SAARF Universal LSM ®. SAARF Training Module 1 - General Overview of SAARF & all productsModule 1 -...

SAARF Universal LSM®

SAARF Universal LSM®

SAARF TrainingSAARF TrainingSAARF TrainingSAARF Training

• Module 1 Module 1 - General Overview of SAARF & - General Overview of SAARF & all productsall products

• Module 2 Module 2 - All Media & Products Survey - All Media & Products Survey (AMPS(AMPS®®))

• Module 3 Module 3 - - Television Audience Television Audience Measurement Survey (TAMSMeasurement Survey (TAMS®®) and Radio ) and Radio Audience Measurement Survey (RAMSAudience Measurement Survey (RAMS®®))

• Module 4 Module 4 - All segmentation tools including - All segmentation tools including LSMLSM®®

• Lone standing LSMLone standing LSM®®

• Module 1 Module 1 - General Overview of SAARF & - General Overview of SAARF & all productsall products

• Module 2 Module 2 - All Media & Products Survey - All Media & Products Survey (AMPS(AMPS®®))

• Module 3 Module 3 - - Television Audience Television Audience Measurement Survey (TAMSMeasurement Survey (TAMS®®) and Radio ) and Radio Audience Measurement Survey (RAMSAudience Measurement Survey (RAMS®®))

• Module 4 Module 4 - All segmentation tools including - All segmentation tools including LSMLSM®®

• Lone standing LSMLone standing LSM®®

What information is What information is availableavailable

What information is What information is availableavailable

• Trend Booklet Trend Booklet – Shows trended AMPS– Shows trended AMPS®® data data over a period of 5 years. Provides basic over a period of 5 years. Provides basic penetration data and has a section with all penetration data and has a section with all data by SU-LSMdata by SU-LSM®®

• Main AMPSMain AMPS® ® CD* CD* – All AMPS– All AMPS®® data by detailed data by detailed media within each SU-LSMmedia within each SU-LSM®® (SU-LSM 1-4 (SU-LSM 1-4 grouped)grouped)

• Branded AMPSBranded AMPS® ® CD CD – All AMPS– All AMPS®® products by products by community size, province, literacy, household community size, province, literacy, household purchaser, life stage, metropolitan areas, purchaser, life stage, metropolitan areas, gender, age, home language, population gender, age, home language, population group, employment status, occupation, level group, employment status, occupation, level of education achieved, household income, SU-of education achieved, household income, SU-LSMLSM®®s & the product itselfs & the product itself

* Available on * Available on www.saarf.co.zawww.saarf.co.za

• Trend Booklet Trend Booklet – Shows trended AMPS– Shows trended AMPS®® data data over a period of 5 years. Provides basic over a period of 5 years. Provides basic penetration data and has a section with all penetration data and has a section with all data by SU-LSMdata by SU-LSM®®

• Main AMPSMain AMPS® ® CD* CD* – All AMPS– All AMPS®® data by detailed data by detailed media within each SU-LSMmedia within each SU-LSM®® (SU-LSM 1-4 (SU-LSM 1-4 grouped)grouped)

• Branded AMPSBranded AMPS® ® CD CD – All AMPS– All AMPS®® products by products by community size, province, literacy, household community size, province, literacy, household purchaser, life stage, metropolitan areas, purchaser, life stage, metropolitan areas, gender, age, home language, population gender, age, home language, population group, employment status, occupation, level group, employment status, occupation, level of education achieved, household income, SU-of education achieved, household income, SU-LSMLSM®®s & the product itselfs & the product itself

* Available on * Available on www.saarf.co.zawww.saarf.co.za

What information is What information is available…available…

What information is What information is available…available…

• Segmentation CD Segmentation CD - Explains the various - Explains the various segmentation tools in detail and provides segmentation tools in detail and provides some interesting cross tabulationssome interesting cross tabulations

• www.saarf.co.za www.saarf.co.za - History, FAQ, presentations, - History, FAQ, presentations, press releases, technical reports (has section press releases, technical reports (has section on SU-LSMon SU-LSM®® that indicates variables and their that indicates variables and their weight and the corresponding question in the weight and the corresponding question in the questionnaire), basic information on print and questionnaire), basic information on print and radio penetration etcradio penetration etc

• Computer Bureaus Computer Bureaus - Specialised runs available - Specialised runs available at a cost from software companies (AGBNMR, at a cost from software companies (AGBNMR, Eighty20, IMS, Infosense, Softcopy & Telmar)Eighty20, IMS, Infosense, Softcopy & Telmar)

• Segmentation CD Segmentation CD - Explains the various - Explains the various segmentation tools in detail and provides segmentation tools in detail and provides some interesting cross tabulationssome interesting cross tabulations

• www.saarf.co.za www.saarf.co.za - History, FAQ, presentations, - History, FAQ, presentations, press releases, technical reports (has section press releases, technical reports (has section on SU-LSMon SU-LSM®® that indicates variables and their that indicates variables and their weight and the corresponding question in the weight and the corresponding question in the questionnaire), basic information on print and questionnaire), basic information on print and radio penetration etcradio penetration etc

• Computer Bureaus Computer Bureaus - Specialised runs available - Specialised runs available at a cost from software companies (AGBNMR, at a cost from software companies (AGBNMR, Eighty20, IMS, Infosense, Softcopy & Telmar)Eighty20, IMS, Infosense, Softcopy & Telmar)

What is Market Segmentation?What is Market Segmentation?What is Market Segmentation?What is Market Segmentation?

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

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

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

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

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

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

Types of Market Types of Market SegmentationSegmentation

Types of Market Types of Market SegmentationSegmentation

• DemographicDemographic• Life StageLife Stage• BehaviourBehaviour• UsageUsage• Socio-Socio-

economiceconomic

• DemographicDemographic• Life StageLife Stage• BehaviourBehaviour• UsageUsage• Socio-Socio-

economiceconomic

• GeographicGeographic• PsychographicPsychographic• PerceptionsPerceptions• Wants / NeedsWants / Needs• Multi-attributeMulti-attribute

• GeographicGeographic• PsychographicPsychographic• PerceptionsPerceptions• Wants / NeedsWants / Needs• Multi-attributeMulti-attribute

Over Segmentation on Over Segmentation on AMPSAMPS®®

Over Segmentation on Over Segmentation on AMPSAMPS®®

FilterSample

Size‘000

Population

Adults 21 090 31 303

Adult Women 10 561 15 704

Adult Women, aged 25-34 2 206 3 599

Adult Women, aged 25-34, LSM 10 177 154

Adult Women, aged 25-34, LSM 10, with children

108 92

Adult Women, aged 25-34, LSM 10, with children, divorced/widowed/separated

4 2****

** Highly unstable data** Highly unstable data

SOURCE: SAARF AMPS 2008A

Need for & Need for & Development of Development of

LSMLSM®®

Need for & Need for & Development of Development of

LSMLSM®®

What is SAARF Living What is SAARF Living Standards Measure (LSMStandards Measure (LSM®®) ?) ?

