The SAARF Universal LSM ® "YOUR WINDOW TO THE WORLD OF RESEARCH"

The SAARFThe SAARF

Universal LSMUniversal LSM®®

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

OF OF RESEARCH"RESEARCH"

Industry Presentation On Industry Presentation On The SAARF Universal LSMThe SAARF Universal LSM®®

2006RA2006RA

ByBy

Michelle BoehmeMichelle Boehme

Tshifhiwa MulaudziTshifhiwa Mulaudzi

Paul HauptPaul Haupt

SAARF UNIVERSAL LSMSAARF UNIVERSAL LSM33

ContentsContents

- Introduction- Introduction

- History/development of LSM - History/development of LSM®® - Early LSM - Early LSM®® - 1993/1995/2000 LSM - 1993/1995/2000 LSM®®

- New SAARF Universal LSM - New SAARF Universal LSM®® - Conclusions - Conclusions


The The TTripartite ripartite NNature Of ature Of SAARFSAARF

SAARFSAARF

MarketersMarketersMedia Media OwnersOwnersCINEMACINEMA

INTERNET INTERNET

OUTDOOROUTDOOR

PRINTPRINT

RADIO RADIO

TVTVAdvertising Advertising AgenciesAgencies


SAARF Living Standards SAARF Living Standards Measure (LSMMeasure (LSM®®) - 1) - 1

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

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


The SAARF Universal LSMThe SAARF Universal LSM®® and its and its predecessors are Target Marketing Tools predecessors are Target Marketing Tools that are also used for the selection of that are also used for the selection of appropriate media, therefore, no media appropriate media, therefore, no media related variables are used in its related variables are used in its constructionconstruction

No personal attributes (except in 1995 No personal attributes (except in 1995 and 2000 LSMs)and 2000 LSMs)

Income never usedIncome never used

SAARF Living Standards SAARF Living Standards Measure (LSMMeasure (LSM®®) - 2) - 2


Rationale For SegmentationRationale For Segmentation

WHY CLASSIFY PEOPLE ?WHY CLASSIFY PEOPLE ?

Some Some people tend to behavepeople tend to behave in a in a different different fashion from othersfashion 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 differentTry to distinguish between different

peoplepeople


IInn StatisticalStatistical TermsTerms

Maximise variation between Maximise variation between groupsgroups

Minimise variation within groupsMinimise variation within groups


FFor Advertising/Marketing or Advertising/Marketing PurposesPurposes

Identify theIdentify the target market / audience target market / audience as as accurately as possibleaccurately as possible

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

ThereforeTherefore

Important to know your targetImportant to know your target market market Important to know which tools areImportant to know which tools are

availableavailable


Traditional Traditional ApproachApproach

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


Solution?Solution?

Find the best Combination of Find the best Combination of variables to:variables to:•group people group people with with similar similar behaviour behaviour togethertogether

•distinguish between peopledistinguish between people with with differentdifferent behaviour behaviour

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

AA MultivariateMultivariate differentiatordifferentiator


Important StimuliImportant Stimuli The urban/rural debateThe urban/rural debate Community size classificationCommunity size classification Lever Brothers’ experienceLever Brothers’ experience Technological developmentsTechnological developments - -

sophisticatedsophisticated hardware/ hardware/powerful powerful softwaresoftware

AMPSAMPS®® data not fully utilised – data not fully utilised – mainly single variable cross mainly single variable cross tabulations were usedtabulations were used

UK and USA - realised importance of UK and USA - realised importance of variables other than demographicsvariables other than demographics


It’s Not Just About DemographicsIt’s Not Just About Demographics

Admap December 1990Admap December 1990


DDevelop an index whichevelop an index which ddifferentiatesifferentiates better than any single demographicbetter than any single demographic

plusplus 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 Must be stable over time, but

sensitive enough to registersensitive enough to register changeschanges

Main Main Aim Of The SAARF Aim Of The SAARF LSMLSM®®


0

10

20

30

40

50

1994 2000 2006RA

SAARF SAARF LSMLSM®® – National – National

%

1993 LSMs1993 LSMs

Sample size: 14 498 (’94), 35 069 (’00), 24 813 (’06)Population, all South Africans 16+: 24 539 000 (’94), 28 488 000 (’00), 30 903 000 (’06)


