South Africa Country Report: Adult Segment 36-45 Years

Published by: Analytix Business Intelligence

Published: Oct. 10, 2011 - 83 Pages

Table of Contents

1. South African Population Demographics 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. 36-45 Age Segment Demographic Overview:

2.1. 36-45 Segment Overview (2007-2011): Total Population; Percentage of Total Population; Living Standards Measure distribution for 36-45 year olds; Exact Age Distribution

2.2. Gender Distribution: Male; Female

2.3. Age Distribution: 36 years; 37 years; 38 years; 39 years; 40 years; 41 years; 42 years; 43 years; 44 years; 45 years

2.4. Life-stage Distribution: At Home Singles; Starting-out Singles; Couples; Parents; Single Parents

2.5. Home Language Distribution: Afrikaans; English; Zulu; Xhosa; North Sotho; South Sotho; Tswana;Tsonga; Venda; Swazi; Ndebele

2.6. Population Group Distribution: Black; White; Coloured; Indian

2.7. Education Level Distribution: None; Some Primary School; Primary School Complete; Some High School; Matric; Technikon Diploma Or Degree; University Degree; Other Post Matric

2.8. Work Status Distribution: Full Time; Part Time; Housewife; Student; Retired; Unemployed

2.9. Province Distribution: Western Cape; Northern Cape; Eastern Cape; Kwazulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West

2.10. Community Distribution: Rural; Settlement; Small Village; Large Village; Small Town; Large Town; City; Metropolitan

3. The Living Standards Measure

3.1. Understanding LSM

3.2. LSM 1-10 Detailed (2011)

3.3. LSM Groups (2011)

3.4. LSM Trends: LSM group distribution 2006-2011

4. Segmentation (2011)

4.1. Segmentation Overview (2011)

4.1.1. Detailed Segmentation Overview: The 36-45 year-old segment has been further segmented into six segments according to gender and LSM: M 36-45 LSM 1-4; M 36-45 LSM 5-7; M 36-45 LSM 8-10; F 36-45 LSM 1-4; F 36-45 LSM 5-7; F 36-45 LSM 8-10

4.1.2. Segment Trends: 2009-2011

4.2. Demographic Profile of Segments (2011): M 36-45 LSM 1-4; M 36-45 LSM 5-7; M 36-45; LSM 8-10; F 36-45 LSM 1-4;F 36-45 LSM 5-7; F 36-45 LSM 8-10

4.2.1. Life-stage Profile: At Home Singles; Young Independent Singles; Mature Singles; Young Couples; Mature Couples; Young Family; Single Parent Family; Mature Family

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

4.2.3. Home Language: Afrikaans; English; Zulu; Xhosa; North Sotho; South Sotho; Tswana; Tsonga; Venda; Swazi; Ndebele; Other

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

4.2.5. Home Language: Afrikaans; English; Zulu; Xhosa; North Sotho; South Sotho; Tswana; Tsonga; Venda; Swazi; Ndebele; Other

4.2.6. Province Profile: Western Cape; Northern Cape; Free State; Eastern Cape; Kwazulu-Natal; Mpumalanga; Limpopo; Gauteng; North-West

4.2.7. Community Profile: Metropolitan; City; Large Town; Small Town; Large Village; Small Village; Rural

4.2.8. Educational Profile: None; Some Primary School; Primary School Complete; Some High School; Matric; Technikon Diploma Or Degree; University Degree; Other Post Matric

4.2.9. Work Status Profile: Full Time; Part Time; Housewife; Student; Retired; Unemployed

5. Lifestyle (2011): M 36-45 LSM 1-4; M 36-45 LSM 5-7; M 36-45; LSM 8-10; F 36-45 LSM 1-4; F 36-45 LSM 5-7; F 36-45 LSM 8-10

5.1. Cellphone Ownership: Cellphone ownership by segment

5.2. Payment Mechanism: Payment Mechanism brand

5.3. Make of Cellphone: Cellphone brands by segment

5.4. Cellular Network Provider: Cellular network provider by segment

5.5. Cellphone Activities (daily): Daily cellphone activities by segment

5.6. Cellphone Activities (weekly): Weekly cellphone activities by segment

5.7. PC and Laptop Ownership: Ownership of PC and Laptop by segment

5.8. Internet Access (Past 7 Days): Internet access in past seven days by segment

5.9. Internet Access Location: Internet access location by segment

5.10. Internet Purchase (Past 12 Months): Internet purchase past 12 months by segment

5.11. Internet Booking (Past 12 Months): Internet booking past 12 months by segment

5.12. Internet Activities: Internet activities by segment

5.13. Sports Interests: Sports interested in by segment

5.14. Sport Activities: Participated In by segment

5.15. Favourite Music: Favourite music types by segment

5.16. Attend Events/Performances: Attendance at Events by segment

6. Media (2011): M 36-45 LSM 1-4; M 36-45 LSM 5-7; M 36-45; LSM 8-10; F 36-45 LSM 1-4; F 36-45 LSM 5-7; F 36-45 LSM 8-10

6.1. Online Media Usage: Online media usage by segment

6.2. Average Newspaper Readership: Average Newspaper Readership by segment

6.3. Newspaper readership: Top three daily and weekly newspapers by segment

6.4. Average Magazine Readership: Average Magazine Readership by segment

6.5. Magazine readership: Top three weekly and monthly magazines by segment

6.6. Radio Stations: Top three radio stations by segment

6.7. TV channels: Top three TV channels by segment

6.8. Terrestrial TV channels (Past 7 Days): Top three terrestrial TV channels by segment

6.9. Household Satellite Access: Households with access to DStv and Top TV

6.10. TV channels via DStv (Past 7 Days): Top three TV channels via DStv by segment

Abstract

 
• Who are 36-45 year olds? 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?
 

• 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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