Gauteng Wealth Survey
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Gauteng Wealth Survey. March 2008.

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  • Avusa Media, (previously incarnated as Johnnic Media Investments, …, SAAN) has a proven track record among advertising agencies, marketers and media buyers as the media owner that provides credible, regular, up-to-date, solid information on our own and competitive media

  • Foundation of solid research is the sample design – random probability ensures reliable tracking and generalisability of data

  • As AVUSA titles target primarily LSM 6 to 10, a research programme was initiated in 2007 which would use a solid and reliable random probability sample, drawn from “affluent” suburbs

  • What is a “wealthy” individual? What differentiates their consumption of products and media? Where do they shop, what do they wear, how can we communicate with them successfully? Hypothesis that wealthy consumers have a positive mindset resulting in a higher level of engagement with the media, their environment, their acquisition of “things”

Background


  • Media Wealth Surveys were conducted in two key areas of interest to Avusa Media - Gauteng and Eastern Cape

  • The main marketing objective was to provide media buyers and their clients with current information for media scheduling among adults living in main urban areas

  • The research objective was to provide the market place with valid and reliable media consumption for cinema, internet, outdoor, print, (including free sheets and community papers in the relevant areas), radio and television together with branded information on selected product categories that are current or potentially major advertisers in AVUSA publications

  • In addition a Wealth Measure or Index was developed to differentiate respondents in terms of their financial status.

  • A total sample of 5 000 in Gauteng and 2 000 in Eastern Cape – probability sampling selecting areas of relative financial well being according to personal income (weighted to a population of 2 168 000). Fieldwork – June to August 2007

Background


" interest to Avusa Media - In an ever increasingly fragmented media environment, research which offers new and more robust insights is welcomed. It is encouraging that Media Owners are prepared to invest significant money and resources to providing new market insights." “What is important about this survey is that AMPS is used as the benchmark against which the wealth results are measured and the two complement each other. The Wealth Survey also highlights the debate around the issue of how large the affluent black middle class is. However, one has to bear in mind that this is the first time this survey has been produced. Had a survey of this nature been conducted pre-1994, we would be able to track the growth of affluence among blacks more accurately. This survey does not provide historical comparisons; it merely demonstrates the current scenario.“ Gordon Patterson: Chairman of the media industry body AMF and managing director of Starcom

“It suggests to me that we are going in the right direction — normally, it takes a generation for people to move from middle class to upper middle class,” Saki Macozoma (The Times 20th February)

Some comments about Gauteng Wealth Survey


% interest to Avusa Media -

Demos of Gauteng Wealth vs National Currency - AMPS


% interest to Avusa Media -

Demos of Gauteng Wealth vs. National Currency - AMPS


% interest to Avusa Media -

Top Ten Newspapers Read - % Reach


‘000 interest to Avusa Media -

Business/Finance Magazines (AIR)


‘000 interest to Avusa Media -

General Interest Magazines(Average Issue Readership)


‘000 interest to Avusa Media -

Home/Gardening Magazines (Average Issue Readership)


‘000 interest to Avusa Media -

Men’s/Sport Magazines (Average Issue Readership)


‘000 interest to Avusa Media -

Motoring Magazines (Average Issue Readership)


‘000 interest to Avusa Media -

Women’s Magazines (Average Issue Readership)


‘000 interest to Avusa Media -

Health/fitness Magazines (Average Issue Readership)


‘000 interest to Avusa Media -

Travel Magazines (Average Issue Readership)


  • Bearing in mind that The Times was only launched in June 2007 and the research was completed in the second half of last year the results are very positive.

  • Those who have ever read = 425 000

  • 94% fall into LSM 7-10; 64% into LSM 9-10

  • 58% White, 34% Black

  • 51% Male, 49% Female

  • 70% aged 35+

  • 65% have a tertiary education


  • One in two come from households with an income in excess of R20 000

  • 57% are economically active

  • 37% have read an average of five out of five issues

  • Nine in ten read The Times on the issue day only – good for same day response

  • 94% read the title between 8am and 2pm

  • Close on 9 in 10 read The Times at home


% R20 000

TV Channels watched in past 7 days (by percentage)


% R20 000

Radio Stations listened to in past 7 days (by percentage)


INTERNET R20 000


493 000 have accessed internet in past 4 weeks R20 000

%

Rebased on those who have accessed internet in past 4 weeks

Internet Usage


814 000 people read Sunday Times, The Times, Sowetan and/or Sunday World

%

6% of AVUSA readers have an ADSL line

3% have broadband wireless technology

Internet Access from…


Rebased on those who access the internet Sunday World

%

AVUSA Readers who access the Internet …


% Sunday World

WM-A – most prosperous group

WM-H – least prosperous group

Wealth Measure (WM)A-H by those who have accessed the internet in the past four weeks


