reason Why hy SAARFSAARF Was Was FormedFormed

•To measure the readership of To measure the readership of newspapers and magazinesnewspapers and magazines

•The listenership of radio stationsThe listenership of radio stations

•The viewership of TV channels, etcThe viewership of TV channels, etc

as well as the as well as the consumption of consumption of productsproducts

and services by users of the mediaand services by users of the media

PaulPres 2002 11 05 5

SAARF's Raison D’êtreSAARF's Raison D’être

The provision of a common The provision of a common trading currency for the trading currency for the selection and buying of selection and buying of

appropriate media space and appropriate media space and time and to enable effective time and to enable effective

target marketingtarget marketing

It creates an even playing It creates an even playing field for individual mediafield for individual media

PaulPres 2002 11 05 6

The Tripartite Nature Of The Tripartite Nature Of SSAARFAARF

SAARFSAARF

MARKETERMARKETERSS

MEDIA OWNERSMEDIA OWNERS

CINEMACINEMA

INTERNET INTERNET

OUTDOOROUTDOOR

PRINTPRINT

RADIO RADIO

TVTV

ADVERTISING ADVERTISING AGENCIESAGENCIES

PaulPres 2002 11 05 7

FundinFundingg

Until 1996:SAARF levyUntil 1996:SAARF levy• Levy on advertising expenditureLevy on advertising expenditure

0,5%0,5%

From 1997:MIT levyFrom 1997:MIT levy• Marketing Industry Trust (MIT)Marketing Industry Trust (MIT)• Beneficiaries : SAARF, ASA, FOCSBeneficiaries : SAARF, ASA, FOCS• Collected by the mediaCollected by the media• From 1997 : 0,65%From 1997 : 0,65%• From 1998 : 1%From 1998 : 1%

PaulPres 2002 11 05 8

SAARF MembersSAARF Members• Association for Communication and Association for Communication and

AdvertisingAdvertising (ACA) & Advertising Media Forum (AMF)(ACA) & Advertising Media Forum (AMF)• Marketing Federation of Southern Africa Marketing Federation of Southern Africa

(MFSA)(MFSA)• CINEmarkCINEmark• National Association of Broadcasters National Association of Broadcasters

(NAB) including community radio & SABC(NAB) including community radio & SABC• Out of Home Media South Africa (OHMSA)Out of Home Media South Africa (OHMSA)• Print Media South Africa (PMSA)Print Media South Africa (PMSA)

Independent ChairpersonIndependent ChairpersonImmediate Past-ChairpersonImmediate Past-ChairpersonManaging Director Technical DirectorManaging Director Technical Director

PaulPres 2002 11 05 9

Specialised CouncilsSpecialised Councils

• SAARF Cinema Council SAARF Cinema Council • SAARF Internet CouncilSAARF Internet Council• SAARF Outdoor CouncilSAARF Outdoor Council• SAARF Print CouncilSAARF Print Council• SAARF Products CouncilSAARF Products Council• SAARF RAMS CouncilSAARF RAMS Council• SAARF TAMS CouncilSAARF TAMS Council

PaulPres 2002 11 05 10

BOARBOARDDBOARBOARDD

ADVISORY ADVISORY COUNCILCOUNCILADVISORY ADVISORY COUNCILCOUNCIL

CINEMA CINEMA COUNCILCOUNCILCINEMA CINEMA COUNCILCOUNCIL

INTERNET INTERNET COUNCILCOUNCILINTERNET INTERNET COUNCILCOUNCIL

OUTDOOOUTDOOR R

COUNCILCOUNCIL

OUTDOOOUTDOOR R

COUNCILCOUNCIL

PRINT PRINT COUNCILCOUNCIL

PRINT PRINT COUNCILCOUNCIL

PRODUCTPRODUCTS S

COUNCILCOUNCIL

PRODUCTPRODUCTS S

COUNCILCOUNCIL

SAARF SAARF STAFFSTAFFSAARF SAARF STAFFSTAFF

BMR BMR DEMOGRAPHIDEMOGRAPHIC RESEARCH C RESEARCH COMMITTEECOMMITTEE

BMR BMR DEMOGRAPHIDEMOGRAPHIC RESEARCH C RESEARCH COMMITTEECOMMITTEE

CENSUS CENSUS DATADATACENSUS CENSUS DATADATA

CON-CON-TRACTORTRACTOR CON-CON-TRACTORTRACTOR

TAMS TAMS COUNCILCOUNCIL

TAMS TAMS COUNCILCOUNCIL

RAMS RAMS COUNCILCOUNCIL

RAMS RAMS COUNCILCOUNCIL

PaulPres 2002 11 05 11

SAARF Staff SAARF Staff

Managing DirectorManaging Director

Technical DirectorTechnical Director

Technical Support Technical Support ExecutiveExecutive

AdministratorAdministrator

Executive SecretaryExecutive Secretary

Office AssistantOffice Assistant

PaulPres 2002 11 05 12

SAARF Products & Activities SAARF Products & Activities •All Media and Products Survey All Media and Products Survey (AMPS)(AMPS)•Radio Audience Measurement Radio Audience Measurement Survey (RAMS)Survey (RAMS)•Television Audience Television Audience Measurement Survey (TAMS)Measurement Survey (TAMS)•SAARF Development IndexSAARF Development Index•SAARF Segmentation ToolsSAARF Segmentation Tools•Pan African Pan African MMedia edia RResearch esearch OOrganisation (rganisation (PAMROPAMRO))

PaulPres 2002 11 05 13

• SAARF Media Groups SAARF Media Groups MeasureMeasure

(SAARF MGM)(SAARF MGM)• SAARF Life StagesSAARF Life Stages• SAARF Lifestyles SAARF Lifestyles • SAARF Universal Living SAARF Universal Living

Standards Standards Measure (SU-LSM)Measure (SU-LSM)

SAARF Segmentation ToolsSAARF Segmentation Tools

PaulPres 2002 11 05 14

SAARF ASAARF AMPSMPS Survey – Survey – What Is It? - 1What Is It? - 1

• It is a grass-roots survey done in It is a grass-roots survey done in the homes of approximately 26 000 the homes of approximately 26 000 individuals nation wide every yearindividuals nation wide every year

• People tell us about the things they People tell us about the things they do – and we report their behaviour, do – and we report their behaviour, their media habits, the activities their media habits, the activities they take part in and in short it they take part in and in short it gives us a picture of South Africagives us a picture of South Africa

• It is conducted in the home It is conducted in the home language of each individual to language of each individual to ensure that the person understands ensure that the person understands the questionsthe questions

PaulPres 2002 11 05 15

SAARF ASAARF AMPSMPS Survey – Survey – What Is It? - 2What Is It? - 2

• All interviewers record data All interviewers record data directly on a directly on a laptop computerlaptop computer

