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"YOUR WINDOW TO THE WORLD OF RESEARCH". SAARF IN A NUTSHELL By Dr Paul Haupt & Mluleki Ncube S AARF. Introduction to SAARF The Pan African Media Research Organization The SAARF LSM The SAARF Development Index Conclusions. Contents. Radio Listenership Survey – 1948

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Saarf in a nutshell by dr paul haupt mluleki ncube s aarf

"YOUR WINDOW TO THE WORLD OF RESEARCH"

SAARF IN A NUTSHELL

By

Dr Paul Haupt & Mluleki Ncube

SAARF

PaulPres 2002 11 05 1


Contents

Introduction to SAARF

The Pan African Media Research Organization

The SAARF LSM

The SAARF Development Index

Conclusions

Contents

PaulPres 2002 11 05 2


Media research in south africa

Radio Listenership Survey – 1948

Readership Survey – 1948

National Readership Survey – 1962

SABC Broadcast Index – 1968

SAARF - 1974

Media Research In South Africa

PaulPres 2002 11 05 3


Primary reason w hy saarf was formed

To measure the readership of newspapers and magazines

The listenership of radio stations

The viewership of TV channels, etc

as well as the consumption of products

and services by users of the media

Primary Reason Why SAARFWas Formed

PaulPres 2002 11 05 4


Saarf in a nutshell by dr paul haupt mluleki ncube s aarf

SAARF's Raison D’être

The provision of a common trading currency for the selection and buying of appropriate media space and time and to enable effective target marketing

It creates an even playing field for individual media

PaulPres 2002 11 05 5


Saarf in a nutshell by dr paul haupt mluleki ncube s aarf

The Tripartite Nature Of SAARF

MEDIA OWNERS

CINEMA

INTERNET

OUTDOOR

PRINT

RADIO

TV

MARKETERS

SAARF

ADVERTISING AGENCIES

PaulPres 2002 11 05 6


Saarf in a nutshell by dr paul haupt mluleki ncube s aarf

Funding

Until 1996:SAARF levy

Levy on advertising expenditure0,5%

From 1997:MIT levy

Marketing Industry Trust (MIT)

Beneficiaries : SAARF, ASA, FOCS

Collected by the media

From 1997 : 0,65%

From 1998 : 1%

PaulPres 2002 11 05 7


Saarf members

Association for Communication and Advertising

(ACA) & Advertising Media Forum (AMF)

Marketing Federation of Southern Africa (MFSA)

CINEmark

National Association of Broadcasters (NAB) including community radio & SABC

Out of Home Media South Africa (OHMSA)

Print Media South Africa (PMSA)

Independent Chairperson

Immediate Past-Chairperson

Managing Director Technical Director

SAARF Members

PaulPres 2002 11 05 8


Specialised councils

Specialised Councils

SAARF Cinema Council

SAARF Internet Council

SAARF Outdoor Council

SAARF Print Council

SAARF Products Council

SAARF RAMS Council

SAARF TAMS Council

PaulPres 2002 11 05 9


Saarf in a nutshell by dr paul haupt mluleki ncube s aarf

BOARD

ADVISORY COUNCIL

CINEMA COUNCIL

INTERNET COUNCIL

OUTDOOR COUNCIL

PRINT COUNCIL

PRODUCTS COUNCIL

RAMS COUNCIL

TAMS COUNCIL

SAARF STAFF

BMR DEMOGRAPHIC RESEARCH COMMITTEE

CON-TRACTOR

CENSUS DATA

PaulPres 2002 11 05 10


Saarf staff

SAARF Staff

Managing Director

Technical Director

Technical Support Executive

Administrator

Executive Secretary

Office Assistant

PaulPres 2002 11 05 11


Saarf products activities

SAARF Products & Activities

  • All Media and Products Survey (AMPS)

  • Radio Audience Measurement Survey (RAMS)

  • Television Audience Measurement Survey (TAMS)

  • SAARF Development Index

  • SAARF Segmentation Tools

  • Pan African Media Research Organisation (PAMRO)

