PaulPres SAARF IN A NUTSHELL By Dr Paul Haupt & Mluleki Ncube SAARF "YOUR WINDOW TO THE WORLD OF RESEARCH"

PaulPres Contents Introduction to SAARFIntroduction to SAARF The Pan African Media Research OrganizationThe Pan African Media Research Organization The SAARF LSMThe SAARF LSM The SAARF Development IndexThe SAARF Development Index ConclusionsConclusions

PaulPres Media Research In South Africa Radio Listenership Survey – 1948Radio Listenership Survey – 1948 Readership Survey – 1948Readership Survey – 1948 National Readership Survey – 1962National Readership Survey – 1962 SABC Broadcast Index – 1968SABC Broadcast Index – 1968 SAARF SAARF

PaulPres Primary Reason Why SAARF Was Formed To measure the readership of newspapers and magazinesTo measure the readership of newspapers and magazines The listenership of radio stationsThe listenership of radio stations The viewership of TV channels, etcThe viewership of TV channels, etc as well as the consumption of products and services by users of the media

PaulPres SAARF's Raison D’être The provision of a common trading currency for the selection and buying of appropriate media space and time and to enable effective target marketing It creates an even playing field for individual media

PaulPres The Tripartite Nature Of SAARF SAARF MARKETERS MEDIA OWNERS CINEMAINTERNETOUTDOORPRINTRADIOTV ADVERTISING AGENCIES

PaulPres Funding Until 1996:SAARF levy Levy on advertising expenditure 0,5%Levy on advertising expenditure 0,5% From 1997:MIT levy Marketing Industry Trust (MIT)Marketing Industry Trust (MIT) Beneficiaries : SAARF, ASA, FOCSBeneficiaries : SAARF, ASA, FOCS Collected by the mediaCollected by the media From 1997 : 0,65%From 1997 : 0,65% From 1998 : 1%From 1998 : 1%

PaulPres SAARF Members Association for Communication and AdvertisingAssociation for Communication and Advertising (ACA) & Advertising Media Forum (AMF) (ACA) & Advertising Media Forum (AMF) Marketing Federation of Southern Africa (MFSA)Marketing Federation of Southern Africa (MFSA) CINEmarkCINEmark National Association of Broadcasters (NAB) including community radio & SABCNational Association of Broadcasters (NAB) including community radio & SABC Out of Home Media South Africa (OHMSA)Out of Home Media South Africa (OHMSA) Print Media South Africa (PMSA)Print Media South Africa (PMSA) Independent Chairperson Immediate Past-Chairperson Managing Director Technical Director

PaulPres Specialised Councils SAARF Cinema CouncilSAARF Cinema Council SAARF Internet CouncilSAARF Internet Council SAARF Outdoor CouncilSAARF Outdoor Council SAARF Print CouncilSAARF Print Council SAARF Products CouncilSAARF Products Council SAARF RAMS CouncilSAARF RAMS Council SAARF TAMS CouncilSAARF TAMS Council

PaulPres BOARD ADVISORY COUNCIL CINEMA COUNCIL INTERNET COUNCIL OUTDOOR COUNCIL PRINT COUNCIL PRODUCTS COUNCIL SAARF STAFF BMR DEMOGRAPHIC RESEARCH COMMITTEE CENSUS DATA CON- TRACTOR CON- TRACTOR TAMS COUNCIL RAMS COUNCIL

PaulPres SAARF Staff Managing Director Technical Director Technical Support Executive Administrator Executive Secretary Office Assistant

PaulPres SAARF Products & Activities All Media and Products Survey (AMPS)All Media and Products Survey (AMPS) Radio Audience Measurement Survey (RAMS)Radio Audience Measurement Survey (RAMS) Television Audience Measurement Survey (TAMS)Television Audience Measurement Survey (TAMS) SAARF Development IndexSAARF Development Index SAARF Segmentation ToolsSAARF Segmentation Tools Pan African Media Research Organisation (PAMRO)Pan African Media Research Organisation (PAMRO)