WEALTH MEASURE Sunday World


  • A composite measure based on a number of wealth variables (using Principle Components Analysis – like LSMs)

  • Number of cars, type of car, car price, property value, household contents, collectables, cash on hand, business value if sold, expenditure on watch, jewellery, perfume, handbag, sunglasses determinants of cluster into which respondent will classified

  • Gauteng Wealth Survey respondents divided into 8 approximately equal groups of increasing prosperity –

    • WMh = least prosperous

    • WMa – most prosperous

Wealth Measure definition


Wealth Measure definition (using Principle Components Analysis – like LSMs)


WM-A – most prosperous group (using Principle Components Analysis – like LSMs)

WM-H – least prosperous group

Wealth Measure (WM)A-H by monthly Household income


WM-A – most prosperous group (using Principle Components Analysis – like LSMs)

WM-H – least prosperous group

Wealth Measure (WM)A-H by monthly Personal income


WEALTH MEASURE A (using Principle Components Analysis – like LSMs)

(Most Prosperous Group)


Average age of 45 (using Principle Components Analysis – like LSMs)

36% work for a corporation; 20% have their own business

57% are male

Average HH income of R65 063

Average Personal income of R33 558

53% English as home language; 34% Afrikaans; 13% any Black language

70% married

55% have a post-matric qualification

28% are studying towards a further qualification

94% claim not to be emigrating in the next 12 months (pre-Polokwane, pre-blackouts)

18% enjoy visiting game farms

Demographics of WM-A consumers


32% engage in some form of exercise (in total) (using Principle Components Analysis – like LSMs)

26% belong to a gym/health club

13% enjoy watching sport at the match venue

10% play golf

8% cycle

5% ride horses

3% do fly-fishing

3% meditate or engage in some form of spiritual relaxation technique

20% go to the movies

16% enjoy attending concerts, opera, ballet, theatre

19% enjoy interior decorating or renovating

17% have an interest in cars or bikes

9% enjoy gambling at a casino

Demographics of WM-A consumers


% (using Principle Components Analysis – like LSMs)

Wealth Measure WM-A by weeklies


% (using Principle Components Analysis – like LSMs)

Wealth Measure WM-A by dailies


% (using Principle Components Analysis – like LSMs)

Wealth Measure WM-A by TV Stations


% (using Principle Components Analysis – like LSMs)

Wealth Measure WM-A by Radio Stations


% (using Principle Components Analysis – like LSMs)

Activities most enjoyed by WM-A sector


FINANCIAL WELL-BEING (using Principle Components Analysis – like LSMs)


% (using Principle Components Analysis – like LSMs)

Financial Well-being/Wealth Manifestation


PERSONAL WELL-BEING (using Principle Components Analysis – like LSMs)


% (using Principle Components Analysis – like LSMs)

Personal Well-being


SOUTH AFRICAN WELL-BEING (using Principle Components Analysis – like LSMs)


% (using Principle Components Analysis – like LSMs)

South African Well-being


OPTIMISM INDEX (using Principle Components Analysis – like LSMs)


Composite of (using Principle Components Analysis – like LSMs):

  • Personal Wellbeing

  • Financial Wellbeing

  • Personal Achievement

  • South African Wellbeing

Optimism Index


Four levels: (using Principle Components Analysis – like LSMs)

  • Very Optimistic

    (513,629 - 24%)

  • Optimistic

    (568,912 – 26%)

  • Neither Optimistic nor Pessimistic

    (526,349 – 24%)

  • Pessimistic

    (559,295 – 26%)

Optimism Index


WM H (using Principle Components Analysis – like LSMs)

WM G

WM F

WM E

WM D

WM C

WM B

WM A

Optimism by wealth


PRODUCT INFORMATION (using Principle Components Analysis – like LSMs)

Financial Information


PRODUCT INFORMATION (using Principle Components Analysis – like LSMs)

Banking


% (using Principle Components Analysis – like LSMs)

Financial Services Make Use Of


% (using Principle Components Analysis – like LSMs)

Banking Group Used


Base – 1 724 000 (80%) are banked (using Principle Components Analysis – like LSMs)

%

Of those who are banked…


Base – 1 724 000 (80%) are banked (using Principle Components Analysis – like LSMs)

%

Types of accounts among those who are banked…


Base – 1 724 000 (80%) are banked (using Principle Components Analysis – like LSMs)

%

How easy is it to get credit?


