THE ESTABLISHMENT SURVEY SEP 2017 FULL YEAR RELEASE

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1 THE ESTABLISHMENT SURVEY SEP 2017 FULL YEAR RELEASE

2 THE ES JOURNEY 2

3 THE ES JOURNEY Future proofing model BRC and PRC begin ES talks ES tender process ES tender awarded ES contract signed ES work begins Jul 13 Oct 14 Feb-Aug 15 Aug 15 Oct 15 Oct-Dec 15 4

4 THE ES JOURNEY CONTINUED Q re design workshop Sample design workshop Pilot study Pilot debrief workshop Final q re Interviewer training In field Jan 16 Mar 16 Feb-Mar 16 May 16 June 16 1 July 16 Scrutiny of 2 month data SEM development Launch (first 6 month data release) Further industry workshops Full year release Sep-Oct 16 Sep-Oct 16 Mar 17 Jul-Sep 17 Sep 17 5

5 THE ES REPRESENTATIVE OF THE SA POPULATION DEMOGRAPHIC / GEOGRAPHIC / LIFESTYLE / PRODUCTS & MULTI-MEDIA LANDSCAPE CROSS PLATFORM / CROSS DEVICE MEDIA CONSUMPTION SINGLE SOURCE (IHS POPULATION DATA) HUB & DONOR NEW SEGMENTATION MODEL 6

6 ES SAMPLE CLOSELY REFLECTS THE SA POPULATION ES (unweighted) IHS Population Black 81% Coloured 10% Indian / Asian 2% White 8% Black 79% Coloured 9% Indian / Asian 3% White 9% Source: ES Jul 2016-Jun 2017 (n=25,082) Source: IHS Individual Population estimates Jun

7 AREA DEFINITIONS Metro Urban Rural Example: Craighall Park, City of JHB Plumstead, City of CT Berea, Durban New Brighton, NMMP Definition: Within the borders of one of the 8 Metropolitan Municipalities and defined as an Urban Geography Type Examples: Polokwane Central, Polokwane Willowton, Pietermaritzburg Jouberton, Klerksdorp Definition: Within the borders of an Other Municipality and defined as an Urban Geography Type OR Within the borders of one of the 8 Metropolitan Municipalities and defined as a Farm or Traditional Geography Type Example: Khakhala, Greater Giyani Amelia, Zamdela Definition: Within the borders of an Other Municipality and defined as a Farm or Traditional Geography Type 8 Metropolitan Municipalities: These are defined by the Municipal Demarcation Board and include the municipalities of Ekurhuleni, City of Johannesburg, City of Tshwane, Mangaung (Bloemfontein), Buffalo City (East London), Nelson Mandela Bay (Port Elizabeth), ethekwini (Durban), City of Cape Town Geography Types (Geo-types): Based on Stats SA classifications using input from the Surveyor General. These include three classifications i.e. i. Urban, ii. Farm and iii. Traditional. 9

8 ES VITAL SIGNS NATIONAL SAMPLE 25,082 sample JUL 2016 JUN % Metro 28% Urban 31% Rural Universe: Population aged million 10

9 CURRENCY VITAL SIGNS ES BRC RAM BRC TAMS PAMS 41% Metro 60% Metro 46% Metro 50% Metro 28% Urban 20% Urban 30% Urban 30% Urban 31% Rural 20% Rural 24% Rural 20% Rural 11

10 DEMOGRAPHIC LANDSCAPE 12

11 DEMOGRAPHIC LANDSCAPE BLACK WHITE COLOURED INDIAN 79% 9% 9% 3% 15.8 million HOUSEHOLDS 39.5 million ADULTS 15 YEARS+ AGE % LANGUAGES SPOKEN IN HOME % % 48% Zulu English Xhosa Afrikaans Sesotho Sepedi Setswana Tsonga Swati Ndebele Venda