PaulPres SAARF Media Groups MeasureSAARF Media Groups Measure (SAARF MGM) SAARF Life StagesSAARF Life Stages SAARF LifestylesSAARF Lifestyles SAARF Universal Living Standards Measure (SU-LSM)SAARF Universal Living Standards Measure (SU-LSM) SAARF Segmentation Tools

PaulPres SAARF AMPS Survey – What Is It? - 1 It is a grass-roots survey done in the homes of approximately individuals nation wide every yearIt is a grass-roots survey done in the homes of approximately individuals nation wide every year People tell us about the things they do – and we report their behaviour, their media habits, the activities they take part in and in short it gives us a picture of South AfricaPeople tell us about the things they do – and we report their behaviour, their media habits, the activities they take part in and in short it gives us a picture of South Africa It is conducted in the home language of each individual to ensure that the person understands the questionsIt is conducted in the home language of each individual to ensure that the person understands the questions

PaulPres SAARF AMPS Survey – What Is It? - 2 All interviewers record data directly on a laptop computerAll interviewers record data directly on a laptop computer Adults 16+Adults 16+ Average interview time 45 minutesAverage interview time 45 minutes Truly National SurveyTruly National Survey Is regarded as a national treasure and envied by many countriesIs regarded as a national treasure and envied by many countries

PaulPres How Do We Ensure That The Sample Is Representative? Multi-stage area-stratified probability sampling Pre-stratified by: Province 9 strata Province 9 strata Community size4 strata Community size4 strata Gender 2 categories Gender 2 categories Age (Politz grid)4 categories Age (Politz grid)4 categories TOTAL288 CELLS Over-sampling in catchment area of some media

PaulPres AMPS/RAMS Sample Validation External External M-Net decodersM-Net decoders Cellular phonesCellular phones New electricity connectionsNew electricity connections Internal Internal Durable items: AMPS 2001B incidence + AMPS 2002B purchases last 12 months = AMPS 2002B incidenceDurable items: AMPS 2001B incidence + AMPS 2002B purchases last 12 months = AMPS 2002B incidence

PaulPres SAARF AMPS Survey – What’s On it? - 1 CinemaInternet Outdoor advertising Print media RadioTelevision Activities / life style

PaulPres SAARF AMPS Survey – What’s On It? - 2 Clothing/shoes/cosmetics Financial services Food & grocery shopping habits Furniture & appliances Large & small durable items Life stages Motor vehicles

PaulPres SAARF AMPS Survey – What’s On It? - 3 Personal & household products Personal/household details Pets Shopping Centres Travel Your home

PaulPres ,449 7,127 6,053 3,418 3,270 2,981 2,020 1,175

PaulPres SAARF RAMS: The Measurement Of Radio Same respondents than for AMPSSame respondents than for AMPS Same sample design and weighting proceduresSame sample design and weighting procedures Leave behind self-completion diary kept for seven consecutive daysLeave behind self-completion diary kept for seven consecutive days Recording by quarter hour within stationRecording by quarter hour within station

PaulPres TAMS Panel: The Measurement Of Television In place since late 80’sIn place since late 80’s State of the art EurometersState of the art Eurometers reporting homes1 300 reporting homes Utilization of radio communication,Utilization of radio communication, landlines and Cell phone technology landlines and Cell phone technology Measurement of Digital Satellite TVMeasurement of Digital Satellite TV Weekly ratingsWeekly ratings Overnight ratingsOvernight ratings

PaulPres Coping With Media Diversity AMPS 1975 AMPS 1995 AMPS 2000 AMPS 2002B Newspapers: Daily Bi-Weekly Weekly 23¹ 24¹ 148¹ 22 Community 123 Monthly Supplements Nil Magazines: Weekly/Fortnightly 19 Monthly 34² 44² 81² 65 Alternate Monthly Quarterly Total Print Sample Size ¹Weekly/Community combined ²Weekly/Fortnightly/Monthly combined

PaulPres Coping With Media Diversity AMPS 1975 AMPS 1995 AMPS 2000 AMPS 2002B Radio Stations: Commercial 42 Community 83 Total Radio TV Channels: Terrestrial: Free Nil Pay-TV Nil Satellite Nil Nil 53¹ 71¹ Total TV Nil Cinema Questions Internet Questions Nil Nil 5 6 Outdoor Categories Nil Nil 7 8 Sample Size ¹ Includes terrestrial stations also available on DStv