• Adults 16+Adults 16+• Average interview time 45 Average interview time 45

minutesminutes• Truly National SurveyTruly National Survey• Is regarded as a national Is regarded as a national

treasure and envied by many treasure and envied by many countriescountries

PaulPres 2002 11 05 16

How Do We Ensure That The How Do We Ensure That The Sample Is Representative?Sample Is Representative?Multi-stage area-stratified probability Multi-stage area-stratified probability

samplingsampling

Pre-stratified by:Pre-stratified by:• Province Province 9 strata9 strata• Community sizeCommunity size 4 strata4 strata• Gender Gender 22 categories categories• Age (Politz grid)Age (Politz grid) 4 4 categoriescategories

TOTALTOTAL 288 CELLS288 CELLS

Over-sampling in catchment area of someOver-sampling in catchment area of some

mediamedia

PaulPres 2002 11 05 17

AMPS/RAMS Sample AMPS/RAMS Sample ValidationValidation ExternalExternal

• M-Net decodersM-Net decoders• Cellular phonesCellular phones• New New electricityelectricity connections connections

InternalInternal

• Durable items:Durable items:

AMPS AMPS 2001B2001B incidence + incidence +AMPS AMPS 2002B2002B purchases last 12 months = purchases last 12 months =AMPS AMPS 2002B2002B incidence incidence

PaulPres 2002 11 05 18

SAARF ASAARF AMPSMPS Survey – Survey – What’s On it? - 1What’s On it? - 1

CinemaCinema

InternetInternet

Outdoor advertisingOutdoor advertising

Print mediaPrint media

RadioRadio

TelevisionTelevision

Activities / life styleActivities / life style

PaulPres 2002 11 05 19

SAARF ASAARF AMPSMPS Survey – Survey – What’s On It? - 2What’s On It? - 2

Clothing/shoes/cosmeticsClothing/shoes/cosmetics

Financial servicesFinancial services

Food & grocerFood & grocery shopping habitsy shopping habits

Furniture & appliancesFurniture & appliances

Large & small durable itemsLarge & small durable items

Life stagesLife stages

Motor vehiclesMotor vehicles

PaulPres 2002 11 05 20

SAARF ASAARF AMPSMPS Survey – Survey – What’s On It? - 3What’s On It? - 3

Personal & household productsPersonal & household products

PersonalPersonal/household/household details details

PetsPets

Shopping CentresShopping Centres

TravelTravel

Your homeYour home

PaulPres 2002 11 05 21

Beer Drinking South AfricansBeer Drinking South AfricansReach Potential By MediumReach Potential By Medium

(000) - AMPS 2000 A

10,0005,0000

TotalsTotals

RADIO LISTENING - YesterdayRADIO LISTENING - Yesterday

TELEVISION - YesterdayTELEVISION - Yesterday

READERSHIP - Monthly MagREADERSHIP - Monthly Mag

READERSHIP - Any WeeklyREADERSHIP - Any Weekly

READERSHIP - Weekly MagREADERSHIP - Weekly Mag

READERSHIP - Any DailyREADERSHIP - Any Daily

READERSHIP - Fortnightly MagREADERSHIP - Fortnightly Mag

9,4499,449

7,1277,127

6,0536,053

3,4183,418

3,2703,270

2,9812,981

2,0202,020

1,1751,175

PaulPres 2002 11 05 22

SAARF RAMS: The SAARF RAMS: The Measurement Of RadioMeasurement Of Radio

• Same respondents than for AMPSSame respondents than for AMPS• Same sample design and Same sample design and

weighting proceduresweighting procedures• Leave behind self-completion Leave behind self-completion diary diary

keptkept for seven consecutive days for seven consecutive days• Recording by quarter hour within Recording by quarter hour within

stationstation

PaulPres 2002 11 05 23

TAMS Panel: The TAMS Panel: The Measurement Of Measurement Of

TelevisionTelevision• In place since late 80’sIn place since late 80’s• State of the art Eurometers State of the art Eurometers • 1 300 reporting homes1 300 reporting homes• Utilization of radio communication,Utilization of radio communication,

landlines and Cell phone landlines and Cell phone technologytechnology

• Measurement of Digital Satellite TV Measurement of Digital Satellite TV • Weekly ratingsWeekly ratings• Overnight ratingsOvernight ratings

PaulPres 2002 11 05 24

Coping With Media DiversityCoping With Media Diversity AMPS 1975 AMPS 19AMPS 1975 AMPS 199595 AMPS AMPS 20002000 AMPS AMPS 2002B2002BNewspapers:Newspapers: DailyDaily 2222 117 7 1717 1818Bi-Weekly - - - 6 Bi-Weekly - - - 6 WeeklyWeekly 23¹ 23¹ 24¹ 24¹ 148¹ 148¹ 22 22Community 123Community 123Monthly - - - 1Monthly - - - 1SupplementsSupplements NilNil 40 40 85 85 93 93Magazines:Magazines:Weekly/Fortnightly 19Weekly/Fortnightly 19Monthly Monthly 34² 34² 44² 44² 81² 81² 65 65Alternate MonthlyAlternate Monthly - - - 6 - - - 6QuarterlyQuarterly - - - 6 - - - 6Total PrintTotal Print 7979 125 125 331 331 335959

Sample SizeSample Size 16 634 16 634 1414 643643 35 06935 069 29 29 791 791

¹Weekly/¹Weekly/Community combinedCommunity combined²Weekly/Fortnightly/Monthly²Weekly/Fortnightly/Monthly combined combined

PaulPres 2002 11 05 25

Coping With Media DiversityCoping With Media Diversity AMPS 1975 AMPS 19AMPS 1975 AMPS 199595 AMPS AMPS 20002000 AMPS AMPS 2002B2002BRadio Stations:Radio Stations: CommercialCommercial 42 42CommunityCommunity 83 83Total RadioTotal Radio 9 9 28 28 132 132 125 125 TV Channels:TV Channels: Terrestrial:Terrestrial: Free Free NilNil 6 6 7 7 7 7 Pay-TV Pay-TV Nil 2 2 Nil 2 2 2 2 SatelliteSatellite NilNil NilNil 53¹ 53¹ 71¹71¹Total TVTotal TV Nil 8 62 80 Nil 8 62 80Cinema QuestionsCinema Questions 33 3 3 33 5 5Internet Questions NilInternet Questions Nil Nil 5 Nil 5

6 6Outdoor CategoriesOutdoor Categories NilNil NilNil 7 7 88

Sample SizeSample Size 16 634 16 634 1414 643643 35 06935 069 29 29 791 791

¹ Includes terrestrial stations also available on DStv¹ Includes terrestrial stations also available on DStv

PaulPres 2002 11 05 26

PaulPres 2002 11 05 27

PAMRO Founding PAMRO Founding Meeting –Meeting –

Johannesburg 1999Johannesburg 1999

• Started in the early ninetiesStarted in the early nineties• SAARF’s contribution to the SAARF’s contribution to the

African RenaissanceAfrican Renaissance• 8 countries8 countries• 27 founding members27 founding members

