ROOTS: Umkomaas - Mid South Coast (Mid South Coast Rising Sun) 2019
1 Some detail
What is Roots? Reading the charts A landscape survey which spans The community is identified in the 110 metropolitan communities top right corner of the page across South Africa with a total sample of 27 468. Each The sample size, universe size and community is sampled description are displayed at the independently bottom of the page (e.g. (n) 300, representing 40,000 households ROOTS Formal households are selected or 60,000 shoppers) using multi-stage cluster sampling and purchase decision makers Community data is compared to (shoppers) are randomly the composite of similar selected from the household for communities interview. see below for details In this document The community’s information is always shown in colour and the A community is a defined comparative Metro data in grey geographical footprint from which the samples are drawn. Where applicable community The map provided defines these data is trended back 10 years or boundaries. as far as comparable
Large Metros – 62 Communities Medium Metros –18 Communities Small Metros –30 Communities
Johannesburg, Cape Town, Tshwane, Nelson Mandela Bay, Bloemfontein, Western Cape (Garden Route, Wine Lands, Ethikwini/Durban, Ekhruleni Pietermaritzburg, West Rand, Vaal, Kimberley, Helderburg) KZN (North and South Coast, Eg: Sandton, Athlone, Durban North, Boksburg, Polokwane, Buffalo City/East London Zululand, Midlands) Mpumalanga (Mbombela, Witbank, Bethal, Middleburg, Ermelo,Lydenburg) Freestate (Welkom, Bethlehem, Kroonstad) Eastern Cape (Uitenhage, Mthatha), Rustenburg 2 Map showing where the research was conducted Umkomaas - Mid South Coast
3 Reach – Papers & Weekly Magazines Umkomaas - Mid South Coast
Paper Categories Top 10 paper titles
Mid South Coast Rising Sun 85 Local Paper 96 Sunday Times 7 87 South Coast Weekly Gazette 6 Autotrader 6 Daily 26 16 Read in the Past 4 You 6 Average Issue Weeks (P4W reach) Daily News 5 Readership Weekly Magazine 20 % (AIR) 16 South Coast Herald 5 % Average Issue Fever Amanzimtoti 4 20 Weekly / Sunday Readership (AIR) The Mercury 4 19 Daily Sun 3 Mail & Guardian (Friday) 3
Regular Readers Multiple Reading
Usually read 3 or 4 out of Read one issue of the local 4 issues of the local paper paper on more than one occasion 80% 65% 53% 30%
of past 4 weeks readers of Average Issue Readers
Community Small Metros 4
Source : ROOTS Umkomaas - Mid South Coast : (n) 99 representing 8,000 shoppers : Small Metros : (n) 7,031 representing 967,000 shoppers Reach – Online Umkomaas - Mid South Coast
Read news online in the past 7 days What device P7D online readers use
90 Phone 9 78
10 22 Laptop 13
0 Tablet 8
0 Desktop 5
% Community Small Metros % Community Small Metros
Type of News accessed How P7D online readers get there
49 Email / newsletter link 2
10 Directly - website 47
10 App 22 19 8 10 3 4 Google 24 10 Local News National / International News Facebook 21
0 Other social media 7 % Accessed within Issue period (7 days) Accessed in the Past 4 Weeks (P4W reach)
% Community Small Metros 5
Source : ROOTS Umkomaas - Mid South Coast : (n) 99 representing 8,000 shoppers : Small Metros : (n) 7,031 representing 967,000 shoppers Advertising Usage – Mid South Coast Rising Sun Umkomaas - Mid South Coast
Use advertising in the Preference for receiving advertising Read the inserts delivered local paper to help with inserts/ leaflets to the home inside their local paper shopping decisions 81
62 11 14 38
19
63 74 Prefer advertising inserts in the Prefer advertising leaflets local paper delivered loose to the home 89 86
% Community Small Metros % Community Small Metros % Community Small Metros
Plan shopping Plan a day or 2 before / within the Mostly shop over the weekend week 91% 8 12 of readers of the local paper read on Wednesday, 18 Thursday or Friday before the weekend shop 90 88 82 92 88 82
% Community Small Metros 6
Source : ROOTS Umkomaas - Mid South Coast : (n) 99 representing 8,000 shoppers : Small Metros : (n) 7,031 representing 967,000 shoppers Community Size & Structure Umkomaas - Mid South Coast
Education Footprint size Age
8 000 29 28