What is SAARF Living What is SAARF Living Standards Measure (LSMStandards Measure (LSM®®) ?) ?

• The SAARF LSM is not the only type of The SAARF LSM is not the only type of segmentation tool segmentation tool

• It is based on access to services and It is based on access to services and durables, and geographic indicators as durables, and geographic indicators as determinants of standard of livingdeterminants of standard of living

• LSM is a very stable and dependable LSM is a very stable and dependable differentiator and the AMPS variables differentiator and the AMPS variables are particularly suited to thisare particularly suited to this

• The SAARF LSM is not the only type of The SAARF LSM is not the only type of segmentation tool segmentation tool

• It is based on access to services and It is based on access to services and durables, and geographic indicators as durables, and geographic indicators as determinants of standard of livingdeterminants of standard of living

• LSM is a very stable and dependable LSM is a very stable and dependable differentiator and the AMPS variables differentiator and the AMPS variables are particularly suited to thisare particularly suited to this

• The SAARF Universal LSMThe SAARF Universal LSM®® is a Target is a Target Marketing Tool that is also used for the Marketing Tool that is also used for the selection of appropriate media, selection of appropriate media, therefore, no media related variables therefore, no media related variables are used in its constructionare used in its construction

• No personal attributes (except in 1995 No personal attributes (except in 1995 and 2000 LSMs) are usedand 2000 LSMs) are used

• Income never usedIncome never used

• The SAARF Universal LSMThe SAARF Universal LSM®® is a Target is a Target Marketing Tool that is also used for the Marketing Tool that is also used for the selection of appropriate media, selection of appropriate media, therefore, no media related variables therefore, no media related variables are used in its constructionare used in its construction

• No personal attributes (except in 1995 No personal attributes (except in 1995 and 2000 LSMs) are usedand 2000 LSMs) are used

• Income never usedIncome never used

What is SAARF Living What is SAARF Living Standards Measure (LSMStandards Measure (LSM®®)?...)?...

What is SAARF Living What is SAARF Living Standards Measure (LSMStandards Measure (LSM®®)?...)?...

Rationale For SegmentationRationale For SegmentationRationale For SegmentationRationale For Segmentation

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

• Some people tend to beSome people tend to behave in have in similarsimilar fashionfashion

ThusThus

• Try to group similar people togetherTry to group similar people together• Try to distinguish between different Try to distinguish between different

peoplepeople

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

• Some people tend to beSome people tend to behave in have in similarsimilar fashionfashion

ThusThus

• Try to group similar people togetherTry to group similar people together• Try to distinguish between different Try to distinguish between different

peoplepeople

IInn StatisticalStatistical TermsTermsIInn StatisticalStatistical TermsTerms

• Maximise variation between Maximise variation between groupsgroups

• Minimise variation within groupsMinimise variation within groups

• Maximise variation between Maximise variation between groupsgroups

• Minimise variation within groupsMinimise variation within groups

FFor Advertising/Marketing or Advertising/Marketing Purposes Purposes

FFor Advertising/Marketing or Advertising/Marketing Purposes Purposes

• Identify theIdentify the target market / audience target market / audience as accurately as as accurately as possiblepossible

• Aim is to reach 100% of target marketAim is to reach 100% of target market, i.e. , i.e. Maximise reachMaximise reach

• With 0% With 0% (minimum) (minimum) wastagewastage

• Identify theIdentify the target market / audience target market / audience as accurately as as accurately as possiblepossible

• Aim is to reach 100% of target marketAim is to reach 100% of target market, i.e. , i.e. Maximise reachMaximise reach

• With 0% With 0% (minimum) (minimum) wastagewastage

• Single variables, usually Single variables, usually demographics (profiles)demographics (profiles)

Shortcoming ?Shortcoming ?

• Useful, but often not strongUseful, but often not strong didifferentiators on their ownfferentiators on their own

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

• Single variables, usually Single variables, usually demographics (profiles)demographics (profiles)

Shortcoming ?Shortcoming ?

• Useful, but often not strongUseful, but often not strong didifferentiators on their ownfferentiators on their own

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

Traditional Traditional ApproachApproachTraditional Traditional ApproachApproach

Process of DevelopmentProcess of DevelopmentProcess of DevelopmentProcess of Development

• Urban vs. Rural debateUrban vs. Rural debate

• Community size classificationCommunity size classification

• Lever Brothers’ experienceLever Brothers’ experience

• Realisation internationally (UK & US) Realisation internationally (UK & US) that demographics are not a strong that demographics are not a strong differentiator of behaviour when used differentiator of behaviour when used on their ownon their own

• Urban vs. Rural debateUrban vs. Rural debate

• Community size classificationCommunity size classification

• Lever Brothers’ experienceLever Brothers’ experience

• Realisation internationally (UK & US) Realisation internationally (UK & US) that demographics are not a strong that demographics are not a strong differentiator of behaviour when used differentiator of behaviour when used on their ownon their own

It’s Not Just About It’s Not Just About DemographicsDemographics

Source: Admap December 1990Source: Admap December 1990

• It must have broad application across It must have broad application across the total marketthe total market

• Must be simple to use, easy to link to Must be simple to use, easy to link to other surveysother surveys

• Must be stable over time, but sensitive Must be stable over time, but sensitive enough to register changesenough to register changes

• It must have broad application across It must have broad application across the total marketthe total market

• Must be simple to use, easy to link to Must be simple to use, easy to link to other surveysother surveys

• Must be stable over time, but sensitive Must be stable over time, but sensitive enough to register changesenough to register changes

Requirements Of The SAARF LSM®Requirements Of The SAARF LSM®

SAARF SAARF LSMLSM®® – National – NationalSAARF SAARF LSMLSM®® – National – National

1993 LSMs1993 LSMs1993 LSMs1993 LSMs

SAMPLE SIZE: 14 498 (’94), 35 069 (’00), 21 090(’08A)POPULATION, ALL SOUTH AFRICANS 16+: 24 539 000 (’94), 28 488 000 (’00), 31 303 000 (’08A)