0

10

20

30

40

50

1994 2000 2006RA

SAARF SAARF LSMLSM®® – Gauteng – Gauteng

%

1993 LSMs1993 LSMs



0

10

20

30

40

50

1994 2000 2006RA

SAARF SAARF LSMLSM®® – KZN – KZN

%

1993 LSMs1993 LSMs



0

10

20

30

40

50

1994 2000 2006RA

SAARF SAARF LSMLSM®® – Western Cape – Western Cape

%

1993 LSMs1993 LSMs



Common MisunderstandingsCommon Misunderstandings

Income not an LSMIncome not an LSM®® variable variable LSM is not a political construct but LSM is not a political construct but

harnesses the power of multivariate harnesses the power of multivariate statisticsstatistics

Only AMPS variables are usedOnly AMPS variables are used It is a misconception that income is a It is a misconception that income is a

better differentiator than wealth.better differentiator than wealth. That LSMThat LSM®® on its own is the only on its own is the only

differentiator required for effective differentiator required for effective segmentationsegmentation


0

10

20

30

40

50Femina Cosmopolitan

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

SAARF AMPS 2006RA

2001 LSMs2001 LSMs


0

10

20

30

40

50

Bona Caravan&Outdoor life Cosmopolitan

Age – Monthly MagazinesAge – Monthly Magazines

SAARF AMPS 2006RA

2001 LSMs2001 LSMs


0

20

40

60

80

100

Bona Caravan&Outdoor life Cosmopolitan

Gender - Monthly MagazinesGender - Monthly Magazines

SAARF AMPS 2006RA

2001 LSMs2001 LSMs

Bought Lottery Tickets By SU-LSMBought Lottery Tickets By SU-LSM®® – Past 4 – Past 4 WeeksWeeks

Bought Lottery Tickets By SU-LSMBought Lottery Tickets By SU-LSM®® – Past 4 – Past 4 WeeksWeeks

0

20

40

60

80

100

2004 40.5 9.1 24 34.4 41.9 48 53 54.5 54.4 53.8 51.2

2005RA 37.6 10 19.2 30.5 39.6 45.1 47.9 47 49.1 49.5 46.2

2006RA 34.5 10.1 16.3 28 36.2 39.5 43.8 44 42 44.8 42.2

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

SAARF AMPS 2004, 2005RA & 2006RAPopulation, all South Africans 16+: 30 903 000

%

2001 LSMs2001 LSMs

Cellphone Penetration Within Cellphone Penetration Within SU-LSMSU-LSM®®Cellphone Penetration Within Cellphone Penetration Within SU-LSMSU-LSM®®

0

2732.7

42.1

49.5

59.4

69.774.4

80.2

90.5

0

20

40

60

80

100

Penetration 0 27 32.7 42.1 49.5 59.4 69.7 74.4 80.2 90.5

LSM 1

LSM 2

LSM 3

LSM 4

LSM 5

LSM 6

LSM 7

LSM 8

LSM 9

LSM 10

%

SAARF AMPS 2006RA

AMPSAMPS® 2006RA 2006RA

6.7

6.7

7.1

8.2

11.8

12.6

15.7

21.8

0 10 20 30 40 50

YFM 99.2

Motsweding FM

Ikwekwezi FM

Thobela FM

Total Community Radio

METRO FM

Ukhozi FM

Lesedi FM

% Listenership: SU- LSM% Listenership: SU- LSM®® 1-5 1-5 Gauteng (1) Gauteng (1)

Source: RAMS Wave 6 2006

2.6

2.9

3.5

3.5

3.6

3.9

4.8

5.1

0 10 20 30 40 50

Munghana Lonene FM

94.7 Highveld

Umhlobo Wenene FM

Phalaphala FM

Thetha FM 100.6

Jacaranda FM

Jozi FM

Kaya FM

% Listenership: SU-LSM% Listenership: SU-LSM®® 1-5 1-5 Gauteng (2) Gauteng (2)



6.7

6.9

7.2

8.9

10

11.1

12.7

14.7

0 10 20 30 40 50

Ukhozi FM

Kaya FM

YFM 99.2

94.2 JACARANDA FM

Lesedi FM


METRO FM

94.7 Highveld Stereo

% Listenership: SU-LSM% Listenership: SU-LSM®® 6-10 Gauteng (1) 6-10 Gauteng (1)