PaulPres 2002 11 05 28

Media Audience Media Audience Research in Africa - Research in Africa -

111948 –19901948 –1990 Ad Hoc studies across Africa Ad Hoc studies across Africa

19741974 SAARF (South Africa) SAARF (South Africa)

19751975 AMPS (South Africa) AMPS (South Africa)

19761976 RAMS (South Africa) RAMS (South Africa)

19891989 TAMS (South Africa) TAMS (South Africa)

19901990 NAMPS (Namibia) NAMPS (Namibia)19931993 GAMPS (Ghana) GAMPS (Ghana)19951995 KAMPS (Kenya) KAMPS (Kenya) 19951995 Jicmark (Kenya) Jicmark (Kenya)

PaulPres 2002 11 05 29

Media Audience Media Audience Research in Africa - 2Research in Africa - 2

19971997 ZARF (Zimbabwe) ZARF (Zimbabwe)19981998 ZAMPS (Zimbabwe) ZAMPS (Zimbabwe)19991999 Founding of PAMROFounding of PAMRO 19991999 AMPS/RAMS (Nigeria) AMPS/RAMS (Nigeria) 20002000 GARF (Ghana) GARF (Ghana)20022002 Jicnam (Namibia) Jicnam (Namibia) 20032003 Mauritius? Mauritius?

UAMPS (Uganda), TAMPS (Tanzania), UAMPS (Uganda), TAMPS (Tanzania), BAMPS (Botswana)BAMPS (Botswana)??

PROVIDES OPPORTUNITY FOR PROVIDES OPPORTUNITY FOR MULTI-COUNTRY COMPARISONSMULTI-COUNTRY COMPARISONS

PaulPres 2002 11 05 30

PAMRO ObjectivesPAMRO Objectives

• Creation of an African forum Creation of an African forum to exchange ideas on to exchange ideas on research mattersresearch matters

• To ensure the highest quality To ensure the highest quality in African media researchin African media research

• Harmonization of resultsHarmonization of results• Continental data for AfricaContinental data for Africa

PaulPres 2002 11 05 31

The How And The The How And The Why Of PAMROWhy Of PAMRO

• Use of the established SAARF Use of the established SAARF AMPS methodology across AfricaAMPS methodology across Africa

• Many marketers, media owners, Many marketers, media owners, agencies and research providers agencies and research providers involved in more than one involved in more than one countrycountry

• Also demand for multi-country Also demand for multi-country researchresearch

PaulPres 2002 11 05 32

AchievementsAchievements

Annual meetingsAnnual meetings• 1999 South Africa1999 South Africa• 20002000 GhanaGhana• 2001 Kenya2001 Kenya• 2002 Zimbabwe2002 Zimbabwe• 2003 Mauritius2003 Mauritius• 2004 Maybe Cameroon/Lake 2004 Maybe Cameroon/Lake

Malawi or Senegal ?Malawi or Senegal ?

PaulPres 2002 11 05 33

Where Do We Where Do We Stand in 2003?Stand in 2003?

•First official AGM in MauritiusFirst official AGM in Mauritius•12 countries12 countries•71 registered delegates71 registered delegates•Growth in International Interest Growth in International Interest 2 UK, 3 USA, 1 French 2 UK, 3 USA, 1 French delegatedelegate

PaulPres 2002 11 05 34

PAMRO - Quo PAMRO - Quo Vadis?Vadis?

• Formalizing of PAMRO – Formalizing of PAMRO – establishment of section 21 establishment of section 21 companycompany

• Regional activitiesRegional activities• Cooperation with governments, Cooperation with governments,

NGOs, NEPAD, etcNGOs, NEPAD, etc• Cooperation with international Cooperation with international

development bodiesdevelopment bodies

PaulPres 2002 11 05 35

The SAARF Universal The SAARF Universal Living Standards Living Standards

Measure™ Measure™



PaulPres 2002 11 05 36

ContentsContents

• Market SegmentationMarket Segmentation• Why the LSM?Why the LSM?• 1993/1995/2000 LSM1993/1995/2000 LSM• New SAARF Universal LSM™New SAARF Universal LSM™

PaulPres 2002 11 05 37

Market Segmentation - 1Market Segmentation - 1

What is market segmentation?What is market segmentation?

It’s the task of breaking the total market It’s the task of breaking the total market (which is typically too large to serve) (which is typically too large to serve) into segments that share common into segments that share common propertiesproperties

A A market segmentmarket segment is a gross slice of the is a gross slice of the market such as high-income car buyersmarket such as high-income car buyers

A A market nichemarket niche is a smaller, specially is a smaller, specially formed segment, such as high-income formed segment, such as high-income car buyers who want high-performance car buyers who want high-performance sports carssports cars

PaulPres 2002 11 05 38


Types of Market Segmentation:Types of Market Segmentation:

DemographicDemographic GeographicGeographic

Life-stage Life-stage PsychographicPsychographic

BehaviourBehaviour PerceptionsPerceptions

UsageUsage Needs / WantsNeeds / Wants

Socio-economicSocio-economic Multi-Multi-attributeattribute

etc.etc.

PaulPres 2002 11 05 39


The SAARF LSM is just one type of The SAARF LSM is just one type of segmentation tool based on segmentation tool based on affluence, access and geographic affluence, access and geographic indicatorsindicators

Because affluence is a very stable Because affluence is a very stable and dependable differentiator and and dependable differentiator and the AMPS variables are particularly the AMPS variables are particularly suited to this, this approach was suited to this, this approach was retained in the design of the new retained in the design of the new SAARF Universal LSMSAARF Universal LSM

PaulPres 2002 11 05 40

Why Classify People?Why Classify People?

•Some people tend to beSome people tend to behave in a have in a similarsimilar fashion fashion

•Some Some people tend to behavepeople tend to behave in a in a differentdifferent fashion from others fashion from others

ThusThus

•group people group people with with similar similar behaviour behaviour togethertogether

•distinguish between peopledistinguish between people with with differentdifferent behaviour behaviour

PaulPres 2002 11 05 41

Why Did We Develop The Why Did We Develop The LSM?LSM?•The urban/rural debateThe urban/rural debate

•Community size classificationCommunity size classification

•Lever Brothers’ experienceLever Brothers’ experience

•UK and USA - realised importance UK and USA - realised importance of variables other than of variables other than demographics - demographics - multivariate multivariate differentiatorsdifferentiators

•Technological developmentsTechnological developments - - sophisticatedsophisticated hardware/ hardware/powerful powerful softwaresoftware

PaulPres 2002 11 05 42

Why Did We Develop The Why Did We Develop The LSM?LSM?