PaulPres

PaulPres PAMRO Founding Meeting – Johannesburg 1999 PAMRO Founding Meeting – Johannesburg 1999 Started in the early ninetiesStarted in the early nineties SAARF’s contribution to the African RenaissanceSAARF’s contribution to the African Renaissance 8 countries8 countries 27 founding members27 founding members

PaulPres Media Audience Research in Africa –1990 Ad Hoc studies across Africa 1974 SAARF (South Africa) 1975 AMPS (South Africa) 1976 RAMS (South Africa) 1989 TAMS (South Africa) 1990 NAMPS (Namibia) 1993 GAMPS (Ghana) 1995 KAMPS (Kenya) 1995 Jicmark (Kenya)

PaulPres Media Audience Research in Africa - 2 Media Audience Research in Africa ZARF (Zimbabwe) 1998 ZAMPS (Zimbabwe) 1999 Founding of PAMRO 1999 AMPS/RAMS (Nigeria) 1999 AMPS/RAMS (Nigeria) 2000 GARF (Ghana) 2002 Jicnam (Namibia) 2002 Jicnam (Namibia) 2003 Mauritius? 2003 Mauritius? UAMPS (Uganda), TAMPS (Tanzania), BAMPS (Botswana)? PROVIDES OPPORTUNITY FOR MULTI-COUNTRY COMPARISONS

PaulPres PAMRO Objectives Creation of an African forum to exchange ideas on research mattersCreation of an African forum to exchange ideas on research matters To ensure the highest quality in African media researchTo ensure the highest quality in African media research Harmonization of resultsHarmonization of results Continental data for AfricaContinental data for Africa

PaulPres The How And The Why Of PAMRO Use of the established SAARF AMPS methodology across AfricaUse of the established SAARF AMPS methodology across Africa Many marketers, media owners, agencies and research providers involved in more than one countryMany marketers, media owners, agencies and research providers involved in more than one country Also demand for multi-country researchAlso demand for multi-country research

PaulPres Achievements Annual meetings 1999 South Africa1999 South Africa 2000Ghana2000Ghana 2001 Kenya2001 Kenya 2002 Zimbabwe2002 Zimbabwe 2003 Mauritius2003 Mauritius 2004 Maybe Cameroon/Lake Malawi or Senegal ?2004 Maybe Cameroon/Lake Malawi or Senegal ?

PaulPres Where Do We Stand in 2003? First official AGM in MauritiusFirst official AGM in Mauritius 12 countries12 countries 71 registered delegates71 registered delegates Growth in International Interest 2 UK, 3 USA, 1 French delegateGrowth in International Interest 2 UK, 3 USA, 1 French delegate

PaulPres PAMRO - Quo Vadis? Formalizing of PAMRO – establishment of section 21 companyFormalizing of PAMRO – establishment of section 21 company Regional activitiesRegional activities Cooperation with governments, NGOs, NEPAD, etcCooperation with governments, NGOs, NEPAD, etc Cooperation with international development bodiesCooperation with international development bodies

PaulPres The SAARF Universal Living Standards Measure™ "YOUR WINDOW TO THE WORLD OF RESEARCH"

PaulPres Contents Market SegmentationMarket Segmentation Why the LSM?Why the LSM? 1993/1995/2000 LSM1993/1995/2000 LSM New SAARF Universal LSM™New SAARF Universal LSM™

PaulPres Market Segmentation - 1 What is market segmentation? It’s the task of breaking the total market (which is typically too large to serve) into segments that share common properties A market segment is a gross slice of the market such as high-income car buyers A market niche is a smaller, specially formed segment, such as high-income car buyers who want high-performance sports cars

PaulPres Market Segmentation - 2 Types of Market Segmentation: DemographicGeographic Life-stage Psychographic BehaviourPerceptions UsageNeeds / Wants Socio-economicMulti-attribute etc.

