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 Bellville/ Durbanville - Cape Town

3 Reach – Papers & Weekly Magazines Bellville/ Durbanville - Cape Town

Paper Categories Top 10 paper titles

Tygerburger 71 Local Paper 92 Northern News 43 85 Huisgenoot 17 Die Burger (Saterdag) 12 Weekly Magazine 37 31 Read in the Past 4 You 10 Average Issue Weeks (P4W reach) Die Burger 8 Readership Weekly / Sunday 30 % (AIR) 28 Weekend Argus Saturday Edition 6 % Average Issue Northern Bulletin 5 23 Daily Readership (AIR) Cape Times 5 16 Rapport (Sunday) 4 Sunday Times 4

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 72% 70% 32% 29%

of past 4 weeks readers of Average Issue Readers

Community Large Metros 4

Source : ROOTS Bellville/ Durbanville - Cape Town : (n) 111 representing 73,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Reach – Online Bellville/ Durbanville - Cape Town

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

59 Laptop 18 17

21 27 Phone 73

15 Desktop 4

5 Tablet 11

% Community Large Metros % Community Large Metros

Type of News accessed How P7D online readers get there

85 Directly - website 50

10 Google 21

10 Email / newsletter link 3 17 20 Facebook 5 0 2 21 0 Local News National / International News App 29

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 Bellville/ Durbanville - Cape Town : (n) 111 representing 73,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Advertising Usage – Tygerburger Bellville/Durbanville Bellville/ Durbanville - 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 92 shopping decisions local paper 72

12 18 28

8

72 80 Prefer advertising inserts in the Prefer advertising leaflets local paper delivered loose to the home 82 88

% 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 91% 9 10 of readers of the local paper read on Wednesday, Thursday or Friday 41 before the weekend shop 59 89 87 83 91 90

% Community Large Metros 6

Source : ROOTS Bellville/ Durbanville - Cape Town : (n) 111 representing 73,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Community Size & Structure – Trended Bellville/ Durbanville - Cape Town

Footprint size Age Education

73 000 40 56 000 34 55 31 67

22 22 17 14 12 37 32 4 2 8 1 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 Afrikaans 55 32 33 36 49 51 73 86 90 64 79 English 44

67 67 SePedi/N 2 orthern 1 10 43 Sotho 2 3 2016 2019 2016 2019 % 2016 2019 % Unemployed Black Coloured % 2019 Retired / student / housewife % 7 Indian / Asian White Employed

Source : ROOTS Bellville/ Durbanville - Cape Town : (n) 111 representing 73,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Wealth – Socio Economic Structure Bellville/ Durbanville - Cape Town

Socio Economic Measure (SEM) distribution Monthly Household Income Mean (Average monthly R29 380 R23 270 Household Income)

34 27 29 44 38 19 22 16 10 15 12 7 8 3 11 41 45 5 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 % % Medical Aid 87 39

42 33 Long Term Savings 73 58 22 25 17 18 17 / Investments

2 6 18 Credit Card 57 23 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Own Business 17 9 % Community Large Metros 8

Source : ROOTS Bellville/Bellville/ Durbanville Durbanville - Cape - Cape Town Town : (n) : (n) 111 111 representing representing 73,000 73,000shoppersshoppers : Large : Large Metros Metros : (n) : (n) 16,262 16,262 representing representing 4,904,000 2,900,000 shoppers households Wealth – LSM & Income Trended Bellville/ Durbanville - Cape Town

LSM distribution Monthly Household Income Mean (Average monthly R29 380 R23 270 Household Income)

44 34 38 27 42 25 33 22 16 17 18 17 12 10 7 18 5 8 2 6 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 59 Mean (Average monthly R29 380 R26 415 Household Income) 42 44 42 38 33 35 24 18 13 13 8 10 6 4 4 2 0 1 1 0 0

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 9

Source : ROOTS Bellville/Bellville/ Durbanville Durbanville - Cape - Cape Town Town : (n) : (n) 111 111 representing representing 73,000 73,000shoppersshoppers : Large : Large Metros Metros : (n) : (n) 16,262 16,262 representing representing 4,904,000 2,900,000 shoppers households Wealth – Finance Bellville/ Durbanville - Cape Town

Savings or Current Long Term Saving or Long Term Monthly Account Investments Commitments Credit card

2 10

23 43 57 58 64 81 73 98 90

Top 5 banks used across all accounts Savings 43 (not for day-to-day use) 40 Medical aid 88 46 40 Absa 21 30 Pension/provident fund 43 Car instalments 21 23 16 25 Standard Bank Medical insurance 11 13 Retirement annuities 25 18 13 School fees 29 16 11 Nedbank Investment company 15 7 12 Hire purchase / lay-by 15 10 Investment property 10 13 5 Education policy FNB 13 19 2 Unit trusts / mutual funds 7 Maintenance-ex-spouse/child 5 4 7 Capitec 0 20 Stokvel 10 Endowment policies 5 6

% Community Large Metros % Community Large Metros % Community Large Metros 10

Source : ROOTS Bellville/ Durbanville - Cape Town : (n) 111 representing 73,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers 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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