• Human beings are complex – it Human beings are complex – it is better to try and describe is better to try and describe them by using a combination them by using a combination of variablesof variables

• LSMLSM index index developed to find developed to find the best combination of the best combination of variables from AMPSvariables from AMPS

PaulPres 2002 11 05 43

Main Main Aim Of The SAARF Aim Of The SAARF LSMLSM• DDevelop an index whichevelop an index which

ddifferentiatesifferentiates better than any better than any single demographicsingle demographic

plusplus• It must have broad application It must have broad application

across the total marketacross the total market• Must be simple to use, easy to Must be simple to use, easy to

link to other surveyslink to other surveys• Must be stable over time, but Must be stable over time, but

sensitive enough to register sensitive enough to register changeschanges

PaulPres 2002 11 05 44

LSM VariablesLSM Variables

•Approximately 70 AMPS Approximately 70 AMPS variables variables initially selected initially selected onon logical logical groundsgrounds

•Only the 13 strongest ones finally Only the 13 strongest ones finally included in the first LSMincluded in the first LSM

•It was immediately evident that It was immediately evident that LSMs were stronger differentiator LSMs were stronger differentiator than any single demographicthan any single demographic

•The Latest LSM – 29 variablesThe Latest LSM – 29 variables

PaulPres 2002 11 05 45

1993 SAARF LSM 1993 SAARF LSM VariablesVariables1.1. Fridge/freezerFridge/freezer

2.2. No water or No water or electricityelectricity

3.3. Polisher/vacuum Polisher/vacuum cleanercleaner

4.4. Non-Non-Supermarket Supermarket shoppershopper

5.5. No car in hhNo car in hh

6.6. TV setTV set

7.7. Microwave ovenMicrowave oven

8. 8. Rural dweller (not Rural dweller (not PWV & W.cape)PWV & W.cape)

9. 9. Hi-fi/music centreHi-fi/music centre

10. 10. No domesticNo domestic

workerworker

11. 11. Washing Washing machinemachine

12. 12. Sewing machineSewing machine

13. 13. MetropolitanMetropolitan

dwellerdweller

PaulPres 2002 11 05 46

NEW SAARF NEW SAARF UNIVERSAL LSM™UNIVERSAL LSM™

AUGUST 2001AUGUST 2001

PaulPres 2002 11 05 47

New SAARF Universal LSM™ New SAARF Universal LSM™ – The Improvements - 1– The Improvements - 1

In the design of the new SAARF In the design of the new SAARF Universal LSM a number of Universal LSM a number of improvements have been built in:improvements have been built in:

1.1. To allow finer differentiation, the To allow finer differentiation, the number of variables has been number of variables has been increased to 29increased to 29

2.2. Variables have been carefully chosen Variables have been carefully chosen to avoid biases being introduced and to avoid biases being introduced and to ensure that they are universally to ensure that they are universally applicable to all respondentsapplicable to all respondents

PaulPres 2002 11 05 48


3.3. The scale has been extended to 10 The scale has been extended to 10 groups to allow finer segmentationgroups to allow finer segmentation

4.4. The groups at the top end of the The groups at the top end of the scale from LSM 7 and up has been scale from LSM 7 and up has been made smaller to allow finer made smaller to allow finer segmentation of this important segmentation of this important market segmentmarket segment

PaulPres 2002 11 05 49


5.5. As South African society develops, As South African society develops, the groups can be extended beyond the groups can be extended beyond 10. This will obviate the need for a 10. This will obviate the need for a new LSM every now and thennew LSM every now and then

6.6. This new feature of the design will This new feature of the design will enable trending from one year to enable trending from one year to the other, even when new variables the other, even when new variables are introducedare introduced

PaulPres 2002 11 05 50

15 Variables From Previous 15 Variables From Previous LSMsLSMs1.1. Electric Electric

stove/hotplatestove/hotplate

2.2. Microwave ovenMicrowave oven

3.3. Flush toilet in Flush toilet in house or on plothouse or on plot

4.4. No domestic No domestic workerworker

5.5. VCR in householdVCR in household

6.6. Vacuum cleaner / Vacuum cleaner / floor polisherfloor polisher

7.7. Traditional hut Traditional hut

8. 8. 1/more sedan cars1/more sedan cars

9. 9. Washing machineWashing machine

10. 10. TV setTV set

11. 11. Home TelephoneHome Telephone

12. 12. Hi-Fi/music centreHi-Fi/music centre

13. 13. Built-in kitchenBuilt-in kitchen

sink sink

14. 14. Hot running waterHot running water

15. 15. Fridge/freezerFridge/freezer

PaulPres 2002 11 05 51

14 New Variables14 New Variables1.1. Deep freezerDeep freezer

2.2. Water in Water in home/on plothome/on plot

3.3. Mnet/DStv Mnet/DStv subscriptionsubscription

4.4. DishwasherDishwasher

5.5. ElectricityElectricity

6.6. Sewing machineSewing machine

7.7. GautengGauteng

8.8. Western CapeWestern Cape

9. 9. No cellphone inNo cellphone in householdhousehold10. 10. PC in homePC in home11. 11. Tumble dryerTumble dryer12. 12. Less than two Less than two

radioradio sets in Householdsets in Household13. 13. Non-urban outsideNon-urban outside Gauteng/WesternGauteng/Western CapeCape14. 14. Home securityHome security serviceservice

PaulPres 2002 11 05 52

SAARF Universal LSM™ SAARF Universal LSM™ GroupsGroups Penetration Average Household Income

2001B

% 2002A

% 2002B

% 2001B

2002A

2002B

SU-LSM 1 10.5 10.2 10.2 R 777 R 804 R 832

SU-LSM 2 14.0 14.3 13.9 R 885 R 962 R1 075

SU-LSM 3 14.3 14.0 14.1 R 1 107 R 1 188 R1 318

SU-LSM 4 13.8 13.7 14.0 R 1 523 R 1 570 R1 724

SU-LSM 5 12.5 12.5 12.4 R 2 205 R 2 230 R2 421

SU-LSM 6 12.6 12.6 12.5 R 3 557 R 3 619 R3 897

SU-LSM 7 6.0 6.4 6.3 R 5 509 R 5 675 R5 859

SU-LSM 8 5.8 5.8 5.8 R 7 428 R 7 587 R8 053

SU-LSM 9 5.4 5.6 5.9 R 9 861 R10 245 R10 732

SU-LSM 10 5.1 5.0 4.9 R13 788 R15 076 R15 931

SAARF AMPS 2001B, 2002A & 2002B

PaulPres 2002 11 05 53

Number Of People In Each SU-LSMNumber Of People In Each SU-LSM

LSM 1LSM 1

LSM 2LSM 2

LSM 3LSM 3

LSM 4LSM 4

LSM 5LSM 5

LSM 6LSM 6

LSM 7LSM 7

LSM 8LSM 8

LSM 9 LSM 9

LSM LSM 1010

PopulatioPopulationn

3 006 0003 006 000

4 114 0004 114 000

4 160 0004 160 000

4 135 0004 135 000

3 660 0003 660 000

3 709 0003 709 000

1 865 0001 865 000

1 729 0001 729 000

1 759 0001 759 000

1 445 0001 445 000

RespondenRespondentsts

1 0571 057

1 7641 764

2 3332 333

2 9012 901

3 4003 400

4 6924 692

3 0683 068

3 4503 450

3 7833 783

3 3433 343

% Pop% Pop

10.210.2

13.913.9

14.114.1

14.014.0

12.412.4

12.512.5

6.36.3

5.85.8

6.06.0

4.94.9SAARF AMPS 2002B

PaulPres 2002 11 05 54

Mpumalanga

Eastern Cape

Free State

Gauteng

KwaZulu-NatalNorthern Cape

North West

Western Cape

Limpopo

Lsm 1- 4Lsm 1- 4Lsm 5Lsm 5Lsm 6Lsm 6Lsm 7Lsm 7Lsm 8Lsm 8Lsm 9Lsm 9Lsm 10Lsm 10

% of Province that is Rural% of Province that is RuralMore than 60 More than 60 %%31 to 60 %31 to 60 %

