SAARF IN A NUTSHELL

1
"YOUR WINDOW TO THE WORLD OF RESEARCH"

• SAARF IN A NUTSHELL
• By
• Dr Paul Haupt Mluleki Ncube
• SAARF

2
Contents

• Introduction to SAARF
• The Pan African Media Research Organization
• The SAARF LSM
• The SAARF Development Index
• Conclusions

3
Media Research In South Africa

• Radio Listenership Survey 1948
• Readership Survey 1948
• National Readership Survey 1962
• SABC Broadcast Index 1968
• SAARF - 1974

4
Primary Reason Why SAARF Was Formed

• To measure the readership of newspapers and
  magazines
• The listenership of radio stations
• The viewership of TV channels, etc
• as well as the consumption of products
• and services by users of the media

5

• SAARF's Raison Dêtre
• The provision of a common trading currency for
  the selection and buying of appropriate media
  space and time and to enable effective target
  marketing
• It creates an even playing field for individual
  media

6

• The Tripartite Nature Of SAARF

MEDIA OWNERS CINEMA INTERNET OUTDOOR PRINT RADIO
TV
MARKETERS
SAARF
ADVERTISING AGENCIES
7

• Funding
• Until 1996SAARF levy
• Levy on advertising expenditure 0,5
• From 1997MIT levy
• Marketing Industry Trust (MIT)
• Beneficiaries SAARF, ASA, FOCS
• Collected by the media
• From 1997 0,65
• From 1998 1

8
SAARF Members

• Association for Communication and Advertising
• (ACA) Advertising Media Forum (AMF)
• Marketing Federation of Southern Africa (MFSA)
• CINEmark
• National Association of Broadcasters (NAB)
  including community radio SABC
• Out of Home Media South Africa (OHMSA)
• Print Media South Africa (PMSA)
• Independent Chairperson
• Immediate Past-Chairperson
• Managing Director Technical Director

9
Specialised Councils

• SAARF Cinema Council
• SAARF Internet Council
• SAARF Outdoor Council
• SAARF Print Council
• SAARF Products Council
• SAARF RAMS Council
• SAARF TAMS Council

10
BOARD
ADVISORY COUNCIL
CINEMA COUNCIL
INTERNET COUNCIL
OUTDOOR COUNCIL
PRINT COUNCIL
PRODUCTS COUNCIL
TAMS COUNCIL
RAMS COUNCIL
SAARF STAFF
BMR DEMOGRAPHIC RESEARCH COMMITTEE
CENSUS DATA
CON-TRACTOR
11
SAARF Staff

• Managing Director
• Technical Director
• Technical Support Executive
• Administrator
• Executive Secretary
• Office Assistant

12
SAARF Products Activities

• All Media and Products Survey (AMPS)
• Radio Audience Measurement Survey (RAMS)
• Television Audience Measurement Survey (TAMS)
• SAARF Development Index
• SAARF Segmentation Tools
• Pan African Media Research Organisation (PAMRO)

13
SAARF Segmentation Tools

• SAARF Media Groups Measure
• (SAARF MGM)
• SAARF Life Stages
• SAARF Lifestyles
• SAARF Universal Living Standards Measure
  (SU-LSM)

14

• SAARF AMPS Survey What Is It? - 1
• It is a grass-roots survey done in the homes of
  approximately 26 000 individuals nation wide
  every year
• People tell us about the things they do and we
  report their behaviour, their media habits, the
  activities they take part in and in short it
  gives us a picture of South Africa
• It is conducted in the home language of each
  individual to ensure that the person understands
  the questions

15

• SAARF AMPS Survey What Is It? - 2
• All interviewers record data directly on a laptop
  computer
• Adults 16
• Average interview time 45 minutes
• Truly National Survey
• Is regarded as a national treasure and envied by
  many countries

16
How Do We Ensure That The Sample Is
Representative?

• Multi-stage area-stratified probability sampling
• Pre-stratified by
• Province 9 strata
• Community size 4 strata
• Gender 2 categories
• Age (Politz grid) 4 categories
• TOTAL 288 CELLS
• Over-sampling in catchment area of some
• media

17
AMPS/RAMS Sample Validation

• External
• M-Net decoders
• Cellular phones
• New electricity connections
• Internal
• Durable itemsAMPS 2001B incidence AMPS 2002B
  purchases last 12 months AMPS 2002B incidence

18
SAARF AMPS Survey Whats On it? - 1

• Cinema
• Internet
• Outdoor advertising
• Print media
• Radio
• Television
• Activities / life style

19
SAARF AMPS Survey Whats On It? - 2

• Clothing/shoes/cosmetics
• Financial services
• Food grocery shopping habits
• Furniture appliances
• Large small durable items
• Life stages
• Motor vehicles

20
SAARF AMPS Survey Whats On It? - 3

• Personal household products
• Personal/household details
• Pets
• Shopping Centres
• Travel
• Your home

21
9,449
7,127
6,053
3,418
3,270
2,981
2,020
1,175
22
SAARF RAMS The Measurement Of Radio