SAARF SAARF LSMLSM®® – Gauteng – GautengSAARF SAARF LSMLSM®® – Gauteng – Gauteng



SAARF SAARF LSMLSM®® – KZN – KZNSAARF SAARF LSMLSM®® – KZN – KZN


SAARF LSM® – Western CapeSAARF LSM® – Western Cape



LSM may not be useful in all instances

LSM may not be useful in all instances

0.0

10.0

20.0

30.0

40.0

50.0

Femina Cosmopolitan Bona Caravan & Outdoor Life

0.0

10.0

20.0

30.0

40.0

50.0

Femina Cosmopolitan Bona Caravan & Outdoor Life

SU-LSMSU-LSM®® – Monthly Magazines – Monthly MagazinesSU-LSMSU-LSM®® – Monthly Magazines – Monthly Magazines



Age – Monthly MagazinesAge – Monthly MagazinesAge – Monthly MagazinesAge – Monthly Magazines


Gender - Monthly MagazinesGender - Monthly MagazinesGender - Monthly MagazinesGender - Monthly Magazines


Cell Phone Penetration Within Cell Phone Penetration Within SU-LSMSU-LSM®®

Cell Phone Penetration Within Cell Phone Penetration Within SU-LSMSU-LSM®®


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


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


% Listenership: SU-LSM% Listenership: SU-LSM®® 6-10 6-10% Listenership: SU-LSM% Listenership: SU-LSM®® 6-10 6-10


% Listenership: SU-LSM% Listenership: SU-LSM®® 6 -10 6 -10% Listenership: SU-LSM% Listenership: SU-LSM®® 6 -10 6 -10


• Approximately 70 AMPSApproximately 70 AMPS®® variables variables selected selected onon logical grounds logical grounds

• Analysed multi-dimensionally by Analysed multi-dimensionally by applyingapplying::

• principle component analysisprinciple component analysis• stepwise regression analysisstepwise regression analysis

• Approximately 70 AMPSApproximately 70 AMPS®® variables variables selected selected onon logical grounds logical grounds

• Analysed multi-dimensionally by Analysed multi-dimensionally by applyingapplying::

• principle component analysisprinciple component analysis• stepwise regression analysisstepwise regression analysis

LSMLSM®® Input Variables Input VariablesLSMLSM®® Input Variables Input Variables

1993 SAARF 1993 SAARF LSMLSM®® Variables Variables1993 SAARF 1993 SAARF LSMLSM®® Variables Variables

1.1. Fridge/FreezerFridge/Freezer

2.2. No Water or No Water or ElectricityElectricity

3.3. Polisher/Vacuum Polisher/Vacuum CleanerCleaner

4.4. Non-Supermarket Non-Supermarket ShopperShopper

5.5. No Car in HHNo Car in HH

6.6. TV SetTV Set

7.7. Microwave OvenMicrowave Oven


2.2. No Water or No Water or ElectricityElectricity

3.3. Polisher/Vacuum Polisher/Vacuum CleanerCleaner

4.4. Non-Supermarket Non-Supermarket ShopperShopper

5.5. No Car in HHNo Car in HH

6.6. TV SetTV Set


8.8. Rural dweller (not Rural dweller (not PWV & W.Cape)PWV & W.Cape)

9.9. Hi-fi/Music CentreHi-fi/Music Centre

10.10. No DomesticNo Domestic

WorkerWorker

11.11. Washing Washing MachineMachine

12.12. Sewing Sewing MachineMachine

13.13. MetropolitanMetropolitan

DwellerDweller

8.8. Rural dweller (not Rural dweller (not PWV & W.Cape)PWV & W.Cape)

9.9. Hi-fi/Music CentreHi-fi/Music Centre

10.10. No DomesticNo Domestic

WorkerWorker

11.11. Washing Washing MachineMachine

12.12. Sewing Sewing MachineMachine

13.13. MetropolitanMetropolitan

DwellerDweller


• Non-Household Supermarket Shopper Non-Household Supermarket Shopper became Household Supermarket Shopperbecame Household Supermarket Shopper

• No Water or Electricity was droppedNo Water or Electricity was dropped• The following variables were added:The following variables were added:

• Non-Supermarket Shopper Non-Supermarket Shopper (Personal)(Personal)• Flush ToiletFlush Toilet• Hot Running WaterHot Running Water• No Financial Services Used No Financial Services Used (Personal)(Personal)• No Insurance Policy No Insurance Policy (Personal)(Personal)• No Credit Facility No Credit Facility (Personal)(Personal)• Hut Dweller Hut Dweller • Home TelephoneHome Telephone

• Non-Household Supermarket Shopper Non-Household Supermarket Shopper became Household Supermarket Shopperbecame Household Supermarket Shopper

• No Water or Electricity was droppedNo Water or Electricity was dropped• The following variables were added:The following variables were added:

• Non-Supermarket Shopper Non-Supermarket Shopper (Personal)(Personal)• Flush ToiletFlush Toilet• Hot Running WaterHot Running Water• No Financial Services Used No Financial Services Used (Personal)(Personal)• No Insurance Policy No Insurance Policy (Personal)(Personal)• No Credit Facility No Credit Facility (Personal)(Personal)• Hut Dweller Hut Dweller • Home TelephoneHome Telephone

2000 LSMs2000 LSMs2000 LSMs2000 LSMs• Non-Supermarket Shopper Non-Supermarket Shopper (Personal) (Personal)

became Supermarket Shopper became Supermarket Shopper (Personal)(Personal)• No Credit Facility No Credit Facility (Personal) (Personal) became became

Credit/Credit Facility including Retail Card Credit/Credit Facility including Retail Card (Personal)(Personal)

• The following variables were dropped:The following variables were dropped:• Rural DwellerRural Dweller• Metropolitan DwellerMetropolitan Dweller• Household Supermarket ShopperHousehold Supermarket Shopper• The following variables were added:The following variables were added:• Built-in Kitchen SinkBuilt-in Kitchen Sink• Electric Stove/HotplateElectric Stove/Hotplate• VCRVCR• Sedan carSedan car

• Non-Supermarket Shopper Non-Supermarket Shopper (Personal) (Personal) became Supermarket Shopper became Supermarket Shopper (Personal)(Personal)

• No Credit Facility No Credit Facility (Personal) (Personal) became became Credit/Credit Facility including Retail Card Credit/Credit Facility including Retail Card (Personal)(Personal)