1.7

1.9

2

3.5

4.1

4.6

5.4

5.9

0 10 20 30 40 50

Radiokansel/Pulpit

SAFM

Classic FM

702 Talk Radio

5FM

Thobela FM

RadiosonderGrense

Motsweding FM

% Listenership: SU-LSM% Listenership: SU-LSM®® 6 -10 Gauteng (2) 6 -10 Gauteng (2)



Approximately 70 AMPSApproximately 70 AMPS®® variables selected variables selected onon logical logical groundsgrounds

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

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

LSMLSM®® Input Variables Input Variables

Looking At The SkyLooking At The Sky


Early SAARF Early SAARF LSMLSM®®

LSMs were stronger LSMs were stronger differentiator than any single differentiator than any single demographicdemographic

BUTBUT

Variables and weights were Variables and weights were adjusted annuallyadjusted annually

ConsequentlyConsequently Trending not possibleTrending not possible


1993 SAARF 1993 SAARF LSMLSM®®

Decided to keep variables and Decided to keep variables and weights constant from year to weights constant from year to yearyear

1993 and 1994 SAARF LSM1993 and 1994 SAARF LSM®® comparablecomparable


1993 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-Non-Supermarket Supermarket shoppershopper

5.5. No car in hhNo car in hh

6.6. TV setTV set

7.7. Microwave ovenMicrowave oven

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

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

10.10. No domesticNo domestic

workerworker

11.11. Washing Washing machinemachine

12.12. Sewing Sewing machinemachine

13.13. MetropolitanMetropolitan

dwellerdweller


1995 SAARF 1995 SAARF LSMLSM®®

In 1995 the list of variables was In 1995 the list of variables was expanded to 20 to include some expanded to 20 to include some personal variables, namely:personal variables, namely:

Non supermarket shopper Non supermarket shopper No financial services / No financial services / insurance usedinsurance used

No credit facilityNo credit facility


1995 SAARF 1995 SAARF LSMLSM®® Variables Variables

1.1. Flush toiletFlush toilet2.2. Fridge/freezerFridge/freezer3.3. Hot running water Hot running water 4.4. Polisher/vacuum cleanerPolisher/vacuum cleaner5.5. Non-Supermarket Non-Supermarket

shopper (personal)shopper (personal)6.6. No car in hhNo car in hh7.7. TV setTV set8.8. Microwave ovenMicrowave oven9.9. No financial services No financial services

usedused10.10. No insurance No insurance

policypolicy

WhiteWhite = personal = personal

11.11. Rural dweller (outside Rural dweller (outside Gauteng & W.Cape)Gauteng & W.Cape)

12.12. Hi-fi/music centreHi-fi/music centre13.13. No domestic workerNo domestic worker14.14. Washing machineWashing machine15.15. Sewing machineSewing machine16.16. Metropolitan dwellerMetropolitan dweller17.17. Household supermarket Household supermarket

shoppershopper18.18. No credit facilityNo credit facility19.19. Hut dwellerHut dweller20.20. Home telephoneHome telephone


2000 SAARF 2000 SAARF LSMLSM®® VVariables - 1ariables - 1

1.1. Built-in kitchen sinkBuilt-in kitchen sink2. Flush toilet2. Flush toilet3. Polisher/vacuum cleaner3. Polisher/vacuum cleaner4. Supermarket shopper (personal)4. Supermarket shopper (personal)5. Fridge/freezer5. Fridge/freezer6. No car in household6. No car in household7. No financial services used7. No financial services used8. Hot running water8. Hot running water9. No insurance9. No insuranceNOTE: New variables in whiteNOTE: New variables in white


2000 SAARF 2000 SAARF LSMLSM®® VVariables – 2ariables – 2

10. 10. Hi-Fi/music centreHi-Fi/music centre 11. Home telephone 11. Home telephone 12. 12. Electric stove/hotplateElectric stove/hotplate 13. Video cassette recorder 13. Video cassette recorder 14. Sedan car 14. Sedan car 15. Credit/retail card facility15. Credit/retail card facility 16. TV set 16. TV set 17. Microwave oven 17. Microwave oven 18. Washing machine 18. Washing machine 19. Hut 19. Hut 20. No domestic worker 20. No domestic worker


NEW SAARF NEW SAARF UNIVERSAL LSMUNIVERSAL LSM®®

AUGUST 2001AUGUST 2001


Shortcomings Of The 1995 And Shortcomings Of The 1995 And 2000 SAARF LSMs2000 SAARF LSMs

