South Africa Segment Report: Wealthy Market (LSM 10)

Analytix Business Intelligence, November 2010, Pages: 78

This report examines the LSM 10 (affluent) segment of the South African – LSM (the Living Standards Measure) has become the most widely used marketing research tool in South Africa. It is a measure of affluence and divides the population into 10 groups, 10 (highest) to 1 (lowest).

The consumer analysis is mostly based on an annual consumer survey among a nationally representative sample of between 20,000 and 25,000 people - All Media and Products Survey conducted by the South African Advertising Research Foundation.
 
Some of the key questions the report will help you to answer are:
 
- Who are LSM 10? e.g. age, gender, affluence, life-stage, geographics
- How do you engage with them? e.g. lifestyle, internet, sports, music interests
- What media do you use to communicate to them? e.g. TV, radio, newspapers, magazines
- What are the important consumer trends that should be included in your business strategy?
 
It provides a comprehensive profile of the entire LSM 10 segment, as well as a detailed segmentation according to gender and age (16-24, 25-34, 35-49, 50+) making it the perfect reference report for anyone who wants to understand this segment of the market.

Why purchase this market research report?
 
- The report focuses on consumer-based intelligence – the most valuable brand asset
- Provides a comprehensive analysis of the “big picture” with consumer/market trends
- 78 page report with 100+ charts, graphs, tables
- Salient points and key insights are highlighted and summarised in comment boxes on each page

SA Population Demographic Overview

i. South Africa at a Glance: Size, Population, GDP, Gini Coefficient, Life Expectancy, Human Development Index, Top exports and import goods, Top trading partners
ii. SA Gender profile: 1996, 2001, 2007
iii. SA Age profile: 1996, 2001, 2007
iv. SA Age and Gender Population pyramids: 1996, 2001, 2007

1. The Living Standards Measure

1.1. Understanding LSM
1.2. LSM Groups: LSM 1-10 (2009)
1.3. LSM Trends: LSM group distribution 2003-2009

2. SA Population Demographic Overview (1996; 2001; 2007)

2.1. Gender: Male; Female
2.2. Age: 0-14; 15-19; 20-24; 25-29; 30-34; 35-39; 40-44; 45-49;50-54; 55-59; 60-64; 65+
2.3. Age and Gender: Age by gender pyramids

3. LSM 10 Segment: Demographic Overview (2009)

3.1. LSM 10 Segment Overview: Total adult population (2003-2009); Total LSM 10 segment (2003- 2009); Gender and Age Overview (2009)
3.2. Gender: Male; Female
3.3. Age: 16-24; 25-34; 35-49; 50+
3.4. Lifestage: At home singles; Starting-out singles; Couples; Parents; Single parents
3.5. Home Language: English, isiZulu, isiXhosa, isiNdebele, Afrikaans, siSwati, Sepedi, Sesotho, Setswana, Tshivenda and Xitsonga
3.6. Education: Primary school or less; some high school; Matric; Technikon diploma/degree of other post Matric; University degree
3.7. Province: Western Cape; Northern Cape; Eastern Cape; KwaZulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
3.8. Community Type: Small towns, large/small villages; Cities and large towns; Metropolitan area; Settlements and rural

4. Segmentation (2009)

4.1. Segmentation Overview (2009)
4.2.. Detailed Segmentation Overview: The LSM 10 segment has been further segmented into eight segments according to gender and age: M, LSM 10; 16-24; M, LSM 10; 25-34; M, LSM 10, 35-49; M, LSM 10, 50+; F, LSM 10; 16-24; F, LSM 10; 25-34; F, LSM 10, 35-49; F, LSM 10, 50+

5. Segment Trends: 2009

5.1. Demographic Profile of Segments (2009)

5.1.1. Province Profile: Profile of each of the eight segments by province
5.1.2. Community Profile: Profile of each of the eight segments by community type
5.1.3. Home Language: Profile of each of the eight segments by home language
5.1.4. Population Group: Profile of each of the eight segments by population group
5.1.5. Lifestage Profile: Profile of each of the eight segments by lifestage
5.1.6. Education Level Profile: Profile of each of the eight segments by education level

5.2. Cellphones (2009)

5.2.1. Cellphones in Household: Number of cellphones in household by segment (gender and age)
5.2.2. Cellphone Ownership: Cellphone ownership by segment (gender and age)
5.2.3. Payment Mechanism: Payment Mechanism (contract vs. prepaid) by segment (gender and age)
5.2.4. Make of Cellphone: Cellphone brands by segment (gender and age)
5.2.5. Cellular Network Provider: Cellular network provider by segment (gender and age)
5.2.6. Cellphone Monthly Expenditure: Monthly cellphone expenses by segment (gender and age)

5.3. Internet (2009)

5.3.1. PC and Laptop Ownership: Ownership of PC and Laptop by segment (gender and age)
5.3.2. Internet Access (Past 7 Days): Internet access in past seven days by segment (gender and age)
5.3.3. Internet Activities: Online Purchases: Internet purchases by segment (gender and age)
5.3.4. Internet Activities: Read news/articles; Read newspaper/magazine online; Banking; Shopping; Music downloads; Chat; Instant Messaging; Mail; Games; Search by segment (gender and age)

5.4. Lifestyle (2009)

5.4.1. Financial Institutions: Financial institutions by segment (gender and age)
5.4.2. Bank Accounts: Bank accounts by segment (gender and age)
5.4.3. Retail Store Card: Retail card (yes/no) by segment (gender and age)
5.4.4. Access to Electronic Equipment: Access to electronic equipment by segment (gender and age)
5.4.5. Sports Interests: Sports interested in by segment (gender and age)
5.4.6. Sports Participation: Sports participated in the past 12 months by segment (gender and age)
5.4.7. Favourite Music: Favourite music types by segment (gender and age)
5.4.8. Frequency of cinema visits: Frequency of cinema visits in past four weeks by segment (gender and age)

5.5. Media (2009)

5.5.1. Newspaper readership: Top ten daily and weekly newspapers by segment (gender and age)
5.5.2. Magazine readership: Top ten weekly and monthly magazines by segment (gender and age)
5.5.3. Free Magazine readership: Free magazine readership by segment (gender and age)
5.5.4. TV channels: TV channels by segment (gender and age)
5.5.5. TV channels via DStv: Top 10 TV channels via DStv by segment (gender and age)
5.5.6. Radio Stations: Top 10 radio stations by segment (gender and age)

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