LSM Descriptions Summary Of New LSM Groups AMPS

Summary Of New LSM® Groups AMPS July 2013 - June 2014 LSM 1 (2.

Summary Of New LSM® Groups LSM 3 (6. 1%) DEMOGRAPHICS Female bias 15– 24

Summary Of New LSM® Groups LSM 5 (16. 8%) DEMOGRAPHICS Male bias 15 -34

Summary Of New LSM® Groups LSM 7 LOW (6. 2%) DEMOGRAPHICS Male bias 25+

Summary Of New LSM® Groups LSM 8 LOW (4. 4%) DEMOGRAPHICS Male bias 35+

Summary Of New LSM® Groups LSM 9 LOW (4. 6%) DEMOGRAPHICS Female bias 35+

Summary Of New LSM® Groups LSM 10 LOW (3. 4%) DEMOGRAPHICS Male bias 35+

Conclusion q Remember that there are many other powerful differentiators in AMPS that could

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LSM® Descriptions

Summary Of New LSM® Groups AMPS July 2013 - June 2014 LSM 1 (2. 4%) DEMOGRAPHICS Female bias 50+ Some High School Small urban/ Rural Traditional Hut LSM 2 (4. 1%) DEMOGRAPHICS Female bias 15– 24 and 50+ Some High School Small urban/ Rural Squatter Hut Shack, Matchbox and Traditional Hut R 1 666 ave household income per month R 2 290 ave household income per month MEDIA Radio a major channel of media communication; mainly African Language Services (ALS)- Umhlobo Wenene FM, Ukhozi FM and community MEDIA Radio: Commercial, mainly ALS-Ukhozi FM, Umhlobo Wenene FM GENERAL Minimal access to services Minimal ownership of durables, except radio sets 37% have a Savings Account Activities: minimal participation in activities, singing GENERAL Communal access to water Minimal ownership of durables, except radio sets and stoves 38% have a Savings account Activities: minimal participation in activities, singing, attend burial society meetings and traditional gatherings

Summary Of New LSM® Groups LSM 3 (6. 1%) DEMOGRAPHICS Female bias 15– 24 and 50+ Some High School Small Urban/ Rural Squatter Hut Shack, Matchbox and Traditional Hut LSM 4 (12. 6%) DEMOGRAPHICS Female bias 15 -24 and 50+ Some High School Small Urban/ Rural Squatter Hut Shack, Matchbox and Traditional Hut R 2 619 ave household income per month R 3 268 ave household income per month MEDIA Radio: Mainly ALS stations, Ukhozi FM, Umhlobo Wenene FM MEDIA Radio: Commercial mainly ALS, Gagasi, Motsweding, Ukhozi, Umhlobo Wenene FM, , Community Radio TV: SABC 1 GENERAL Water on plot or communal Minimal ownership of durables, except radio sets and stoves 48% have a Savings Account Activities – singing GENERAL Electricity, water on plot or communal, non-flush toilet TV sets, electric hotplates 55% have a Savings Account Activities – attend gatherings, go to night clubs

Summary Of New LSM® Groups LSM 5 (16. 8%) DEMOGRAPHICS Male bias 15 -34 Some High School Small urban/ rural House, matchbox/ matchbox improved LSM 6 (22. 7%) DEMOGRAPHICS Female bias 25 -49 Matric Large Urban House/ townhouse, cluster house R 4 242 ave household income per month R 6 648 ave household income per month MEDIA Radio: Commercial mainly ALS stations, Lesedi FM, Motsweding FM, Ukhozi FM, community radio TV: SABC 1, 2, 3, e. tv, Top TV MEDIA Wide range of commercial and community radio TV: SABC 1, 2, 3, e. tv, Top TV, Community TV Any AMPS Newspaper Outdoor GENERAL Electricity, water on plot, flush toilet outside TV sets, hi-fi/radio set, stove, fridge 61% Savings Accounts Activities: singing, bake for pleasure, go to night clubs, attend gatherings, buy lottery tickets GENERAL Electricity, water in home, flush toilet in home TV set, stove, fridge/freezer, microwave oven 69% have a Savings Activities: hire DVDs, go to night clubs, take away in the past 4 weeks, attend gatherings, buy lottery tickets, go to gym

