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 Katlehong/Vosloorus/Thokoza 3 Reach – Papers & Weekly Magazines Katlehong/Vosloorus/Thokoza Paper Categories Top 10 paper titles Kathorus Mail 64 Local Paper 73 65 Daily Sun 16 Sunday Sun 10 Daily 38 Sowetan 8 23 Read in the Past 4 Average Issue Weeks (P4W reach) Tame Times 8 Readership Weekly / Sunday 23 % Move 7 (AIR) 21 % Average Issue Drum 7 Weekly Magazine 21 Readership (AIR) Sunday Times 6 12 Sunday World 5 Soccer Laduma 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 62% 70% 38% 29% of past 4 weeks readers of Average Issue Readers Community Large Metros 4 Source : ROOTS Katlehong/Vosloorus/Thokoza : (n) 300 representing 57,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Reach – Online Katlehong/Vosloorus/Thokoza Read news online in the past 7 days What device P7D online readers use 91 Phone 73 23 6 27 Tablet 11 2 Laptop 18 1 Desktop 4 % Community Large Metros % Community Large Metros Type of News accessed How P7D online readers get there 42 Directly - website 50 25 App 29 Google 20 23 25 21 8 Facebook 16 1 21 5 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 Katlehong/Vosloorus/Thokoza : (n) 300 representing 57,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Advertising Usage – Kathrus Mail Katlehong/Vosloorus/Thokoza 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 65 18 35 28 32 72 80 68 Prefer advertising inserts in the Prefer advertising leaflets local paper delivered loose to the home 82 % 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 79% 7 8 of readers of the local paper read on Wednesday, 14 Thursday or Friday before the weekend shop 89 87 83 93 92 86 % Community Large Metros 6 Source : ROOTS Katlehong/Vosloorus/Thokoza : (n) 300 representing 57,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Community Size & Structure Katlehong/Vosloorus/Thokoza Education Footprint size Age 57 000 5 31 33 000 78 55 35 22 38 22 9 11 25 20 10 17 14 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 7 45 12 31 English 39 22 32 20 46 55 54 50 10 IsiZulu/Zul 25 68 100 12 u 18 68 71 Sesotho/ 47 Southern 7 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 Katlehong/Vosloorus/Thokoza : (n) 300 representing 57,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers Wealth – Socio Economic Structure Katlehong/Vosloorus/Thokoza Socio Economic Measure (SEM) distribution Monthly Household Income Mean (Average monthly R14 695 R23 270 Household Income) 34 27 29 43 19 22 16 11 15 12 2 5 6 8 25 26 16 14 5 21 22 8 07 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 54 58 / Investments 41 Medical Aid 20 39 22 25 17 18 17 1 23 22 12 1 2 Credit Card 10 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 8 Source : ROOTS Katlehong/Vosloorus/Thokoza : (n) 300 representing 57,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers 9 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 10 CONTACT US CPT: +27 21 001 2400 JHB: +27 10 492 8391 DBN: +27 31 716 4412 Email: [email protected] Website: www.sparkmedia.co.za 10 Source : ROOTS Katlehong/Vosloorus/Thokoza : (n) 300 representing 57,000 shoppers : Large Metros : (n) 16,262 representing 4,904,000 shoppers.