PaulPres Market Segmentation - 3 The SAARF LSM is just one type of segmentation tool based on affluence, access and geographic indicators Because affluence is a very stable and dependable differentiator and the AMPS variables are particularly suited to this, this approach was retained in the design of the new SAARF Universal LSM

PaulPres Why Classify People? Some people tend to behave in a similar fashion Some people tend to behave in a similar fashion Some people tend to behave in a different fashion from others Some people tend to behave in a different fashion from othersThus group people with similar behaviour together group people with similar behaviour together distinguish between people with different behaviour distinguish between people with different behaviour

PaulPres Why Did We Develop The LSM? The urban/rural debate The urban/rural debate Community size classification Community size classification Lever Brothers’ experience Lever Brothers’ experience UK and USA - realised importance of variables other than demographics - multivariate differentiators UK and USA - realised importance of variables other than demographics - multivariate differentiators Technological developments - sophisticated hardware/powerful software Technological developments - sophisticated hardware/powerful software

PaulPres Why Did We Develop The LSM? Human beings are complex – it is better to try and describe them by using a combination of variablesHuman beings are complex – it is better to try and describe them by using a combination of variables LSM index developed to find the best combination of variables from AMPSLSM index developed to find the best combination of variables from AMPS

PaulPres Main Aim Of The SAARF LSM Develop an index which differentiates better than any single demographicDevelop an index which differentiates better than any single demographicplus It must have broad application across the total marketIt must have broad application across the total market Must be simple to use, easy to link to other surveysMust be simple to use, easy to link to other surveys Must be stable over time, but sensitive enough to register changesMust be stable over time, but sensitive enough to register changes

PaulPres LSM Variables Approximately 70 AMPS variables initially selected on logical grounds Approximately 70 AMPS variables initially selected on logical grounds Only the 13 strongest ones finally included in the first LSM Only the 13 strongest ones finally included in the first LSM It was immediately evident that LSMs were stronger differentiator than any single demographic It was immediately evident that LSMs were stronger differentiator than any single demographic The Latest LSM – 29 variables The Latest LSM – 29 variables

PaulPres SAARF LSM Variables 1.Fridge/freezer 2.No water or electricity 3.Polisher/vacuum cleaner 4.Non-Supermarket shopper 5.No car in hh 6.TV set 7.Microwave oven 8. Rural dweller (not PWV & W.cape) 9. Hi-fi/music centre 10. No domestic worker worker 11. Washing machine 12. Sewing machine 13. Metropolitan dweller dweller

PaulPres NEW SAARF UNIVERSAL LSM™ AUGUST 2001

PaulPres New SAARF Universal LSM™ – The Improvements - 1 In the design of the new SAARF Universal LSM a number of improvements have been built in: 1.To allow finer differentiation, the number of variables has been increased to 29 2.Variables have been carefully chosen to avoid biases being introduced and to ensure that they are universally applicable to all respondents

PaulPres New SAARF Universal LSM™ – The Improvements The scale has been extended to 10 groups to allow finer segmentation 4.The groups at the top end of the scale from LSM 7 and up has been made smaller to allow finer segmentation of this important market segment

PaulPres New SAARF Universal LSM™ – The Improvements As South African society develops, the groups can be extended beyond 10. This will obviate the need for a new LSM every now and then 6.This new feature of the design will enable trending from one year to the other, even when new variables are introduced

PaulPres Variables From Previous LSMs 1.Electric stove/hotplate 2.Microwave oven 3.Flush toilet in house or on plot 4.No domestic worker 5.VCR in household 6.Vacuum cleaner / floor polisher 7.Traditional hut 8. 1/more sedan cars 9. Washing machine 10. TV set 11. Home Telephone 12. Hi-Fi/music centre 13. Built-in kitchen sink sink 14. Hot running water 15. Fridge/freezer

PaulPres New Variables 1.Deep freezer 2.Water in home/on plot 3.Mnet/DStv subscription 4.Dishwasher 5.Electricity 6.Sewing machine 7.Gauteng 8.Western Cape 9. No cellphone in household household 10. PC in home 11. Tumble dryer 12. Less than two radio sets in Household sets in Household 13. Non-urban outside Gauteng/Western Gauteng/Western Cape Cape 14. Home security service service

PaulPres SAARF Universal LSM™ Groups SAARF AMPS 2001B, 2002A & 2002B

PaulPres Number Of People In Each SU-LSM LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Population Respondents Respondents % Pop SAARF AMPS 2002B

