South Africa Segment Report: Single Parent Family

Published by: Analytix Business Intelligence

Published: Nov. 1, 2010 - 72 Pages

Table of Contents

Single Parent Family Segment: Demographic Overview (2009)

1.1. Single Parent Family Segment Overview: Total adult population (2009); Total Single Parent Family segment (2009); LSM and Age Overview (2009)

1.2. Gender: Male; Female

1.3. Age: 16 - 19; 20 - 24; 25 -34; 35 - 44; 45 - 49; 50 - 54; 55 - 64; 65 +

1.4. Home Language: English, isiZulu, isiXhosa, isiNdebele, Afrikaans, siSwati, Sepedi, Sesotho, Setswana, Tshivenda and Xitsonga

1.5. Population Group: Black; Coloured; Indian; White

1.6. Education: Primary school or less; some high school; Matric; Technikon diploma/degree of other post Matric; University degree

1.7. Province: Western Cape; Northern Cape; Eastern Cape; KwaZulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West

1.8. Community Type: Small towns, large/small villages; Cities and large towns; Metropolitan area; Settlements and rural

The Living Standards Measure

2.1. Understanding LSM

2.2. LSM Groups: LSM 1-10 (2009)

2.3. LSM Trends: LSM group distribution 2004-2009

2.4 Single Parent Family LSM Profile: 2009

Segmentation (2009)

3.1. Detailed Segmentation Overview: The Single Parent Family segment has been further segmented into six segments according to gender and LSM. Female Single Parent Family: LSM 1-4, LSM 5-7, LSM 8-10. Male Single Parent Family: LSM 1-4, LSM 5-7, LSM 8-10

4. Segment Trends: 2009

4.1. Demographic Profile of Segments (2009)

4.1.1. Province Profile: Profile of each of the six segments by province

4.1.2. Community Profile: Profile of each of the six segments by community type

4.1.3. Home Language: Profile of each of the six segments by home language

4.1.4. Population Group: Profile of each of the six segments by population group

4.1.5. Education Level Profile: Profile of each of the six segments by education level

4.2. Cell phones (2009)

4.2.1. Cell phones in Household: Number of cell phones in household by segment (gender and LSM)

4.2.2. Cell phone Ownership: Cell phone ownership by segment (gender and LSM)

4.2.3. Payment Mechanism: Payment Mechanism (contract vs. prepaid) by segment (gender and LSM)

4.2.4. Cell phone brand: Cell phone brands by segment (gender and LSM)

4.2.5. Cellular Network Provider: Cellular network provider by segment (gender and LSM)

4.2.6. Cell phone Monthly Expenditure: Monthly cell phone expenses by segment (gender and LSM)

4.3. Internet (2009)

4.3.1. PC and Laptop Ownership: Ownership of PC and Laptop by segment (gender and LSM)

4.3.2. Internet Access (Past 7 Days): Internet access in past seven days by segment (gender and LSM)

4.3.3. Internet Activities: Online Purchases: Internet purchases by segment (gender and LSM)

4.3.4. Internet Activities: Read news/articles; Read newspaper/magazine online; Banking; Shopping; Music downloads; Chat; Instant Messaging; Mail; Games; Search by segment (gender and LSM)

4.4. Lifestyle (2009)

4.4.1. Financial Institutions: Financial institutions by segment (gender and LSM)

4.4.2. Bank Accounts: Bank accounts by segment (gender and LSM)

4.4.3. Retail Store Card: Retail card (yes/no) by segment (gender and LSM)

4.4.4. Access to Electronic Equipment: Access to electronic equipment by segment (gender and LSM)

4.4.5. Sports Interests: Sports interested in by segment (gender and LSM)

4.4.6. Sports Participation: Sports participated in the past 12 months by segment (gender and LSM)

4.4.7. Favourite Music: Favourite music types by segment (gender and LSM)

4.4.8. Frequency of cinema visits: Frequency of cinema visits in past four weeks by segment (gender and LSM)

4.5. Media (2009)

4.5.1. Newspaper readership: Top ten daily and weekly newspapers by segment (gender and LSM)

4.5.2. Magazine readership: Top ten weekly and monthly magazines by segment (gender and LSM)

4.5.3. TV channels: TV channels by segment (gender and LSM)

4.5.4. TV channels via DStv: Top 10 TV channels via DStv by segment (gender and LSM)

4.5.5. Radio Stations: Top 10 radio stations by segment (gender and LSM)

Abstract

This report examines the single parent household segment of the South African market and is mostly based on an annual consumer survey among a nationally representative sample of between 20,000 and 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 single parent families? e.g. age, gender, affluence, life-stage, geographics
• How do you engage with them? e.g. lifestyle, internet, sports, music interests
• What media do you use to communicate to them? e.g. 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 single parent family segment, as well as a detailed segmentation according to gender and affluence (LSM 1-4, 5-7 and 8-10) 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
• 72 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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