• Same respondents than for AMPS
• Same sample design and weighting procedures
• Leave behind self-completion diary kept for seven
  consecutive days
• Recording by quarter hour within station

23
TAMS Panel The Measurement Of Television

• In place since late 80s
• State of the art Eurometers
• 1 300 reporting homes
• Utilization of radio communication,
• landlines and Cell phone technology
• Measurement of Digital Satellite TV
• Weekly ratings
• Overnight ratings

24
Coping With Media Diversity
AMPS 1975 AMPS 1995 AMPS 2000 AMPS
2002BNewspapers Daily
22 17 17
18Bi-Weekly - -
- 6 Weekly
23¹ 24¹ 148¹ 22Community

123Monthly -
- - 1Supplements
Nil 40 85
93MagazinesWeekly/Fortnightly
19Monthly
34² 44² 81²
65Alternate Monthly - -
- 6Quarterly -
- - 6Total Print
79 125 331
359Sample Size 16 634 14 643
35 069 29 791¹Weekly/Community
combined²Weekly/Fortnightly/Monthly combined
25
Coping With Media Diversity
AMPS 1975 AMPS 1995 AMPS 2000 AMPS 2002BRadio
Stations Commercial
42Community 83Total Radio
9 28 132 125 TV Channels
Terrestrial Free Nil 6
7 7 Pay-TV Nil
2 2 2
Satellite Nil Nil
53¹ 71¹Total TV Nil
8 62 80Cinema
Questions 3 3 3
5Internet Questions Nil Nil
5 6Outdoor Categories Nil Nil
7 8Sample Size 16 634
14 643 35 069 29 791¹
Includes terrestrial stations also available on
DStv
26
(No Transcript)
27
PAMRO Founding Meeting Johannesburg 1999

• Started in the early nineties
• SAARFs contribution to the African Renaissance
• 8 countries
• 27 founding members

28
Media Audience Research in Africa - 1

• 1948 1990 Ad Hoc studies across Africa
• 1974 SAARF (South Africa)
• 1975 AMPS (South Africa)
• 1976 RAMS (South Africa)
• 1989 TAMS (South Africa)
• 1990 NAMPS (Namibia)
• 1993 GAMPS (Ghana)
• 1995 KAMPS (Kenya)
• 1995 Jicmark (Kenya)

29
Media Audience Research in Africa - 2
1997 ZARF (Zimbabwe) 1998 ZAMPS (Zimbabwe) 1999
Founding of PAMRO 1999 AMPS/RAMS (Nigeria)
  2000 GARF (Ghana) 2002 Jicnam (Namibia)  2003
Mauritius?   UAMPS (Uganda), TAMPS (Tanzania),
BAMPS (Botswana)? PROVIDES OPPORTUNITY FOR
MULTI-COUNTRY COMPARISONS
30
PAMRO Objectives

• Creation of an African forum to exchange ideas on
  research matters
• To ensure the highest quality in African media
  research
• Harmonization of results
• Continental data for Africa

31
The How And The Why Of PAMRO

• Use of the established SAARF AMPS methodology
  across Africa
• Many marketers, media owners, agencies and
  research providers involved in more than one
  country
• Also demand for multi-country research

32
Achievements

• Annual meetings
• 1999 South Africa
• 2000 Ghana
• 2001 Kenya
• 2002 Zimbabwe
• 2003 Mauritius
• 2004 Maybe Cameroon/Lake Malawi or Senegal ?

33
Where Do We Stand in 2003?

• First official AGM in Mauritius
• 12 countries
• 71 registered delegates
• Growth in International Interest 2 UK, 3
  USA, 1 French delegate

34
PAMRO - Quo Vadis?

• Formalizing of PAMRO establishment of section
  21 company
• Regional activities
• Cooperation with governments, NGOs, NEPAD, etc
• Cooperation with international development bodies

35
"YOUR WINDOW TO THE WORLD OF RESEARCH"

• The SAARF Universal Living Standards Measure

36
Contents

• Market Segmentation
• Why the LSM?
• 1993/1995/2000 LSM
• New SAARF Universal LSM

37
Market Segmentation - 1

• What is market segmentation?
• Its the task of breaking the total market (which
  is typically too large to serve) into segments
  that share common properties
• A market segment is a gross slice of the market
  such as high-income car buyers
• A market niche is a smaller, specially formed
  segment, such as high-income car buyers who want
  high-performance sports cars

38
Market Segmentation - 2

• Types of Market Segmentation
• Demographic Geographic
• Life-stage Psychographic
• Behaviour Perceptions
• Usage Needs / Wants
• Socio-economic Multi-attribute
• etc.