11 to 30 %11 to 30 % up to 10 %up to 10 %

SAARF Universal SAARF Universal LSM™ By LSM™ By Province Province

SAARF AMPS 2002B

PaulPres 2002 11 05 55

LSM 1LSM 1 (1 (100.2%) .2%) DEMOGRAPHICSDEMOGRAPHICSFemaleFemale16 - 24, 50+16 - 24, 50+Primary CompletedPrimary CompletedRuralRuralTraditional HutTraditional HutRR832832 per month per month

MEDIAMEDIARadio below but strongestRadio below but strongest medium medium - African Language Services- African Language Services

GENERALGENERALMinimal access to servicesMinimal access to servicesMinimal ownership of durables, Minimal ownership of durables,

except radio setsexcept radio setsActivities - gardeningActivities - gardening

Summary Of New SAARF SU-LSM Summary Of New SAARF SU-LSM Groups (from SAARF AMPS 2002B)Groups (from SAARF AMPS 2002B)

LSM 2LSM 2 (13. (13.99%) %) DEMOGRAPHICSDEMOGRAPHICS

FemaleFemale16 - 2416 - 24

Up to some highUp to some highRuralRural

RR1 0751 075 per month per month

MEDIAMEDIARadio: African Radio: African LLanguage anguage SServiceservices

GENERALGENERALWater on plotWater on plotMinimal ownership of durables,Minimal ownership of durables,except radio sets and stovesexcept radio sets and stovesActivities - gardeningActivities - gardening

PaulPres 2002 11 05 56

LSM 3LSM 3 ( (14.114.1%) %) DEMOGRAPHICSDEMOGRAPHICS16 - 4916 - 49Up to some highUp to some high RuralRural

R1 318 per monthR1 318 per monthMEDIAMEDIARadioRadio: : ALS stationsALS stations, , Radio BopRadio Bop

TV: TV: SABC 1SABC 1OutdoorOutdoor

GENERALGENERALElectricity, water on plotElectricity, water on plotMinimal ownership of Minimal ownership of durables, except radio sets durables, except radio sets and stovesand stovesActivities - minimalActivities - minimal


LSM 4LSM 4 (1 (144..00%)%)

DEMOGRAPHICSDEMOGRAPHICS

MaleMale

16 - 3416 - 34

Schooling up to some highSchooling up to some high

UrbanUrban

R1 724 per monthR1 724 per month

MEDIAMEDIA

RadioRadio: : ALS stationsALS stations, , Radio Bop, Radio Bop, Metro fm,Metro fm, YFMYFM

TVTV: : SABC 1,2, Bop TVSABC 1,2, Bop TV

OutdoorOutdoor

GENERALGENERAL

Electricity, water on plot, flush toiletElectricity, water on plot, flush toilet

TV sets, hi-fi/radio set, stove, fridgeTV sets, hi-fi/radio set, stove, fridgeActivities - stokvel meeting, Activities - stokvel meeting, lottery ticketslottery tickets

PaulPres 2002 11 05 57


LSM 6LSM 6 (12. (12.55%)%)DEMOGRAPHICSDEMOGRAPHICS25-4925-49Up to post matric, not universityUp to post matric, not university, , UrbanUrbanR3 R3 897897 per month per monthMEDIAMEDIAWide range of commercialWide range of commercial//community community radioradioTVTV: : SABC 1,2,3, e.tvSABC 1,2,3, e.tvDailyDaily//Weekly Newspapers, MagazinesWeekly Newspapers, MagazinesCinema Cinema & & OutdoorOutdoorGENERALGENERALElectricity, hot running water, flush Electricity, hot running water, flush toilet toilet Ownership of a number ofOwnership of a number ofdurables plusdurables plus cell phonecell phoneParticipated in a numberParticipated in a numberof activitiesof activities

LSM 5LSM 5 (1 (122..44%)%)


25-4925-49

Some high to matricSome high to matric, , UrbanUrban

R2 421 per monthR2 421 per month

MEDIAMEDIA

RadioRadio: : ALS stationsALS stations, , Radio Bop, Radio Bop, Metro fm,Metro fm, KAYA FM, YFMKAYA FM, YFM

TVTV: : SABC 1,2,3, Bop TV, e.tvSABC 1,2,3, Bop TV, e.tv

Weekly Newspapers, MagazinesWeekly Newspapers, Magazines

OutdoorOutdoor

GENERALGENERAL

Electricity, water, flush toiletElectricity, water, flush toilet

TV sets, hi-fi/radio set, stove TV sets, hi-fi/radio set, stove fridgefridge

ActivitiesActivities:: started exercising, started exercising, painted interior of house, stokvel painted interior of house, stokvel meeting, bought tapes, lottery meeting, bought tapes, lottery ticketstickets

PaulPres 2002 11 05 58


LSM 8LSM 8 (5. (5.88%) %) DEMOGRAPHICSDEMOGRAPHICS35+35+Matric and higherMatric and higher, , UrbanUrbanR8 053 per monthR8 053 per monthMEDIAMEDIAWide range of Wide range of commercialcommercial//community radiocommunity radioTVTV: : SABC1,2,3, e.tv, M-Net, DStvSABC1,2,3, e.tv, M-Net, DStvDailyDaily//Weekly Newspapers, Weekly Newspapers, MagazinesMagazinesAccessed internet 4 weeksAccessed internet 4 weeksCinemaCinema & & OutdoorOutdoorGENERALGENERALFull access to servicesFull access to servicesFull ownership of durables,Full ownership of durables,incl PC and satellite dishincl PC and satellite dishIncreased participation inIncreased participation inactivitiesactivities

LSM 7LSM 7 ( (66..33%)%)


35+35+

Matric and higherMatric and higher, , UrbanUrban

R5 R5 859859 per month per monthMEDIAMEDIAWide range of Wide range of commercialcommercial//community radiocommunity radio

TVTV: : SABC 1,2,3, e.tv, M-NetSABC 1,2,3, e.tv, M-Net

DailyDaily//Weekly Newspapers, Weekly Newspapers, MagazinesMagazines

Accessed internet 4 weeksAccessed internet 4 weeks

CinemaCinema & & OutdoorOutdoor

GENERALGENERAL

Full access to servicesFull access to services

Increased ownership of durables Increased ownership of durables plus motor vehicleplus motor vehicle