Base – 370 000 (21%) have credit cards (using Principle Components Analysis – like LSMs)

%

Prevalence of credit cards


Base – 1 724 000 (80%) are banked (using Principle Components Analysis – like LSMs)

%

Brokers/advisors


% (using Principle Components Analysis – like LSMs)

Retail Store cards and Medical Aid Schemes


% (using Principle Components Analysis – like LSMs)

Optimism is a composite measure derived from scores obtained on personal well-being, financial well-being, South African well-being and personal achievement

How optimistic are those who are banked?


PRODUCT INFORMATION (using Principle Components Analysis – like LSMs)

Loyalty Programmes


% (using Principle Components Analysis – like LSMs)

Loyalty Programmes


PRODUCT INFORMATION (using Principle Components Analysis – like LSMs)

Investments


Base - 512 000 (24%) who have some type of investment (using Principle Components Analysis – like LSMs)

%

vs 72% (AMPS 2006/7-Gaut)

Investments personally have


Rebased on those who have any investments (512 000 – 24%) (using Principle Components Analysis – like LSMs)

%

Investments


Rebased on those who have any investments (512 000 – 24%) (using Principle Components Analysis – like LSMs)

%

Details of shares


Rebased on those who have any investments (512 000 – 24%) (using Principle Components Analysis – like LSMs)

%

Details of property ownership


30% do not have this asset (using Principle Components Analysis – like LSMs)

‘000

Average value of property (R)


30% do not have this asset (using Principle Components Analysis – like LSMs)

‘000

Average value of vehicles/boats (R)


35% do not have this asset (using Principle Components Analysis – like LSMs)

‘000

Average value of household contents/jewellery (R)


58% do not have this asset (using Principle Components Analysis – like LSMs)

‘000

Average value of collectables (art, antiques, coins etc) (R)


38% do not have this asset (using Principle Components Analysis – like LSMs)

‘000

Average value of investments/policies (R)


35% do not have this asset (using Principle Components Analysis – like LSMs)

‘000

Average value of cash (R)


67% do not have this asset (using Principle Components Analysis – like LSMs)

‘000

Average value of business (R)


PRODUCT INFORMATION (using Principle Components Analysis – like LSMs)

Insurance


% (using Principle Components Analysis – like LSMs)

Policies personally have


% (using Principle Components Analysis – like LSMs)

Insurance Products


Rebased on those who have any long term insurance (1 042 000 – 48%)

%

Insurance Company Used - long term insurance


Rebased on those who have any long term insurance (1 042 000 – 48%)

%

Insurance Company Used - long term insurance


Rebased on those who have any short term insurance (230 000 – 11%)

%

Insurance Company Used - short term insurance


Rebased on those who have any short term insurance (230 000 – 11%)

%

Insurance Company Used - short term insurance


PRODUCT INFORMATION – 11%)

Cell-Phones


% – 11%)

vs. 14% (AMPS Gauteng 2006/7)

Number of Cellphones/bills personally pay for


% – 11%)

vs 69% (AMPS Gauteng 2006/7)

vs. 39% (AMPS 2006/7)

vs. 25% (AMPS 2006/7)

vs. 4% (AMPS 2006/7)

vs. 12% (AMPS 2006/7)

vs. 56% (AMPS 2006/7)

Cellphone detail


% – 11%)

681 000 (84%) readers of AVUSA readers also have cellphones

Cellphone usage and AVUSA readers


% – 11%)

681 000 (84%) readers of AVUSA readers also have cellphones

AVUSA readers have a monthly cell expenditure of R294

24 000 (4%) of AVUSA readers have a cellphone as a company benefit and 8 000 (1%) receive a cellphone allowance from their company

Makes of Cellphones and AVUSA readers


% – 11%)

WM-A – most prosperous group

WM-H – least prosperous group

Wealth Measure (WM)A-H by those who have cellphones


PRODUCT INFORMATION – 11%)

Luxury Appliances in Household


% – 11%)

Luxury Appliances in Household - ranked


Base - 803 000 (37%) who personally own electronic equipment – 11%)

%

Luxury Appliances Personally Own - ranked


% – 11%)

AVUSA Readers who have electronic goods - ranked


% – 11%)

WM-A – most prosperous group

WM-H – least prosperous group

Wealth Measure (WM)A-H by those who have any electronic device in HH



1 041 000 (48%) personally own a motor vehicle; 1 923 000 (89%) have at least one vehicle in their household

%

vs. 46% (AMPS Gauteng 2006/7)

vs. 29% (AMPS Gauteng 2006/7)

Rebased on those who personally own a motor vehicle

Make of Motor Vehicle


Rebased on those who personally own a motor vehicle (89%) have at least one vehicle in their household

