Countries covered: South Africa
This report examines the LSM 10 (affluent) segment of the South African - LSM (the Living Standards Measure) has become the most widely used marketing research tool in South Africa. It is a measure of affluence and divides the population into 10 groups, 10 (highest) to 1 (lowest).
The consumer analysis is mostly 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:
- 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
- 83 page report with 100+ charts, graphs, tables
- Salient points and key insights are highlighted and summarised in comment boxes on each page
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- 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: Demographic Overview (2011)
- 3.1. LSM 10 Segment Overview: Total adult population (2003-2011); Total LSM 10 segment (2003- 2011); Gender and Age Overview (2011)
- 3.2. Gender: Male; Female
- 3.3. Age: 16-24; 25-34; 35-49; 50+
- 3.4. Lifestage: At home singles; Starting-out singles; Couples; Parents; Single parents
- 3.5. Home Language: English, isiZulu, isiXhosa, isiNdebele, Afrikaans, siSwati, Sepedi, Sesotho, Setswana, Tshivenda and Xitsonga
- 3.6. Education: Primary school or less; some high school; Matric; Technikon diploma/degree of other post Matric; University degree
- 3.7. Province: Western Cape; Northern Cape; Eastern Cape; KwaZulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
- 3.8. Community Type: Small towns, large/small villages; Cities and large towns; Metropolitan area; Settlements and rural
- 4. Segmentation (2011)
- 4.1. Segmentation Overview (2011)
- 4.2. Detailed Segmentation Overview: The LSM 10 segment has been further segmented into eight segments according to gender and age: M, LSM 10; 15-24; M, LSM 10; 25-34; M, LSM 10, 35-49; M, LSM 10, 50+; F, LSM 10; 15-24; F, LSM 10; 25-34; F, LSM 10, 35-49; F, LSM 10, 50+
- 5. Demographic Profile of Segments (2011)
- 5.1. Province Profile: Profile of each of the eight segments by province
- 5.2. Community Profile: Profile of each of the eight segments by community type
- 5.3. Home Language: Profile of each of the eight segments by home language
- 5.4. Population Group: Profile of each of the eight segments by population group
- 5.5. Lifestage Profile: Profile of each of the eight segments by lifestage
- 5.6. Education Level Profile: Profile of each of the eight segments by education level
- 6. Cellphones (2011)
- 6.1. Cellphones in Household: Number of cellphones in household by segment (gender and age)
- 6.2. Cellphone Ownership: Cellphone ownership by segment (gender and age)
- 6.3. Payment Mechanism: Payment Mechanism (contract vs. prepaid) by segment (gender and age)
- 6.4. Make of Cellphone: Cellphone brands by segment (gender and age)
- 6.5. Cellular Network Provider: Cellular network provider by segment (gender and age)
- 6.6. Cellphone Monthly Expenditure: Monthly cellphone expenses by segment (gender and age)
- 6.7. Cellphone Activities: Daily cellphone activities by segment (gender and age)
- 6.8. Cellphone Activities: Weekly cellphone activities by segment (gender and age)
- 7. Internet (2011)
- 7.1. PC and Laptop Ownership: Ownership of PC and Laptop by segment (gender and age)
- 7.2. Internet Access (Past 7 Days): Internet access in past seven days by segment (gender and age)
- 7.3. Internet Activities: Online Purchases: Internet purchases by segment (gender and age)
- 7.4. Internet Activities: Banking; Shopping; Music downloads; Chat; Instant Messaging; Social Networking; Email; Games; Search by segment (gender and age)
- 8. Lifestyle (2011)
- 8.1. Financial Institutions: Financial institutions by segment (gender and age)
- 8.2. Bank Accounts: Bank accounts by segment (gender and age)
- 8.3. Retail Store Card: Retail card (yes/no) by segment (gender and age)
- 8.4. Access to Electronic Equipment: Access to electronic equipment by segment (gender and age)
- 8.5. Sports Interests: Sports interested in by segment (gender and age)
- 8.6. Sports Participation: Sports participated in the past 12 months by segment (gender and age)
- 8.7. Favourite Music: Favourite music types by segment (gender and age)
- 8.8. Frequency of cinema visits: Frequency of cinema visits in past four weeks by segment (gender and age)
- 8.9. Vehicle in household: new vs. second hand by segment (gender and age)
- 8.10. Brand of Vehicle in household: brand of vehicle in household by segment (gender and age)
- 9. Media (2011)
- 9.1. Online Media Usage: Online media usage by segment (gender and age)
- 9.2 Newspaper readership: Any daily and weekly newspaper readership (AIR) by segment (gender and age)
- 9.3. Newspaper readership: Top ten daily and weekly newspapers by segment (gender and age)
- 9.4. Magazine readership: Any weekly and monthly magazine readership (AIR) by segment (gender and age)
- 9.5. Magazine readership: Top ten weekly and monthly magazines by segment (gender and age)
- 9.6. TV channels: TV channels by segment (gender and age)
- 9.7. TV channels via DSTV: Top 10 TV channels via DSTV by segment (gender and age)
- 9.8. Radio Stations: Top 10 radio stations by segment (gender and age)
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