12 DEMOGRAPHIC LANDSCAPE MONTHLY HOUSEHOLD INCOME % AVERAGE: R10, R0 - R R R R3 999 R R4 999 R R9 999 R R R R R R R Below Matric Matric Tertiary Working full-time Working part-time CHILDREN UNDER 15 YEARS LIVING AT HOME % Unemployed Not looking for work 49% WORKING 51% NOT WORKING Student Retired Home executive % CHILDREN 55% NONE 14

13 PRODUCTS AND LIFESTYLES 17

14 ALMOST EVERY HOME (98%) HAS A CELLPHONE 50% Smartphone (a cellphone that has a touchscreen and that can access the internet) 24% Feature phone (not a smartphone; a cellphone that can access the internet. It has no touchscreen) 46% Ordinary cellphone (used only for calls and SMS. It has no internet capability)

15 LIFESTYLES Past week destinations % Black 61 Coloured Indian/Asian 6 4 White 29 11% Restaurant 20

16 PRODUCT % Black 46 Coloured 14 Indian/Asian 7 White 33 25% Motor car in home 24

17 MEDIA LANDSCAPE 25

18 QUESTIONNAIRE DESIGNED BY INDUSTRY THOUGHT LEADERS AND USES A TOP-DOWN STRUCTURE Questionnaire introduction Media sections Profiling Literacy test Multi-media screener Equipment in home Common questions for all media Number of days used in average week Time spent per weekday/sat/sun Devices/platforms Media-specific questions On the go Demographics Geographic's Lifestyles Products SEM variables 26

19 MEDIA LANDSCAPE REACH % Yesterday In the last week In the last month 6 In the last 3 months 9 In the last 6 months 13 In the last 12 months TV Radio Internet Newspapers Magazines Cinema 27

20 P4WEEK MEDIA LANDSCAPE DEVICE % TV set Cellphone Paper/ printed copy Radio set/ hi-fi Car/Taxi/ Bus radio Desktop/ laptop Tablet Games console Note: Devices used in past month amongst past month users of each medium 28

21 SNAPSHOTS BY MEDIA TYPE 29

22 LISTENING Past 7 days 30

23 LISTENING REACH 71% of the population in a day 84% of the population in a week 88% of the population in a month 31

24 LISTENING DEVICE Radio 86% Car/taxi/bus 62% Cellphone 38% TV set 21% Laptop/ desktop 2% 35

25 VIEWING Past 7 days 37

26 VIEWING REACH 90% of the population in a day 94% of the population in a week 95% of the population in a month 38

27 READING Past 7 days 44

28 ADVERTISE TO HOUSEHOLDS WHO CAN AFFORD YOUR BRAND NO. HH: AVG HH INCOME SEM m R4,754 SEM m R9,781 SEM m R26,524 % HOUSEHOLDS VS MONEY Households Households Money Money Households Money SEM 1-4 SEM 5-7 SEM

29 READERS EARN 63% MORE THAN VIEWERS OR LISTENERS Personal monthly income Rand per month R R R R R R R % R R R R TV Radio Internet Newspapers Magazines ES Jul 2016 Jun 2017 (n=25,082) filtered on A1 Yesterday audience per medium 46

READERS EARN MORE THAN NON-READERS ACROSS THE ENTIRE SPECTRUM OF SOCIETY HH monthly income Rand per month R25 000 R20 000 142 TYPE OF DWELLING : Average HH Income 170 168 179 R22 053 Earning Index

30 READERS EARN MORE THAN NON-READERS ACROSS THE ENTIRE SPECTRUM OF SOCIETY HH monthly income Rand per month R R TYPE OF DWELLING : Average HH Income R Earning Index R R R R R7 267 R8 688 R R5 000 R5 110 R R0 Single Room in Dwelling/Backyard Traditional hut Formal House Gated Community 30 NON READERS READERS INDEX : READERS vs NON READERS 47

31 JUST OVER 4 IN 10 SOUTH AFRICANS READ, BUT ALMOST TWO-THIRDS OF SEM 8-10 DO 56% 44% 37% 63% Non-readers Series2 Readers Series1 Total Market SEM