• The following variables were dropped:The following variables were dropped:• Rural DwellerRural Dweller• Metropolitan DwellerMetropolitan Dweller• Household Supermarket ShopperHousehold Supermarket Shopper• The following variables were added:The following variables were added:• Built-in Kitchen SinkBuilt-in Kitchen Sink• Electric Stove/HotplateElectric Stove/Hotplate• VCRVCR• Sedan carSedan car

New SAARF Universal LSM®

New SAARF Universal LSM®

Early LSMsEarly LSMsEarly LSMsEarly LSMs

• Several unforeseen difficulties, challenges and Several unforeseen difficulties, challenges and biases were experienced through the initial biases were experienced through the initial development phases of the LSM’sdevelopment phases of the LSM’s

Some of these are:Some of these are:• Each time variables changed the LSM changedEach time variables changed the LSM changed• The personal variables introduced in 1995 The personal variables introduced in 1995

created gender and age biasescreated gender and age biases• These personal variables also created These personal variables also created

difficulties with TAMS (entire household difficulties with TAMS (entire household interviewed vs. AMPS individuals)interviewed vs. AMPS individuals)

• LSM’s did not differentiate sufficiently at the LSM’s did not differentiate sufficiently at the top end (8 groups to 10)top end (8 groups to 10)

• Several unforeseen difficulties, challenges and Several unforeseen difficulties, challenges and biases were experienced through the initial biases were experienced through the initial development phases of the LSM’sdevelopment phases of the LSM’s

Some of these are:Some of these are:• Each time variables changed the LSM changedEach time variables changed the LSM changed• The personal variables introduced in 1995 The personal variables introduced in 1995

created gender and age biasescreated gender and age biases• These personal variables also created These personal variables also created

difficulties with TAMS (entire household difficulties with TAMS (entire household interviewed vs. AMPS individuals)interviewed vs. AMPS individuals)

• LSM’s did not differentiate sufficiently at the LSM’s did not differentiate sufficiently at the top end (8 groups to 10)top end (8 groups to 10)

SU-LSMSU-LSM®® Variables VariablesSU-LSMSU-LSM®® Variables Variables

• Of the 20 variables that formed the 2000 Of the 20 variables that formed the 2000 LSMLSM®®’s, only 15 were retained in the SU-’s, only 15 were retained in the SU-LSMLSM®’®’ss

• All the personal variables that created All the personal variables that created biases were removed:biases were removed:• Supermarket ShopperSupermarket Shopper• No Financial ServicesNo Financial Services• No Insurance PolicyNo Insurance Policy• Credit Facility including Retail CardCredit Facility including Retail Card

• No car in household was also dropped as it No car in household was also dropped as it was no longer a good differentiatorwas no longer a good differentiator

• 14 new variables were added 14 new variables were added

• Of the 20 variables that formed the 2000 Of the 20 variables that formed the 2000 LSMLSM®®’s, only 15 were retained in the SU-’s, only 15 were retained in the SU-LSMLSM®’®’ss

• All the personal variables that created All the personal variables that created biases were removed:biases were removed:• Supermarket ShopperSupermarket Shopper• No Financial ServicesNo Financial Services• No Insurance PolicyNo Insurance Policy• Credit Facility including Retail CardCredit Facility including Retail Card

• No car in household was also dropped as it No car in household was also dropped as it was no longer a good differentiatorwas no longer a good differentiator

• 14 new variables were added 14 new variables were added

SU-LSMSU-LSM®® Variables (2001) Variables (2001)SU-LSMSU-LSM®® Variables (2001) Variables (2001)Old Variables Retained:Old Variables Retained:

1.1. Electric Electric Stove/HotplateStove/Hotplate


3.3. Flush ToiletFlush Toilet

4.4. No Domestic WorkerNo Domestic Worker

5.5. VCRVCR

6.6. Vacuum Cleaner/Floor Vacuum Cleaner/Floor PolisherPolisher

7.7. Traditional HutTraditional Hut

8.8. 1/more Sedan Car1/more Sedan Car

9.9. Washing MachineWashing Machine

10.10. TV SetTV Set

11.11. Home TelephoneHome Telephone

12.12. Hi-Fi/Music CentreHi-Fi/Music Centre

13.13. Built-in Kitchen SinkBuilt-in Kitchen Sink

14.14. Hot Running WaterHot Running Water


Old Variables Retained:Old Variables Retained:

1.1. Electric Electric Stove/HotplateStove/Hotplate


3.3. Flush ToiletFlush Toilet

4.4. No Domestic WorkerNo Domestic Worker

5.5. VCRVCR

6.6. Vacuum Cleaner/Floor Vacuum Cleaner/Floor PolisherPolisher

7.7. Traditional HutTraditional Hut

8.8. 1/more Sedan Car1/more Sedan Car

9.9. Washing MachineWashing Machine

10.10. TV SetTV Set

11.11. Home TelephoneHome Telephone

12.12. Hi-Fi/Music CentreHi-Fi/Music Centre

13.13. Built-in Kitchen SinkBuilt-in Kitchen Sink

14.14. Hot Running WaterHot Running Water


New Variables:New Variables:

1.1. Deep FreezerDeep Freezer

2.2. Water in Home/On PlotWater in Home/On Plot

3.3. MNET/DStv MNET/DStv SubscriptionSubscription

4.4. DishwasherDishwasher

5.5. ElectricityElectricity

6.6. Sewing MachineSewing Machine

7.7. GautengGauteng

8.8. Western CapeWestern Cape

9.9. No Cellphone in No Cellphone in HouseholdHousehold

10.10. PC in HomePC in Home

11.11. Tumble DryerTumble Dryer

12.12. Less than two Radio Less than two Radio Set in Set in HouseholdHousehold

13.13. Non-Urban outside Non-Urban outside GP/WCGP/WC

14.14. Home Security ServiceHome Security Service

New Variables:New Variables:

1.1. Deep FreezerDeep Freezer

2.2. Water in Home/On PlotWater in Home/On Plot

3.3. MNET/DStv MNET/DStv SubscriptionSubscription

4.4. DishwasherDishwasher

5.5. ElectricityElectricity

6.6. Sewing MachineSewing Machine

7.7. GautengGauteng

8.8. Western CapeWestern Cape

9.9. No Cellphone in No Cellphone in HouseholdHousehold

10.10. PC in HomePC in Home

11.11. Tumble DryerTumble Dryer

12.12. Less than two Radio Less than two Radio Set in Set in HouseholdHousehold

13.13. Non-Urban outside Non-Urban outside GP/WCGP/WC

14.14. Home Security ServiceHome Security Service

Naming The New SAARF Naming The New SAARF LSMLSM®®Naming The New SAARF Naming The New SAARF LSMLSM®®