PaulPres 2002 11 05 12


Saarf segmentation tools

SAARF Media Groups Measure

(SAARF MGM)

SAARF Life Stages

SAARF Lifestyles

SAARF Universal Living Standards Measure (SU-LSM)

SAARF Segmentation Tools

PaulPres 2002 11 05 13


Saarf in a nutshell by dr paul haupt mluleki ncube s aarf

SAARF AMPS Survey – What Is It? - 1

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

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

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

PaulPres 2002 11 05 14


Saarf in a nutshell by dr paul haupt mluleki ncube s aarf

SAARF AMPS Survey – What Is It? - 2

All interviewers record data directly on a laptop computer

Adults 16+

Average interview time 45 minutes

Truly National Survey

Is regarded as a national treasure and envied by many countries

PaulPres 2002 11 05 15


How do we ensure that the sample is representative

Multi-stage area-stratified probability sampling

Pre-stratified by:

Province 9 strata

Community size4 strata

Gender 2 categories

Age (Politz grid)4 categories

TOTAL288 CELLS

Over-sampling in catchment area of some

media

How Do We Ensure That The Sample Is Representative?

PaulPres 2002 11 05 16


Amps rams sample validation

External

M-Net decoders

Cellular phones

New electricity connections

Internal

Durable items:AMPS 2001B incidence +AMPS 2002B purchases last 12 months =AMPS 2002B incidence

AMPS/RAMS Sample Validation

PaulPres 2002 11 05 17


Saarf a mps survey what s on it 1

SAARF AMPS Survey – What’s On it? - 1

Cinema

Internet

Outdoor advertising

Print media

Radio

Television

Activities / life style

PaulPres 2002 11 05 18


Saarf a mps survey what s on it 2

SAARF AMPS Survey – What’s On It? - 2

Clothing/shoes/cosmetics

Financial services

Food & grocery shopping habits

Furniture & appliances

Large & small durable items

Life stages

Motor vehicles

PaulPres 2002 11 05 19


Saarf a mps survey what s on it 3

SAARF AMPS Survey – What’s On It? - 3

Personal & household products

Personal/household details

Pets

Shopping Centres

Travel

Your home

PaulPres 2002 11 05 20


Saarf in a nutshell by dr paul haupt mluleki ncube s aarf

Beer Drinking South Africans

Reach Potential By Medium

Totals

RADIO LISTENING - Yesterday

TELEVISION - Yesterday

READERSHIP - Monthly Mag

READERSHIP - Any Weekly

READERSHIP - Weekly Mag

READERSHIP - Any Daily

READERSHIP - Fortnightly Mag

0

5,000

10,000

(000) - AMPS 2000 A

9,449

7,127

6,053

3,418

3,270

2,981

2,020

1,175

PaulPres 2002 11 05 21


Saarf rams the measurement of radio

Same respondents than for AMPS

Same sample design and weighting procedures

Leave behind self-completion diary kept for seven consecutive days

Recording by quarter hour within station

SAARF RAMS: The Measurement Of Radio

PaulPres 2002 11 05 22


Tams panel the measurement of television

In place since late 80’s

State of the art Eurometers

1 300 reporting homes

Utilization of radio communication,

landlines and Cell phone technology

Measurement of Digital Satellite TV

Weekly ratings

Overnight ratings

TAMS Panel: The Measurement Of Television

PaulPres 2002 11 05 23


Saarf in a nutshell by dr paul haupt mluleki ncube s aarf

Coping With Media DiversityAMPS 1975 AMPS 1995 AMPS 2000 AMPS 2002BNewspapers:Daily2217 1718Bi-Weekly - - - 6 Weekly23¹ 24¹ 148¹ 22Community 123Monthly - - - 1SupplementsNil 40 85 93Magazines:Weekly/Fortnightly 19Monthly 34² 44² 81² 65Alternate Monthly - - - 6Quarterly - - - 6Total Print79 125 331359Sample Size 16 634 1464335 069 29 791¹Weekly/Community combined²Weekly/Fortnightly/Monthly combined