Summary Of New LSM® Groups LSM 7 LOW (6. 2%) DEMOGRAPHICS Male bias 25+ Matric and higher Urban LSM 7 HIGH (5. 4%) DEMOGRAPHICS Female bias 25 -34 Matric and higher Urban R 10 857 ave household income per month R 13 225 ave household income per month MEDIA Wide range of commercial and community radio TV: SABC 1, 2, 3, e. tv, DStv, Top TV, Community TV All print Accessed internet past 7 days Outdoor MEDIA Wide range of commercial and community radio TV: SABC 1, 2, 3, e. tv, M-Net, DStv, Top TV, Community TV All print Accessed internet past 7 days Cinema & Outdoor GENERAL Full access to services Savings accounts Increased ownership of durables plus DVD and motor vehicle Participation in all activities GENERAL Full access to services, including cheque and savings accounts Increased ownership of durables plus DVD and motor vehicle Participation in all activities

Summary Of New LSM® Groups LSM 8 LOW (4. 4%) DEMOGRAPHICS Male bias 35+ Matric and higher Urban LSM 8 HIGH (3. 8%) DEMOGRAPHICS Female bias 25+ and 50+ Matric and higher Urban R 15 070 ave household income per month R 17 462 ave household income per month MEDIA Wide range of commercial and community radio TV: SABC 1, 2, 3, e. tv, M-Net, DStv, Top TV, Community TV All print Accessed internet past 7 days Cinema & Outdoor MEDIA Wide range of commercial and community radio TV: SABC 2, 3, e. tv, M-Net, DStv, Top TV, Community TV All print Accessed internet past 7 days Cinema & Outdoor GENERAL Full access to services and bank accounts Full ownership of durables, incl. PC Increased participation in activities

Summary Of New LSM® Groups LSM 9 LOW (4. 6%) DEMOGRAPHICS Female bias 35+ Matric and higher Urban LSM 9 HIGH (4. 8%) DEMOGRAPHICS Female bias 35+ Matric and higher Urban R 20 488 ave household income per month R 23 746 ave household income per month MEDIA Wide range of commercial and community radio TV: SABC 2, 3, e. tv, M-Net, DStv, Top TV, Community TV Accessed internet past 7 days All print Cinema & Outdoor MEDIA Wide range of commercial radio TV: SABC 2, 3, e. tv, M-Net, DStv, Top TV, Community TV Accessed internet past 7 days All print Cinema & Outdoor GENERAL Full access to services and bank accounts Full ownership of durables Increased participation in activities, excluding stokvel meetings

Summary Of New LSM® Groups LSM 10 LOW (3. 4%) DEMOGRAPHICS Male bias 35+ Matric and higher Urban LSM 10 HIGH (2. 6%) DEMOGRAPHICS Male bias 35+ Matric and higher Urban R 30 882 ave household income per month R 35 919 ave household income per month MEDIA Wide range of commercial radio TV: SABC 3, M-Net, DStv, Top TV, Community TV All print Accessed internet past 7 days Cinema & Outdoor MEDIA Wide range of commercial radio TV: M-Net, DStv, Top TV, Community TV All print Accessed internet past 7 days Cinema & Outdoor GENERAL Full access to services and bank accounts Full ownership of durables Increased participation in activities, excluding stokvel meetings

Conclusion q Remember that there are many other powerful differentiators in AMPS that could be used in conjunction with the LSM®s, e. g. Lifestages, Education, Mothers with children, Household purchaser, Large item purchaser, Occupation, Gender, Language, Family size and Age q NB! Do not over segment