saarf in a nutshell by dr paul haupt mluleki ncube s aarf
Download
Skip this Video
Download Presentation
SAARF IN A NUTSHELL By Dr Paul Haupt & Mluleki Ncube S AARF

Loading in 2 Seconds...

play fullscreen
1 / 140

SAARF IN A NUTSHELL By Dr Paul Haupt & Mluleki Ncube S AARF - PowerPoint PPT Presentation


  • 95 Views
  • Uploaded on

"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

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' SAARF IN A NUTSHELL By Dr Paul Haupt & Mluleki Ncube S AARF' - armand


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
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

slide5
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

slide6
The Tripartite Nature Of SAARF

MEDIA OWNERS

CINEMA

INTERNET

OUTDOOR

PRINT

RADIO

TV

MARKETERS

SAARF

ADVERTISING AGENCIES

PaulPres 2002 11 05 6

slide7
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

slide10

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

slide14
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

slide15
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 size 4 strata

Gender 2 categories

Age (Politz grid) 4 categories

TOTAL 288 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

slide21

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

slide24

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

slide25

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

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

2000 Ghana

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:

Demographic Geographic

Life-stage Psychographic

Behaviour Perceptions

Usage Needs / Wants

Socio-economic Multi-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

slide44
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

slide46

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

slide54

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

slide139
“…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

ad