39
Market Segmentation - 3

• The SAARF LSM is just one type of segmentation
  tool based on affluence, access and geographic
  indicators
• Because affluence is a very stable and dependable
  differentiator and the AMPS variables are
  particularly suited to this, this approach was
  retained in the design of the new SAARF Universal
  LSM

40
Why Classify People?

• Some people tend to behave in a similar fashion
• Some people tend to behave in a different fashion
  from others
• Thus
• group people with similar behaviour together
• distinguish between people with different
  behaviour

41
Why Did We Develop The LSM?

• The urban/rural debate
• Community size classification
• Lever Brothers experience
• UK and USA - realised importance of variables
  other than demographics - multivariate
  differentiators
• Technological developments - sophisticated
  hardware/powerful software

42
Why Did We Develop The LSM?

• Human beings are complex it is better to try
  and describe them by using a combination of
  variables
• LSM index developed to find the best combination
  of variables from AMPS

43
Main Aim Of The SAARF LSM

• Develop an index which differentiates better than
  any single demographic
• plus
• It must have broad application across the total
  market
• Must be simple to use, easy to link to other
  surveys
• Must be stable over time, but sensitive enough to
  register changes

44

• LSM Variables
• Approximately 70 AMPS variables initially
  selected on logical grounds
• Only the 13 strongest ones finally included in
  the first LSM
• It was immediately evident that LSMs were
  stronger differentiator than any single
  demographic
• The Latest LSM 29 variables

45
1993 SAARF LSM Variables

• Fridge/freezer
• No water or electricity
• Polisher/vacuum cleaner
• Non-Supermarket shopper
• No car in hh
• TV set
• Microwave oven

• 8. Rural dweller (not PWV W.cape)
• 9. Hi-fi/music centre
• 10. No domestic
• worker
• 11. Washing machine
• 12. Sewing machine
• 13. Metropolitan
• dweller

46
NEW SAARF UNIVERSAL LSM AUGUST 2001
47
New SAARF Universal LSM The Improvements - 1

• In the design of the new SAARF Universal LSM a
  number of improvements have been built in
• 1. To allow finer differentiation, the number of
  variables has been increased to 29
• 2. Variables have been carefully chosen to avoid
  biases being introduced and to ensure that they
  are universally applicable to all respondents

48
New SAARF Universal LSM The Improvements - 2

• 3. The scale has been extended to 10 groups to
  allow finer segmentation
• 4. The groups at the top end of the scale from
  LSM 7 and up has been made smaller to allow finer
  segmentation of this important market segment

49
New SAARF Universal LSM The Improvements - 3

• 5. As South African society develops, the groups
  can be extended beyond 10. This will obviate the
  need for a new LSM every now and then
• 6. This new feature of the design will enable
  trending from one year to the other, even when
  new variables are introduced

50
15 Variables From Previous LSMs

1. Electric stove/hotplate
2. Microwave oven
3. Flush toilet in house or on plot
4. No domestic worker
5. VCR in household
6. Vacuum cleaner / floor polisher
7. Traditional hut

• 8. 1/more sedan cars
• 9. Washing machine
• 10. TV set
• 11. Home Telephone
• 12. Hi-Fi/music centre
• 13. Built-in kitchen
• sink
• 14. Hot running water
• 15. Fridge/freezer

51
14 New Variables

1. Deep freezer
2. Water in home/on plot
3. Mnet/DStv subscription
4. Dishwasher
5. Electricity
6. Sewing machine
7. Gauteng
8. Western Cape

• 9. No cellphone in
• household
• 10. PC in home
• 11. Tumble dryer
• 12. Less than two radio
• sets in Household
• 13. Non-urban outside
• Gauteng/Western
• Cape
• 14. Home security
• service

52
SAARF Universal LSM Groups
SAARF AMPS 2001B, 2002A 2002B
53
Number Of People In Each SU-LSM
LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Population 3 006 000 4 114 000 4 160 000 4 135 000 3 660 000 3 709 000 1 865 000 1 729 000 1 759 000 1 445 000 Respondents 1 057 1 764 2 333 2 901 3 400 4 692 3 068 3 450 3 783 3 343 Pop 10.2 13.9 14.1 14.0 12.4 12.5 6.3 5.8 6.0 4.9
SAARF AMPS 2002B
54
SAARF Universal LSM By Province
Limpopo
Mpumalanga
Gauteng
North West
Free State
Northern Cape
KwaZulu-Natal
Lsm 1- 4 Lsm 5 Lsm 6 Lsm 7 Lsm 8 Lsm 9 Lsm 10
Eastern Cape
Western Cape
of Province that is Rural
More than 60
31 to 60
11 to 30
SAARF AMPS 2002B
up to 10
55
Summary Of New SAARF SU-LSM Groups (from SAARF
AMPS 2002B)

• LSM 1 (10.2)
• DEMOGRAPHICS
• Female
• 16 - 24, 50
• Primary Completed
• Rural
• Traditional Hut
• R832 per month
• MEDIA
• Radio below but strongest medium
• - African Language Services
• GENERAL
• Minimal access to services
• Minimal ownership of durables, except radio
  sets
• Activities - gardening

