This 91 page PowerPoint report examines the LSM 6 segment of South Africa and
provides a comprehensive profile of the LSM 6 segment (mass market). In 2011,
21% of all South African adults lived in households classified as LSM 6,
representing 6.9 million adults (16+ years) - by far the largest LSM group in
South Africa. The segment had grown from 17.3% in 2006, mainly emerging from
the LSM 3-5 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 6? e.g. age,
gender, lifestage
Who are LSM 6? e.g. age, gender, race, life-stage, geographics
How do you engage with them? e.g. lifestyle, cellphone, Internet, sports,
music interests
What media do you use to communicate to them? e.g. Online Media, 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
91 page PowerPoint report with >100 charts, graphs, and tables
Salient points and key insights are highlighted and summarised in comment
boxes on each page
Table of Contents
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 6
vs. Total Adults
3.1. LSM 6 Segment Overview: Total adult population (2007-2011); Total LSM
6 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 6 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 6 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 and Past 7 Days): Internet access in
past four weeks and in past seven days 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: Sports interested in by segment (gender and age)
9.6. Sports Participation: 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 10 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 10 weekly and monthly magazines by segment
(gender and age)
10.6. Terrestrial TV channels: Terrestrial TV channels by segment (gender
and age)
10.7. DSTV Channels: Top 10 DSTV Channels by segment (gender and age)
10.8. Radio Stations: Top 10 radio stations by segment (gender and age)
「南アフリカのセグメント報告書：マスマーケット（LSM 6）」は2012年03月30日にAnalytix Business Intelligenceより発行されました。 当レポートは91 Pagesで構成され、税抜￥98,420より販売しています。
