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 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 Sea Point/ Camps Bay - Cape Town
3 Reach – Papers & Weekly Magazines Sea Point/ Camps Bay - Cape Town
Paper Categories Top 10 paper titles
Atlantic Sun 41 Local Paper 76 People's Post Atlantic… 26 66 The Cape Towner 18 Sunday Times 11 Weekly Magazine 19 16 Read in the Past 4 You 7 Average Issue Weeks (P4W reach) Weekend Argus Saturday Edition 6 Readership Weekly / Sunday 18 % (AIR) 16 People 5 % Average Issue Drum 4 18 Daily Readership (AIR) Daily Voice 4 9 Vrouekeur 4 Cape Argus 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 45% 70% 20% 29%
of past 4 weeks readers of Average Issue Readers
Community Large Metros 4
Source : ROOTS Sea Point/ Camps Bay - Cape Town : (n) 111 representing 62,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Reach – Online Sea Point/ Camps Bay - Cape Town
Read news online in the past 7 days What device P7D online readers use
71 Phone 73
27 27 Laptop 18
58 7 Tablet 11
0 Desktop 4
% Community Large Metros % Community Large Metros
Type of News accessed How P7D online readers get there
56 Directly - website 50 59 58 37 App 29
20 Google 21
10 6 6 Facebook 21
5 Local News National / International News Other social media 8
2 Email / newsletter link 3 % Accessed within Issue period (7 days) Accessed in the Past 4 Weeks (P4W reach)
% Community Large Metros 5
Source : ROOTS Sea Point/ Camps Bay - Cape Town : (n) 111 representing 62,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Advertising Usage – Atlantic Sun Sea Point/ Camps Bay - 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 72 70
25 30 30 28
72 80 Prefer advertising inserts in the Prefer advertising leaflets 70 75 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 72% 8 of readers of the local paper 17 read on Wednesday, Thursday or Friday 32 before the weekend shop 89 87 83 68 92 83
% Community Large Metros 6
Source : ROOTS Sea Point/ Camps Bay - Cape Town : (n) 111 representing 62,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Community Size & Structure Sea Point/ Camps Bay - Cape Town
Education Footprint size Age
62 000 31 48 000 50
55 35 29 45 22 22 9 11 27 26 10 14 10 5 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
2 7 75 12 31 English 39 22 41 64 55 48 50 52 10 59 13 12 Afrikaans 18 86 3 71 17 47 IsiXhosa/ 6 Xhosa 16 6
Community Large Metros Community Large Metros % Community Large Metros % Unemployed Black Coloured % Community Large Metros Retired / student / housewife % 7 Indian / Asian White Employed
Source : ROOTS Sea Point/ Camps Bay - Cape Town : (n) 111 representing 62,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Community Size & Structure – Trended Sea Point/ Camps Bay - Cape Town
Footprint size Age Education
62 000 32 29 41 48 000 26 27 50 23 18 19
10 53 8 9 45
6 5 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 2 2 12 English 75 35 41 41 64 48 52 52 74 59 Afrikaans 13 86 3 63 1 17 9 IsiXhosa/X hosa 6 16 16
2016 2019 2016 2019 % 2016 2019 % Unemployed Black Coloured % 2019 Retired / student / housewife % 8 Indian / Asian White Employed
Source : ROOTS Sea Point/ Camps Bay - Cape Town : (n) 111 representing 62,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Wealth – Socio Economic Structure Sea Point/ Camps Bay - Cape Town
Socio Economic Measure (SEM) distribution Monthly Household Income Mean (Average monthly R28 790 R23 270 Household Income)
34 27 29 38 22 16 33 13 2 19 1 15 2 12 8 15 30 47 5 11 7 1 2 4 5 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 62 58 / Investments
Medical Aid 43 39 22 25 17 18 17 1 24 24 3 22 26 2 Credit Card 30 23 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Own Business 5 9 % Community Large Metros 9
Source : ROOTS SeaSea Point/ Point/ Camps Camps Bay Bay - -CapeCape Town Town : :(n) (n) 111 111 representing representing 62,000 62,000shoppersshoppers : :Large Large Metros Metros : :(n) (n) 16,262 16,262 representing representing 4,904,000 2,900,000 shoppers households Wealth – LSM & Income Trended Sea Point/ Camps Bay - Cape Town
LSM distribution Monthly Household Income Mean (Average monthly R28 790 R23 270 Household Income)
34 27
25 38 22 16 33 13 18 17 17 2 12 1 24 22 24 7 3 26 5 11 2 4 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 R28 790 R19 855 Household Income) 47 39 36 38 33 26 24 22 24 19 22 15 11 13 6 7 7 4 2 4 0 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 SeaSea Point/ Point/ Camps Camps Bay Bay - -CapeCape Town Town : :(n) (n) 111 111 representing representing 62,000 62,000shoppersshoppers : :Large Large Metros Metros : :(n) (n) 16,262 16,262 representing representing 4,904,000 2,900,000 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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