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March 2008 Gauteng Wealth Survey. Avusa Media, (previously incarnated as Johnnic Media Investments, …, SAAN) has a proven track record among advertising.

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Presentation on theme: "March 2008 Gauteng Wealth Survey. Avusa Media, (previously incarnated as Johnnic Media Investments, …, SAAN) has a proven track record among advertising."— Presentation transcript:

1 March 2008 Gauteng Wealth Survey

2 Avusa Media, (previously incarnated as Johnnic Media Investments, …, SAAN) has a proven track record among advertising agencies, marketers and media buyers as the media owner that provides credible, regular, up-to-date, solid information on our own and competitive media Foundation of solid research is the sample design – random probability ensures reliable tracking and generalisability of data As AVUSA titles target primarily LSM 6 to 10, a research programme was initiated in 2007 which would use a solid and reliable random probability sample, drawn from affluent suburbs What is a wealthy individual? What differentiates their consumption of products and media? Where do they shop, what do they wear, how can we communicate with them successfully? Hypothesis that wealthy consumers have a positive mindset resulting in a higher level of engagement with the media, their environment, their acquisition of things Background

3 Media Wealth Surveys were conducted in two key areas of interest to Avusa Media - Gauteng and Eastern Cape The main marketing objective was to provide media buyers and their clients with current information for media scheduling among adults living in main urban areas The research objective was to provide the market place with valid and reliable media consumption for cinema, internet, outdoor, print, (including free sheets and community papers in the relevant areas), radio and television together with branded information on selected product categories that are current or potentially major advertisers in AVUSA publications In addition a Wealth Measure or Index was developed to differentiate respondents in terms of their financial status. A total sample of 5 000 in Gauteng and 2 000 in Eastern Cape – probability sampling selecting areas of relative financial well being according to personal income (weighted to a population of 2 168 000). Fieldwork – June to August 2007 Background

4 Some comments about Gauteng Wealth Survey "In an ever increasingly fragmented media environment, research which offers new and more robust insights is welcomed. It is encouraging that Media Owners are prepared to invest significant money and resources to providing new market insights." What is important about this survey is that AMPS is used as the benchmark against which the wealth results are measured and the two complement each other. The Wealth Survey also highlights the debate around the issue of how large the affluent black middle class is. However, one has to bear in mind that this is the first time this survey has been produced. Had a survey of this nature been conducted pre-1994, we would be able to track the growth of affluence among blacks more accurately. This survey does not provide historical comparisons; it merely demonstrates the current scenario. Gordon Patterson: Chairman of the media industry body AMF and managing director of Starcom It suggests to me that we are going in the right direction normally, it takes a generation for people to move from middle class to upper middle class, Saki Macozoma (The Times 20th February)

5 Demos of Gauteng Wealth vs National Currency - AMPS %

6 % Demos of Gauteng Wealth vs. National Currency - AMPS

7 Top Ten Newspapers Read - % Reach %

8 Business/Finance Magazines (AIR) 000

9 General Interest Magazines ( Average Issue Readership) 000

10 Home/Gardening Magazines ( Average Issue Readership) 000

11 Mens/Sport Magazines ( Average Issue Readership)

12 000 Motoring Magazines ( Average Issue Readership)

13 000 Womens Magazines ( Average Issue Readership)

14 000 Health/fitness Magazines ( Average Issue Readership)

15 000 Travel Magazines ( Average Issue Readership)

16 Bearing in mind that The Times was only launched in June 2007 and the research was completed in the second half of last year the results are very positive. Those who have ever read = 425 000 94% fall into LSM 7-10; 64% into LSM 9-10 58% White, 34% Black 51% Male, 49% Female 70% aged 35+ 65% have a tertiary education

17 One in two come from households with an income in excess of R20 000 57% are economically active 37% have read an average of five out of five issues Nine in ten read The Times on the issue day only – good for same day response 94% read the title between 8am and 2pm Close on 9 in 10 read The Times at home

18 TV Channels watched in past 7 days (by percentage) %

19 Radio Stations listened to in past 7 days (by percentage) %

20 INTERNET

21 Internet Usage % Rebased on those who have accessed internet in past 4 weeks 493 000 have accessed internet in past 4 weeks

22 Internet Access from… % 814 000 people read Sunday Times, The Times, Sowetan and/or Sunday World 6% of AVUSA readers have an ADSL line 3% have broadband wireless technology

23 AVUSA Readers who access the Internet … % Rebased on those who access the internet

24 Wealth Measure (WM)A-H by those who have accessed the internet in the past four weeks % WM-A – most prosperous group WM-H – least prosperous group

25 WEALTH MEASURE

26 A composite measure based on a number of wealth variables (using Principle Components Analysis – like LSMs) Number of cars, type of car, car price, property value, household contents, collectables, cash on hand, business value if sold, expenditure on watch, jewellery, perfume, handbag, sunglasses determinants of cluster into which respondent will classified Gauteng Wealth Survey respondents divided into 8 approximately equal groups of increasing prosperity – –WMh = least prosperous –WMa – most prosperous Wealth Measure definition