• As these new improved LSMs are now As these new improved LSMs are now universally applicable to all respondents universally applicable to all respondents and to all current and future SAARF and to all current and future SAARF surveys they were renamed the SAARF surveys they were renamed the SAARF Universal LSM (SU-LSMUniversal LSM (SU-LSM®®))

PLEASE NOTE:PLEASE NOTE:• If you need to trend further back than If you need to trend further back than

2001 you need to use the 1993 LSM2001 you need to use the 1993 LSM®®’s’s

• As these new improved LSMs are now As these new improved LSMs are now universally applicable to all respondents universally applicable to all respondents and to all current and future SAARF and to all current and future SAARF surveys they were renamed the SAARF surveys they were renamed the SAARF Universal LSM (SU-LSMUniversal LSM (SU-LSM®®))

PLEASE NOTE:PLEASE NOTE:• If you need to trend further back than If you need to trend further back than

2001 you need to use the 1993 LSM2001 you need to use the 1993 LSM®®’s’s

Benefits of New SAARF Benefits of New SAARF Universal LSMUniversal LSM®®

Benefits of New SAARF Benefits of New SAARF Universal LSMUniversal LSM®®

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

• Can be updated and remain trendableCan be updated and remain trendable

• The proven stability of the measure will The proven stability of the measure will thus be complemented with a thus be complemented with a sensitivity to the changing landscapesensitivity to the changing landscape

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

• Can be updated and remain trendableCan be updated and remain trendable

• The proven stability of the measure will The proven stability of the measure will thus be complemented with a thus be complemented with a sensitivity to the changing landscapesensitivity to the changing landscape

SU- LSMSU- LSM®® Update 2004 Update 2004SU- LSMSU- LSM®® Update 2004 Update 2004

Variables Dropped (4)Variables Dropped (4)• Traditional HutTraditional Hut• ElectricityElectricity• GautengGauteng• Western CapeWestern Cape

New Variables (4)New Variables (4)• House/cluster House, Town HouseHouse/cluster House, Town House• Metropolitan DwellerMetropolitan Dweller• DVD PlayerDVD Player• One Cell Phone in HouseholdOne Cell Phone in Household

Variables Dropped (4)Variables Dropped (4)• Traditional HutTraditional Hut• ElectricityElectricity• GautengGauteng• Western CapeWestern Cape

New Variables (4)New Variables (4)• House/cluster House, Town HouseHouse/cluster House, Town House• Metropolitan DwellerMetropolitan Dweller• DVD PlayerDVD Player• One Cell Phone in HouseholdOne Cell Phone in Household

SAARF LSMSAARF LSM®® Update 2008A Update 2008ASAARF LSMSAARF LSM®® Update 2008A Update 2008A

Variables Dropped (3)Variables Dropped (3)• Sewing machineSewing machine• No cell phone in householdNo cell phone in household• 1 cell phone in household1 cell phone in household

New Variables (3)New Variables (3)• Home theatre systemHome theatre system• 2 cell phones in household2 cell phones in household• 3+ cell phones in household 3+ cell phones in household

SAARF LSMSAARF LSM® ® Extension:Extension:• LSM 7-10 have been split to show high and LSM 7-10 have been split to show high and

low groups for finer segmentationlow groups for finer segmentation

Variables Dropped (3)Variables Dropped (3)• Sewing machineSewing machine• No cell phone in householdNo cell phone in household• 1 cell phone in household1 cell phone in household

New Variables (3)New Variables (3)• Home theatre systemHome theatre system• 2 cell phones in household2 cell phones in household• 3+ cell phones in household 3+ cell phones in household

SAARF LSMSAARF LSM® ® Extension:Extension:• LSM 7-10 have been split to show high and LSM 7-10 have been split to show high and

low groups for finer segmentationlow groups for finer segmentation

Current SAARF LSM® Variables

Current SAARF LSM® Variables

How to calculate SU-LSMHow to calculate SU-LSM®®How to calculate SU-LSMHow to calculate SU-LSM®®

• Determine the variables with which the respondent Determine the variables with which the respondent compliescomplies• Sum the weights for the 29 variables for each respondentSum the weights for the 29 variables for each respondent• Add a constant Add a constant -0.442690-0.442690• Allocate the respondent to an SU-LSM as follows:Allocate the respondent to an SU-LSM as follows:

Claire

UPDATE THIS SLIDE TO SHOW EXTENSIONS

SAARF LSMSAARF LSM®® Groups GroupsSAARF LSMSAARF LSM®® Groups Groups

Penetration Ave HH Income2006RA 2007B 2008A 2006RA 2007B 2008A

SU-LSM 1 6.1 4.1 3.4 R 999.06 R 1,028.15 R 1,080.45

SU-LSM 2 12.2 9.8 8.7 R 1,214.18 R 1,275.25 R 1,401.29

SU-LSM 3 12.6 10.8 9.4 R 1,521.09 R 1,638.06 R 1,794.81

SU-LSM 4 14.9 13.8 14.6 R 1,939.68 R 2,140.55 R 2,535.68

SU-LSM 5 13.5 14.5 15.5 R 2,681.45 R 2,952.07 R 3,122.33

SU-LSM 6 14.4 17.3 17.9 R 4,404.25 R 5,096.28 R 5,386.00

SU-LSM 7 7.8 9.3 9.4 R 6,840.77 R 8,320.26 R 8,667.33

SU-LSM 8 5.7 6.7 6.9 R 9,251.86 R 11,227.27 R 12,336.69

SU-LSM 9 6.7 7.6 8.1 R 12,557.86 R 14,740.73 R 16,296.05

SU-LSM 10 6 6.1 6.1 R 19,817.03 R 20,902.03 R 23,053.57

Significant increase on 2007B

Significant decrease on 2007B

Number of Adults in each LSMNumber of Adults in each LSM®®Number of Adults in each LSMNumber of Adults in each LSM®®

