South Africa Segment Report: LSM 10 (Wealthy Segment)


March 29, 2012
94 Pages - SKU: ANYX3825723
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Countries covered: South Africa
This 94 page PowerPoint report examines the LSM 10 segment of South Africa and provides a comprehensive profile of the LSM 10 wealthy segment. In 2011, 6.4% of all South African adults lived in households classified as LSM 10, representing just over 2 million adults (16+ years) living in the most materially affluent households.

LSM (the Living Standards Measure) has become the most widely used marketing research tool in South Africa by measuring the material affluence of households (rather than individuals) and dividing the population into 10 groups, 10 (highest) to 1 (lowest). The consumer analysis is based on an annual consumer survey among a nationally representative sample of 25,000 people - All Media and Products Survey conducted by the South African Advertising Research Foundation.

Some of the key questions the report will help you to answer are:
  • What are the geo-demographic trends (2009-2011) for LSM 10? e.g. age, gender, lifestage 
  • Who are LSM 10? e.g. age, gender, affluence, life-stage, geographics
  • How do you engage with them? e.g. lifestyle, cellphone, Internet, sports, music interests
  • What media do you use to communicate to them? e.g. Online media, TV, radio, newspapers, magazines
  • What are the important consumer trends that should be included in your business strategy?
It provides a comprehensive profile of the entire LSM 10 segment, as well as a detailed segmentation according to gender and age (15-24, 25-34, 35-49, 50+) making it the perfect reference report for anyone who wants to understand this segment of the market.

Why purchase this market research report?  
  • The report focuses on consumer-based intelligence – the most valuable brand asset
  • Provides a comprehensive analysis of the “big picture” with consumer/market trends
  • 90 page report with 100+ charts, graphs, tables
  • Salient points and key insights are highlighted and summarised in comment boxes on each page


