Shopper profile Contents RETAIL The value of the data 1 Mall demographic profile 2 Shopper media consumption 4 Sample size: 734 Weighted to SA shopper: 389 000 The value of the data The following data has been collected and verified by Ask Afrika Group, the copyright license holder for Target Group Index (TGI). Ask Afrika Group is the largest independent South African market research company with fieldwork capabilities in 95% of Sub-Saharan Africa. They are backed by the power of TGI Research, the only SA population database with psychographics that cover over 600 lifestyle and attitude statements. TGI is South Africa’s broadest consumer/shopper profiling tool in sampling 24 000 nationally representative respondents aged 15+, living in communities 8 000+. Insights are tailor-suited for malls, which link demographic, psychographic, brand and media insights. TGI supports strategic and informed decision making. Page 1 Mall demographic profile RETAIL SA shopper SA shopper vs East Rand Mall shopper Age Race Gender LSM 5.5% 77.8% 65+ Black 7.1% 73.1% 46.2% 26.3% 17% 49.8% 45-64 White 23.2% 10.6% 16.7% 3.1% 35-44 Coloured 22.5% 12.2% 53.8% 7.2% 29.1% Indian/ 2.1% 50.2% 3.9% 2.6% 25-34 2.3% 25.6% 29.1% Asian 4.2% 8.5% 9% 31.3% 36.4% 22.3% 13.5% 12.6% 14.5% 10.2% 4 5 6 7 8 9 10 22.4% 15-24 18% Most important media used* 0.6% 20.6% 3.7% 2.3% 5.2% 3.6% 7.9% 14.4% 42.8% 1.4% 21.2% 3.8% 4.1% 5.3% 1.6% 5.7% 10.3% 47.1% Cinema In-store Outdoor Internet Internet Magazines Newspapers Radio TV (Billboards and posters) (Desktop) (Mobile) *Based on those that have visited a mall in the past three months/*2018C TGI Data. Life values 6.6% 12.9% 13.3% 15.5% 13.4% 8.8% 8.8% 7.9% 8.4% 9.8% 12.7% 13.1% 14.6% 8.9% 12.9% 8.7% 12.5% 11.3% Motivated Experiencers Independents Utopians Virtuous Traditionalists Comfort zone Materialists Indifferent dwellers Page 2 Mall demographic profile RETAIL SA shopper SA shopper vs East Rand Mall shopper Marital status Life stages Income Married/ 46.7% Dependent 7.8% 10.4% Up to R999 5.1% living together singles as partners 42.3% 6.6% 16.9% R1 000 - R1 999 9.1% 32.2% 3.8% Married Breaking out 31.3% 5.9% 5% R2 000 - R2 499 3.1% Living together 14.5% 2.2% Settled singles as partners 11% 3.4% 2% R2 500 - R2 999 1.7% Single - 4% 5.5% divorced/ Nest builders 7.9% R3 000 - R5 999 9.6% separated 5.7% 4.9% Play school/ Single - 1.9% 39.2% 5.6% R6 000 - R9 999 5.1% pre-teen/ divorced 3% teen parents 35% R10 000 - R13 999 Single - 2.1% 26.3% 1.4% 2.7% Single parents separated 2.7% 28.9% 1.6% R14 000 - R17 999 2% Single - 45.2% 2% Empty nesters never married 47% 2.4% 7.5% R18 000 + 5.9% Single - 4% 1% All alone 41.7% Refused to share 33.6% widowed 5.1% 2.4% Language 17.2% 15.7% 14.3% 13.9% 11.1% 11.4% 9.8% 8.6% 7.6% 6.5% 6.1% 6% 3.8% 3.1% 1.7% 1.1% 1.1% 1.2% 0.9% 1% 29.8% 27.9% 40.5% 40.3% 31.8% 23.8% 0.4% 0.2% English Afrikaans Any Sotho Sepedi Sesotho Xitsonga Setswana Tshivenda Any Nguni Isindebele IsiXhosa Siswati IsiZulu Hindi/ Language Language Urdu Page 3 Shopper media consumption RETAIL SA shopper SA shopper vs East Rand Mall shopper Most important factors when shopping Do they look out for sales promotions? Yes, always Yes, occasionally East Rand Mall (%) SA shopper (%) 40.5% 11.2% 01 Advertising 7.5 4.4 39% 10.8% 02 Availability 5.1 6.4 Yes, sometimes Never 03 Comfort 9.3 9.1 37.5% 10.4% 04 Consumer or user reviews 1.6 1.2 36.5% 12.9% 05 Durability 5 3.8 06 Ease of care/ease to care for 1.3 1.7 Do they ever notice in-store advertising? 