PaulPres Mpumalanga Eastern Cape Free State Gauteng KwaZulu-Natal Northern Cape North West Western Cape Limpopo Lsm 1- 4 Lsm 5 Lsm 6 Lsm 7 Lsm 8 Lsm 9 Lsm 10 % of Province that is Rural More than 60 % 31 to 60 % 11 to 30 % up to 10 % up to 10 % SAARF Universal LSM™ By Province SAARF AMPS 2002B

PaulPres LSM 1 (10.2%) DEMOGRAPHICSFemale , 50+ Primary Completed Rural Traditional Hut R832 per month MEDIA Radio below but strongest medium - African Language Services GENERAL Minimal access to services Minimal ownership of durables, except radio sets Activities - gardening Summary Of New SAARF SU-LSM Groups (from SAARF AMPS 2002B) LSM 2 (13.9%) DEMOGRAPHICSFemale Up to some high Rural R1 075 per month MEDIA Radio: African Language Services GENERAL Water on plot Minimal ownership of durables, except radio sets and stoves Activities - gardening

PaulPres LSM 3 (14.1%) DEMOGRAPHICS Up to some high Rural R1 318 per month MEDIA Radio: ALS stations, Radio Bop TV: SABC 1 OutdoorGENERAL Electricity, water on plot Minimal ownership of durables, except radio sets and stoves Activities - minimal Summary Of New SAARF SU-LSM Groups (from SAARF AMPS 2002B) LSM 4 (14.0%) DEMOGRAPHICSMale Schooling up to some high Urban R1 724 per month MEDIA Radio: ALS stations, Radio Bop, Metro fm, YFM TV: SABC 1,2, Bop TV OutdoorGENERAL Electricity, water on plot, flush toilet TV sets, hi-fi/radio set, stove, fridge Activities - stokvel meeting, lottery tickets

PaulPres Summary Of New SAARF SU-LSM Groups (from SAARF AMPS 2002B) LSM 6 (12.5%) DEMOGRAPHICS25-49 Up to post matric, not university, Urban R3 897 per month MEDIA Wide range of commercial/community radio TV: SABC 1,2,3, e.tv Daily/Weekly Newspapers, Magazines Cinema & Outdoor GENERAL Electricity, hot running water, flush toilet Ownership of a number of durables plus cell phone Participated in a number of activities LSM 5 (12.4%) DEMOGRAPHICS Some high to matric, Urban R2 421 per month MEDIA Radio: ALS stations, Radio Bop, Metro fm, KAYA FM, YFM TV: SABC 1,2,3, Bop TV, e.tv Weekly Newspapers, Magazines OutdoorGENERAL Electricity, water, flush toilet TV sets, hi-fi/radio set, stove fridge Activities: started exercising, painted interior of house, stokvel meeting, bought tapes, lottery tickets

PaulPres Summary Of New SAARF SU-LSM Groups (from SAARF AMPS 2002B) LSM 8 (5.8%) DEMOGRAPHICS35+ Matric and higher, Urban R8 053 per month MEDIA Wide range of commercial/community radio TV: SABC1,2,3, e.tv, M-Net, DStv Daily/Weekly Newspapers, Magazines Accessed internet 4 weeks Cinema & Outdoor GENERAL Full access to services Full ownership of durables, incl PC and satellite dish Increased participation in activities LSM 7 (6.3%) DEMOGRAPHICS35+ Matric and higher, Urban R5 859 per month MEDIA Wide range of commercial/community radio TV: SABC 1,2,3, e.tv, M-Net Daily/Weekly Newspapers, Magazines Accessed internet 4 weeks Cinema & Outdoor GENERAL Full access to services Increased ownership of durables plus motor vehicle Participation in all activities

