THE ESTABLISHMENT SURVEY SEPT / OCT 2018 RELEASE THE ES 25,000 - PowerPoint PPT Presentation

THE ESTABLISHMENT SURVEY SEPT / OCT 2018 RELEASE

THE ES… 25,000 ANNUAL SAMPLE REPRESENTATIVE OF THE SA POPULATION DEMOGRAPHIC / GEOGRAPHIC / LIFESTYLE / PRODUCTS & MULTI-MEDIA LANDSCAPE CROSS PLATFORM / CROSS DEVICE MEDIA CONSUMPTION SINGLE SOURCE (IHS POPULATION DATA) SEM (SEGMENTATION MODEL) PRODUCTS & BRANDS MODULE 2

TRENDING… Jul Dec J/J Dec J/J 2016 2016 2017 2017 2018 ES Y1 Jul16-Jun17 ES Y2 Jul17-Jun18 n=25,082 n=25,053 Weighted to IHS Jun 2016: Weighted to IHS Jun 2017: 15.8 million 39.5 million 16.2 million 40.1 million HOUSEHOLDS ADULTS 15+ HOUSEHOLDS ADULTS 15+ 3

ES SAMPLE… CLOSELY REFLECTS THE SA POPULATION ES (unweighted) IHS Population Black 82% Black 79% Coloured 9% Coloured 9% Indian / Asian 2% Indian / Asian 3% White 7% White 9% Source: ES Jul 2017 - Jun 2018 (n=25,053) Source: IHS Individual Population estimates Jun 2017 4

WEIGHTING EFFICIENCY… HOUSEHOLD 96.1% INDIVIDUAL 83.3% 5

ES – VITAL SIGNS… NATIONAL SAMPLE 25,053 sample JUL 2017 – JUN 2018 41% Metro 28% Urban 31% Rural Universe: Population aged 15+ 40.1 million 6

VITAL SIGNS… BRC BRC P&B ES RAM ™ TAMS Module 41% Metro 60% Metro 44% Metro 70% Metro 28% Urban 20% Urban 29% Urban 15% Urban 31% Rural 20% Rural 27% Rural 15% Rural 7

DEMOGRAPHIC LANDSCAPE… 8

SA POPULATION… HOUSEHOLDS ADULTS 15+ 40.1 39.5 16.2 15.8 millions millions Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) Y1 Source: IHS Household Population estimates Jun 2016 Y1 Source: IHS Individual Population estimates Jun 2016 Y2 Source: IHS Household Population estimates Jun 2017 Y2 Source: IHS Individual Population estimates Jun 2017 9

AREA… Y1 Y2 (Jul16-Jun17) (Jul17-Jun18) Metro 41% 16.1m 41% 16.4m Urban 28% 11.2m 28% 11.4m Rural 31% 12.1m 31% 12.3m 10 10

PROVINCE… Y2 Y1 (Jul16-Jun17) (Jul17-Jun18) Gauteng 25% 10.0m 25% 10.2m KwaZulu Natal 19% 7.6m 19% 7.7m LP Western Cape 12% 4.8m 12% 4.9m GP MP NW Eastern Cape 12% 4.8m 12% 4.8m FS KZN NC 10% 3.8m 10% 3.9m Limpopo 7% 2.9m 7% 3.0m EC Mpumalanga WC 7% 2.6m 7% 2.7m North West 5% 2.0m 5% 2.0m Free State 2% 0.9m 2% 0.9m Northern Cape 11 11

RACE AND GENDER… 80 79 52 52 48 48 9 9 9 8 3 3 % % Black Coloured White Indian Female Male Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 12 12

AGE… Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 15 - 24 8 7 23 24 15 17 25 - 34 35 - 49 50 - 64 25 27 26 28 65 + 13 13

LANGUAGE SPOKEN AT HOME… 34 32 31 29 19 18 18 18 14 14 14 13 12 12 5 5 3 3 3 2 2 2 % English Zulu Afrikaans Xhosa Sesotho Sepedi Setswana Tsonga Swati Venda Ndebele Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 14 14

MONTHLY HOUSEHOLD INCOME… % Y1: R10,497 10 R0- R1,999 9 R Y2: R11,649 24 R2,000- R3,999 20 AVERAGE 10 R4,000- R4,999 9 26 R5,000- R9,999 29 Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 18 R10,000- R19,999 19 9 R20,000- R39,999 10 2 R40,000- R59,999 3 1 R60,000+ 2 15 15

EDUCATION… % 44 Below Matric 40 42 Y1 (Jul16-Jun17) Matric Y2 (Jul17-Jun18) 45 14 Tertiary 15 16 16

EMPLOYMENT… % 38 Working full-time 39 Y1: 49% 11 Working part-time Y2: 50% 10 WORKING 21 Unemployed 21 Y1 (Jul16-Jun17) 4 Not looking for work 4 Y2 (Jul17-Jun18) 13 Student 13 9 Retired 9 4 Home executive 4 17 17

ACCESS TO ELECTRICITY… 99 98 98 98 98 97 97 97 97 96 96 96 96 96 95 95 94 91 % WC FS KZN LP GP MP NW NC EC Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 18 18

ACCESS TO WATER… 88 88 74 73 52 51 47 46 45 42 41 39 38 38 37 33 18 18 % WC GP KZN NC FS EC NW MP LP Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 19 19

LIFE STAGES… 23 21 20 19 16 15 14 14 12 9 7 7 7 6 3 3 % At-Home Young Mature Young Mature Young Mature Single Parent Singles Independent Singles Couples Couples Family Family Family Singles Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 20 20