07 Fashion 3.3 3.7 85% 08 Friends/family recommendations 0.5 1.9 82.1% 09 Material/fabric 0.6 1.9 15% 17.9% 10 Origin (ethically produced, country of manufacturer) 2.3 0.8 11 Price 21.7 27.4 Type of in-store advertising noticed 12 Professional recommendations 1.1 1 On-shelf Trolley advertising 13 Promotions 4.1 3.9 52.4% 31% 14 Quality 21.3 22.8 51.8% 26.8% 15 Store layout 1.9 1.2 Aisle-end advertising Poster advertising 16 The item is on sale 3.5 2.3 38.9% 40.3% 17 The manufacturer’s brand 2.2 1 34.3% 36.1% 18 Versatility 4.6 1.1 Floor advertising 35% 35.6% Page 4 Shopper media consumption RETAIL SA shopper SA shopper vs East Rand Mall shopper Lifestyle statements: shopping 18.3% 18.4% 16.6% 14.3% 13.4% 12.1% 12.6% 11.5% 11.4% 10.7% 10.2% 10.3% 10.8% 9.2% 8.7% 8.3% 8.2% 7.4% 7.3% 20.7% 17% 31.2% 26.6% 24.2% 22.6% 23.1% 21.4% 20.1% 19.4% 20% 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 14.3% 14.6% 13.6% 12.6% 11.8% 11.4% 11% 11.1% 11.2% 10.3% 11% 10.4% 9.5% 8.4% 8.5% 7% 40.1% 32.4% 36.2% 20.4% 20.9% 22.7% 25.8% 22.7% 25.5% 19.4% 28.7% 26.6% 16 17 18 19 20 21 22 23 24 25 26 27 28 29 01. When I see a new brand I often 10. When buying toiletries the brand 17. Home/office delivery is important to 25. The location of stores will determine buy it to see what it’s like I choose is very important to me me in deciding which fast food/ whether or not I shop there quick service outlet to use 02. When doing household shopping 11. I tend to buy the cheapest household 26. I am open to using a smartphone I budget for every cent cleaning products 18. My children decide where to go for application to scan and pay for items take away food I am purchasing in-store/online 03. I always look out for special offers 12. I often try new household cleaning products 19. People come to me for advice before 27. Celebrities influence my 04. I always buy brands my buying new things purchase decisions domestic prefers 13. I feel reassured using products recommended by an expert 20. I expect quick and efficient service 28. Even though I have a favourite brand, 05. It’s worth paying more for when going out for a quick meal if another brand is on special offer organic food 14. I ask people’s advice before I buy it instead buying new things 21. I always buy brands my 06. I really enjoy any kind of shopping children prefer 29. I prefer to buy local brands 15. Store ambience is important in my when I can 07. Once I find a brand I like, selection of a fast food/quick service 22. I usually only go shopping when I tend to stick to it restaurant or outlet I have something I really need 08. I only shop at supermarkets that sell 16. I am prepared to pay a higher price 23. I tend to hold out on buying things good quality fresh food for a meal offering when eating out/ I want until they go on sale 09. I’m tempted to buy products I’ve ordering a take-away meal, as long as the quality is good 24. I generally do my bulk and top-up seen advertised shopping at different food retailers Page 5 Shopper media consumption RETAIL SA shopper SA shopper vs East Rand Mall shopper Media quintiles Listen to radio vs watch TV Top 10 radio stations listened to most often (most heavily used media) 6.2% 72.4% East Rand Mall (%) SA shopper (%) Newspapers 5% 65.2% 01 Metro FM 10.7 8.2 1.9% Magazines 27.6% Lesedi FM 6.2 8 3.8% 02 34.8% 13.5% 03 YFM 99.2 4.4 1.7 TV 16.8% 80.3% 04 Umhlobo Wenene FM 4.4 5.6 16.4% Internet 84.4% 05 Jacaranda 94.2 2.9 1.3 14.5% Thobela FM 2.5 2.1 10.6% 19.7% 06 Outdoor 13.8% 15.6% 07 702 1.9 0.8 3% 08 Ikwekwezi FM 1.7 1.5 Cinema 2.2% 09 Radio 2000 1.7 2.1 10.1% Radio 10 Power FM 1.5 0.2 13.1% TV stations watched most often 26.9% 20.4% 13.7% 8.6% 10.5% 8.6% 7.4% 7.3% 6.9% 6.7% 7.4% 6.6% 6.4% 6.2% 5.6% 5.9% 6.2% 4.2% 5% 5.2% 4.9% 3.4% 63.5% 58.6% 62.3% 60.4% 60.8% 58.5% 64.8% 60% 48.7% 37.6% 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 01.