LSM 2 (13.9) DEMOGRAPHICS Female 16 - 24 Up
to some high Rural R1 075 per month MEDIA Radio
African Language Services GENERAL Water on
plot Minimal ownership of durables, except radio
sets and stoves Activities - gardening
56
Summary Of New SAARF SU-LSM Groups (from SAARF
AMPS 2002B)

• LSM 3 (14.1)
• DEMOGRAPHICS
• 16 - 49
• Up to some high
• Rural
• R1 318 per month
• MEDIA
• Radio ALS stations, Radio Bop
• TV SABC 1
• Outdoor
• GENERAL
• Electricity, water on plot
• Minimal ownership of durables, except radio sets
  and stoves
• Activities - minimal

LSM 4 (14.0) DEMOGRAPHICS Male 16 -
34 Schooling up to some high Urban R1 724 per
month MEDIA Radio ALS stations, Radio Bop, Metro
fm, YFM TV SABC 1,2, Bop TV Outdoor GENERAL Elect
ricity, water on plot, flush toilet TV sets,
hi-fi/radio set, stove, fridge Activities -
stokvel meeting, lottery tickets
57
Summary Of New SAARF SU-LSM Groups (from SAARF
AMPS 2002B)
LSM 5 (12.4) DEMOGRAPHICS 25-49 Some high to
matric, Urban R2 421 per month MEDIA Radio ALS
stations, Radio Bop, Metro fm, KAYA FM, YFM TV
SABC 1,2,3, Bop TV, e.tv Weekly Newspapers,
Magazines Outdoor GENERAL Electricity, water,
flush toilet TV sets, hi-fi/radio set, stove
fridge Activities started exercising, painted
interior of house, stokvel meeting, bought tapes,
lottery tickets
LSM 6 (12.5) DEMOGRAPHICS 25-49 Up to post
matric, not university, Urban R3 897 per
month MEDIA Wide range of commercial/community
radio TV SABC 1,2,3, e.tv Daily/Weekly
Newspapers, Magazines Cinema Outdoor GENERAL Ele
ctricity, hot running water, flush toilet
Ownership of a number of durables plus cell
phone Participated in a number of activities
58
Summary Of New SAARF SU-LSM Groups (from SAARF
AMPS 2002B)
LSM 8 (5.8) DEMOGRAPHICS 35 Matric and
higher, Urban R8 053 per month MEDIA Wide range
of commercial/community radio TV SABC1,2,3,
e.tv, M-Net, DStv Daily/Weekly Newspapers,
Magazines Accessed internet 4 weeks Cinema
Outdoor GENERAL Full access to services Full
ownership of durables, incl PC and satellite
dish Increased participation in activities
LSM 7 (6.3) DEMOGRAPHICS 35 Matric and
higher, Urban R5 859 per month MEDIA Wide range
of commercial/community radio TV SABC 1,2,3,
e.tv, M-Net Daily/Weekly Newspapers,
Magazines Accessed internet 4 weeks Cinema
Outdoor GENERAL Full access to services Increased
ownership of durables plus motor
vehicle Participation in all activities
59
Summary Of New SAARF SU-LSM Groups (from SAARF
AMPS 2002B)
LSM 10 (4.9) DEMOGRAPHICS Male, 35 Matric
and higher, Urban R15 931 per month MEDIA Wide
range of commercial/community radio TV SABC 2,3,
e.tv, M-Net, DStv Daily/Weekly Newspapers,
Magazines Accessed internet 4 weeks Cinema
Outdoor GENERAL Full access to services Full
ownership of durables, incl PC and satellite
dish Increased participation in activities,
excluding stokvel meetings
LSM 9 (5.9) DEMOGRAPHICS Male, 35 Matric and
higher, Urban R10 732 per month MEDIA Wide range
of commercial/community radio TV SABC 2,3, e.tv,
M-Net, DStv Daily/Weekly Newspapers,
Magazines Accessed internet 4 weeks Cinema
Outdoor GENERAL Full access to services Full
ownership of durables, incl PC and satellite
dish Increased participation in activities,
excluding stokvel meetings
60
SU-LSM Monthly Magazines
SAARF AMPS 2002B
61
Bought Lottery Tickets By SU-LSM Past 4 Weeks

SAARF AMPS 2001A, 2001B 2002B Population, all
South Africans 16 29 583 000
62
Cellphone Penetration Within SU-LSM

SAARF AMPS 2002B
63
Listenership SU-LSM 1-5 Gauteng
SAARF RAMS 2002B
64
Listenership SU-LSM 1-5 Gauteng
SAARF RAMS 2002B
65
Listenership SU-LSM 6-10 Gauteng
SAARF RAMS 2002B
66
Listenership SU-LSM 6-10 Gauteng
SAARF RAMS 2002B
67
"YOUR WINDOW TO THE WORLD OF RESEARCH"

• THE SAARF
• DEVELOPMENT
• INDEX

68
The Development Index

• This Development Index is based on
• the results of the South African
• Advertising Research Foundations All
• Media and Products Survey (AMPS)
• It tracks development in the country since the
  first democratic elections in 1994