Participation in all activitiesParticipation in all activities

PaulPres 2002 11 05 59


LSM 10LSM 10 (4.9%) (4.9%) DEMOGRAPHICSDEMOGRAPHICSMaleMale, , 35+ 35+ Matric and higherMatric and higher, , UrbanUrbanR1R15 9315 931 per month per monthMEDIAMEDIAWide range of commercialWide range of commercial//community community radioradioTVTV: : SABC 2,3, e.tv, M-Net, DStvSABC 2,3, e.tv, M-Net, DStvDailyDaily//Weekly Newspapers, MagazinesWeekly Newspapers, MagazinesAccessed internet 4 weeksAccessed internet 4 weeksCinemaCinema & & OutdoorOutdoorGENERALGENERALFull access to servicesFull access to servicesFull ownership of durables,Full ownership of durables,incl PC and satellite dishincl PC and satellite dishIncreased participation inIncreased participation inactivities,activities, e exclxcluding uding stokvelstokvelmeetingsmeetings

LSM 9LSM 9 (5. (5.99%) %) DEMOGRAPHICSDEMOGRAPHICSMaleMale, , 35+35+Matric and higherMatric and higher, , UrbanUrbanRR10 73210 732 per month per monthMEDIAMEDIAWide range of Wide range of commercialcommercial//community radiocommunity radioTVTV: : SABC 2,3, e.tv, M-Net, DStvSABC 2,3, e.tv, M-Net, DStvDailyDaily//Weekly Newspapers, Weekly Newspapers, MagazinesMagazinesAccessed internet 4 weeksAccessed internet 4 weeksCinemaCinema & & OutdoorOutdoorGENERALGENERALFull access to servicesFull access to servicesFull ownership of durables,Full ownership of durables,incl PC and satellite dishincl PC and satellite dishIncreased participation in Increased participation in activities, exclactivities, excluding uding stokvel stokvel meetingsmeetings

PaulPres 2002 11 05 60

0

10

20

30

40

50Femina Cosmopolitan

SU-LSM – Monthly SU-LSM – Monthly MagazinesMagazines

SAARF AMPS 2002B

PaulPres 2002 11 05 61

Bought Lottery Tickets By SU-Bought Lottery Tickets By SU-LSM – Past 4 WeeksLSM – Past 4 Weeks

Bought Lottery Tickets By SU-Bought Lottery Tickets By SU-LSM – Past 4 WeeksLSM – Past 4 Weeks

0

20

40

60

80

100

Jul2000-Jun2001 45.7 14.1 27.8 39.2 49.9 55.2 62.2 59.4 60.9 60.7 61.5

Jan2001-Dec2001 47.2 15.3 28.7 42.3 52.1 57.6 63.5 58.5 61.4 58.9 57.3

Jan2002-Dec2002 45 11.8 27.4 42.6 50.4 55.3 59.1 55.9 54.9 56 54.4

TOTAL

LSM 1

LSM 2

LSM 3

LSM 4

LSM 5

LSM 6

LSM 7

LSM 8

LSM 9

LSM 10

SAARF AMPS 2001A, 2001B & 2002BPopulation, all South Africans 16+: 29 583 000

%

PaulPres 2002 11 05 62

Cellphone Penetration Cellphone Penetration Within Within SU-LSMSU-LSM

Cellphone Penetration Cellphone Penetration Within Within SU-LSMSU-LSM

1.25.4 7.5

16.220.5

32.5

43.752.2

62.4

77.2

0

20

40

60

80

100

Penetration 1.2 5.4 7.5 16.2 20.5 32.5 43.7 52.2 62.4 77.2

LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10

%

SAARF AMPS 2002B

PaulPres 2002 11 05 63

4.5

5.4

8.6

9.4

12.8

13.4

21.2

24.3

0 10 20 30 40 50

KAYA-FM 95.9

Umhlobo Wenene FM

Thobela FM

Motsweding FM

Metro fm

YFM 99.2

Ukhozi FM

Lesedi FM SU-LSM 1-5

% Listenership: SU-LSM 1-5 % Listenership: SU-LSM 1-5 GautengGauteng

SAARF RAMS 2002B

PaulPres 2002 11 05 64

0.3

0.4

0.5

0.6

0.9

2.2

2.2

4.0

4.0

0 10 20 30 40 50

Radiosondergrense

702 Talk Radio

SAfm

5fm

Radiokansel/Pulpit

Jacaranda 94.2fm

94.7 Highveld Stereo

Total Community

Munghana Lonene FMSU-LSM 1-5


SAARF RAMS 2002B

PaulPres 2002 11 05 65

6.0

6.1

6.9

8.5

8.7

11.4

14.3

16.0

0 10 20 30 40 50

Ukhozi FM

5fm

Total Community

Lesedi FM

Jacaranda 94.2fm

YFM 99.2

Metro fm

94.7 Highveld Stereo SU-LSM 6-10


SAARF RAMS 2002B

PaulPres 2002 11 05 66

0.9

1.6

2.7

2.9

3.1

3.9

4.4

4.9

5.6

0 10 20 30 40 50

Munghana Lonene FM

Umhlobo Wenene FM

Radiokansel/Pulpit

SAfm

Thobela FM

702 Talk Radio

Motsweding FM

KAYA-FM 95.9

Radiosondergrense

SU-LSM 6-10


SAARF RAMS 2002B

PaulPres 2002 11 05 67

THE SAARFTHE SAARFDEVELOPMENTDEVELOPMENT

INDEX INDEX



PaulPres 2002 11 05 68

The Development IndexThe Development Index

This Development Index is based This Development Index is based onon

the results of the South Africanthe results of the South African

Advertising Research Foundation’s Advertising Research Foundation’s AllAll

Media and Products Survey (AMPS)Media and Products Survey (AMPS)

It tracks development in the It tracks development in the country since the first democratic country since the first democratic elections in 1994elections in 1994

PaulPres 2002 11 05 69

HouseholdHousehold DataData

1994-20021994-2002

PaulPres 2002 11 05 70

48

64607167

78

0

20

40

60

80

100

Gauteng National

1994 1997 2002

%

Sample size:National 14 498 (’94), 31 457 (’97), 28 915 (’01)Sample size: Gauteng 4 300 (’94), 9 660 (’97), 7 481 (’01)Population, all SA Households: 8 000 000 (’94), 8 479 000 (’97), 9 550 000 (’01)Population, all Gauteng Households: 1 801 000 (’94), 1 889 000 (’97), 2 088 000 (’01)

Homes OwnedHomes Owned

PaulPres 2002 11 05 71

96

68

97

72

98

75

0

20

40

60

80

100

Gauteng National

1994 1997 2002

%


Tap Water in House/on PlotTap Water in House/on Plot

PaulPres 2002 11 05 72

26

96

33

97

39

97

0

20

40

60

80

100

Rural Urban

1994 1997 2002

Tap Water in House/on PlotTap Water in House/on Plot

Sample rural: 2 946 (’94), 4 094 (’97), 5 175 (’02)Sample urban:11 552 (’94), 27 363 (’97), 24 615 (’02)Population, rural Households: 3 202 000 (’94), 3 403 000 (’97), 3 725 000 (’02)Population, urban Households:4 798 000 (’94), 5 074 000 (’97), 6 015 000 (’02)