Some of the variables used in the Some of the variables used in the 1995 and 2000 SAARF LSMs 1995 and 2000 SAARF LSMs introduced Gender and Age biasesintroduced Gender and Age biases

Young adults and females were less Young adults and females were less likely to use financial services and likely to use financial services and have credit facilities than Maleshave credit facilities than Males

Equally Males were less likely to be Equally Males were less likely to be supermarket shopperssupermarket shoppers


Other Shortcomings Of The Other Shortcomings Of The 1995 And 2000 SAARF LSMs1995 And 2000 SAARF LSMs

The 1995 and 2000 SAARF LSM’s The 1995 and 2000 SAARF LSM’s could be used for AMPS/RAMS, could be used for AMPS/RAMS, where only one person per where only one person per household is interviewed household is interviewed

For TAMS, where households rather For TAMS, where households rather than individuals are sampled, only than individuals are sampled, only household variables could be used household variables could be used (1993 SAARF LSM)(1993 SAARF LSM)

This meant that the LSMs used in This meant that the LSMs used in AMPS/RAMS and TAMS were not AMPS/RAMS and TAMS were not comparable. comparable.


2000 SAARF 2000 SAARF LSMLSM®® VariablesVariables Not Carried ForwardNot Carried Forward

Personal Variables:Personal Variables:

Supermarket shopper (personal)Supermarket shopper (personal)

No financial services usedNo financial services used

No insuranceNo insurance policy policy

Credit facility including retail cardCredit facility including retail card

Other:Other:

No car in householdNo car in household


Other Factors That Influenced Other Factors That Influenced The Design Of The New SAARF The Design Of The New SAARF

Universal LSMUniversal LSM®®

Conflict between the need for Conflict between the need for trends on the one hand, and trends on the one hand, and sensitivity to change on the sensitivity to change on the otherother

Concern that the LSM does not Concern that the LSM does not differentiate sufficiently at the differentiate sufficiently at the Top end.Top end.


New SAARF Universal LSMNew SAARF Universal LSM®® - - The BriefThe Brief

The new SAARF Universal LSMThe new SAARF Universal LSM®® was designed to:was designed to:

Make it a more effective Make it a more effective segmentation tool,segmentation tool,

Remove known biases,Remove known biases, Make it universally applicableMake it universally applicable

to all SAARF products, and to all to all SAARF products, and to all future AMPS/RAMS/TAMSfuture AMPS/RAMS/TAMS®® surveyssurveys


New SAARF Universal LSMNew SAARF Universal LSM®® – – The ProcessThe Process

Extensive analysis by Prof Jacky Extensive analysis by Prof Jacky Galpin - presented to the joint SAARF Galpin - presented to the joint SAARF Councils during July 2001.Councils during July 2001.

The councils decided to implement The councils decided to implement the new SAARF Universal LSMthe new SAARF Universal LSM®® as as from SAARF AMPS 2001Afrom SAARF AMPS 2001A

The SAARF TAMS panel implemented The SAARF TAMS panel implemented the new SAARF Universal LSMthe new SAARF Universal LSM®® in in August 2001August 2001


Naming The New SAARF Naming The New SAARF LSMLSM®®

The design of the new SAARF Universal LSM The design of the new SAARF Universal LSM also lead to the new name:also lead to the new name:

1.1. It applies universally to all respondents, It applies universally to all respondents, i.e. it is designed so that all respondents i.e. it is designed so that all respondents 16+ can be fairly indexed with no biases16+ can be fairly indexed with no biases

2.2. It is designed to be universally It is designed to be universally applicable to all of SAARF’s products, applicable to all of SAARF’s products, AMPS, RAMS and TAMSAMPS, RAMS and TAMS

3.3. It is designed to be universally It is designed to be universally applicable to all future surveys, i.e. it applicable to all future surveys, i.e. it will not be necessary to have a new LSM will not be necessary to have a new LSM every second or third year like in the every second or third year like in the pastpast


New SAARF Universal LSMNew SAARF Universal LSM®® – – The Improvements - 1The Improvements - 1

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

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

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


New SAARF Universal LSMNew SAARF Universal LSM®®– – The Improvements - 2The Improvements - 2

3.3. The variables have been chosen The variables have been chosen such as to be universally applicable such as to be universally applicable to AMPS/RAMS/TAMSto AMPS/RAMS/TAMS

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

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



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

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



8.8. The proven stability of the measure The proven stability of the measure will thus be complemented with a will thus be complemented with a sensitivity to the changing sensitivity to the changing landscapelandscape

Note:Note:

No comparisons should be made to No comparisons should be made to previous LSMprevious LSM® ® scales as this is a scales as this is a new benchmark. new benchmark.