4 000 52 61 33 30 31 24 9 22 10 18 11 20 12 10 Households Shoppers 16-24 25-34 35-49 50-64 65+ Community Small Metros % Post Matric % Community Small Metros Matric Not Matriculated
Married or living Children Race Language Employment with a partner
3 9 19 74 English 39 25 30 25 41 45 54 60 59 55 5 53 IsiZulu/Zul 25 21 u 13 67 66 2 1 35 Afrikaans 26 41
Community Small Metros Community Small Metros % Community Small Metros % Unemployed Black Coloured % Community Small Metros Retired / student / housewife % 7 Indian / Asian White Employed
Source : ROOTS Umkomaas - Mid South Coast : (n) 99 representing 8,000 shoppers : Small Metros : (n) 7,031 representing 967,000 shoppers Community Size & Structure – Trended Umkomaas - Mid South Coast
Footprint size Age Education
8 000 19 31 30 29 27 23 23 44 18 4 000 16 61 12 9 9 37 10 2016 2019 Households Shoppers 16-24 25-34 35-49 50-64 65+ % Post Matric % 2016 2019 Matric Not Matriculated
Married or living Children Race Language Employment with a partner 1 4 3 19 English 74 30 38 41 60 45 45 61 55 59 53 IsiZulu/Zul u 25
67 2 58 39 26 Afrikaans 1
2016 2019 2016 2019 % 2016 2019 % Unemployed Black Coloured % 2019 Retired / student / housewife % 8 Indian / Asian White Employed
Source : ROOTS Umkomaas - Mid South Coast : (n) 99 representing 8,000 shoppers : Small Metros : (n) 7,031 representing 967,000 shoppers Wealth – Socio Economic Structure Umkomaas - Mid South Coast
Socio Economic Measure (SEM) distribution Monthly Household Income Mean (Average monthly R19430 R21340 Household Income)
46
32
27 22 24 17 7 6 19 21 2 14 15 4 8 14 7 9 14 31 25 17 7 7 1 2 3 SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10 < R3999 R4000 - R7999 R8000 - R11999 R12000 - R25000 - Over R51000 R24999 R50999
% Community Small Metros % Community Small Metros
Living Standard Measurement (LSM) distribution Percentage of people who have…
Community Small Metros % % Long Term Savings 56 55 / Investments
36 22 Medical Aid 26 38 24 6 22 20 16 2 22 12 Own Business 4 8 4 12 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Credit Card 3 18 % Community Small Metros 9
Source : ROOTS UmkomaasUmkomaas- Mid- Mid South South Coast Coast: (n): (n) 99 99 representing representing 8,000 4,000shoppershouseholds : Small : Small Metros Metros : (n) : 7,031(n) 7,031 representing representing 967,000 564,000 shoppers households Wealth – LSM & Income Trended Umkomaas - Mid South Coast
LSM distribution Monthly Household Income Mean (Average monthly R19430 R21340 Household Income)
46
32
27 36 22 22 24 17 22 20 6 2 14 4 2 22 16 14 12 8 7 4 12 7 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 < R3999 R4000 - R7999 R8000 - R11999 R12000 - R25000 - Over R51000 R24999 R50999 % Community Small Metros % Community Small Metros
LSM - Trended Monthly Household Income - Trended Mean (Average monthly R19430 R13980 Household Income) 46 38 36 36 24 24 27 22 22 18 15 18 12 14 14 7 8 6 4 4 2 1
LSM 1-6 LSM 7 LSM 8 LSM 9 LSM 10 < R3999 R4000 - R7999 R8000 - R12000 - R25000 - Over R51000 R11999 R24999 R50999
2016 2019 % % 2016 2019 10
Source : ROOTS UmkomaasUmkomaas- Mid- Mid South South Coast Coast: (n): (n) 99 99 representing representing 8,000 4,000shoppershouseholds : Small : Small Metros Metros : (n) : 7,031(n) 7,031 representing representing 967,000 564,000 shoppers households 11
For more information from ROOTS on the below categories:
Map of the Community Connection Food & Grocery
Reach Internet Who & How
Papers & Weekly Magazines Cell Phone How Often & Where
Online News Transport Clothes & Shoes Advertising Usage – Local Paper
Size and Structure Life Changers & Interests Entertainment
Community Size & Structure Watching & Listening
Trended (to 2010 or 2016 – depending on Shopping Eating & Drinking availability of data) Centres, online, transport & travel time Casino Wealth Loyalty Cards & Garage Forecourts Travel Socio Economic Structure (SEM) Living Standard Measurement (LSM) Monthly Household Income Home & Garden Health Trended (to 2010 or 2016 – depending on availability of data) Home & Garden Complaints & Cures Finance - Products & Banks Pets at home Lifestyle
Insurance – Products & Insurers Shopping for the Home Self Care
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