%

PaulPres 2002 11 05 73

93

57

94

60

0

20

40

60

80

100

Gauteng National

1994 1997 2002

Flushtoilet in the House/on Flushtoilet in the House/on PlotPlot

%

N/AN/A


PaulPres 2002 11 05 74

10

92

10

91

0

20

40

60

80

100

Rural Urban

1994 1997 2002

Flushtoilet in the House/on Flushtoilet in the House/on PlotPlot


%

N/A N/A

PaulPres 2002 11 05 75

89

58

93

70

9583

0

20

40

60

80

100

Gauteng National

1994 1997 2002

ElectricityElectricity

%


PaulPres 2002 11 05 76

17

85

34

95

63

95

0

20

40

60

80

100

Rural Urban

1994 1997 2002

ElectricityElectricity


%

PaulPres 2002 11 05 77

2415

24 1926 25

0

20

40

60

80

100

Gauteng National

1994 1997 2002

Electric HotplateElectric Hotplate

%


PaulPres 2002 11 05 78

5

2111

2426 24

0

20

40

60

80

100

Rural Urban

1994 1997 2002

Electric HotplateElectric Hotplate


%

PaulPres 2002 11 05 79

65

41

67

44

72

50

0

20

40

60

80

100

Gauteng National

1994 1997 2002

Electric StoveElectric Stove

%


PaulPres 2002 11 05 80

8

62

10

66

19

70

0

20

40

60

80

100

Rural Urban

1994 1997 2002

Electric StoveElectric Stove


%

PaulPres 2002 11 05 81

2918

34

21

51

30

0

20

40

60

80

100

Gauteng National

1994 1998 2002

Microwave OvenMicrowave Oven

%


PaulPres 2002 11 05 82

4

27

4

32

6

45

0

20

40

60

80

100

Rural Urban

1994 1997 2002

Microwave OvenMicrowave Oven


%

PaulPres 2002 11 05 83

73

48

72

50

83

64

0

20

40

60

80

100

Gauteng National

1994 1997 2002

RefrigeratorRefrigerator

%


PaulPres 2002 11 05 84

14

71

16

73

36

81

0

20

40

60

80

100

Rural Urban

1994 1997 2002

RefrigeratorRefrigerator


%

PaulPres 2002 11 05 85

56

39

66

48

6957

0

20

40

60

80

100

Gauteng National

1994 1997 2002

Hi-Fi/Music CentreHi-Fi/Music Centre

%


PaulPres 2002 11 05 86

18

53

26

63

40

68

0

20

40

60

80

100

Rural Urban

1994 1997 2002

Hi-Fi/Music CentreHi-Fi/Music Centre


%

PaulPres 2002 11 05 87

81

58

82

64

86

71

0

20

40

60

80

100

Gauteng National

1994 1997 2002

Television SetTelevision Set

%


PaulPres 2002 11 05 88

27

79

36

82

48

85

0

20

40

60

80

100

Rural Urban

1994 1997 2002

Television SetTelevision Set


%

PaulPres 2002 11 05 89

54

34

48

3239

27

0

20

40

60

80

100

Gauteng National

1994 1997 2002

Land Line TelephoneLand Line Telephone

%


PaulPres 2002 11 05 90

6

53

5

50

6

41

0

20

40

60

80

100

Rural Urban

1994 1997 2002

Land Line TelephoneLand Line Telephone


%

PaulPres 2002 11 05 91

Income: Income: Up to R2499Up to R2499

6374

55

69

44

59

0

20

40

60

80

100

Gauteng National

'94 '97 '02

%


PaulPres 2002 11 05 92

Income: Income: Up to R2499Up to R2499

94

61

92

54

82

44

0

20

40

60

80

100

Rural Urban

'94 '97 '02


%

PaulPres 2002 11 05 93

Income: Income: R2500 - R5999R2500 - R5999

20 1621 1721 22

0

20

40

60

80

100

Gauteng National

'94 '97 '02

%


PaulPres 2002 11 05 94

Income: Income: R2500 - R5999R2500 - R5999

4

24

5

2412

27

0

20

40

60

80

100

Rural Urban

'94 '97 '02


%

PaulPres 2002 11 05 95

Income: Income: R6000+R6000+

2110

28

14

35

20

0

20

40

60

80

100

Gauteng National

'94 '97 '02

%


PaulPres 2002 11 05 96

Income: Income: R6000+R6000+

2

153

22

5

29

0

20

40

60

80

100

Rural Urban

'94 '97 '02


%

PaulPres 2002 11 05 97

Personal DataPersonal Data

1994-20021994-2002

PaulPres 2002 11 05 98

96

58

96

58

97

60

0

20

40

60

80

100

Gauteng National

1994 1997 2002

Urban DwellersUrban Dwellers

%

Sample size: 11 552 (’94), 27 363 (’97), 23 853 (’01) Sample size: Gauteng 4 300 (’94), 9 660 (’97), 7 481 (’01)Population, Gauteng 16+: 5 196 000 (’94), 5 466 000 (’97), 6 126 000 (’01)Population, urban South Africans 16+: 14 231 000 (’94), 14 957 000 (’97), 17 451 000 (’01)

PaulPres 2002 11 05 99

83

14

82

17

84

25

0

20

40

60

80

100

Gauteng National

1994 1997 2002

Education (Matric)Education (Matric)

%


PaulPres 2002 11 05 100

5

20

7

2416

31

0

20

40

60

80

100

Rural Urban

1994 1997 2002

Education (Matric)Education (Matric)

Sample rural: 2 946 (’94), 4 094 (’97), 5 175 (’02)Sample urban:11 552 (’94), 27 363 (’97), 24 616 (’02)Population, rural 16+: 10 308 000 (’94), 10 765 000 (’97), 11 994 000 (’02)Population, urban 16+:14 231 000 (’94), 14 957 000 (’97), 17 638 000 (’02)

%

PaulPres 2002 11 05 101

12 814 912 8

0

20

40

60

80

100

Gauteng National

1994 1997 2002

Education (Post Matric)Education (Post Matric)

%


PaulPres 2002 11 05 102

212

214

312

0

20

40

60

80

100

Rural Urban

1994 1997 2002

Education (Post Matric)Education (Post Matric)