Population Respondents % PopSU-LSM 1 1,062,000 139 3.4

SU-LSM 2 2,732,000 424 8.7

SU-LSM 3 2,953,000 682 9.4

SU-LSM 4 4,557,000 1,526 14.6

SU-LSM 5 4,843,000 2,423 15.5

SU-LSM 6 5,597,000 4,458 17.9

SU-LSM 7L 1,499,000 1,439 4.8

SU-LSM 7H 1,459,000 1,538 4.7

SU-LSM 8L 1,088,000 1,272 3.5

SU-LSM 8H 1,070,000 1,245 3.4

SU-LSM 9L 1,281,000 1,585 4.1

SU-LSM 9H 1,265,000 1,657 4.0

SU-LSM 10L 950,000 1,320 3.0

SU-LSM 10H 948,000 1,382 3.0


Mpumalanga

Eastern Cape

Free State

Gauteng

KwaZulu-Natal

Northern Cape

North West

Western Cape

Limpopo

31 to 60 %31 to 60 %

% of Province that is Rural% of Province that is Rural

More than 60 %More than 60 %

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

SU-LSMSU-LSM®® By By Province Province

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


PLEASE NOTE:PLEASE NOTE:

The descriptions of the 10 SU-LSMThe descriptions of the 10 SU-LSM®® groups groups in some of the following slides show those in some of the following slides show those descriptors that are descriptors that are above national average above national average for each SU-LSMfor each SU-LSM®® group. group.

So for example, African Language Stations So for example, African Language Stations are above national average for LSMare above national average for LSM®® 1-5. 1-5. This however, does not mean that LSMThis however, does not mean that LSM®® 6- 6-10 do not listen to ALS. 10 do not listen to ALS.

Claire

SHOW EXTENTIONS

ALS by SU-LSMALS by SU-LSM®®ALS by SU-LSMALS by SU-LSM®®


Summary Of New SU-LSMSummary Of New SU-LSM®® Groups (AMPSGroups (AMPS ® ® 2008A) 2008A)


LSM 1 (3.4%) LSM 1 (3.4%) DEMOGRAPHICSDEMOGRAPHICSFemaleFemale50+50+Primary CompletedPrimary CompletedRuralRuralTraditional HutTraditional Hut

R1 080 ave hh income per R1 080 ave hh income per monthmonth

MEDIAMEDIARadio a major channel of Radio a major channel of media communication - media communication - Commercial radio; mainly Commercial radio; mainly African Language Services African Language Services (ALS) (ALS)

GENERALGENERALMinimal access to servicesMinimal access to servicesMinimal ownership of Minimal ownership of durables, except radio setsdurables, except radio sets

LSM 1 (3.4%) LSM 1 (3.4%) DEMOGRAPHICSDEMOGRAPHICSFemaleFemale50+50+Primary CompletedPrimary CompletedRuralRuralTraditional HutTraditional Hut

R1 080 ave hh income per R1 080 ave hh income per monthmonth

MEDIAMEDIARadio a major channel of Radio a major channel of media communication - media communication - Commercial radio; mainly Commercial radio; mainly African Language Services African Language Services (ALS) (ALS)

GENERALGENERALMinimal access to servicesMinimal access to servicesMinimal ownership of Minimal ownership of durables, except radio setsdurables, except radio sets

LSM 2 (8.7%) LSM 2 (8.7%) DEMOGRAPHICSDEMOGRAPHICSFemaleFemale16 – 24, 50+16 – 24, 50+Some High SchoolSome High SchoolRuralRuralHouse/Matchbox houseHouse/Matchbox house

RR1 4011 401 ave hh income per ave hh income per monthmonth

MEDIAMEDIARadio: Commercial, mainly ALSRadio: Commercial, mainly ALS

GENERALGENERALWater on plotWater on plotMinimal ownership of durables,Minimal ownership of durables,except radio sets and stovesexcept radio sets and stoves

LSM 2 (8.7%) LSM 2 (8.7%) DEMOGRAPHICSDEMOGRAPHICSFemaleFemale16 – 24, 50+16 – 24, 50+Some High SchoolSome High SchoolRuralRuralHouse/Matchbox houseHouse/Matchbox house

RR1 4011 401 ave hh income per ave hh income per monthmonth

MEDIAMEDIARadio: Commercial, mainly ALSRadio: Commercial, mainly ALS

GENERALGENERALWater on plotWater on plotMinimal ownership of durables,Minimal ownership of durables,except radio sets and stovesexcept radio sets and stoves

LSM 3 (LSM 3 (9.4%9.4%) ) DEMOGRAPHICSDEMOGRAPHICSMaleMale16 – 24, 50+16 – 24, 50+Up to some highUp to some high RuralRuralHouse/Matchbox houseHouse/Matchbox houseR1 795 ave hh income per R1 795 ave hh income per monthmonth

MEDIAMEDIARadioRadio: commercial mainly : commercial mainly ALS ALS stations, stations, Ukhozi FM, Ukhozi FM, Umhlobo Wenene FM Umhlobo Wenene FM TV: TV: SABC 1SABC 1OutdoorOutdoor

GENERALGENERALElectricity, water on plotElectricity, water on plotMinimal ownership of durables, Minimal ownership of durables, except radio sets and stovesexcept radio sets and stovesActivities – lottery ticketsActivities – lottery tickets

LSM 3 (LSM 3 (9.4%9.4%) ) DEMOGRAPHICSDEMOGRAPHICSMaleMale16 – 24, 50+16 – 24, 50+Up to some highUp to some high RuralRuralHouse/Matchbox houseHouse/Matchbox houseR1 795 ave hh income per R1 795 ave hh income per monthmonth

MEDIAMEDIARadioRadio: commercial mainly : commercial mainly ALS ALS stations, stations, Ukhozi FM, Ukhozi FM, Umhlobo Wenene FM Umhlobo Wenene FM TV: TV: SABC 1SABC 1OutdoorOutdoor

GENERALGENERALElectricity, water on plotElectricity, water on plotMinimal ownership of durables, Minimal ownership of durables, except radio sets and stovesexcept radio sets and stovesActivities – lottery ticketsActivities – lottery tickets

LSM 4 (1LSM 4 (144.6%).6%)DEMOGRAPHICSDEMOGRAPHICSMaleMale16 - 3416 - 34Schooling up to some highSchooling up to some highRuralRuralR2 536 ave hh income per monthR2 536 ave hh income per month

MEDIAMEDIARadioRadio: commercial mainly : commercial mainly ALS ALS stations, Metro fmstations, Metro fmTVTV: : SABC 1,2, ETVSABC 1,2, ETVOutdoorOutdoor

GENERALGENERALElectricity, water on plot, flush Electricity, water on plot, flush toilettoiletTV sets, hi-fi/radio set, electric TV sets, hi-fi/radio set, electric hotplates, fridgehotplates, fridgeActivities - stokvel meeting, Activities - stokvel meeting, lottery tickets, eat and buy take lottery tickets, eat and buy take away foodaway food

