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SAARF ® Lifestyles AMPS Dec11 Update

SAARF ® Lifestyles AMPS Dec11 Update. 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. SAARF ® Lifestyle Groups.

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SAARF ® Lifestyles AMPS Dec11 Update

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  1. SAARF® LifestylesAMPS 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 • Cell Fundamentals (15.3%) • Avid Readers (11.5%) • Gardeners (9.5%) • Traditionals(9.1%) • Good Living (8.8%) • Studious (7.9%) • Cell Sophisticates (7.6%) • Homebodies (7.5%) • Gamers (7.1%) • Outdoor (5.7%) • Showgoers (5.1%) • Sports (3.4%)

  4. SAARF® Lifestyle Groups x LSM LSM® 1-5 Lifestyles • Cell Fundamentals (7.7%) • Avid Readers (4.8%) • Traditionals (4.5%) • Good Living (4.2%) • Studious (4.1%) • Sports (3.6%) • Gamers (3.2%) • Cell Sophisticates (3.1%) • Home Bodies (2.9%) • Outdoor (2.7%) • Showgoers (1.4%) LSM® 6-10 Lifestyles • Cell Fundamentals (8%) • Avid Readers (6.6%) • Good Living (5.5%) • Cell Sophisticates (5.4%) • Traditionals (5.2%) • Gardeners (4.8%) • Studious (4.5%) • Gamers (4.1%) • Homebodies (4%) • Showgoers (3%) • Outdoor (3%) • 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 High correlation & factor scores for the following activities: • 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

  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: 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 • 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

  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 High correlation & factor scores for the following activities: • 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

  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: 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 • 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

  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 High correlation & factor scores for the following activities: • 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

  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 High correlation & factor scores for the following activities: • 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

  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!

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