PaulPres Summary Of New SAARF SU-LSM Groups (from SAARF AMPS 2002B) LSM 10 (4.9%) DEMOGRAPHICS Male, 35+ Matric and higher, Urban R per month MEDIA Wide range of commercial/community radio TV: SABC 2,3, e.tv, M-Net, DStv Daily/Weekly Newspapers, Magazines Accessed internet 4 weeks Cinema & Outdoor GENERAL Full access to services Full ownership of durables, incl PC and satellite dish Increased participation in activities, excluding stokvel meetings LSM 9 (5.9%) DEMOGRAPHICS Male, 35+ Matric and higher, Urban R per month MEDIA Wide range of commercial/community radio TV: SABC 2,3, e.tv, M-Net, DStv Daily/Weekly Newspapers, Magazines Accessed internet 4 weeks Cinema & Outdoor GENERAL Full access to services Full ownership of durables, incl PC and satellite dish Increased participation in activities, excluding stokvel meetings

PaulPres SU-LSM – Monthly Magazines SAARF AMPS 2002B

PaulPres Bought Lottery Tickets By SU-LSM – Past 4 Weeks SAARF AMPS 2001A, 2001B & 2002B Population, all South Africans 16+: %

PaulPres Cellphone Penetration Within SU-LSM % SAARF AMPS 2002B

PaulPres % Listenership: SU-LSM 1-5 Gauteng SAARF RAMS 2002B

PaulPres % Listenership: SU-LSM 1-5 Gauteng SAARF RAMS 2002B

PaulPres % Listenership: SU-LSM 6-10 Gauteng SAARF RAMS 2002B

PaulPres % Listenership: SU-LSM 6-10 Gauteng SAARF RAMS 2002B

PaulPres THE SAARF DEVELOPMENT INDEX INDEX "YOUR WINDOW TO THE WORLD OF RESEARCH"

PaulPres The Development Index This Development Index is based on the results of the South African Advertising Research Foundation’s All Media and Products Survey (AMPS) It tracks development in the country since the first democratic elections in 1994

PaulPres Household Data

PaulPres % Sample size:National (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, all SA Households: (’94), (’97), (’01) Population, all Gauteng Households: (’94), (’97), (’01) Homes Owned

PaulPres % Sample size:National (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, all SA Households: (’94), (’97), (’01) Population, all Gauteng Households: (’94), (’97), (’01) Tap Water in House/on Plot

PaulPres Tap Water in House/on Plot Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural Households: (’94), (’97), (’02) Population, urban Households: (’94), (’97), (’02) %

PaulPres Flushtoilet in the House/on Plot % N/A Sample size:National (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, all SA Households: (’94), (’97), (’01) Population, all Gauteng Households: (’94), (’97), (’01)

PaulPres Flushtoilet in the House/on Plot Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural Households: (’94), (’97), (’02) Population, urban Households: (’94), (’97), (’02) % N/A

PaulPres Electricity % Sample size:National (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, all SA Households: (’94), (’97), (’01) Population, all Gauteng Households: (’94), (’97), (’01)

PaulPres Electricity Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural Households: (’94), (’97), (’02) Population, urban Households: (’94), (’97), (’02) %

PaulPres Electric Hotplate % Sample size:National (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, all SA Households: (’94), (’97), (’01) Population, all Gauteng Households: (’94), (’97), (’01)

PaulPres Electric Hotplate Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural Households: (’94), (’97), (’02) Population, urban Households: (’94), (’97), (’02) %

PaulPres Electric Stove % Sample size:National (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, all SA Households: (’94), (’97), (’01) Population, all Gauteng Households: (’94), (’97), (’01)

PaulPres Electric Stove Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural Households: (’94), (’97), (’02) Population, urban Households: (’94), (’97), (’02) %

PaulPres Microwave Oven % Sample size:National (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, all SA Households: (’94), (’97), (’01) Population, all Gauteng Households: (’94), (’97), (’01)

PaulPres Microwave Oven Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural Households: (’94), (’97), (’02) Population, urban Households: (’94), (’97), (’02) %

PaulPres Refrigerator % Sample size:National (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, all SA Households: (’94), (’97), (’01) Population, all Gauteng Households: (’94), (’97), (’01)

PaulPres Refrigerator Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural Households: (’94), (’97), (’02) Population, urban Households: (’94), (’97), (’02) %

PaulPres Hi-Fi/Music Centre % Sample size:National (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, all SA Households: (’94), (’97), (’01) Population, all Gauteng Households: (’94), (’97), (’01)

