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 Amanzimtoti - Durban
3 Reach – Papers & Weekly Magazines Amanzimtoti - Durban
Paper Categories Top 10 paper titles
South Coast Sun 66 Local Paper 95 Fever Amanzimtoti 58 85 South Coast News 7 The Advisor 7 Daily 38 16 Read in the Past 4 You 6 Average Issue Weeks (P4W reach) Sunday Times 6 Readership Weekly / Sunday 25 % (AIR) 20 Isolezwe 6 % Average Issue The Mercury 5 21 Weekly Magazine Readership (AIR) Ilanga (Monday) 5 14 Sunday Tribune 4 Daily News 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 72% 70% 37% 29%
of past 4 weeks readers of Average Issue Readers
Community Large Metros 4
Source : ROOTS Amanzimtoti - Durban : (n) 252 representing 31,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Reach – Online Amanzimtoti - Durban
Read news online in the past 7 days What device P7D online readers use
85 Phone 73 16
20 27 Tablet 11
10 Laptop 18
0 Desktop 4
% Community Large Metros % Community Large Metros
Type of News accessed How P7D online readers get there
69 Directly - website 50
43 Google 21
42 Facebook 21 14 14 16 34 7 App 29
22 Local News National / International News Other social media 8
8 Email / newsletter link 3 % Accessed within Issue period (7 days) Accessed in the Past 4 Weeks (P4W reach)
% Community Large Metros 5
Source : ROOTS Amanzimtoti - Durban : (n) 252 representing 31,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Advertising Usage – South Coast Sun Amanzimtoti - Durban
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 72
13 17 28 19
72 80 Prefer advertising inserts in the Prefer advertising leaflets local paper delivered loose to the home 83 87
% 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% 6 6 of readers of the local paper 6 read on Wednesday, Thursday or Friday before the weekend shop 89 87 83 94 94 94
% Community Large Metros 6
Source : ROOTS Amanzimtoti - Durban : (n) 252 representing 31,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Community Size & Structure Amanzimtoti - Durban
Education Footprint size Age
31 000 31 39
20 000
55 35 31 53 22 22 28 22 12 11 10 14 7 8 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
6 7 64 31 English 39 31 22 58 48 52 55 49 50 51 10 12 IsiZulu/ 30 Zulu 18 9 71 1 64 47 5 33 Afrikaans 18
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 Amanzimtoti - Durban : (n) 252 representing 31,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Community Size & Structure – Trended Amanzimtoti - Durban
Footprint size Age Education
31 000 36 36 39 31 28 28 20 000 22 45 13 53 11 12 12 7 19 8 2010 2019 Households Shoppers 16-24 25-34 35-49 50-64 65+ % Post Matric % 2010 2019 Matric Not Matriculated
Married or living Children Race Language Employment with a partner
7 6 English 64 27 31 58 52 48 49 51 77 80 76 IsiZulu/ Zulu 30 9 1 66 64 5 33 Afrikaans 5 19
2010 2019 2010 2019 % 2010 2019 % Unemployed Black Coloured % 2019 Retired / student / housewife % 8 Indian / Asian White Employed
Source : ROOTS Amanzimtoti - Durban : (n) 252 representing 31,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Wealth – Socio Economic Structure Amanzimtoti - Durban
Socio Economic Measure (SEM) distribution Monthly Household Income Mean (Average monthly R22960 R23270 Household Income)
44 34 30 27 25 24 29 18 27 17 22 16 4 19 3 1 15 12 8 5 4 7 1 2 4 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 61 58 / Investments 28 23 Medical Aid 51 39 22 25 17 18 23 17 17 9 Credit Card 19 23 2 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Own Business 7 9 % Community Large Metros 9
Source : ROOTS AmanzimtotiAmanzimtoti- Durban- Durban : (n) : (n) 252 252 representing representing 20,000 31,000householdsshoppers : Large Metros : (n) 16,262 representing 4,904,0002,900,000 shoppershouseholds Wealth – LSM & Income Trended Amanzimtoti - Durban
LSM distribution Monthly Household Income Mean (Average monthly R22960 R23270 Household Income)
44 34 28 27 23 18 27 25 22 16 17 18 23 17 3 12 17 9 5 4 7 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 R22960 R21755 Household Income) 44
30 32 35 28 28 23 23 27 17 17 19 18 12 7 9 9 5 3 4 4 4
LSM 1-6 LSM 7 LSM 8 LSM 9 LSM 10 < R3999 R4000 - R7999 R8000 - R12000 - R25000 - Over R51000 R11999 R24999 R50999
2010 2019 % % 2010 2019 10
Source : ROOTS AmanzimtotiAmanzimtoti- Durban- Durban : (n) : (n) 252 252 representing representing 20,000 31,000householdsshoppers : Large Metros : (n) 16,262 representing 4,904,0002,900,000 shoppershouseholds 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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