69
Household Data1994-2002
70
Homes Owned

Sample sizeNational 14 498 (94), 31 457 (97),
28 915 (01) Sample size Gauteng 4 300 (94),
9 660 (97), 7 481 (01) Population, all SA
Households 8 000 000 (94), 8 479 000 (97), 9
550 000 (01) Population, all Gauteng Households
1 801 000 (94), 1 889 000 (97), 2 088 000 (01)
71
Tap Water in House/on Plot

Sample sizeNational 14 498 (94), 31 457 (97),
28 915 (01) Sample size Gauteng 4 300 (94),
9 660 (97), 7 481 (01) Population, all SA
Households 8 000 000 (94), 8 479 000 (97), 9
550 000 (01) Population, all Gauteng Households
1 801 000 (94), 1 889 000 (97), 2 088 000 (01)
72
Tap Water in House/on Plot

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
615 (02) Population, rural Households 3 202 000
(94), 3 403 000 (97), 3 725 000
(02) Population, urban Households4 798 000
(94), 5 074 000 (97), 6 015 000 (02)
73
Flushtoilet in the House/on Plot

N/A
N/A
Sample sizeNational 14 498 (94), 31 457 (97),
28 915 (01) Sample size Gauteng 4 300 (94),
9 660 (97), 7 481 (01) Population, all SA
Households 8 000 000 (94), 8 479 000 (97), 9
550 000 (01) Population, all Gauteng Households
1 801 000 (94), 1 889 000 (97), 2 088 000 (01)
74
Flushtoilet in the House/on Plot

N/A
N/A
Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
615 (02) Population, rural Households 3 202 000
(94), 3 403 000 (97), 3 725 000
(02) Population, urban Households4 798 000
(94), 5 074 000 (97), 6 015 000 (02)
75
Electricity

Sample sizeNational 14 498 (94), 31 457 (97),
28 915 (01) Sample size Gauteng 4 300 (94),
9 660 (97), 7 481 (01) Population, all SA
Households 8 000 000 (94), 8 479 000 (97), 9
550 000 (01) Population, all Gauteng Households
1 801 000 (94), 1 889 000 (97), 2 088 000 (01)
76
Electricity

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
615 (02) Population, rural Households 3 202 000
(94), 3 403 000 (97), 3 725 000
(02) Population, urban Households4 798 000
(94), 5 074 000 (97), 6 015 000 (02)
77
Electric Hotplate

Sample sizeNational 14 498 (94), 31 457 (97),
28 915 (01) Sample size Gauteng 4 300 (94),
9 660 (97), 7 481 (01) Population, all SA
Households 8 000 000 (94), 8 479 000 (97), 9
550 000 (01) Population, all Gauteng Households
1 801 000 (94), 1 889 000 (97), 2 088 000 (01)
78
Electric Hotplate

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
615 (02) Population, rural Households 3 202 000
(94), 3 403 000 (97), 3 725 000
(02) Population, urban Households4 798 000
(94), 5 074 000 (97), 6 015 000 (02)
79
Electric Stove

Sample sizeNational 14 498 (94), 31 457 (97),
28 915 (01) Sample size Gauteng 4 300 (94),
9 660 (97), 7 481 (01) Population, all SA
Households 8 000 000 (94), 8 479 000 (97), 9
550 000 (01) Population, all Gauteng Households
1 801 000 (94), 1 889 000 (97), 2 088 000 (01)
80
Electric Stove

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
615 (02) Population, rural Households 3 202 000
(94), 3 403 000 (97), 3 725 000
(02) Population, urban Households4 798 000
(94), 5 074 000 (97), 6 015 000 (02)
81
Microwave Oven

Sample sizeNational 14 498 (94), 31 457 (97),
28 915 (01) Sample size Gauteng 4 300 (94),
9 660 (97), 7 481 (01) Population, all SA
Households 8 000 000 (94), 8 479 000 (97), 9
550 000 (01) Population, all Gauteng Households
1 801 000 (94), 1 889 000 (97), 2 088 000 (01)
82
Microwave Oven

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
615 (02) Population, rural Households 3 202 000
(94), 3 403 000 (97), 3 725 000
(02) Population, urban Households4 798 000
(94), 5 074 000 (97), 6 015 000 (02)
83
Refrigerator

Sample sizeNational 14 498 (94), 31 457 (97),
28 915 (01) Sample size Gauteng 4 300 (94),
9 660 (97), 7 481 (01) Population, all SA
Households 8 000 000 (94), 8 479 000 (97), 9
550 000 (01) Population, all Gauteng Households
1 801 000 (94), 1 889 000 (97), 2 088 000 (01)
84
Refrigerator

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
615 (02) Population, rural Households 3 202 000
(94), 3 403 000 (97), 3 725 000
(02) Population, urban Households4 798 000
(94), 5 074 000 (97), 6 015 000 (02)
85
Hi-Fi/Music Centre