LSM 4 (1LSM 4 (144.6%).6%)DEMOGRAPHICSDEMOGRAPHICSMaleMale16 - 3416 - 34Schooling up to some highSchooling up to some highRuralRuralR2 536 ave hh income per monthR2 536 ave hh income per month

MEDIAMEDIARadioRadio: commercial mainly : commercial mainly ALS ALS stations, Metro fmstations, Metro fmTVTV: : SABC 1,2, ETVSABC 1,2, ETVOutdoorOutdoor

GENERALGENERALElectricity, water on plot, flush Electricity, water on plot, flush toilettoiletTV sets, hi-fi/radio set, electric TV sets, hi-fi/radio set, electric hotplates, fridgehotplates, fridgeActivities - stokvel meeting, Activities - stokvel meeting, lottery tickets, eat and buy take lottery tickets, eat and buy take away foodaway food



LSM 5 (1LSM 5 (15.5%5.5%))DEMOGRAPHICSDEMOGRAPHICSMaleMale16-3416-34Up to MatricUp to MatricRuralRural

R3 122ave hh income per monthR3 122ave hh income per month

MEDIAMEDIARadioRadio: commercial mainly : commercial mainly ALS ALS stationsstations, , Metro fmMetro fm TVTV: : SABC 1,2,3, e.tvSABC 1,2,3, e.tvDaily/Weekly Newspapers, Daily/Weekly Newspapers, MagazinesMagazinesOutdoorOutdoor

GENERALGENERALElectricity, water, flush toiletElectricity, water, flush toiletTV sets, hi-fi/radio set, stove, fridgeTV sets, hi-fi/radio set, stove, fridgeActivitiesActivities:: started exercising, started exercising, painted interior of house, stokvel painted interior of house, stokvel meeting, purchase take-away food, meeting, purchase take-away food, lottery ticketslottery tickets

LSM 5 (1LSM 5 (15.5%5.5%))DEMOGRAPHICSDEMOGRAPHICSMaleMale16-3416-34Up to MatricUp to MatricRuralRural

R3 122ave hh income per monthR3 122ave hh income per month

MEDIAMEDIARadioRadio: commercial mainly : commercial mainly ALS ALS stationsstations, , Metro fmMetro fm TVTV: : SABC 1,2,3, e.tvSABC 1,2,3, e.tvDaily/Weekly Newspapers, Daily/Weekly Newspapers, MagazinesMagazinesOutdoorOutdoor

GENERALGENERALElectricity, water, flush toiletElectricity, water, flush toiletTV sets, hi-fi/radio set, stove, fridgeTV sets, hi-fi/radio set, stove, fridgeActivitiesActivities:: started exercising, started exercising, painted interior of house, stokvel painted interior of house, stokvel meeting, purchase take-away food, meeting, purchase take-away food, lottery ticketslottery tickets

LSM 6 (17.9%)LSM 6 (17.9%)DEMOGRAPHICSDEMOGRAPHICSMaleMale25-4925-49Matric and higherMatric and higherUrbanUrban

R5 386 ave hh income per monthR5 386 ave hh income per month

MEDIAMEDIAWide range of commercial Wide range of commercial & & community radiocommunity radioTVTV: : SABC 1,2,3, e.tvSABC 1,2,3, e.tvDailyDaily//Weekly Newspapers, Weekly Newspapers, MagazinesMagazinesCinema Cinema & & OutdoorOutdoor

GENERALGENERALElectricity, hot running water, flush Electricity, hot running water, flush toilet toilet Ownership of a number ofOwnership of a number of durables durables plusplus cell phonecell phoneParticipated in a numberParticipated in a number of of activitiesactivities

LSM 6 (17.9%)LSM 6 (17.9%)DEMOGRAPHICSDEMOGRAPHICSMaleMale25-4925-49Matric and higherMatric and higherUrbanUrban


MEDIAMEDIAWide range of commercial Wide range of commercial & & community radiocommunity radioTVTV: : SABC 1,2,3, e.tvSABC 1,2,3, e.tvDailyDaily//Weekly Newspapers, Weekly Newspapers, MagazinesMagazinesCinema Cinema & & OutdoorOutdoor

GENERALGENERALElectricity, hot running water, flush Electricity, hot running water, flush toilet toilet Ownership of a number ofOwnership of a number of durables durables plusplus cell phonecell phoneParticipated in a numberParticipated in a number of of activitiesactivities



LSM 7 LOW (LSM 7 LOW (4.84.8%)%)DEMOGRAPHICSDEMOGRAPHICSFemaleFemale25- 34 , 50+25- 34 , 50+Matric and higherMatric and higherUrbanUrbanR7 837 ave hh income per monthR7 837 ave hh income per month

MEDIAMEDIAWide range of commercialWide range of commercial & & community radiocommunity radioTVTV: : SABC 1,2,3, e.tv, M-NetSABC 1,2,3, e.tv, M-NetDailyDaily//Weekly Newspapers, Weekly Newspapers, MagazinesMagazinesAccessed internet 4 weeksAccessed internet 4 weeksCinemaCinema & & OutdoorOutdoor

GENERALGENERALFull access to servicesFull access to servicesIncreased ownership of durables Increased ownership of durables plus motor vehicleplus motor vehicleParticipation in all activitiesParticipation in all activities

LSM 7 LOW (LSM 7 LOW (4.84.8%)%)DEMOGRAPHICSDEMOGRAPHICSFemaleFemale25- 34 , 50+25- 34 , 50+Matric and higherMatric and higherUrbanUrbanR7 837 ave hh income per monthR7 837 ave hh income per month

MEDIAMEDIAWide range of commercialWide range of commercial & & community radiocommunity radioTVTV: : SABC 1,2,3, e.tv, M-NetSABC 1,2,3, e.tv, M-NetDailyDaily//Weekly Newspapers, Weekly Newspapers, MagazinesMagazinesAccessed internet 4 weeksAccessed internet 4 weeksCinemaCinema & & OutdoorOutdoor




LSM 7 HIGH (LSM 7 HIGH (4.74.7%)%)DEMOGRAPHICSDEMOGRAPHICS

35-4935-49Matric and higherMatric and higherUrbanUrbanR9 540 ave hh income per monthR9 540 ave hh income per month

