Kraaifontein Brackenfell Kuilsrivier

2019 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 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 Kraaifontein/ Brackenfell/ Kuilsrivier - Cape Town was conducted

3 Reach – Papers & Weekly Magazines Kraaifontein/ Brackenfell/ Kuilsrivier - Cape Town

Paper Categories Top 10 paper titles

Tygerburger 70 Local Paper 86 Huisgenoot 14 72 Die Burger (Saterdag) 9 Rapport (Sunday) 8 Weekly Magazine 42 22 Read in the Past 4 Son 8 Average Issue Weeks (P4W reach) Die Burger 7 Readership Daily 37 % (AIR) 17 Northern News 7 % Average Issue Northern Bulletin 4 27 Weekly / Sunday Readership (AIR) Sunday Times 4 17 You 4 Cape Argus 2

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 77% 70% 22% 29%

of past 4 weeks readers of Average Issue Readers

Community Large Metros 4

Source : ROOTS Kraaifontein/ Brackenfell/ Kuilsrivier - Cape Town : (n) 111 representing 65,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Reach – Online Kraaifontein/ Brackenfell/ Kuilsrivier - Cape Town

Read news online in the past 7 days What device P7D online readers use

48 Phone 73 23 35 27 Laptop 18

9 Tablet 11

8 Desktop 4

% Community Large Metros % Community Large Metros

Type of News accessed How P7D online readers get there

72 Directly - website 50

22 Facebook 21

App 11 23 27 29 Google 11 1 3 21 5 Local News National / International News Email / newsletter link 3

0 Other social media 8 % Accessed within Issue period (7 days) Accessed in the Past 4 Weeks (P4W reach)

% Community Large Metros 5

Source : ROOTS Kraaifontein/ Brackenfell/ Kuilsrivier - Cape Town : (n) 111 representing 65,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Advertising Usage – Tygerburger Kraaifontein/ Brackenfell/ Kuilsrivier Kraaifontein/ Brackenfell/ Kuilsrivier - Cape Town

Use advertising in the Preference for receiving advertising Read the inserts delivered local paper to help with inserts/ leaflets to the home inside their shopping decisions local paper 80 72

23 28 31 20

72 80 Prefer advertising inserts in the Prefer advertising leaflets 69 77 local paper delivered loose to the home

% Community Large Metros % Community Large Metros % Community Large Metros

Plan shopping Plan a day or 2 before / within the Mostly shop over the weekend week 99% 10 10 of readers of the local paper read on Wednesday, 28 Thursday or Friday before the weekend shop 89 87 83 72 90 90

% Community Large Metros 6

Source : ROOTS Kraaifontein/ Brackenfell/ Kuilsrivier - Cape Town : (n) 111 representing 65,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Community Size & Structure Kraaifontein/ Brackenfell/ Kuilsrivier - Cape Town

Education Footprint size Age

65 000 27 31

46 000

41 55 35 35 19 22 29 22 32 11 15 10 14 2 Households Shoppers 16-24 25-34 35-49 50-64 65+ Community Large Metros % Post Matric % Community Large Metros Matric Not Matriculated

Married or living Children Race Language Employment with a partner

5 7 70 31 Afrikaans 28 18 22 36 49 37 55 50 10 64 28 72 12 English 39 71 47 58 47 IsiZulu/Zul 1 u 18 4

Community Large Metros Community Large Metros % Community Large Metros % Unemployed Black Coloured % Community Large Metros Retired / student / housewife % 7 Indian / Asian White Employed

Footprint size Age Education

65 000 27 35 36 32 31 46 000 29

41 19 18 40 14 15

5 32 2 24

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

7 5 Afrikaans 70 28 36 55 49 35 37

67 78 64 English 28 72 1

38 47 57 58 IsiZulu/Zul u 1 7 4 2016 2019 2016 2019 % 2016 2019 % Unemployed Black Coloured % 2019 Retired / student / housewife % 8 Indian / Asian White Employed

Source : ROOTS Kraaifontein/ Brackenfell/ Kuilsrivier - Cape Town : (n) 111 representing 65,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Wealth – Socio Economic Structure Kraaifontein/ Brackenfell/ Kuilsrivier - Cape Town

Socio Economic Measure (SEM) distribution Monthly Household Income Mean (Average monthly R23 825 R23 270 Household Income)

34 27 29 37 22 16 4 19 10 27 1 15 12 7 8 11 6 16 32 41 5 7 8 1 2 4 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 Large Metros % Community Large Metros

Living Standard Measurement (LSM) distribution Percentage of people who have…

Community Large Metros % % Long Term Savings 75 58 / Investments

Medical Aid 55 39 22 25 17 18 17 35 16 11 15 23 Credit Card 29 23 2 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Own Business 16 9 % Community Large Metros 9

Source : ROOTS Kraaifontein/Kraaifontein/ Brackenfell/ Brackenfell/ Kuilsrivier Kuilsrivier- Cape- Cape Town Town : (n): (n) 111 111 representing 65,000 65,000shoppersshoppers : Large : Large Metros Metros : (n) 16,262 : (n) representing 16,262 representing 2,900,000 households 4,904,000 shoppers Wealth – LSM & Income Trended Kraaifontein/ Brackenfell/ Kuilsrivier - Cape Town

LSM distribution Monthly Household Income Mean (Average monthly R23 825 R23 270 Household Income)

34 27

25 37 22 10 16 17 18 17 12 27 35 7 11 16 15 5 7 11 2 23 8 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 Large Metros % Community Large Metros

LSM - Trended Monthly Household Income - Trended Mean (Average monthly R23 825 R20 900 Household Income)

40 34 35 33 37 27 23 23 16 15 14 11 12 12 10 12 11 8 7 8 6 4

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

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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