PaulPres Hi-Fi/Music Centre Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural Households: (’94), (’97), (’02) Population, urban Households: (’94), (’97), (’02) %

PaulPres Television Set % Sample size:National (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, all SA Households: (’94), (’97), (’01) Population, all Gauteng Households: (’94), (’97), (’01)

PaulPres Television Set Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural Households: (’94), (’97), (’02) Population, urban Households: (’94), (’97), (’02) %

PaulPres Land Line Telephone % Sample size:National (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, all SA Households: (’94), (’97), (’01) Population, all Gauteng Households: (’94), (’97), (’01)

PaulPres Land Line Telephone Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural Households: (’94), (’97), (’02) Population, urban Households: (’94), (’97), (’02) %

PaulPres Income: Up to R2499 % Sample size:National (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, all SA Households: (’94), (’97), (’01) Population, all Gauteng Households: (’94), (’97), (’01)

PaulPres Income: Up to R2499 Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural Households: (’94), (’97), (’02) Population, urban Households: (’94), (’97), (’02) %

PaulPres Income: R R5999 % Sample size:National (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, all SA Households: (’94), (’97), (’01) Population, all Gauteng Households: (’94), (’97), (’01)

PaulPres Income: R R5999 Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural Households: (’94), (’97), (’02) Population, urban Households: (’94), (’97), (’02) %

PaulPres Income: R6000+ % Sample size:National (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, all SA Households: (’94), (’97), (’01) Population, all Gauteng Households: (’94), (’97), (’01)

PaulPres Income: R6000+ Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural Households: (’94), (’97), (’02) Population, urban Households: (’94), (’97), (’02) %

PaulPres Personal Data

PaulPres Urban Dwellers % Sample size: (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, Gauteng 16+: (’94), (’97), (’01) Population, urban South Africans 16+: (’94), (’97), (’01)

PaulPres Education (Matric) % Sample size: (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, Gauteng 16+: (’94), (’97), (’01) Population, urban South Africans 16+: (’94), (’97), (’01)

PaulPres Education (Matric) Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural 16+: (’94), (’97), (’02) Population, urban 16+: (’94), (’97), (’02) %

PaulPres Education (Post Matric) % Sample size: (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, Gauteng 16+: (’94), (’97), (’01) Population, urban South Africans 16+: (’94), (’97), (’01)

PaulPres Education (Post Matric) Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural 16+: (’94), (’97), (’02) Population, urban 16+: (’94), (’97), (’02) %

PaulPres Working Full-Time % Sample size: (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, Gauteng 16+: (’94), (’97), (’01) Population, urban South Africans 16+: (’94), (’97), (’01)

PaulPres Working Full-Time Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural 16+: (’94), (’97), (’02) Population, urban 16+: (’94), (’97), (’02) %

PaulPres Female: Working Full-Time % Sample size: (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, Gauteng 16+: (’94), (’97), (’01) Population, urban South Africans 16+: (’94), (’97), (’01)

PaulPres Male: Working Full-Time % Sample size: (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, Gauteng 16+: (’94), (’97), (’01) Population, urban South Africans 16+: (’94), (’97), (’01)

PaulPres Working Part-Time % Sample size: (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, Gauteng 16+: (’94), (’97), (’01) Population, urban South Africans 16+: (’94), (’97), (’01)

PaulPres Working Part-Time Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural 16+: (’94), (’97), (’02) Population, urban 16+: (’94), (’97), (’02) %

PaulPres Own/Rent/Use Cellphone % N/A Sample size: (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, Gauteng 16+: (’94), (’97), (’01) Population, urban South Africans 16+: (’94), (’97), (’01)

PaulPres Own/Rent/Use Cellphone N/A Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural 16+: (’94), (’97), (’02) Population, urban 16+: (’94), (’97), (’02) %

PaulPres Media Penetration

PaulPres Can Read and Understand % Sample size: (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, Gauteng 16+: (’94), (’97), (’01) Population, urban South Africans 16+: (’94), (’97), (’01)

PaulPres Can Read and Understand Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural 16+: (’94), (’97), (’02) Population, urban 16+: (’94), (’97), (’02) %

