South Africa Segment Report: Mass Market (LSM 5)

This 83 page PowerPoint report examines the LSM 5 segment of South Africa and provides a comprehensive profile of the LSM 5 segment (mass market). In 2011, 17% of all South African adults lived in households classified as LSM 5, representing 5.6 million adults (16+ years). The segment has grown from 15% in 2007, mainly migrating from the bottom-of-the-pyramid (LSM 1-4 segments).

LSM (the Living Standards Measure) has become the most widely used marketing research tool in South Africa by measuring the material affluence of households (rather than individuals) and dividing the population into 10 groups, 10 (highest) to 1 (lowest). The consumer analysis is based on an annual consumer survey among a nationally representative sample of 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:
 
- What are the geo-demographic trends (2009-2011) for LSM 5? e.g. age, gender, lifestage
- Who are LSM 5? e.g. age, gender, race, life-stage, geographics
- How do you engage with them? e.g. lifestyle, cellphone, 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?
 
The comprehensive report includes geo-demographic trends (2009-2011), as well as a detailed segmentation according to gender and age (15-24, 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
- 83 page PowerPoint report with >100 charts, graphs, and tables
- Salient points and key insights are highlighted and summarised in comment boxes on each page

1. SA Population Demographic Overview

1.1. South Africa At A Glance: Size; Population; GDP; Gini Coefficient; Life Expectancy; Human Development Index; Top Exports And Import Goods; Top Trading Partners
1.2. SA Province Overview (2011): GDP Contribution And Population Size
1.3. SA Age Estimate (2011): South African Population Age Distribution
1.4. SA Population Race And Gender Estimate (2011): Race; Black; White; Coloured; Indian Or Asian. Gender; Male Or Female

2. The Living Standards Measure

2.1. Understanding LSM
2.2. SAARF Universal Variables (29 household durables and services): LSM 5 vs. Total Adults
2.3. LSM 1-10 Detailed (2011)
2.4. LSM Groups: LSM 1-10 (2011)
2.5. LSM Trends: LSM group distribution 2006-2011

3. LSM 5 Segment: Geo-Demographic Trends (2009-2011)

3.1. LSM 5 Segment Overview: Total adult population (2007-2011); Total LSM 5 segment (2007- 2011); Gender and Age Overview (2011)
3.2. Gender Trends (2009-2011) : Male, Female
3.3. Age Group Trends (2009-2011): 15-19; 20-24; 25-29; 30-39; 40-49; 50-59; 60+ 3.4. Lifestage Trends (2009-2011): At home singles; Young Independent singles; Mature Singles; Young Couples; Mature Couples; Young Family; Single Parent Family; Mature Family
3.5. Population Group Trends (2009-2011): Black, Coloured, Indian, White
3.6. Home Language Trends (2009-2011): English, isiZulu, isiXhosa, isiNdebele, Afrikaans, siSwati, Sepedi, Sesotho, Setswana, Tshivenda and Xitsonga
3.7. Province Trends (2009-2011): Western Cape; Northern Cape; Eastern Cape; KwaZulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
3.8. Community Trends (2009-2011): Metropolitan; Cities, Large Town; Small Town, Large Village, Small Village, Settlement; Rural

4. LSM 5 Segment: Geo-Demographic Overview (2011)

4.1. Gender: Male; Female
4.2. Age Group: 15-19; 20-24; 25-29; 30-39; 40-49; 50-59; 60+
4.3. Lifestage: At home singles; Young Independent singles; Mature Singles; Young Couples; Mature Couples; Young Family; Single Parent Family; Mature Family
4.4. Population Group: Black, Coloured, Indian, White
4.5. Home Language: English, isiZulu, isiXhosa, isiNdebele, Afrikaans, siSwati, Sepedi, Sesotho, Setswana, Tshivenda and Xitsonga
4.6. Education: Primary school or less; some high school; Matric; Technikon diploma/degree of other post Matric; University degree
4.7. Province: Western Cape; Northern Cape; Eastern Cape; KwaZulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
4.8. Community Type: Metropolitan; Cities, Large Town; Small Town, Large Village, Small Village, Settlement; Rural

5. Segmentation (2011)

5.1. Segmentation Overview (2011)
5.2. Detailed Segmentation Overview: The LSM 5 segment has been further segmented into eight segments according to gender and age: Male 15-24; Male 25-34; Male 35-49; Male 50+; Female 15-24; Female 25-34; Female 35-49; Female 50+

6. Demographic Profile of Segments (2011)

6.1. Lifestage Profile: Profile of each of the eight segments by lifestage
6.2. Population Group: Profile of each of the eight segments by population group
6.3. Home Language: Profile of each of the eight segments by home language
6.4. Education Level Profile: Profile of each of the eight segments by education level
6.5. Province Profile: Profile of each of the eight segments by province
6.6. Community Profile: Profile of each of the eight segments by community type

7. Cellphones (2011)

7.1. Cellphones in Household: Number of cellphones in household by segment (gender and age)
7.2. Cellphone Ownership: Cellphone ownership by segment (gender and age)
7.3. Payment Mechanism: Payment Mechanism (contract vs. prepaid) by segment (gender and age)
7.4. Make of Cellphone: Cellphone brands by segment (gender and age)
7.5. Cellular Network Provider: Cellular network provider by segment (gender and age)
7.6. Cellphone Monthly Expenditure: Monthly cellphone expenses by segment (gender and age)
7.7. Cellphone Activities: Daily cellphone activities by segment (gender and age)

8. Internet (2011)

8.1. PC and Laptop Ownership: Ownership of PC and Laptop by segment (gender and age)
8.2. Internet Access (Past 4 Weeks): Internet access in past four weeks by segment (gender and age)
8.3. Internet activities: Banking; Shopping; Music downloads; Chat; Instant Messaging; Social Networking; Email; Games; Search by segment (gender and age)

9. Lifestyle (2011)

9.1. Financial Institutions: Main bank for all banking transactions by segment (gender and age)
9.2. Bank Accounts: Personal accounts held by segment (gender and age)
9.3. Retail Store Card: Personally held a retail store card (yes/no) by segment (gender and age)
9.4. Access to Electronic Equipment: Access to electronic equipment by segment (gender and age)
9.5. Sports Interests (Top 10): Sports interested in by segment (gender and age)
9.6. Sports Participation (Top 10): Sports participated in the past 12 months by segment (gender and age)
9.7. Favourite Music: Favourite music types by segment (gender and age)
9.8. Frequency of cinema visits: Frequency of cinema visits in past four weeks by segment (gender and age)

10. Media (2011)

10.1. Online Media Usage: Online media usage by segment (gender and age)
10.2. Newspaper readership: Any daily and weekly newspaper readership (AIR) by segment (gender and age)
10.3. Newspaper readership: Top five daily and weekly newspapers by segment (gender and age)
10.4. Magazine readership: Any weekly and monthly magazine readership (AIR) by segment (gender and age)
10.5. Magazine readership: Top five weekly and monthly magazines by segment (gender and age)
10.6. TV channels: TV channels by segment (gender and age)
10.7. Radio Stations: Top 10 radio stations by segment (gender and age)

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