PaulPres 2002 11 05 24


Saarf in a nutshell by dr paul haupt mluleki ncube s aarf

Coping With Media DiversityAMPS 1975 AMPS 1995 AMPS 2000 AMPS 2002BRadio Stations:Commercial 42Community 83Total Radio 9 28 132 125TV Channels:Terrestrial: Free Nil 6 7 7 Pay-TV Nil 2 2 2 SatelliteNil Nil 53¹71¹Total TV Nil 8 62 80Cinema Questions3 33 5Internet Questions Nil Nil 5 6Outdoor CategoriesNil Nil 7 8Sample Size 16 634 1464335 069 29 791¹ Includes terrestrial stations also available on DStv

PaulPres 2002 11 05 25


Saarf in a nutshell by dr paul haupt mluleki ncube s aarf

PaulPres 2002 11 05 26


Pamro founding meeting johannesburg 1999

Started in the early nineties

SAARF’s contribution to the African Renaissance

8 countries

27 founding members

PAMRO Founding Meeting –Johannesburg 1999

PaulPres 2002 11 05 27


Media audience research in africa 1

1948 –1990 Ad Hoc studies across Africa

1974 SAARF (South Africa)

1975 AMPS (South Africa)

1976 RAMS (South Africa)

1989 TAMS (South Africa)

1990 NAMPS (Namibia)

1993 GAMPS (Ghana)

1995 KAMPS (Kenya)

1995 Jicmark (Kenya)

Media Audience Research in Africa - 1

PaulPres 2002 11 05 28


Media audience research in africa 2

Media Audience Research in Africa - 2

1997 ZARF (Zimbabwe)

1998 ZAMPS (Zimbabwe)

1999Founding of PAMRO

1999 AMPS/RAMS (Nigeria)  

2000 GARF (Ghana)

2002 Jicnam (Namibia) 

2003 Mauritius? 

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

PROVIDES OPPORTUNITY FOR

MULTI-COUNTRY COMPARISONS

PaulPres 2002 11 05 29


Pamro objectives

Creation of an African forum to exchange ideas on research matters

To ensure the highest quality in African media research

Harmonization of results

Continental data for Africa

PAMRO Objectives

PaulPres 2002 11 05 30


The how and the why of pamro

Use of the established SAARF AMPS methodology across Africa

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

Also demand for multi-country research

The How And The Why Of PAMRO

PaulPres 2002 11 05 31


Achievements

Annual meetings

1999 South Africa

2000Ghana

2001 Kenya

2002 Zimbabwe

2003 Mauritius

2004 Maybe Cameroon/Lake Malawi or Senegal ?

Achievements

PaulPres 2002 11 05 32


Where do we stand in 2003

First official AGM in Mauritius

12 countries

71 registered delegates

Growth in International Interest 2 UK, 3 USA, 1 French delegate

Where Do We Stand in 2003?

PaulPres 2002 11 05 33


Pamro quo vadis

Formalizing of PAMRO – establishment of section 21 company

Regional activities

Cooperation with governments, NGOs, NEPAD, etc

Cooperation with international development bodies

PAMRO - Quo Vadis?

PaulPres 2002 11 05 34


The saarf universal living standards measure

"YOUR WINDOW TO THE WORLD OF RESEARCH"

The SAARF Universal Living Standards Measure™

PaulPres 2002 11 05 35


Contents1

Market Segmentation

Why the LSM?

1993/1995/2000 LSM

New SAARF Universal LSM™

Contents

PaulPres 2002 11 05 36


Market segmentation 1

What is market segmentation?

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

Market Segmentation - 1

PaulPres 2002 11 05 37


Market segmentation 2

Types of Market Segmentation:

DemographicGeographic

Life-stage Psychographic

BehaviourPerceptions

UsageNeeds / Wants

Socio-economicMulti-attribute

etc.

