1. SAARF ® Lifestyles AMPS Dec11 Update

2. How were the SAARF Lifestyles determined? They are based on the attendance at and participation in 24 sports as well as the frequency of engaging in over 60 other activities Correlation and Factor Analysis were used

3. SAARF ® Lifestyle Groups 1.Cell Fundamentals (15.3%) 2.Avid Readers (11.5%) 3.Gardeners (9.5%) 4.Traditionals (9.1%) 5.Good Living (8.8%) 6.Studious (7.9%) 7.Cell Sophisticates (7.6%) 8.Homebodies (7.5%) 9.Gamers (7.1%) 10.Outdoor (5.7%) 11.Showgoers (5.1%) 12.Sports (3.4%)

4. SAARF ® Lifestyle Groups x LSM LSM ® 1-5 Lifestyles 1.Cell Fundamentals (7.7%) 2.Avid Readers (4.8%) 3.Traditionals (4.5%) 4.Good Living (4.2%) 5.Studious (4.1%) 6.Sports (3.6%) 7.Gamers (3.2%) 8.Cell Sophisticates (3.1%) 9.Home Bodies (2.9%) 10.Outdoor (2.7%) 11.Showgoers (1.4%) LSM ® 6-10 Lifestyles 1.Cell Fundamentals (8%) 2.Avid Readers (6.6%) 3.Good Living (5.5%) 4.Cell Sophisticates (5.4%) 5.Traditionals (5.2%) 6.Gardeners (4.8%) 7.Studious (4.5%) 8.Gamers (4.1%) 9.Homebodies (4%) 10.Showgoers (3%) 11.Outdoor (3%) 12.Sports (2.1%)

5. Cell Sophisticates This group uses cellphones extensively Over half are aged 15-24 (52%) and a further third are 25-24 (33%) Higher incidence of males (55%) than females (45%) Mostly in metros (54%) and cities & large towns (18%) This group is well educated: 14% have technikon diplomas/degrees and 6% university degrees

6. Cell Sophisticates Send/receive a “Please call me” Send an SMS Enter competitions via SMSs Instant messaging/ chat Send/receive and MMS Access the internet or web Social networking (e.g. Facebook, Twitter) Download mobile content (e.g. ringtones, caller tunes, wallpaper) Download mobile applications Send/receive e-mail Taking photos and video recording Watch television/ video online Watch videos/DVDs Read a newspaper/ magazine online Subscribe to online content Listen to the radio Use computer at work Frequent the library, read books, sold newspapers and local news Jogging/running, swimming, soccer, billiards/pool/snooker High correlation & factor scores for the following activities:

7. Cell Fundamentals They stick to the basics of cellphone usage Mostly live in rural areas (49%) 35% are aged 15-24 and 33% are aged 25-34 Marginally more females (53%) They have a poorer education than Cell Sophisticates

8. Cell Fundamentals High correlation & factor scores for the following activities: Send/receive “Please call me” messages Frequently send SMSs Download/listen to music Take photos Video recordings Listen to radio Play cellphone games Play soccer

9. Sports Defining characteristic is engagement in a variety of sporting activities Mostly 15 -24 years old (39%) Mostly male (65%) Large number of students (27%) High household LSM

10. Sports High correlation & factor scores for the following activities: Wide range of sporting activities including: soccer, hockey, adventure sports, horse riding, martial arts, hunting/shooting Attend a gym/ health club Singing Play a musical instrument Attend lectures or study part- time Read newspapers Do crosswords Watch DVDs/ videos Have a braai Eat in a restaurant Attend dinner parties Go to a nightclub Play electronic games Use computer at home/ work Go shopping Go for a drive for pleasure

11. Good Living Defining characteristic is the enjoyment of the finer things in life This is the best educated group with one in every three having a post matric qualification (35%) Mostly females (62%) Highest “work ethic” with 56% employed full time Highest occurrence of married or living together (52%)

12. Good Living Read a newspaper with local news that’s for sale in town Read a free newspaper delivered to home/collected from shop/taxi rank Shop for pleasure Read books (excluding textbooks) Cook for pleasure Bake for pleasure Attend religious gathering Use computer at work Use computer at home Buy lottery tickets Go on a drive for pleasure Aerobics Walking Gym/ health club Read books/ newspapers/ magazines Have a braai Eat in a restaurant Order fast foods High correlation & factor scores for the following activities:

13. Gamers Defining characteristic is that they are game enthusiasts, spending considerable time playing various computer and internet games Mostly young, 15 – 24 (31%) and 25 – 34 (30%) Mostly males (74%) Mostly single (65%) Mostly metro areas (39%)

14. Gamers High correlation & factor scores for the following activities: Play computer/ playstation games Play games via the internet Play games on cellphone Use computer at work Use computer at home Play board games Play card games Visit pub/bar/shebeen/tavern Read books Go to the library Have a braai Visit a pub

15. Outdoor Defining characteristic is that they enjoy taking part in outdoor activities and are sociable Mostly older, with 54% over the age of 35 Slightly more males (54%) Mostly rural areas (50%) Mid LSM range

16. Outdoor High correlation & factor scores for the following activities: Bird watching Photography Go to the beach Have a picnic Camping Caravanning Visit a game reserve Exercise Go on a diet Use slimming preparations to lose weight Meet friends at a book club Go to a pub/shebeen/tavern Go to a dinner party Have a braai Go to restaurant/steak house Meet at burial societies Go to traditional gatherings Attend weddings Attend funerals Visit a casio Bet on a horse Buy a scratch card

17. Studious Studious are heavily engaged in extending their education. They are the youngest of the lifestyles, 15-24 (50%) 60% female 38% students Many live in the Eastern Cape (22%) Main home languages are Zulu (26%) and Xhosa (23%)

18. Studious Attend lectures/studying part- time Put in extra hours after work Read books Visit a library Attend religious gatherings Use newspaper educational sections Singing Go to the gym/health clubs Aerobics Dancing Jogging/ running Basketball/ netball Soccer High correlation & factor scores for the following activities:

19. Traditionals Defining characteristic is that they focused on community Predominantly female (60%) Mostly older, with 41% over the age of 50 and an additional 31% aged 35-49 Education levels are low Low education levels High proportion of rural dwellers (49%)

20. Traditionals High correlation & factor scores for the following activities: Attend a funeral Attend stockvels Burial society Attend traditional gatherings Attend weddings Gardening Singing Cooking Place bets on horse racing Buy lottery tickets and scratch cards

21. Homebodies Defining characteristic is that they lead quiet lives centred on the home Mostly female (84%) Many divorced, widowed or separated (21%) Bias toward rural areas (45%) Low household income and LSM Main home languages Zulu (25%) and Afrikaans (17%)

22. Homebodies High correlation & factor scores for the following activities: Baking Cooking Knitting/crotchet Needlework/tapestry Sewing/dressmaking Scrapbooking/decoupage Other arts and crafts Singing Crossword puzzles Home decorating DIY Gardening: lawn, flowers and plant

23. Avid Readers They keep a low profile Reading is a major feature of their lifestyle They are mostly mature and elderly; 60% are aged 35+ and 14% are retirees Have high incomes and are in high LSM groups Males (54%) exceed females (46%) Live mostly in metros (56%)

24. Avid Readers High correlation & factor scores for the following activities: Read books Read paid-for newspapers with local news Read free newspapers and magazines Read educational sections in newspapers Visit libraries Attend religious gatherings Cooking Purchase lottery tickets

25. Showgoers Defining characteristic is that they take pleasure in live performances Mostly 15 – 24 years old (34%) High unemployment (37%) Household income is low Some high school education (45%) and matric (26%)

26. Showgoers Ballet Classical music Opera Pop/rock concerts Theatre Singing in a choir Playing musical instruments Dancing Cooking Dieting Attend gym/health club Watch videos/DVDs Read books Member of a book club Have dinner parties at home Go to nightclub/disco/rave High correlation & factor scores for the following activities:

27. Gardeners Defining characteristic is that they live relatively quiet lives focusing on their gardens Over 50 years (44%) Mostly male (57%) Most retired (25%) Live in small towns and villages (15%) and rural areas (54%)

28. Gardeners High correlation & factor scores for the following activities: Gardening – flowers/plants Gardening – vegetables/crops DIY activities Home decorating Attend religious gatherings Walking/hiking Jogging/running Fishing Bird watching Catch up with work after hours

29. Thank You!