PaulPres Education – Functional literacy Sample size: (’94), (’97), (’02) Population, all South Africans 16+: (’94), (’97), (’02) %

PaulPres Any Newspaper/Magazine % N/A Sample size: (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, Gauteng 16+: (’94), (’97), (’01) Population, urban South Africans 16+: (’94), (’97), (’01)

PaulPres Any Newspaper/Magazine N/A Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural 16+: (’94), (’97), (’02) Population, urban 16+: (’94), (’97), (’02) %

PaulPres Radio - Past 7 Days % Sample size: (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, Gauteng 16+: (’94), (’97), (’01) Population, urban South Africans 16+: (’94), (’97), (’01)

PaulPres Radio - Past 7 Days Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural 16+: (’94), (’97), (’02) Population, urban 16+: (’94), (’97), (’02) %

PaulPres Community Radio - Past 7 Days % N/A Sample size: (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, Gauteng 16+: (’94), (’97), (’01) Population, urban South Africans 16+: (’94), (’97), (’01)

PaulPres Community Radio - Past 7 Days N/A Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural 16+: (’94), (’97), (’02) Population, urban 16+: (’94), (’97), (’02) %

PaulPres TV - Past 7 Days % Sample size: (’94), (’97), (’01) Sample size: Gauteng (’94), (’97), (’01) Population, Gauteng 16+: (’94), (’97), (’01) Population, urban South Africans 16+: (’94), (’97), (’01)

PaulPres TV - Past 7 Days Sample rural: (’94), (’97), (’02) Sample urban: (’94), (’97), (’02) Population, rural 16+: (’94), (’97), (’02) Population, urban 16+: (’94), (’97), (’02) %

PaulPres Development Trends As Reflected By The SAARF Living Standards Measure "YOUR WINDOW TO THE WORLD OF RESEARCH"

PaulPres LSMs – National Sample size: (’94), (’97), (’02) Population, all South Africans 16+: (’94), (’97), (’02) %

PaulPres LSMs – Rural Sample size: (’94), (’97), (’02) Population, all South Africans 16+: (’94), (’97), (’02) %

PaulPres LSMs – Urban Sample size: (’94), (’97), (’02) Population, all South Africans 16+: (’94), (’97), (’02) %

PaulPres LSMs – Western Cape Sample size: (’94), (’97), (’02) Population, all South Africans 16+: (’94), (’97), (’02) %

PaulPres LSMs – Gauteng Sample size: (’94), (’97), (’02) Population, all South Africans 16+: (’94), (’97), (’02) %

PaulPres LSMs – KZN Sample size: (’94), (’97), (’02) Population, all South Africans 16+: (’94), (’97), (’02) %

PaulPres LSMs – Northern Cape Sample size: (’94), (’97), (’02) Population, all South Africans 16+: (’94), (’97), (’02) %

PaulPres LSMs – Free State Sample size: (’94), (’97), (’02) Population, all South Africans 16+: (’94), (’97), (’02) %

PaulPres LSMs – Eastern Cape Sample size: (’94), (’97), (’02) Population, all South Africans 16+: (’94), (’97), (’02) %

PaulPres LSMs – Mpumalanga Sample size: (’94), (’97), (’02) Population, all South Africans 16+: (’94), (’97), (’02) %

PaulPres LSMs – Limpopo Sample size: (’94), (’97), (’02) Population, all South Africans 16+: (’94), (’97), (’02) %

PaulPres LSMs – North-West Sample size: (’94), (’97), (’02) Population, all South Africans 16+: (’94), (’97), (’02) %

PaulPres Conclusions

PaulPres Conclusions - 1 AMPS data is freely available to everyone AMPS is updated twice a year and is representative of all South African Adults countrywide AMPS is the ideal vehicle for the monitoring of development

PaulPres Conclusions - 2 This analysis of SAARF’s AMPS data shows extensive development in South African living standards for the period 1994 – 2002 It also shows that the RDP is achieving many of its objectives, especially those related to basic needs and education A major exception is job creation

PaulPres “…Communication research is a critical element of the trade: Communication is an art form but it should be based on science.” (Netshitenzhe, 2003)

PaulPres The South African Advertising Research Foundation (SAARF) THANK YOU Visit us at