Market Segmentation - 2

PaulPres 2002 11 05 38


Market segmentation 3

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

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

Market Segmentation - 3

PaulPres 2002 11 05 39


Why classify people

Some people tend to behave in a similar fashion

Some people tend to behave in a different fashion from others

Thus

group people with similar behaviour together

distinguish between people with different behaviour

Why Classify People?

PaulPres 2002 11 05 40


Why did we develop the lsm

The urban/rural debate

Community size classification

Lever Brothers’ experience

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

Technological developments - sophisticated hardware/powerful software

Why Did We Develop The LSM?

PaulPres 2002 11 05 41


Why did we develop the lsm1

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

LSM index developed to find the best combination of variables from AMPS

Why Did We Develop The LSM?

PaulPres 2002 11 05 42


Main aim of the saarf lsm

Develop an index whichdifferentiates better than any single demographic

plus

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

Main Aim Of The SAARF LSM

PaulPres 2002 11 05 43


Saarf in a nutshell by dr paul haupt mluleki ncube s aarf

LSM Variables

Approximately 70 AMPS variables initially selected on logical grounds

Only the 13 strongest ones finally included in the first LSM

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

The Latest LSM – 29 variables

PaulPres 2002 11 05 44


1993 saarf lsm variables

Fridge/freezer

No water or electricity

Polisher/vacuum cleaner

Non-Supermarket shopper

No car in hh

TV set

Microwave oven

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

9. Hi-fi/music centre

10. No domestic

worker

11. Washing machine

12. Sewing machine

13. Metropolitan

dweller

1993 SAARF LSM Variables

PaulPres 2002 11 05 45


Saarf in a nutshell by dr paul haupt mluleki ncube s aarf

NEW SAARF UNIVERSAL LSM™

AUGUST 2001

PaulPres 2002 11 05 46


New saarf universal lsm the improvements 1

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

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

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

New SAARF Universal LSM™ – The Improvements - 1

PaulPres 2002 11 05 47


New saarf universal lsm the improvements 2

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

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

New SAARF Universal LSM™ – The Improvements - 2

PaulPres 2002 11 05 48


New saarf universal lsm the improvements 3

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

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

New SAARF Universal LSM™ – The Improvements - 3

PaulPres 2002 11 05 49


15 variables from previous lsms

Electric stove/hotplate

Microwave oven

Flush toilet in house or on plot

No domestic worker

VCR in household

Vacuum cleaner / floor polisher

Traditional hut

8. 1/more sedan cars

9. Washing machine

10. TV set

11. Home Telephone

12. Hi-Fi/music centre

13. Built-in kitchen

sink

14. Hot running water

15. Fridge/freezer

15 Variables From Previous LSMs

PaulPres 2002 11 05 50


14 new variables

Deep freezer

Water in home/on plot

Mnet/DStv subscription

Dishwasher

Electricity

Sewing machine

Gauteng

Western Cape

9. No cellphone in

household

10. PC in home

11. Tumble dryer

12. Less than two radio

sets in Household

13. Non-urban outside

Gauteng/Western

Cape

14. Home security

service

14 New Variables

PaulPres 2002 11 05 51


Saarf universal lsm groups

SAARF Universal LSM™ Groups

SAARF AMPS 2001B, 2002A & 2002B

PaulPres 2002 11 05 52


Number of people in each su lsm

Number Of People In Each SU-LSM

SAARF AMPS 2002B

PaulPres 2002 11 05 53


Saarf in a nutshell by dr paul haupt mluleki ncube s aarf

SAARF Universal LSM™ By Province

Limpopo

Mpumalanga

Gauteng

North West

Free State

Northern Cape

KwaZulu-Natal

Lsm 1- 4

Lsm 5

Lsm 6

Lsm 7

Lsm 8

Lsm 9

Lsm 10

Eastern Cape

Western Cape

% of Province that is Rural

More than 60 %

31 to 60 %

SAARF AMPS 2002B

11 to 30 %

up to 10 %

PaulPres 2002 11 05 54


Summary of new saarf su lsm groups from saarf amps 2002b

LSM 1 (10.2%)