1. SA Population Demographic Overview
1.1. South Africa At A Glance: Size; Population; GDP; Gini Coefficient; Life Expectancy; Human Development Index; Top Exports And Import Goods; Top Trading Partners
1.2. SA Province Overview (2011): GDP Contribution And Population Size
1.3. SA Age Estimate (2011): South African Population Age Distribution
1.4. SA Population Race And Gender Estimate (2011): Race; Black; White; Coloured; Indian Or Asian. Gender; Male Or Female
2. The Living Standards Measure
2.1. Understanding LSM
2.2. LSM Groups: LSM 1-10 (2011)
2.3. LSM 1-10 Detailed (2011)
2.4. LSM Trends: LSM group distribution 2006-2011
3. LSM 10 Segment: Geo-Demographic Trends (2009-2011)
3.1. Gender Trends (2009-2011) : Male, Female
3.2. Age Group Trends (2009-2011): 15-19; 20-24; 25-29; 30-39; 40-49; 50-59; 60+
3.3. Lifestage Trends (2009-2011): At home singles; Young Independent singles; Mature Singles; Young Couples; Mature Couples; Young Family; Single Parent Family; Mature Family
3.4. Population Group Trends (2009-2011): Black, Coloured, Indian, White
3.5. Home Language Trends (2009-2011): English, isiZulu, isiXhosa, isiNdebele, Afrikaans, siSwati, Sepedi, Sesotho, Setswana, Tshivenda and Xitsonga
3.6. Province Trends (2009-2011): Western Cape; Northern Cape; Eastern Cape; KwaZulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
3.7. Community Trends (2009-2011): Metropolitan; Cities, Large Town; Small Town, Large Village, Small Village, Settlement; Rural
4. LSM 10 Segment: Demographic Overview (2011)
4.1. LSM 10 Segment Overview: Total adult population (2003-2011); Total LSM 10 segment (2003- 2011); Gender and Age Overview (2011)
4.2. Gender: Male; Female
4.3. Age: 15-24; 25-34; 35-49; 50+
4.4. Lifestage: At home singles; Starting-out singles; Couples; Parents; Single parents
4.5. Home Language: English, isiZulu, isiXhosa, isiNdebele, Afrikaans, siSwati, Sepedi, Sesotho, Setswana, Tshivenda and Xitsonga
4.6. Population Group: Black, Coloured, Indian, White
4.7 Education: Primary school or less; some high school; Matric; Technikon diploma/degree of other post Matric; University degree
4.8. Province: Western Cape; Northern Cape; Eastern Cape; KwaZulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
4.9. Community Type: Small towns, large/small villages; Cities and large towns; Metropolitan area; Settlements and rural
5. Segmentation (2011)
5.1. Segmentation Overview (2011)
5.2. Detailed Segmentation Overview: The LSM 10 segment has been further segmented into eight segments according to gender and age: Male 15-24; Male 25-34; Male 35-49; Male 50+;
Female 15-24; Female 25-34; Female 35-49; Female 50+
6. Demographic Profile of Segments (2011)
6.1. Province Profile: Profile of each of the eight segments by province
6.2. Community Profile: Profile of each of the eight segments by community type
6.3. Home Language: Profile of each of the eight segments by home language
6.4. Population Group: Profile of each of the eight segments by population group
6.5. Lifestage Profile: Profile of each of the eight segments by lifestage
6.6. Education Level Profile: Profile of each of the eight segments by education level
7. Cellphones (2011)
7.1. Cellphones in Household: Number of cellphones in household by segment (gender and age)
7.2. Cellphone Ownership: Cellphone ownership by segment (gender and age)
7.3. Payment Mechanism: Payment Mechanism (contract vs. prepaid) by segment (gender and age)
7.4. Make of Cellphone: Cellphone brands by segment (gender and age)
7.5. Cellular Network Provider: Cellular network provider by segment (gender and age)
7.6. Cellphone Monthly Expenditure: Monthly cellphone expenses by segment (gender and age)
7.7. Cellphone Activities: Daily cellphone activities by segment (gender and age)
7.8. Cellphone Activities: Weekly cellphone activities by segment (gender and age)
8. Internet (2011)
8.1. PC and Laptop Ownership: Ownership of PC and Laptop by segment (gender and age)
8.2. Internet Access (Past 7 Days): Internet access in past seven days by segment (gender and age)
8.3. Internet Activities: Online Purchases: Internet purchases by segment (gender and age)
8.4. Internet Activities: Banking; Shopping; Music downloads; Chat; Instant Messaging; Social Networking; Email; Games; Search by segment (gender and age)
9. Lifestyle (2011)
9.1. Financial Institutions: Financial institutions by segment (gender and age)
9.2. Bank Accounts: Bank accounts by segment (gender and age)
9.3. Retail Store Card: Retail card (yes/no) by segment (gender and age)
9.4. Access to Electronic Equipment: Access to electronic equipment by segment (gender and age)
9.5. Sports Interests: Sports interested in by segment (gender and age)
9.6. Sports Participation: Sports participated in the past 12 months by segment (gender and age)
9.7. Favourite Music: Favourite music types by segment (gender and age)
9.8. Frequency of cinema visits: Frequency of cinema visits in past four weeks by segment (gender and age)
9.9. Vehicle in household: new vs. second hand by segment (gender and age)
9.10. Brand of Vehicle in household: brand of vehicle in household by segment (gender and age)
10. Media (2011)
10.1. Online Media Usage: Online media usage by segment (gender and age)
10.2 Newspaper readership: Any daily and weekly newspaper readership (AIR) by segment (gender and age)
10.3. Newspaper readership: Top ten daily and weekly newspapers by segment (gender and age)
10.4. Magazine readership: Any weekly and monthly magazine readership (AIR) by segment (gender and age)
10.5. Magazine readership: Top ten weekly and monthly magazines by segment (gender and age)
10.6. TV channels: TV channels by segment (gender and age)
10.7. TV channels via DSTV: Top 10 TV channels via DSTV by segment (gender and age)
10.8. Radio Stations: Top 10 radio stations by segment (gender and age)

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