Sample sizeNational 14 498 (94), 31 457 (97),
28 915 (01) Sample size Gauteng 4 300 (94),
9 660 (97), 7 481 (01) Population, all SA
Households 8 000 000 (94), 8 479 000 (97), 9
550 000 (01) Population, all Gauteng Households
1 801 000 (94), 1 889 000 (97), 2 088 000 (01)
86
Hi-Fi/Music Centre

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
615 (02) Population, rural Households 3 202 000
(94), 3 403 000 (97), 3 725 000
(02) Population, urban Households4 798 000
(94), 5 074 000 (97), 6 015 000 (02)
87
Television Set

Sample sizeNational 14 498 (94), 31 457 (97),
28 915 (01) Sample size Gauteng 4 300 (94),
9 660 (97), 7 481 (01) Population, all SA
Households 8 000 000 (94), 8 479 000 (97), 9
550 000 (01) Population, all Gauteng Households
1 801 000 (94), 1 889 000 (97), 2 088 000 (01)
88
Television Set

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
615 (02) Population, rural Households 3 202 000
(94), 3 403 000 (97), 3 725 000
(02) Population, urban Households4 798 000
(94), 5 074 000 (97), 6 015 000 (02)
89
Land Line Telephone

Sample sizeNational 14 498 (94), 31 457 (97),
28 915 (01) Sample size Gauteng 4 300 (94),
9 660 (97), 7 481 (01) Population, all SA
Households 8 000 000 (94), 8 479 000 (97), 9
550 000 (01) Population, all Gauteng Households
1 801 000 (94), 1 889 000 (97), 2 088 000 (01)
90
Land Line Telephone

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
615 (02) Population, rural Households 3 202 000
(94), 3 403 000 (97), 3 725 000
(02) Population, urban Households4 798 000
(94), 5 074 000 (97), 6 015 000 (02)
91
Income Up to R2499

Sample sizeNational 14 498 (94), 31 457 (97),
28 915 (01) Sample size Gauteng 4 300 (94),
9 660 (97), 7 481 (01) Population, all SA
Households 8 000 000 (94), 8 479 000 (97), 9
550 000 (01) Population, all Gauteng Households
1 801 000 (94), 1 889 000 (97), 2 088 000 (01)
92
Income Up to R2499

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
615 (02) Population, rural Households 3 202 000
(94), 3 403 000 (97), 3 725 000
(02) Population, urban Households4 798 000
(94), 5 074 000 (97), 6 015 000 (02)
93
Income R2500 - R5999

Sample sizeNational 14 498 (94), 31 457 (97),
28 915 (01) Sample size Gauteng 4 300 (94),
9 660 (97), 7 481 (01) Population, all SA
Households 8 000 000 (94), 8 479 000 (97), 9
550 000 (01) Population, all Gauteng Households
1 801 000 (94), 1 889 000 (97), 2 088 000 (01)
94
Income R2500 - R5999

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
615 (02) Population, rural Households 3 202 000
(94), 3 403 000 (97), 3 725 000
(02) Population, urban Households4 798 000
(94), 5 074 000 (97), 6 015 000 (02)
95
Income R6000

Sample sizeNational 14 498 (94), 31 457 (97),
28 915 (01) Sample size Gauteng 4 300 (94),
9 660 (97), 7 481 (01) Population, all SA
Households 8 000 000 (94), 8 479 000 (97), 9
550 000 (01) Population, all Gauteng Households
1 801 000 (94), 1 889 000 (97), 2 088 000 (01)
96
Income R6000

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
615 (02) Population, rural Households 3 202 000
(94), 3 403 000 (97), 3 725 000
(02) Population, urban Households4 798 000
(94), 5 074 000 (97), 6 015 000 (02)
97
Personal Data1994-2002
98
Urban Dwellers

Sample size 11 552 (94), 27 363 (97), 23 853
(01) Sample size Gauteng 4 300 (94), 9 660
(97), 7 481 (01) Population, Gauteng 16 5 196
000 (94), 5 466 000 (97), 6 126 000
(01) Population, urban South Africans 16 14
231 000 (94), 14 957 000 (97), 17 451 000 (01)
99
Education (Matric)

Sample size 11 552 (94), 27 363 (97), 23 853
(01) Sample size Gauteng 4 300 (94), 9 660
(97), 7 481 (01) Population, Gauteng 16 5 196
000 (94), 5 466 000 (97), 6 126 000
(01) Population, urban South Africans 16 14
231 000 (94), 14 957 000 (97), 17 451 000 (01)
100
Education (Matric)

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
616 (02) Population, rural 16 10 308 000
(94), 10 765 000 (97), 11 994 000
(02) Population, urban 1614 231 000 (94), 14
957 000 (97), 17 638 000 (02)
101
Education (Post Matric)

Sample size 11 552 (94), 27 363 (97), 23 853
(01) Sample size Gauteng 4 300 (94), 9 660
(97), 7 481 (01) Population, Gauteng 16 5 196
000 (94), 5 466 000 (97), 6 126 000
(01) Population, urban South Africans 16 14
231 000 (94), 14 957 000 (97), 17 451 000 (01)
102
Education (Post Matric)

