ROOTS: Dobsonville - Soweto (Dobsonville Urban News) 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 Dobsonville - Soweto 3 Reach – Papers & Weekly Magazines Dobsonville - Soweto Paper Categories Top 10 paper titles Dobsonville Urban News 57 Local Paper 63 57 Daily Sun 14 Sowetan 8 Daily 44 Drum 5 23 Read in the Past 4 Average Issue Weeks (P4W reach) Move 4 Readership Weekly Magazine 13 % The Star 4 (AIR) 9 % Average Issue Sunday Times 4 Weekly / Sunday 10 Readership (AIR) Soccer Laduma 3 10 Sunday World 2 City Press (Sunday) 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 84% 70% 21% 29% of past 4 weeks readers of Average Issue Readers Community Large Metros 4 Source : ROOTS Dobsonville - Soweto : (n) 201 representing 61,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Reach – Online Dobsonville - Soweto Read news online in the past 7 days What device P7D online readers use 100 Phone 9 73 0 27 Laptop 18 0 Tablet 11 0 Desktop 4 % Community Large Metros % Community Large Metros Type of News accessed How P7D online readers get there 28 Google 21 23 Facebook 21 19 Directly - website 50 8 9 App 14 1 2 29 10 Local News National / International News Other social media 8 0 Email / newsletter link 3 % Accessed within Issue period (7 days) Accessed in the Past 4 Weeks (P4W reach) % Community Large Metros 5 Source : ROOTS Dobsonville - Soweto : (n) 201 representing 61,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Advertising Usage – Dobsonville Urban News Dobsonville - Soweto 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 55 45 28 34 43 57 72 80 66 Prefer advertising inserts in the Prefer advertising leaflets 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 91% 13 14 of readers of the local paper read on Wednesday, 16 Thursday or Friday before the weekend shop 89 87 83 87 86 84 % Community Large Metros 6 Source : ROOTS Dobsonville - Soweto : (n) 201 representing 61,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Community Size & Structure Dobsonville - Soweto Education Footprint size Age 61 000 14 31 30 000 70 55 35 29 32 9 22 22 11 23 10 16 14 6 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 7 IsiZulu/Zul 41 15 31 u 32 18 22 36 12 55 50 10 64 Setswan 23 68 99 12 a/Tswan a 5 74 71 Sesotho/ 47 Southern 10 Sotho/N orthern 6 Sotho 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 Dobsonville - Soweto : (n) 201 representing 61,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Community Size & Structure – Trended Dobsonville - Soweto Footprint size Age Education 61 000 11 14 31 32 29 23 21 22 58 19 30 000 70 9 6 7 31 16 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 15 IsiZulu/Zul 24 u 41 32 12 36 42 18 74 64 Setswana 68 100 99 /Tswana 23 74 Sesotho/ 59 Southern Sotho/No 10 rthern… 2010 2019 2010 2019 % 2010 2019 % Unemployed Black Coloured % 2019 Retired / student / housewife % 8 Indian / Asian White Employed Source : ROOTS Dobsonville - Soweto : (n) 201 representing 61,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Wealth – Socio Economic Structure Dobsonville - Soweto Socio Economic Measure (SEM) distribution Monthly Household Income Mean (Average monthly R13020 R23270 Household Income) 34 35 27 29 25 18 24 19 22 16 15 8 12 1 3 15 10 8 19 16 9 9 5 7 7 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 36 58 / Investments 36 Medical Aid 17 39 22 25 17 18 17 2 29 17 12 3 2 Credit Card 3 23 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Own Business 3 9 Community Large Metros % 9 Source : ROOTS Dobsonville - Soweto : (n) 201 representing 61,00030,000 shoppershouseholds : Large : Large Metros Metros : (n) : (n) 16,262 16,262 representing representing 4,904,000 2,900,000 shoppers households Wealth – LSM & Income Trended Dobsonville - Soweto LSM distribution Monthly Household Income Mean (Average monthly R13020 R23270 Household Income) 34 35 27 36 25 25 24 22 16 17 18 17 8 12 1 2 17 7 29 12 3 5 7 2 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 54 Mean (Average monthly R13020 R8 760 Household Income) 38 35 35 35 29 24 25 24 17 20 10 12 9 8 8 7 2 3 2 0 1 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 Dobsonville - Soweto : (n) 201 representing 61,00030,000 shoppershouseholds : 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 Please contact Spark Media: www.sparkmedia.co.za or [email protected] CONTACT US CPT: +27 21 001 2400 JHB: +27 10 492 8391 DBN: +27 31 716 4412 E: [email protected] 12.