DEMOGRAPHICS

Female

16 - 24, 50+

Primary Completed

Rural

Traditional Hut

R832 per month

MEDIA

Radio below but strongestmedium

- African Language Services

GENERAL

Minimal access to services

Minimal ownership of durables, except radio sets

Activities - gardening

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

LSM 2 (13.9%)

DEMOGRAPHICS

Female

16 - 24

Up to some high

Rural

R1 075 per month

MEDIA

Radio: African Language Services

GENERAL

Water on plot

Minimal ownership of durables,

except radio sets and stoves

Activities - gardening

PaulPres 2002 11 05 55


Summary of new saarf su lsm groups from saarf amps 2002b1

LSM 3 (14.1%)

DEMOGRAPHICS

16 - 49

Up to some high

Rural

R1 318 per month

MEDIA

Radio: ALS stations, Radio Bop

TV: SABC 1

Outdoor

GENERAL

Electricity, water on plot

Minimal ownership of durables, except radio sets and stoves

Activities - minimal

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

LSM 4 (14.0%)

DEMOGRAPHICS

Male

16 - 34

Schooling up to some high

Urban

R1 724 per month

MEDIA

Radio: ALS stations, Radio Bop, Metro fm,YFM

TV: SABC 1,2, Bop TV

Outdoor

GENERAL

Electricity, water on plot, flush toilet

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

Activities - stokvel meeting,

lottery tickets

PaulPres 2002 11 05 56


Summary of new saarf su lsm groups from saarf amps 2002b2

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

LSM 5 (12.4%)

DEMOGRAPHICS

25-49

Some high to matric, Urban

R2 421 per month

MEDIA

Radio: ALS stations, Radio Bop, Metro fm,KAYA FM, YFM

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

Weekly Newspapers, Magazines

Outdoor

GENERAL

Electricity, water, flush toilet

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

Activities: started exercising, painted interior of house, stokvel meeting, bought tapes, lottery tickets

LSM 6 (12.5%)

DEMOGRAPHICS

25-49

Up to post matric, not university, Urban

R3 897 per month

MEDIA

Wide range of commercial/community radio

TV: SABC 1,2,3, e.tv

Daily/Weekly Newspapers, Magazines

Cinema & Outdoor

GENERAL

Electricity, hot running water, flush toilet

Ownership of a number of

durables pluscell phone

Participated in a number

of activities

PaulPres 2002 11 05 57


Summary of new saarf su lsm groups from saarf amps 2002b3

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

LSM 7 (6.3%)

DEMOGRAPHICS

35+

Matric and higher, Urban

R5 859 per month

MEDIA

Wide range of commercial/community radio

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

Daily/Weekly Newspapers, Magazines

Accessed internet 4 weeks

Cinema & Outdoor

GENERAL

Full access to services

Increased ownership of durables plus motor vehicle

Participation in all activities

LSM 8 (5.8%)

DEMOGRAPHICS

35+

Matric and higher, Urban

R8 053 per month

MEDIA

Wide range of commercial/community radio

TV: SABC1,2,3, e.tv, M-Net, DStv

Daily/Weekly Newspapers, Magazines

Accessed internet 4 weeks

Cinema & Outdoor

GENERAL

Full access to services

Full ownership of durables,

incl PC and satellite dish

Increased participation in

activities

PaulPres 2002 11 05 58


Summary of new saarf su lsm groups from saarf amps 2002b4

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

LSM 9 (5.9%)

DEMOGRAPHICS

Male, 35+

Matric and higher, Urban

R10 732 per month

MEDIA

Wide range of commercial/community radio

TV: SABC 2,3, e.tv, M-Net, DStv

Daily/Weekly Newspapers, Magazines

Accessed internet 4 weeks

Cinema & Outdoor

GENERAL

Full access to services

Full ownership of durables,

incl PC and satellite dish

Increased participation in activities, excluding stokvel meetings

LSM 10 (4.9%)