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
616 (02) Population, rural 16 10 308 000
(94), 10 765 000 (97), 11 994 000
(02) Population, urban 1614 231 000 (94), 14
957 000 (97), 17 638 000 (02)
103
Working Full-Time

Sample size 11 552 (94), 27 363 (97), 23 853
(01) Sample size Gauteng 4 300 (94), 9 660
(97), 7 481 (01) Population, Gauteng 16 5 196
000 (94), 5 466 000 (97), 6 126 000
(01) Population, urban South Africans 16 14
231 000 (94), 14 957 000 (97), 17 451 000 (01)
104
Working Full-Time

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
616 (02) Population, rural 16 10 308 000
(94), 10 765 000 (97), 11 994 000
(02) Population, urban 1614 231 000 (94), 14
957 000 (97), 17 638 000 (02)
105
Female Working Full-Time

Sample size 11 552 (94), 27 363 (97), 23 853
(01) Sample size Gauteng 4 300 (94), 9 660
(97), 7 481 (01) Population, Gauteng 16 5 196
000 (94), 5 466 000 (97), 6 126 000
(01) Population, urban South Africans 16 14
231 000 (94), 14 957 000 (97), 17 451 000 (01)
106
Male Working Full-Time

Sample size 11 552 (94), 27 363 (97), 23 853
(01) Sample size Gauteng 4 300 (94), 9 660
(97), 7 481 (01) Population, Gauteng 16 5 196
000 (94), 5 466 000 (97), 6 126 000
(01) Population, urban South Africans 16 14
231 000 (94), 14 957 000 (97), 17 451 000 (01)
107
Working Part-Time

Sample size 11 552 (94), 27 363 (97), 23 853
(01) Sample size Gauteng 4 300 (94), 9 660
(97), 7 481 (01) Population, Gauteng 16 5 196
000 (94), 5 466 000 (97), 6 126 000
(01) Population, urban South Africans 16 14
231 000 (94), 14 957 000 (97), 17 451 000 (01)
108
Working Part-Time

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
616 (02) Population, rural 16 10 308 000
(94), 10 765 000 (97), 11 994 000
(02) Population, urban 1614 231 000 (94), 14
957 000 (97), 17 638 000 (02)
109
Own/Rent/Use Cellphone

N/A
N/A
Sample size 11 552 (94), 27 363 (97), 23 853
(01) Sample size Gauteng 4 300 (94), 9 660
(97), 7 481 (01) Population, Gauteng 16 5 196
000 (94), 5 466 000 (97), 6 126 000
(01) Population, urban South Africans 16 14
231 000 (94), 14 957 000 (97), 17 451 000 (01)
110
Own/Rent/Use Cellphone

N/A
N/A
Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
616 (02) Population, rural 16 10 308 000
(94), 10 765 000 (97), 11 994 000
(02) Population, urban 1614 231 000 (94), 14
957 000 (97), 17 638 000 (02)
111
Media Penetration 1994-2002
112
Can Read and Understand

Sample size 11 552 (94), 27 363 (97), 23 853
(01) Sample size Gauteng 4 300 (94), 9 660
(97), 7 481 (01) Population, Gauteng 16 5 196
000 (94), 5 466 000 (97), 6 126 000
(01) Population, urban South Africans 16 14
231 000 (94), 14 957 000 (97), 17 451 000 (01)
113
Can Read and Understand

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
616 (02) Population, rural 16 10 308 000
(94), 10 765 000 (97), 11 994 000
(02) Population, urban 1614 231 000 (94), 14
957 000 (97), 17 638 000 (02)
114
Education Functional literacy

Sample size 14 498 (94), 31 457 (97), 29 791
(02) Population, all South Africans 16 24 539
000 (94), 25 722 000 (97), 29 582 000 (02)
115
Any Newspaper/Magazine

N/A
N/A
Sample size 11 552 (94), 27 363 (97), 23 853
(01) Sample size Gauteng 4 300 (94), 9 660
(97), 7 481 (01) Population, Gauteng 16 5 196
000 (94), 5 466 000 (97), 6 126 000
(01) Population, urban South Africans 16 14
231 000 (94), 14 957 000 (97), 17 451 000 (01)
116
Any Newspaper/Magazine

N/A
N/A
Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
616 (02) Population, rural 16 10 308 000
(94), 10 765 000 (97), 11 994 000
(02) Population, urban 1614 231 000 (94), 14
957 000 (97), 17 638 000 (02)
117
Radio - Past 7 Days

Sample size 11 552 (94), 27 363 (97), 23 853
(01) Sample size Gauteng 4 300 (94), 9 660
(97), 7 481 (01) Population, Gauteng 16 5 196
000 (94), 5 466 000 (97), 6 126 000
(01) Population, urban South Africans 16 14
231 000 (94), 14 957 000 (97), 17 451 000 (01)
118
Radio - Past 7 Days