27

28 Wealth Measure (WM)A-H by monthly Household income WM-A – most prosperous group WM-H – least prosperous group

29 Wealth Measure (WM)A-H by monthly Personal income WM-A – most prosperous group WM-H – least prosperous group

30 WEALTH MEASURE A (Most Prosperous Group)

31 Average age of 45 36% work for a corporation; 20% have their own business 57% are male Average HH income of R65 063 Average Personal income of R33 558 53% English as home language; 34% Afrikaans; 13% any Black language 70% married 55% have a post-matric qualification 28% are studying towards a further qualification 94% claim not to be emigrating in the next 12 months (pre-Polokwane, pre-blackouts) 18% enjoy visiting game farms Demographics of WM-A consumers

32 32% engage in some form of exercise (in total) 26% belong to a gym/health club 13% enjoy watching sport at the match venue 10% play golf 8% cycle 5% ride horses 3% do fly-fishing 3% meditate or engage in some form of spiritual relaxation technique 20% go to the movies 16% enjoy attending concerts, opera, ballet, theatre 19% enjoy interior decorating or renovating 17% have an interest in cars or bikes 9% enjoy gambling at a casino Demographics of WM-A consumers

33 Wealth Measure WM-A by weeklies %

34 Wealth Measure WM-A by dailies %

35 Wealth Measure WM-A by TV Stations %

36 Wealth Measure WM-A by Radio Stations %

37 Activities most enjoyed by WM-A sector %

38 FINANCIAL WELL-BEING

39 Financial Well-being/Wealth Manifestation %

40 PERSONAL WELL-BEING

41 Personal Well-being %

42 SOUTH AFRICAN WELL-BEING

43 South African Well-being %

44 OPTIMISM INDEX

45 Composite of : Personal WellbeingPersonal Wellbeing Financial WellbeingFinancial Wellbeing Personal AchievementPersonal Achievement South African WellbeingSouth African Wellbeing Optimism Index

46 Four levels: Very Optimistic (513,629 - 24%) Optimistic (568,912 – 26%) Neither Optimistic nor Pessimistic (526,349 – 24%) Pessimistic (559,295 – 26%) Optimism Index

47 WM HWM GWM FWM EWM DWM CWM B WM A Optimism by wealth

48 PRODUCT INFORMATION Financial Information

49 PRODUCT INFORMATION Banking

50 Financial Services Make Use Of %

51 Banking Group Used %

52 Of those who are banked… % Base – 1 724 000 (80%) are banked

53 Types of accounts among those who are banked… % Base – 1 724 000 (80%) are banked

54 How easy is it to get credit? % Base – 1 724 000 (80%) are banked

55 Prevalence of credit cards % Base – 370 000 (21%) have credit cards

56 Brokers/advisors % Base – 1 724 000 (80%) are banked

57 Retail Store cards and Medical Aid Schemes %

58 How optimistic are those who are banked? % Optimism is a composite measure derived from scores obtained on personal well-being, financial well- being, South African well-being and personal achievement

59 PRODUCT INFORMATION Loyalty Programmes

60 %

61 PRODUCT INFORMATION Investments

62 Investments personally have % Base - 512 000 (24%) who have some type of investment vs 72% (AMPS 2006/7-Gaut)

63 Investments % Rebased on those who have any investments (512 000 – 24%)

64 Details of shares % Rebased on those who have any investments (512 000 – 24%)

65 Details of property ownership % Rebased on those who have any investments (512 000 – 24%)

66 Average value of property (R) 000 30% do not have this asset

67 Average value of vehicles/boats (R) 000 30% do not have this asset

68 Average value of household contents/jewellery (R) 000 35% do not have this asset

69 Average value of collectables (art, antiques, coins etc) (R) 000 58% do not have this asset

70 Average value of investments/policies (R) 000 38% do not have this asset

71 Average value of cash (R) 000 35% do not have this asset

72 Average value of business (R) 000 67% do not have this asset

73 PRODUCT INFORMATION Insurance

74 Policies personally have %

75 Insurance Products %

76 Insurance Company Used - long term insurance % Rebased on those who have any long term insurance (1 042 000 – 48%)

77 Insurance Company Used - long term insurance % Rebased on those who have any long term insurance (1 042 000 – 48%)

78 Insurance Company Used - short term insurance % Rebased on those who have any short term insurance (230 000 – 11%)

79 Insurance Company Used - short term insurance % Rebased on those who have any short term insurance (230 000 – 11%)

80 PRODUCT INFORMATION Cell-Phones

81 Number of Cellphones/bills personally pay for % vs. 14% (AMPS Gauteng 2006/7)

82 Cellphone detail % vs 69% (AMPS Gauteng 2006/7) vs. 39% (AMPS 2006/7) vs. 25% (AMPS 2006/7) vs. 4% (AMPS 2006/7) vs. 12% (AMPS 2006/7) vs. 56% (AMPS 2006/7)