%

PaulPres 2002 11 05 103

4032

403132

24

0

20

40

60

80

100

Gauteng National

1994 1997 2002

Working Full-TimeWorking Full-Time

%


PaulPres 2002 11 05 104

24

38

21

38

16

29

0

20

40

60

80

100

Rural Urban

1994 1997 2002

Working Full-TimeWorking Full-Time


%

PaulPres 2002 11 05 105

FemFemaleale: : WWorking orking FFull-ull-TTimeime

3122

302124

17

0

20

40

60

80

100

Gauteng National

1994 1997 2002

%


PaulPres 2002 11 05 106

MaleMale: : WWorking orking FFull-ull-TTimeime

48 4349

424032

0

20

40

60

80

100

Gauteng National

1994 1997 2002

%


PaulPres 2002 11 05 107

11 79 911 10

0

20

40

60

80

100

Gauteng National

1994 1997 2002

Working Part-TimeWorking Part-Time

%


PaulPres 2002 11 05 108

5 99 910 11

0

20

40

60

80

100

Rural Urban

1994 1997 2002

Working Part-TimeWorking Part-Time


%

PaulPres 2002 11 05 109

Own/Own/RRent/ent/UUse se CCellellpphonehone

104

3624

0

20

40

60

80

100

Gauteng National

1994 1997 2002

%

N/AN/A


PaulPres 2002 11 05 110

Own/Own/RRent/ent/UUse se CCellellpphonehone

1712

33

0

20

40

60

80

100

Rural Urban

1994 1997 2002

N/A N/A


%

PaulPres 2002 11 05 111

Media PenetrationMedia Penetration

1994-20021994-2002

PaulPres 2002 11 05 112

Can Read and UnderstandCan Read and Understand

9587

9789

97 92

0

20

40

60

80

100

Gauteng National

1994 1997 2002

%


PaulPres 2002 11 05 113

Can Read and UnderstandCan Read and Understand

75

95

80

9786

97

0

20

40

60

80

100

Rural Urban

1994 1997 2002


%

PaulPres 2002 11 05 114

66 7180

0

20

40

60

80

100

National

1994 1997 2002

Education – Functional Education – Functional literacyliteracy

Sample size: 14 498 (’94), 31 457 (’97), 29 791 (’02)Population, all South Africans 16+: 24 539 000 (’94), 25 722 000 (’97), 29 582 000 (’02)

%

PaulPres 2002 11 05 115

68

51

71

57

0

20

40

60

80

100

Gauteng National

1994 1997 2002

Any Newspaper/MagazineAny Newspaper/Magazine

%

N/A N/A


PaulPres 2002 11 05 116

25

70

34

73

0

20

40

60

80

100

Rural Urban

1994 1997 2002

Any Newspaper/MagazineAny Newspaper/Magazine

N/A N/A


%

PaulPres 2002 11 05 117

90 8589 8893 91

0

20

40

60

80

100

Gauteng National

1994 1997 2002

Radio - Past 7 DaysRadio - Past 7 Days

%


PaulPres 2002 11 05 118

7989

829288 92

0

20

40

60

80

100

Rural Urban

1994 1997 2002

Radio - Past 7 DaysRadio - Past 7 Days


%

PaulPres 2002 11 05 119

9 711 13

0

20

40

60

80

100

Gauteng National

1994 1997 2002

Community Radio - Past 7 Community Radio - Past 7 DaysDays

%

N/A N/A


PaulPres 2002 11 05 120

31011 14

0

20

40

60

80

100

Rural Urban

1994 1997 2002

Community Radio - Past 7 Community Radio - Past 7 DaysDays

N/A N/A


%

PaulPres 2002 11 05 121

86

64

86

68

93

78

0

20

40

60

80

100

Gauteng National

1994 1997 2002

TV - Past 7 DaysTV - Past 7 Days

%


PaulPres 2002 11 05 122

34

86

42

87

55

91

0

20

40

60

80

100

Rural Urban

1994 1997 2002

TV - Past 7 DaysTV - Past 7 Days


%

PaulPres 2002 11 05 123

Development Trends As Development Trends As Reflected By The SAARFReflected By The SAARF

Living StandardsLiving StandardsMeasureMeasure



PaulPres 2002 11 05 124

0

10

20

30

40

50

1994 1997 2002

LSMs – NationalLSMs – National


%

PaulPres 2002 11 05 125

0

10

20

30

40

50

1994 1997 2002

LSMs – RuralLSMs – Rural


%

PaulPres 2002 11 05 126

0

10

20

30

40

50

1994 1997 2002

LSMs – UrbanLSMs – Urban


%

PaulPres 2002 11 05 127

0

10

20

30

40

50

1994 1997 2002

LSMs – Western CapeLSMs – Western Cape


%

PaulPres 2002 11 05 128

0

10

20

30

40

50

1994 1997 2002

LSMs – GautengLSMs – Gauteng


%

PaulPres 2002 11 05 129

0

10

20

30

40

50

1994 1997 2002

LSMs – KZNLSMs – KZN


%

PaulPres 2002 11 05 130

0

10

20

30

40

50

lsm

1

lsm

2

lsm

3

lsm

4

lsm

5

lsm

6

lsm

7

lsm

8

1994 1997 2002

LSMs – Northern CapeLSMs – Northern Cape


%

PaulPres 2002 11 05 131

0

10

20

30

40

501994 1997 2002

LSMs – Free StateLSMs – Free State


%

PaulPres 2002 11 05 132

0

10

20

30

40

50

1994 1997 2002

LSMs – Eastern CapeLSMs – Eastern Cape


%

PaulPres 2002 11 05 133

0

10

20

30

40

50

1994 1997 2002

LSMs – MpumalangaLSMs – Mpumalanga


%

PaulPres 2002 11 05 134

0

10

20

30

40

50

1994 1997 2002

LSMs – LimpopoLSMs – Limpopo


%

PaulPres 2002 11 05 135

0

10

20

30

40

50

1994 1997 2002

LSMs – North-WestLSMs – North-West


%

PaulPres 2002 11 05 136

ConclusionsConclusions

PaulPres 2002 11 05 137

Conclusions - 1Conclusions - 1

AMPS data is freely available to AMPS data is freely available to everyoneeveryone

AMPS is updated twice a year AMPS is updated twice a year and is representative of all and is representative of all South African Adults South African Adults countrywidecountrywide

AMPS is the ideal vehicle for the AMPS is the ideal vehicle for the monitoring of developmentmonitoring of development

PaulPres 2002 11 05 138

Conclusions - 2Conclusions - 2

This analysis of SAARF’s AMPS This analysis of SAARF’s AMPS data shows extensive data shows extensive development in South African development in South African living standards for the period living standards for the period 1994 – 20021994 – 2002

It also shows that the RDP is It also shows that the RDP is achieving many of its objectives, achieving many of its objectives, especially those related to basic especially those related to basic needs and educationneeds and educationA major exception is job creationA major exception is job creation

PaulPres 2002 11 05 139

“…“…Communication research Communication research is a critical element of the is a critical element of the trade: Communication is an trade: Communication is an art form but it should be art form but it should be based on science.”based on science.”

(Netshitenzhe, 2003)(Netshitenzhe, 2003)

PaulPres 2002 11 05 140

The South African The South African Advertising Research Advertising Research

FoundationFoundation(SAARF)(SAARF)

THANK YOUTHANK YOU

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