15 Variables From The 2000 15 Variables From The 2000 LSMLSM®®

1.1. Electric stove / Electric stove / hotplatehotplate

2.2. Microwave ovenMicrowave oven

3.3. Flush toilet in Flush toilet in

house or on plothouse or on plot

4.4. No domestic No domestic

workerworker

5.5. VCR in householdVCR in household

6.6. Vacuum cleaner / Vacuum cleaner /

floor polisherfloor polisher

7.7. Traditional hutTraditional hut8.8. 1/more sedan cars 1/more sedan cars9.9. Washing machine Washing machine10.10. TV set TV set11.11. Home Telephone Home Telephone12.12. Hi-Fi/music centre Hi-Fi/music centre13.13. Built-in kitchen Built-in kitchen

sink sink 14.14. Hot running water Hot running water15.15. Fridge/freezer Fridge/freezer


The 14 New VariablesThe 14 New Variables

1.1. Deep freezerDeep freezer

2.2. Water in home / on Water in home / on plotplot

3.3. Mnet / DStv Mnet / DStv subscriptionsubscription

4.4. DishwasherDishwasher

5.5. ElectricityElectricity

6.6. Sewing machineSewing machine

7.7. GautengGauteng

8.8. Western CapeWestern Cape

9.9. No cellphone inNo cellphone in

householdhousehold

10.10. PC in homePC in home

11.11. Tumble dryerTumble dryer

12.12. Less than two radioLess than two radio

sets in Householdsets in Household

13.13. Non-urban outsideNon-urban outside

Gauteng/WesternGauteng/Western

CapeCape

14.14. Home securityHome security

serviceservice


SU- 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 Cellphone in householdOne Cellphone in household


Weights Of Some Variables - 1Weights Of Some Variables - 1

Built in kitchen sinkBuilt in kitchen sink 0.1330630.133063Electric stoveElectric stove 0.1301340.130134Hot running waterHot running water 0.1766970.176697Motor vehicle in HHMotor vehicle in HH 0.1537060.153706Fridge/freezerFridge/freezer 0.1195280.119528


Weights Of Some Variables - 2Weights Of Some Variables - 2

No domestic worker No domestic worker - 0.291472- 0.291472 1 Cellphone in household 1 Cellphone in household - 0.115220 - 0.115220 No cellphone in No cellphone in

householdhousehold - 0.213628- 0.213628 Less than two radio setsLess than two radio sets

in Household in Household - 0.289211- 0.289211

CONSTANTCONSTANT -0.230409-0.230409

SAARF Universal LSMSAARF Universal LSM®® Groups Groups

: Significant decrease

Penetration Average Household Income

2004

% 2005RA

% 2006RA 2004

2005RA

2006RA

SU-LSM 1 9.1 7.6 6.1 R 878 R 905 R1 003

SU-LSM 2 12.7 12.2 12.2 R 1 075 R 1 093 R 1 210

SU-LSM 3 14 13 12.6 R 1 407 R 1 417 R 1 509

SU-LSM 4 14.7 14.9 14.9 R 1 783 R 1 870 R 1 924

SU-LSM 5 13.1 13.5 13.5 R 2 427 R 2 495 R2 674

SU-LSM 6 14 14.5 14.4 R 4 063 R 4 207 R 4 400

SU-LSM 7 6.2 7.1 7.8 R 6 437 R 6 466 R6 880

SU-LSM 8 4.8 5.2 5.7 R 8 458 R 9 247 R 9 304

SU-LSM 9 5.9 6.4 6.7 R11 516 R11 951 R12 647

SU-LSM 10 5.3 5.5 6.0 R18 664 R18 955 R19 974

: Significant increase


Number Of People In Each SU-Number Of People In Each SU-LSMLSM®®

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

PopulationPopulation1 895 0001 895 0003 784 0003 784 0003 878 0003 878 0004 603 0004 603 0004 176 0004 176 0004 454 0004 454 0002 413 0002 413 0001 759 0001 759 0002 085 0002 085 0001 857 0001 857 000