MEDIAMEDIAWide range of commercialWide range of commercial & & community radiocommunity radioTVTV: : SABC 1,2,3, e.tv, M-Net & SABC 1,2,3, e.tv, M-Net & DStvDStvDailyDaily//Weekly Newspapers, Weekly Newspapers, MagazinesMagazinesAccessed internet 4 weeksAccessed internet 4 weeksCinemaCinema & & OutdoorOutdoor


LSM 7 HIGH (LSM 7 HIGH (4.74.7%)%)DEMOGRAPHICSDEMOGRAPHICS

35-4935-49Matric and higherMatric and higherUrbanUrbanR9 540 ave hh income per monthR9 540 ave hh income per month

MEDIAMEDIAWide range of commercialWide range of commercial & & community radiocommunity radioTVTV: : SABC 1,2,3, e.tv, M-Net & SABC 1,2,3, e.tv, M-Net & DStvDStvDailyDaily//Weekly Newspapers, Weekly Newspapers, MagazinesMagazinesAccessed internet 4 weeksAccessed internet 4 weeksCinemaCinema & & OutdoorOutdoor


LSM 8 HIGH (3.4%) LSM 8 HIGH (3.4%) DEMOGRAPHICSDEMOGRAPHICS

35+35+Matric and higherMatric and higher, , UrbanUrban

R13546 ave hh income per monthR13546 ave hh income per month

MEDIAMEDIAWide range of commercialWide range of commercial & & community radiocommunity radioTVTV: : SABC 1,2,3, e.tv, M-Net, DStvSABC 1,2,3, e.tv, M-Net, DStvDailyDaily//Weekly Newspapers, Weekly Newspapers, MagazinesMagazinesAccessed internet 4 weeksAccessed internet 4 weeksCinemaCinema & & OutdoorOutdoor

GENERALGENERALFull access to servicesFull access to servicesFull ownership of durables, incl. Full ownership of durables, incl. DVD, PC and satellite dishDVD, PC and satellite dishIncreased participation in activitiesIncreased participation in activities


35+35+Matric and higherMatric and higher, , UrbanUrban

R13546 ave hh income per monthR13546 ave hh income per month





LSM 8 LOW (3.5%) LSM 8 LOW (3.5%) DEMOGRAPHICSDEMOGRAPHICSMaleMale35+35+Matric and higherMatric and higher, , UrbanUrban




LSM 8 LOW (3.5%) LSM 8 LOW (3.5%) DEMOGRAPHICSDEMOGRAPHICSMaleMale35+35+Matric and higherMatric and higher, , UrbanUrban




LSM 9 LOW (4.1%) LSM 9 LOW (4.1%) DEMOGRAPHICSDEMOGRAPHICSMaleMale35+35+Matric and higherMatric and higher, , UrbanUrbanRR14 536 14 536 ave hh income per monthave hh income per month

MEDIAMEDIAWide range of commercialWide range of commercial & & community radiocommunity radioTVTV: : SABC 2,3, e.tv, M-Net, DStvSABC 2,3, e.tv, M-Net, DStvDailyDaily//Weekly Newspapers, Weekly Newspapers, MagazinesMagazinesAccessed internet 4 weeksAccessed internet 4 weeksCinemaCinema & & OutdoorOutdoor

GENERALGENERALFull access to servicesFull access to servicesFull ownership of durables,Full ownership of durables,Incl. PC, DVD and satellite dishIncl. PC, DVD and satellite dishIncreased participation in Increased participation in activities, exclactivities, excluding uding stokvel stokvel meetingsmeetings

LSM 9 LOW (4.1%) LSM 9 LOW (4.1%) DEMOGRAPHICSDEMOGRAPHICSMaleMale35+35+Matric and higherMatric and higher, , UrbanUrbanRR14 536 14 536 ave hh income per monthave hh income per month





LSM 9 HIGH (4.0%) LSM 9 HIGH (4.0%) DEMOGRAPHICSDEMOGRAPHICSMaleMale35+35+Matric and higherMatric and higher, , UrbanUrbanR18 079 ave hh income per R18 079 ave hh income per monthmonth



LSM 9 HIGH (4.0%) LSM 9 HIGH (4.0%) DEMOGRAPHICSDEMOGRAPHICSMaleMale35+35+Matric and higherMatric and higher, , UrbanUrbanR18 079 ave hh income per R18 079 ave hh income per monthmonth




35+ 35+ Matric and higherMatric and higher, , UrbanUrbanR25 520 ave hh income per monthR25 520 ave hh income per month


GENERALGENERALFull access to servicesFull access to servicesFull ownership of durables,Full ownership of durables,Incl. PC, DVD and satellite dishIncl. PC, DVD and satellite dishIncreased participation inIncreased participation inactivities,activities, e exclxcluding uding stokvelstokvelmeetingsmeetings


35+ 35+ Matric and higherMatric and higher, , UrbanUrbanR25 520 ave hh income per monthR25 520 ave hh income per month





LSM 10 LOW (3.0%) LSM 10 LOW (3.0%) DEMOGRAPHICSDEMOGRAPHICSMaleMale35+ 35+ Matric and higherMatric and higher, , UrbanUrbanR20 591 ave hh income per monthR20 591 ave hh income per month



LSM 10 LOW (3.0%) LSM 10 LOW (3.0%) DEMOGRAPHICSDEMOGRAPHICSMaleMale35+ 35+ Matric and higherMatric and higher, , UrbanUrbanR20 591 ave hh income per monthR20 591 ave hh income per month



ConclusionConclusionConclusionConclusion

• Remember that there are many other Remember that there are many other powerful differentiators in AMPS that powerful differentiators in AMPS that could be used in conjunction with the could be used in conjunction with the LSMLSM®®s, e.g. Lifestages, Education, s, e.g. Lifestages, Education, Mothers with children, Household Mothers with children, Household purchaser, Large item purchaser, purchaser, Large item purchaser, Occupation, Gender, Language, Family Occupation, Gender, Language, Family size and Agesize and Age

• NB! Do not over segmentNB! Do not over segment

• Remember that there are many other Remember that there are many other powerful differentiators in AMPS that powerful differentiators in AMPS that could be used in conjunction with the could be used in conjunction with the LSMLSM®®s, e.g. Lifestages, Education, s, e.g. Lifestages, Education, Mothers with children, Household Mothers with children, Household purchaser, Large item purchaser, purchaser, Large item purchaser, Occupation, Gender, Language, Family Occupation, Gender, Language, Family size and Agesize and Age

• NB! Do not over segmentNB! Do not over segment

THANK YOU!THANK YOU!

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