LIFESTYLES… 21

PAST WEEK DESTINATIONS… 59 24 Friend's house The bank/ATM 65 24 55 10 Spaza shop Bar/shebeen/tavern 57 18 48 13 Shopping mall School/college 50 14 Church/place of 45 8 Hospital/clinic worship 47 14 46 11 Store or shop Restaurant 46 13 Family member's 38 Looking for house work/job* 44 11 42 3 Work Stadium 43 4 37 2 Neighbour's house Cinema 42 2 % % Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 22 22

CELLPHONE TYPES… 61 50 46 39 24 20 % Smart phone Feature phone Ordinary cellphone Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 23 23

ENTERTAINMENT… 18 13 11 10 % Bar/shebeen/tavern Restaurant Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 24 24

MEDIA LANDSCAPE… 25

MEDIA LANDSCAPE… REACH % 96 97 97 98 TV 100 95 92 90 93 93 92 Radio 91 88 80 70 75 63 62 61 60 57 58 60 54 Internet 51 51 47 50 42 39 38 Newspapers 40 33 28 30 Magazines 18 16 15 20 12 7 Cinema 10 4 5 1 0 Yesterday In the last In the last In the last 3 In the last 6 In the last 12 week month months months months 26 26

MEDIA LANDSCAPE… P7D REACH 95 94 88 84 58 50 39 33 18 14 4 3 % TV Radio Newspapers Magazines Accessed the Cinema internet (Past Month) Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 27 27

SNAPSHOTS BY MEDIA TYPE… 28

LISTENING… Past 7 days 29

LISTENING REACH… 93 93 92 91 91 90 89 88 88 84 75 71 % Yesterday In the last In the last In the last 3 In the last 6 In the last 12 week month months months months Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 30 30

P7D RADIO LISTENERS POPULATION… 35.4 33.3 ADULTS 15 YEARS+ millions Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) Y1 Source: IHS Individual Population estimates Jun 2016 Y2 Source: IHS Individual Population estimates Jun 2017 31 31

P7D RADIO LISTENERS MONTHLY HH INCOME… % Y1: R10,810 9 R0- R1,999 8 R Y2: R11,875 24 R2,000- R3,999 20 AVERAGE 10 R4,000- R4,999 9 27 R5,000- R9,999 29 Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 18 R10,000- R19,999 20 9 R20,000- R39,999 10 2 R40,000- R59,999 3 1 R60,000+ 2 32 32

LISTENING DEVICE… % 86 Radio 87 62 Car/taxi/bus 66 38 Cellphone 33 21 TV set 19 2 Laptop/desktop 2 Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 33 33

CELLPHONE LISTENING… % FM transmitter 76 Streaming 4 Both 11 Don't know 8 Y2 (Jul17-Jun18) 34 34

VIEWING… Past 7 days 35

VIEWING REACH… 98 97 97 97 97 96 96 95 95 94 92 90 % Yesterday In the last In the last In the last 3 In the last 6 In the last 12 week month months months months Y1 Jul16-Jun17 Y2 Jul 17-Jun 18 36

P7D TV VIEWERS POPULATION… 38.1 37.1 ADULTS 15 YEARS+ millions Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) Y1 Source: IHS Individual Population estimates Jun 2016 Y2 Source: IHS Individual Population estimates Jun 2017 37

P7D TV VIEWERS MONTHLY HH INCOME… % Y1: R10,778 9 R0- R1,999 8 R Y2: R11,939 24 R2,000- R3,999 19 AVERAGE 10 R4,000- R4,999 9 27 R5,000- R9,999 29 Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 18 R10,000- R19,999 20 9 R20,000- R39,999 10 2 R40,000- R59,999 3 1 R60,000+ 2 38

VIEWING DEVICE… % 97 TV set 98 8 Smartphone 5 2 Tablet 1 1 Laptop/desktop 1 1 Games console 1 Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 39

READING… Past 7 days 40

NEWSPAPER REACH… 57 54 51 47 47 45 43 40 39 33 15 13 % Yesterday In the last In the last In the last 3 In the last 6 In the last 12 week month months months months Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 41

P7D NEWSPAPER READERS POPULATION… 15.7 13.1 ADULTS 15 YEARS+ millions Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) Y1 Source: IHS Individual Population estimates Jun 2016 Y2 Source: IHS Individual Population estimates Jun 2017 42

P7D NEWSPAPER READERS MONTHLY HH INCOME… % Y1: R13,951 5 R0- R1,999 5 R Y2: R15,554 16 R2,000- R3,999 13 AVERAGE 8 R4,000- R4,999 8 28 R5,000- R9,999 27 Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 24 R10,000- R19,999 25 13 R20,000- R39,999 14 3 R40,000- R59,999 5 2 R60,000+ 3 43

NEWSPAPER PLATFORM USAGE… % 89 Paper/printed copy 90 15 Cellphone 13 5 Desktop/laptop 4 5 Tablet 4 Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 44 44

MAGAZINE REACH… 42 38 33 32 29 28 26 22 18 14 5 5 % Yesterday In the last In the last In the last 3 In the last 6 In the last 12 week month months months months Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) 45

MAGAZINE READERS POPULATION… 7 5.7 ADULTS 15 YEARS+ millions Y1 (Jul16-Jun17) Y2 (Jul17-Jun18) Y1 Source: IHS Individual Population estimates Jun 2016 Y2 Source: IHS Individual Population estimates Jun 2017 46

P7D MAGAZINE READERS MONTHLY HH INCOME… % 5 Y1: R15,519 R0- R1,999 4 R Y2: R17,040 15 R2,000- R3,999 11 AVERAGE 7 R4,000- R4,999 7 25 R5,000- R9,999 26 Y1 (Jul16-Jun17) 25 Y2 (Jul17-Jun18) R10,000- R19,999 26 16 R20,000- R39,999 17 5 R40,000- R59,999 6 2 R60,000+ 3 47