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
616 (02) Population, rural 16 10 308 000
(94), 10 765 000 (97), 11 994 000
(02) Population, urban 1614 231 000 (94), 14
957 000 (97), 17 638 000 (02)
119
Community Radio - Past 7 Days

N/A
N/A
Sample size 11 552 (94), 27 363 (97), 23 853
(01) Sample size Gauteng 4 300 (94), 9 660
(97), 7 481 (01) Population, Gauteng 16 5 196
000 (94), 5 466 000 (97), 6 126 000
(01) Population, urban South Africans 16 14
231 000 (94), 14 957 000 (97), 17 451 000 (01)
120
Community Radio - Past 7 Days

N/A
N/A
Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
616 (02) Population, rural 16 10 308 000
(94), 10 765 000 (97), 11 994 000
(02) Population, urban 1614 231 000 (94), 14
957 000 (97), 17 638 000 (02)
121
TV - Past 7 Days

Sample size 11 552 (94), 27 363 (97), 23 853
(01) Sample size Gauteng 4 300 (94), 9 660
(97), 7 481 (01) Population, Gauteng 16 5 196
000 (94), 5 466 000 (97), 6 126 000
(01) Population, urban South Africans 16 14
231 000 (94), 14 957 000 (97), 17 451 000 (01)
122
TV - Past 7 Days

Sample rural 2 946 (94), 4 094 (97), 5 175
(02) Sample urban11 552 (94), 27 363 (97), 24
616 (02) Population, rural 16 10 308 000
(94), 10 765 000 (97), 11 994 000
(02) Population, urban 1614 231 000 (94), 14
957 000 (97), 17 638 000 (02)
123
"YOUR WINDOW TO THE WORLD OF RESEARCH"

• Development Trends As Reflected By The
  SAARFLiving StandardsMeasure

124
LSMs National

Sample size 14 498 (94), 31 457 (97), 29 791
(02) Population, all South Africans 16 24 539
000 (94), 25 722 000 (97), 29 582 000 (02)
125
LSMs Rural

Sample size 14 498 (94), 31 457 (97), 29 791
(02) Population, all South Africans 16 24 539
000 (94), 25 722 000 (97), 29 582 000 (02)
126
LSMs Urban

Sample size 14 498 (94), 31 457 (97), 29 791
(02) Population, all South Africans 16 24 539
000 (94), 25 722 000 (97), 29 582 000 (02)
127
LSMs Western Cape

Sample size 14 498 (94), 31 457 (97), 29 791
(02) Population, all South Africans 16 24 539
000 (94), 25 722 000 (97), 29 582 000 (02)
128
LSMs Gauteng

Sample size 14 498 (94), 31 457 (97), 29 791
(02) Population, all South Africans 16 24 539
000 (94), 25 722 000 (97), 29 582 000 (02)
129
LSMs KZN

Sample size 14 498 (94), 31 457 (97), 29 791
(02) Population, all South Africans 16 24 539
000 (94), 25 722 000 (97), 29 582 000 (02)
130
LSMs Northern Cape

Sample size 14 498 (94), 31 457 (97), 29 791
(02) Population, all South Africans 16 24 539
000 (94), 25 722 000 (97), 29 582 000 (02)
131
LSMs Free State

Sample size 14 498 (94), 31 457 (97), 29 791
(02) Population, all South Africans 16 24 539
000 (94), 25 722 000 (97), 29 582 000 (02)
132
LSMs Eastern Cape

Sample size 14 498 (94), 31 457 (97), 29 791
(02) Population, all South Africans 16 24 539
000 (94), 25 722 000 (97), 29 582 000 (02)
133
LSMs Mpumalanga

Sample size 14 498 (94), 31 457 (97), 29 791
(02) Population, all South Africans 16 24 539
000 (94), 25 722 000 (97), 29 582 000 (02)
134
LSMs Limpopo

Sample size 14 498 (94), 31 457 (97), 29 791
(02) Population, all South Africans 16 24 539
000 (94), 25 722 000 (97), 29 582 000 (02)
135
LSMs North-West

Sample size 14 498 (94), 31 457 (97), 29 791
(02) Population, all South Africans 16 24 539
000 (94), 25 722 000 (97), 29 582 000 (02)
136
Conclusions
137
Conclusions - 1

• AMPS data is freely available to everyoneAMPS
  is updated twice a year and is representative of
  all South African Adults countrywide
• AMPS is the ideal vehicle for the monitoring of
  development

138
Conclusions - 2

• This analysis of SAARFs AMPS data shows
  extensive development in South African living
  standards for the period 1994 2002It also
  shows that the RDP is achieving many of its
  objectives, especially those related to basic
  needs and educationA major exception is job
  creation

139

• Communication research is a critical element
  of the trade Communication is an art form but it
  should be based on science.
• (Netshitenzhe, 2003)

140
The South African Advertising Research
Foundation(SAARF)

• THANK YOU
• Visit us at
• www.saarf.co.za