LSM® Descriptions

Report
LSM® Descriptions
Summary Of New LSM® Groups
AMPS 2013 Jul’12-Jun’13
LSM 1 (1.4%)
DEMOGRAPHICS
Male and female
50+
Primary Completed
Small urban/ Rural
Traditional Hut
LSM 2 (3.6%)
DEMOGRAPHICS
Male and Female
15–24, 35-49 and 50+
Some High School
Small urban/ Rural
Squatter Hut Shack, Matchbox and Traditional Hut
R1 480 ave household income per month
R2 216 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
Mzansi bank account
Activities: minimal participation in activities, singing
GENERAL
Communal access to water
Minimal ownership of durables,
except radio sets and stoves
Mzansi bank account
Activities: minimal participation in activities, singing,
attend burial society meetings and traditional gatherings
Summary Of New LSM® Groups
LSM 3 (5.9%)
DEMOGRAPHICS
Male and Female with female bias
15–34
Some High School
Small Urban/ Rural
Squatter Hut Shack, Matchbox and Traditional Hut
LSM 4 (11.7%)
DEMOGRAPHICS
Male and Female with female bias
15-34 and 50+
Some High School
Small Urban/ Rural
Squatter Hut Shack, Matchbox and Traditional Hut
R2 581 ave household income per month
R3 178 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
Mzansi bank account
Activities – singing
GENERAL
Electricity, water on plot or communal, non-flush toilet
TV sets, electric hotplates
Mzansi bank account
Activities – attend gatherings, go to night clubs
Summary Of New LSM® Groups
LSM 5 (16.9%)
DEMOGRAPHICS
Male and Female with female bias
15-34
Some High School
Small urban/ rural
House, matchbox/ matchbox improved
LSM 6 (23.8%)
DEMOGRAPHICS
Male and Female
15-49
Matric
Large Urban
House/ townhouse, cluster house
R4 310 ave household income per month
R6 669 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
Mzansi 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
Savings and Mzansi accounts
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 and Female with male bias
25+
Matric and higher
Urban
LSM 7 HIGH (5.9%)
DEMOGRAPHICS
Male and Female with a male bias
25-49
Matric and higher
Urban
R10 069 ave household income per month
R12 895 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 (4.5%)
DEMOGRAPHICS
Male and Female with a male bias
35+
Matric and higher
Urban
LSM 8 HIGH (4.2%)
DEMOGRAPHICS
Male and Female with a female bias
25+
Matric and higher
Urban
R15 590 ave household income per month
R16 396 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
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 (4.9%)
DEMOGRAPHICS
Male
35+
Matric and higher
Urban
LSM 9 HIGH (4.9%)
DEMOGRAPHICS
Male
35+
Matric and higher
Urban
R20 307 ave household income per month
R25 395 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
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 and Female with a male bias
35+
Matric and higher
Urban
LSM 10 HIGH (2.7%)
DEMOGRAPHICS
Male
35+
Matric and higher
Urban
R32 451 ave household income per month
R40 695 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
GENERAL
Full access to services and bank accounts
Full ownership of durables
Increased participation in activities, excluding stokvel
meetings
Conclusion
•
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
•
NB! Do not over segment

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