RespondentRespondentss

4994991 1781 1781 6461 6462 4692 4692 9542 9544 2604 2602 9212 9212 4282 4283 2813 2813 1773 177

% Pop% Pop6.16.112.212.212.612.614.914.913.513.514.414.47.87.85.75.76.76.76.06.0

SAARF AMPS 2006RA


Mpumalanga

Eastern Cape

Free State

Gauteng

KwaZulu-Natal

Northern Cape

North West

Western Cape

Limpopo

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

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

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

SAARF Universal SAARF Universal LSMLSM®® By Province By Province

SAARF AMPS 2006 RA


LSM 1LSM 1 (6.1%) (6.1%) DEMOGRAPHICSDEMOGRAPHICSFemaleFemale16 - 24, 50+16 - 24, 50+Primary CompletedPrimary CompletedRuralRuralTraditional HutTraditional Hut

R1 003 per monthR1 003 per month

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

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

Summary Of New SAARF SU-LSMSummary Of New SAARF SU-LSM® ®

Groups Groups (from SAARF AMPS 2006RA)(from SAARF AMPS 2006RA)LSM 2LSM 2 (12.2%) (12.2%) DEMOGRAPHICSDEMOGRAPHICSFemaleFemale16 - 3416 - 34Primary CompletedPrimary CompletedRuralRuralHouse/Matchbox houseHouse/Matchbox house

RR1 2101 210 per month per month

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 3LSM 3 ( (12.6%12.6%) ) DEMOGRAPHICSDEMOGRAPHICS16 - 2416 - 24Up to some highUp to some high RuralRuralHouse/Matchbox houseHouse/Matchbox house


MEDIAMEDIARadioRadio: commercial mainly : commercial mainly ALS ALS stations, Ukhozi FM, Umhlobo stations, Ukhozi FM, Umhlobo Wenene FM 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

Summary Of New SAARF SU-LSMSummary Of New SAARF SU-LSM®® Groups Groups (from SAARF AMPS 2006RA)(from SAARF AMPS 2006RA)

LSM 4LSM 4 (1 (144.9%).9%)

DEMOGRAPHICSDEMOGRAPHICS

16 - 4916 - 49

Schooling up to some highSchooling up to some high


MEDIAMEDIA

RadioRadio: commercial mainly : commercial mainly ALS stations, ALS stations, Metro fmMetro fm

TVTV: : SABC 1,2, ETVSABC 1,2, ETV

OutdoorOutdoor

GENERALGENERAL

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

TV sets, hi-fi/radio set, electric hotplates, TV sets, hi-fi/radio set, electric hotplates, fridgefridgeActivities - stokvel meeting, Activities - stokvel meeting, lottery tickets, eat and buy take away lottery tickets, eat and buy take away foodfood


Summary Of New SAARF SU-LSMSummary Of New SAARF SU-LSM®® Groups Groups (from (from SAARF AMPS 2006RA)SAARF AMPS 2006RA)

LSM 6LSM 6 (14.4%) (14.4%)DEMOGRAPHICSDEMOGRAPHICSMaleMale25-4925-49Matric and higherMatric and higher, , UrbanUrban


MEDIAMEDIAWide range of commercialWide range of commercial//community community radioradioTVTV: : SABC 1,2,3, e.tvSABC 1,2,3, e.tvDailyDaily//Weekly Newspapers, MagazinesWeekly Newspapers, MagazinesCinema Cinema & & OutdoorOutdoorGENERALGENERALElectricity, hot running water, flush Electricity, hot running water, flush toilet toilet Ownership of a number ofOwnership of a number ofdurables plusdurables plus cell phonecell phoneParticipated in a numberParticipated in a numberof activitiesof activities

LSM 5LSM 5 (1 (13.5%3.5%))


MaleMale

16-4916-49

Up to matricUp to matric, , UrbanUrban


MEDIAMEDIA

RadioRadio: commercial mainly : commercial mainly ALS ALS stationsstations, , Metro fmMetro fm

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

Daily/Weekly Newspapers, MagazinesDaily/Weekly Newspapers, Magazines

OutdoorOutdoor

GENERALGENERAL

Electricity, water, flush toiletElectricity, water, flush toilet

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

ActivitiesActivities:: started exercising, painted started exercising, painted interior of house, stokvel meeting, interior of house, stokvel meeting, purchase take-away food, lottery purchase take-away food, lottery ticketstickets