DEMOGRAPHICS

Male, 35+

Matric and higher, Urban

R15 931 per month

MEDIA

Wide range of commercial/community radio

TV: SABC 2,3, e.tv, M-Net, DStv

Daily/Weekly Newspapers, Magazines

Accessed internet 4 weeks

Cinema & Outdoor

GENERAL

Full access to services

Full ownership of durables,

incl PC and satellite dish

Increased participation in

activities, excluding stokvel

meetings

PaulPres 2002 11 05 59


Su lsm monthly magazines

SU-LSM – Monthly Magazines

SAARF AMPS 2002B

PaulPres 2002 11 05 60


Bought lottery tickets by su lsm past 4 weeks

Bought Lottery Tickets By SU-LSM – Past 4 Weeks

%

SAARF AMPS 2001A, 2001B & 2002B

Population, all South Africans 16+: 29 583 000

PaulPres 2002 11 05 61


Cellphone penetration within su lsm

Cellphone Penetration Within SU-LSM

%

SAARF AMPS 2002B

PaulPres 2002 11 05 62


Listenership su lsm 1 5 gauteng

% Listenership: SU-LSM 1-5 Gauteng

SAARF RAMS 2002B

PaulPres 2002 11 05 63


Listenership su lsm 1 5 gauteng1

% Listenership: SU-LSM 1-5 Gauteng

SAARF RAMS 2002B

PaulPres 2002 11 05 64


Listenership su lsm 6 10 gauteng

% Listenership: SU-LSM 6-10 Gauteng

SAARF RAMS 2002B

PaulPres 2002 11 05 65


Listenership su lsm 6 10 gauteng1

% Listenership: SU-LSM 6-10 Gauteng

SAARF RAMS 2002B

PaulPres 2002 11 05 66


The saarf development index

"YOUR WINDOW TO THE WORLD OF RESEARCH"

THE SAARF

DEVELOPMENT

INDEX

PaulPres 2002 11 05 67


The development index

The Development Index

This Development Index is based on

the results of the South African

Advertising Research Foundation’s All

Media and Products Survey (AMPS)

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

PaulPres 2002 11 05 68


Household data 1994 2002

HouseholdData1994-2002

PaulPres 2002 11 05 69


Homes owned

Homes Owned

%

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)

PaulPres 2002 11 05 70


Tap water in house on plot

Tap Water in House/on Plot

%

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)

PaulPres 2002 11 05 71


Tap water in house on plot1

Tap 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 72


Flushtoilet in the house on plot

Flushtoilet in the House/on Plot

%

N/A

N/A

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)

PaulPres 2002 11 05 73


Flushtoilet in the house on plot1

Flushtoilet in the House/on Plot

%

N/A

N/A

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 74


Electricity

Electricity

%

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)

PaulPres 2002 11 05 75


Electricity1

Electricity

%

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 76


Electric hotplate

Electric Hotplate

%

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)

PaulPres 2002 11 05 77


Electric hotplate1

Electric Hotplate

%

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 78


Electric stove

Electric Stove

%

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)

PaulPres 2002 11 05 79


Electric stove1

Electric Stove

%

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 80


Microwave oven

Microwave Oven

%

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)

PaulPres 2002 11 05 81


Microwave oven1

Microwave Oven

%

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 82


Refrigerator

Refrigerator

%

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)

PaulPres 2002 11 05 83


Refrigerator1

Refrigerator

%

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 84


Hi fi music centre

Hi-Fi/Music Centre

%

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)

PaulPres 2002 11 05 85


Hi fi music centre1

Hi-Fi/Music Centre

%

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 86


Television set

Television Set

%

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)

PaulPres 2002 11 05 87


Television set1

Television Set

%

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 88


Land line telephone

Land Line Telephone

%

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)

PaulPres 2002 11 05 89


Land line telephone1

Land Line Telephone

%

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 90


Income up to r2499

Income: Up to R2499

%

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)

PaulPres 2002 11 05 91


Income up to r24991

Income: Up to R2499

%

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 92


Income r2500 r5999

Income: R2500 - R5999

%

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)

PaulPres 2002 11 05 93


Income r2500 r59991

Income: R2500 - R5999

%

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 94


Income r6000

Income: R6000+

%

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)

