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SAARF ® Lifestyles AMPS Dec11 Update

Discover how SAARF® determined consumer lifestyles based on sports participation and diverse activities. Explore the characteristics of each lifestyle group, including Cell Fundamentals, Avid Readers, and Gamers. Uncover correlations and factor analysis insights.

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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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