LSM 8LSM 8 (5.7%) (5.7%) DEMOGRAPHICSDEMOGRAPHICSFemaleFemale35+35+Matric and higherMatric and higher, , UrbanUrban


MEDIAMEDIAWide range of commercialWide range of commercial//community community radioradioTVTV: : SABC 1,2,3, e.tv, M-Net, DStvSABC 1,2,3, e.tv, M-Net, DStvDailyDaily//Weekly Newspapers, MagazinesWeekly Newspapers, MagazinesAccessed internet 4 weeksAccessed internet 4 weeksCinemaCinema & & OutdoorOutdoorGENERALGENERALFull access to servicesFull access to servicesFull ownership of durables, incl. DVD, PC Full ownership of durables, incl. DVD, PC and satellite dishand satellite dishIncreased participation inIncreased participation inactivitiesactivities

LSM 7LSM 7 ( (7.87.8%)%)


25+25+

Matric and higherMatric and higher, , UrbanUrban


MEDIAMEDIA

Wide range of Wide range of commercialcommercial//community radiocommunity radio

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

DailyDaily//Weekly Newspapers, MagazinesWeekly Newspapers, Magazines

Accessed internet 4 weeksAccessed internet 4 weeks

CinemaCinema & & OutdoorOutdoor

GENERALGENERAL

Full access to servicesFull access to services

Increased ownership of durables plus Increased ownership of durables plus motor vehiclemotor vehicle

Participation in all activitiesParticipation in all activities



LSM 10LSM 10 (6.0%) (6.0%) DEMOGRAPHICSDEMOGRAPHICSMale, 35+ Male, 35+ Matric and higherMatric and higher, , UrbanUrban


MEDIAMEDIAWide range of commercialWide range of commercial//community community radioradioTVTV: : SABC 2,3, e.tv, M-Net, DStvSABC 2,3, e.tv, M-Net, DStvDailyDaily//Weekly Newspapers, MagazinesWeekly Newspapers, MagazinesAccessed internet 4 weeksAccessed internet 4 weeksCinemaCinema & & OutdoorOutdoorGENERALGENERALFull access to servicesFull access to servicesFull ownership of durables,Full ownership of durables,Incl. PC, DVD and satellite dishIncl. PC, DVD and satellite dishIncreased participation inIncreased participation inactivities,activities, e exclxcluding uding stokvelstokvelmeetingsmeetings

LSM 9LSM 9 (6.7%) (6.7%) DEMOGRAPHICSDEMOGRAPHICSFemaleFemale, , 35+35+Matric and higherMatric and higher, , UrbanUrban

RR12 64712 647 per month per month

MEDIAMEDIAWide range of Wide range of commercialcommercial//community radiocommunity radioTVTV: : SABC 2,3, e.tv, M-Net, DStvSABC 2,3, e.tv, M-Net, DStvDailyDaily//Weekly Newspapers, MagazinesWeekly Newspapers, MagazinesAccessed internet 4 weeksAccessed internet 4 weeksCinemaCinema & & OutdoorOutdoorGENERALGENERALFull access to servicesFull access to servicesFull ownership of durables,Full ownership of durables,Incl. PC, DVD and satellite dishIncl. PC, DVD and satellite dishIncreased participation in activities, Increased participation in activities, exclexcluding uding stokvel meetingsstokvel meetings


Conclusions - 1Conclusions - 1

Variation between groups is Variation between groups is maximised.maximised.

Variation within groups is Variation within groups is minimised.minimised.

BUTBUT Respondents in one group do not Respondents in one group do not

differ in all respects from those in differ in all respects from those in other groups.other groups.

Respondents in one group are not Respondents in one group are not all all exactly exactly the same.the same.