83 Cellphone usage and AVUSA readers % 681 000 (84%) readers of AVUSA readers also have cellphones

84 Makes of Cellphones and AVUSA readers % 681 000 (84%) readers of AVUSA readers also have cellphones AVUSA readers have a monthly cell expenditure of R294 24 000 (4%) of AVUSA readers have a cellphone as a company benefit and 8 000 (1%) receive a cellphone allowance from their company

85 Wealth Measure (WM)A-H by those who have cellphones % WM-A – most prosperous group WM-H – least prosperous group

86 PRODUCT INFORMATION Luxury Appliances in Household

87 Luxury Appliances in Household - ranked %

88 Luxury Appliances Personally Own - ranked % Base - 803 000 (37%) who personally own electronic equipment

89 AVUSA Readers who have electronic goods - ranked %

90 Wealth Measure (WM)A-H by those who have any electronic device in HH % WM-A – most prosperous group WM-H – least prosperous group

91 PRODUCT INFORMATION Motor Vehicles

92 Make of Motor Vehicle % 1 041 000 (48%) personally own a motor vehicle; 1 923 000 (89%) have at least one vehicle in their household Rebased on those who personally own a motor vehicle vs. 29% (AMPS Gauteng 2006/7) vs. 46% (AMPS Gauteng 2006/7)

93 Year of Manufacture/New or used % Rebased on those who personally own a motor vehicle vs 45% (AMPS Gauteng 2006/7) Two in three of Sunday Times Readers bought their vehicle new

94 Of those who personally own their own vehicle… % Rebased on those who personally own a motor vehicle

95 Of those who personally own their own vehicle… % Rebased on those who personally own a motor vehicle Average Vehicle Purchase Price = R196 100 Average Vehicle Purchase Price – AVUSA readers = R201 400

96 How optimistic are those who personally own their own vehicle? % Optimism is a composite measure derived from scores obtained on personal well-being, financial well- being, South African well-being and personal achievement

97 Wealth Measure (WM)A-H by those who personally own a vehicle % WM-A – most prosperous group WM-H – least prosperous group

98 PRODUCT INFORMATION Travel

99 Travel in past 12 months % 13% booked airline tickets/travel package using the internet in the past four weeks

100 Base: those who have traveled in past 12 months (637 000) % 20% of AVUSA readers whose HH income exceeds R30 000 have used the internet in the past 4 weeks to purchase air tickets or travel packages

101 How optimistic are those who travel? % Optimism is a composite measure derived from scores obtained on personal well-being, financial well- being, South African well-being and personal achievement

102 Wealth Measure (WM)A-H by those who have traveled in the past 12 months % WM-A – most prosperous group WM-H – least prosperous group

103 INTERNET

104 Internet Usage % Rebased on those who have accessed internet in past 4 weeks 493 000 have accessed internet in past 4 weeks

105 AVUSA Readers who access the Internet … % Rebased on those who access the internet

106 PRODUCT INFORMATION Retail

107 Retail Outlets used in past 4 weeks – food/groceries/toiletries %

108 %

109 Clothing stores used- past 3 months % 121 000 (6%) have a My School card 341 000 (16%) belong to a retail club 525 000 (30%) have a retail store card

110 Clothing stores used- past 3 months % 569 000 (70%) AVUSA readers have bought clothing or shoes in the past three months

111 How optimistic are those who have bought clothing/shoes – p3m? % Optimism is a composite measure derived from scores obtained on personal well-being, financial well- being, South African well-being and personal achievement

112 Furniture/appliance stores used- p12m %

113 % 266 000 (33%) AVUSA readers have bought furniture or appliances in the past twelve months

114 How optimistic are those who have bought furniture/appliances – p12m? % Optimism is a composite measure derived from scores obtained on personal well-being, financial well- being, South African well-being and personal achievement

115 Computers/electronic goods- p12m %

116 % 186 000 (23%) AVUSA readers have bought computers or electronic goods in the past twelve months

117 How optimistic are those who have bought computers/electronic goods – p12m? % Optimism is a composite measure derived from scores obtained on personal well-being, financial well- being, South African well-being and personal achievement

118 Wealth Measure (WM)A-H by those who have bought computers or electronic goods in p12m % WM-A – most prosperous group WM-H – least prosperous group

119 Watches/jewellery- p12m % (317 000) 39% of AVUSA readers have purchased jewellery/watches in the past 12 months

120 Wealth Measure (WM)A-H by those who have bought jewellery in p12m % WM-A – most prosperous group WM-H – least prosperous group

121 How optimistic are those who have bought jewellery/watches – p12m? % Optimism is a composite measure derived from scores obtained on personal well-being, financial well- being, South African well-being and personal achievement

122 March 2008 Thanks for your time


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