%

Two in three of Sunday Times Readers bought their vehicle new

vs 45%

(AMPS Gauteng 2006/7)

Year of Manufacture/New or used


Rebased on those who personally own a motor vehicle (89%) have at least one vehicle in their household

%

Of those who personally own their own vehicle…


Rebased on those who personally own a motor vehicle (89%) have at least one vehicle in their household

%

Average Vehicle Purchase Price = R196 100

Average Vehicle Purchase Price – AVUSA readers = R201 400

Of those who personally own their own vehicle…


% (89%) have at least one vehicle in their household

Optimism is a composite measure derived from scores obtained on personal well-being, financial well-being, South African well-being and personal achievement

How optimistic are those who personally own their own vehicle?


WM-A – most prosperous group (89%) have at least one vehicle in their household

WM-H – least prosperous group

%

Wealth Measure (WM)A-H by those who personally own a vehicle


PRODUCT INFORMATION (89%) have at least one vehicle in their household

Travel


% (89%) have at least one vehicle in their household

13% booked airline tickets/travel package using the internet in the past four weeks

Travel in past 12 months


% (89%) have at least one vehicle in their household

20% of AVUSA readers whose HH income exceeds R30 000 have used the internet in the past 4 weeks to purchase air tickets or travel packages

Base: those who have traveled in past 12 months (637 000)


% (89%) have at least one vehicle in their household

Optimism is a composite measure derived from scores obtained on personal well-being, financial well-being, South African well-being and personal achievement

How optimistic are those who travel?


% (89%) have at least one vehicle in their household

WM-A – most prosperous group

WM-H – least prosperous group

Wealth Measure (WM)A-H by those who have traveled in the past 12 months


INTERNET (89%) have at least one vehicle in their household


493 000 have accessed internet in past 4 weeks (89%) have at least one vehicle in their household

%

Rebased on those who have accessed internet in past 4 weeks

Internet Usage


Rebased on those who access the internet (89%) have at least one vehicle in their household

%

AVUSA Readers who access the Internet …


PRODUCT INFORMATION (89%) have at least one vehicle in their household

Retail


% (89%) have at least one vehicle in their household

Retail Outlets used in past 4 weeks – food/groceries/toiletries


% (89%) have at least one vehicle in their household

Retail Outlets used in past 4 weeks – food/groceries/toiletries


% (89%) have at least one vehicle in their household

525 000 (30%) have a retail store card

341 000 (16%) belong to a retail club

121 000 (6%) have a

My School card

Clothing stores used- past 3 months


% (89%) have at least one vehicle in their household

569 000 (70%) AVUSA readers have bought clothing or shoes in the past three months

Clothing stores used- past 3 months


% (89%) have at least one vehicle in their household

Optimism is a composite measure derived from scores obtained on personal well-being, financial well-being, South African well-being and personal achievement

How optimistic are those who have bought clothing/shoes – p3m?


% (89%) have at least one vehicle in their household

Furniture/appliance stores used- p12m


% (89%) have at least one vehicle in their household

266 000 (33%) AVUSA readers have bought furniture or appliances in the past twelve months

Furniture/appliance stores used- p12m


% (89%) have at least one vehicle in their household

Optimism is a composite measure derived from scores obtained on personal well-being, financial well-being, South African well-being and personal achievement

How optimistic are those who have bought furniture/appliances – p12m?


% (89%) have at least one vehicle in their household

Computers/electronic goods- p12m


% (89%) have at least one vehicle in their household

186 000 (23%) AVUSA readers have bought computers or electronic goods in the past twelve months

Computers/electronic goods- p12m


% (89%) have at least one vehicle in their household

Optimism is a composite measure derived from scores obtained on personal well-being, financial well-being, South African well-being and personal achievement

How optimistic are those who have bought computers/electronic goods – p12m?


WM-A – most prosperous group (89%) have at least one vehicle in their household

WM-H – least prosperous group

%

Wealth Measure (WM)A-H by those who have bought computers or electronic goods in p12m


% (89%) have at least one vehicle in their household

(317 000) 39% of AVUSA readers have purchased jewellery/watches in the past 12 months

Watches/jewellery- p12m


WM-A – most prosperous group (89%) have at least one vehicle in their household

WM-H – least prosperous group

%

Wealth Measure (WM)A-H by those who have bought jewellery in p12m


% (89%) have at least one vehicle in their household

Optimism is a composite measure derived from scores obtained on personal well-being, financial well-being, South African well-being and personal achievement

How optimistic are those who have bought jewellery/watches – p12m?


Thanks for your time (89%) have at least one vehicle in their household

March 2008


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