It’s clear that the new SAARF It’s clear that the new SAARF Universal LSMUniversal LSM®® is a significant is a significant improvement on the previous oneimprovement on the previous one

HoweverHowever

LSM is only one of many measuresLSM is only one of many measuresPreferably, you should know about Preferably, you should know about all these tools all these tools



Be aware of what is available and Be aware of what is available and select the one that fits your select the one that fits your purposes bestpurposes best

Develop your own or modify an Develop your own or modify an existing one to suit you betterexisting one to suit you better

The market is not static but dynamic The market is not static but dynamic and changes can take place rapidlyand changes can take place rapidly

A model which is useful now may A model which is useful now may soon be outdated if it is not revised soon be outdated if it is not revised regularlyregularly



Remember that there are many Remember that there are many other powerful differentiators in other powerful differentiators in AMPS that should be used in AMPS that should be used in conjunction with the LSMs, e.g. conjunction with the LSMs, e.g. Life-stages, Education, Mothers Life-stages, Education, Mothers with children, Household with children, Household purchaser, Large item purchaser, Large item purchaser, Occupation, Gender, purchaser, Occupation, Gender, Language, Family size and AgeLanguage, Family size and Age

THE SOUTH AFRICAN THE SOUTH AFRICAN ADVERTISING RESEARCH ADVERTISING RESEARCH

FOUNDATIONFOUNDATION(SAARF)(SAARF)

TTHANK YOUHANK YOU

Visit us atVisit us at

www.saarf.co.zawww.saarf.co.za

0.9

1.1

2.1

5.8

6.1

7.6

7.9

68.3

0 20 40 60 80 100

Imbokodo Community Radio

Ligwalagwala FM

Umhlobo Wenene FM

iGagasi 99.5 FM

Total Community

East Coast Radio

METRO FM

Ukhozi FM

% Listenership - % Listenership - SU-LSM™ 1-5SU-LSM™ 1-5 in in KwaZulu-NatalKwaZulu-Natal



2.4

3.7

6.8

7.6

9.9

12

23

28.2

0 10 20 30 40 50

RSG

5FM

Total Community

Lotus fm

Metro FM

iGagasi 99.5 FM

Ukhozi FM

East Coast Radio

% Listenership - % Listenership - SU-LSM™ 6-10SU-LSM™ 6-10 in in KwaZulu-NatalKwaZulu-Natal


3.1

3.5

4.5

8.4

11.3

15

20.3

24.5

37

0 20 40 60 80 100

Heart 104.9 FM

Bush Radio

Good Hope FM (GHFM)

METRO FM

Radio Zibonele 98.2 FM

Radiosondergrense (RSG)

KFM

Tot Community

Umhlobo Wenene FM

% Listenership - % Listenership - SU-LSM™ 1-5SU-LSM™ 1-5 in in Western Cape - 1Western Cape - 1


0.4

0.5

0.9

1.1

1.1

1.4

1.9

0 20 40 60 80 100

Algoa FM

CCFM

Radio 786

Radiokansel/Pulpit

KC FM

Ukhozi FM

Tygerberg




4

4.7

6.4

7.1

12.3

12.5

15.6

20.8

25.9

0 10 20 30 40 50

Radio 786/VOC

Umhlobo Wenene FM

5FM Music

Tygerberg

Radiosondergrense (RSG)

Good Hope FM (GHFM)

Heart 104.9 FM


KFM




1.2

1.3

1.5

1.5

1.6

2

2.8

3.7

0 10 20 30 40 50

Bush Radio

Ziboneli

RadioKansel/Pulpit

KC FM

SAFM

CC FM

Metro FM

567 Cape Talk




0

10

20

30

40

50

lsm

1

lsm

2

lsm

3

lsm

4

lsm

5

lsm

6

lsm

7

lsm

8

1994 2000 2006RA

SAARF LSM – Northern CapeSAARF LSM – Northern Cape

%

1993 weights1993 weights



0

10

20

30

40

50

1994 2000 2006RA

SAARF LSM – Free StateSAARF LSM – Free State

%




0

10

20

30

40

50

1994 2000 2006RA

SAARF LSM – Eastern CapeSAARF LSM – Eastern Cape

%




0

10

20

30

40

50

1994 2000 2006RA

SAARF LSM – MpumalangaSAARF LSM – Mpumalanga

%




0

10

20

30

40

50

1994 2000 2006RA

SAARF LSM – LimpopoSAARF LSM – Limpopo

%




0

10

20

30

40

50

1994 2000 2006RA

SAARF LSM – North-WestSAARF LSM – North-West

%



Date post:	05-Jan-2016
Category:	Documents
Upload:	julianna-simmons
View:	216 times
Download:	0 times

The SAARF Universal LSM ® "YOUR WINDOW TO THE WORLD OF RESEARCH"

Documents