PaulPres 2002 11 05 95


Income r60001

Income: R6000+

%

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 96


Personal data 1994 2002

Personal Data1994-2002

PaulPres 2002 11 05 97


Urban dwellers

Urban 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 98


Education matric

Education (Matric)

%

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


Education matric1

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 05 100


Education post matric

Education (Post Matric)

%

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 05 101


Education post matric1

Education (Post 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 05 102


Working full time

Working Full-Time

%

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 05 103


Working full time1

Working Full-Time

%

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 05 104


Fem ale w orking f ull t ime

Female: Working Full-Time

%

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 05 105


Male w orking f ull t ime

Male: Working Full-Time

%

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 05 106


Working part time

Working Part-Time

%

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 05 107


Working part time1

Working Part-Time

%

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 05 108


Own r ent u se c ell p hone

Own/Rent/Use Cellphone

%

N/A

N/A

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 05 109


Own r ent u se c ell p hone1

Own/Rent/Use Cellphone

%

N/A

N/A

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 05 110


Media penetration 1994 2002

Media Penetration1994-2002

PaulPres 2002 11 05 111


Can read and understand

Can Read and Understand

%

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 05 112


Can read and understand1

Can Read and Understand

%

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 05 113


Education functional literacy

Education – Functional literacy

%

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 05 114


Any newspaper magazine

Any Newspaper/Magazine

%

N/A

N/A

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 05 115


Any newspaper magazine1

Any Newspaper/Magazine

%

N/A

N/A

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 05 116


Radio past 7 days

Radio - Past 7 Days

%

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 05 117


Radio past 7 days1

Radio - Past 7 Days

%

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 05 118


Community radio past 7 days

Community Radio - Past 7 Days

%

N/A

N/A

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 05 119


Community radio past 7 days1

Community Radio - Past 7 Days

%

N/A

N/A

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 05 120


Tv past 7 days

TV - Past 7 Days

%

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 05 121


Tv past 7 days1

TV - Past 7 Days

%

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 05 122


Development trends as reflected by the saarf living standards measure

"YOUR WINDOW TO THE WORLD OF RESEARCH"

Development Trends As Reflected By The SAARFLiving StandardsMeasure

PaulPres 2002 11 05 123


Lsms national

LSMs – National

%

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 05 124


Lsms rural

LSMs – Rural

%

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 05 125


Lsms urban

LSMs – Urban

%

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 05 126


Lsms western cape

LSMs – Western Cape

%

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 05 127


Lsms gauteng

LSMs – Gauteng

%

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 05 128


Lsms kzn

LSMs – KZN

%

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 05 129


Lsms northern cape

LSMs – Northern Cape

%

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 05 130


Lsms free state

LSMs – Free State

%

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 05 131


Lsms eastern cape

LSMs – Eastern Cape

%

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 05 132


Lsms mpumalanga

LSMs – Mpumalanga

%

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 05 133


Lsms limpopo

LSMs – Limpopo

%

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 05 134


Lsms north west

LSMs – North-West

%

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 05 135


Conclusions

Conclusions

PaulPres 2002 11 05 136


Conclusions 1

Conclusions - 1

AMPS data is freely available to everyoneAMPS is updated twice a year and is representative of all South African Adults countrywide

AMPS is the ideal vehicle for the monitoring of development

PaulPres 2002 11 05 137


Conclusions 2

Conclusions - 2

This analysis of SAARF’s AMPS data shows extensive development in South African living standards for the period 1994 – 2002It also shows that the RDP is achieving many of its objectives, especially those related to basic needs and educationA major exception is job creation

PaulPres 2002 11 05 138


Saarf in a nutshell by dr paul haupt mluleki ncube s aarf

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

(Netshitenzhe, 2003)

PaulPres 2002 11 05 139


The south african advertising research foundation saarf

The South African Advertising Research Foundation(SAARF)

THANK YOU

Visit us at

www.saarf.co.za

PaulPres 2002 11 05 140


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