32 READERS VS. NON-READERS PROFILE BY SEM Newspapers Magazines % National Average 44% Readers Non-readers TV Radio SEM 49

33 THE MORE YOU READ, THE MORE YOU EARN Personal monthly income Rand per month R R R R R R R National Average R5,485 R R R R R 0 No schooling or Some primary Primary school completed Some high school Matriculated University incomplete University completed 50

34 THE MORE YOU LISTEN TO RADIO, THE LESS YOU EARN SEM 8-10 Personal monthly income Rand per month R R R R R R R R R <30 mins 30 mins - 1 hour 1-6 hours >6 hours 51

35 P7D NEWSPAPER READERS DEMOGRAPHIC LANDSCAPE BLACK WHITE COLOURED INDIAN 69% 14% 13% 4% 13.1 million ADULTS 15 YEARS+ AGE % % 53% LANGUAGES READ AND UNDERSTAND % English Afrikaans Zulu Xhosa Sesotho Setswana Sepedi Swati Tsonga Ndebele Venda

36 P7D NEWSPAPER READERS DEMOGRAPHIC LANDSCAPE MONTHLY HOUSEHOLD INCOME % AVERAGE: R13, R0 - R R 28 8 R R3 999 R R4 999 R R9 999 R R R R R R R Below Matric Matric Tertiary Working full-time Working part-time Unemployed Not looking for work 56% WORKING Student 44% NOT WORKING Retired Home executive MARITAL STATUS 61% SINGLE/ DIVORCED/ WIDOWED 39% MARRIED/ PARTNER 54

37 NEWSPAPER PLATFORM OVERLAP PAST 7 DAY READERS any platform (Universe 12.5m) ONLINE 2.5m 20% PAPER 11.6m 93% ONLINE ONLY 0.9m 7% BOTH 1.6m 13% PAPER ONLY 10.1m 80% Average Age

38 P7D MAGAZINE READERS DEMOGRAPHIC LANDSCAPE BLACK WHITE COLOURED INDIAN 67% 19% 12% 3% 5.7 million ADULTS 15 YEARS+ AGE % % 42% LANGUAGES READ AND UNDERSTAND % English Afrikaans Zulu Xhosa Sesotho Sepedi Setswana Ndebele Swati Tsonga Venda

39 P7D MAGAZINE READERS DEMOGRAPHIC LANDSCAPE MONTHLY HOUSEHOLD INCOME % AVERAGE: R15, R0 - R R R3 999 R 25 7 R R4 999 R R9 999 R R R R R R R Below Matric Matric Tertiary Working full-time Working part-time Unemployed Not looking for work 56% WORKING Student 44% NOT WORKING Retired Home executive MARITAL STATUS 62% SINGLE/ DIVORCED/ WIDOWED 38% MARRIED/ PARTNER 59

40 MAGAZINE PLATFORM OVERLAP PAST MONTH READERS any platform (Universe 7.8m) ONLINE 1.9m 24% PAPER 7.2m 93% ONLINE ONLY 0.6m 7% BOTH 1.3m 17% PAPER ONLY 5.9m 76% Average Age

41 DIGITAL Past 7 days 63

42 P7D INTERNET USERS DEMOGRAPHIC LANDSCAPE BLACK WHITE COLOURED INDIAN 75% 14% 8% 3% 19.6 million ADULTS 15 YEARS+ AGE % % 50% LANGUAGES READ AND UNDERSTAND % English Zulu Afrikaans Xhosa Sesotho Sepedi Setswana Tsonga Swati Ndebele Venda

43 P7D INTERNET USERS DEMOGRAPHIC LANDSCAPE MONTHLY HOUSEHOLD INCOME % AVERAGE: R14, R0 - R R 28 8 R R3 999 R R4 999 R R9 999 R R R R R R R Below Matric Matric Tertiary Working full-time Working part-time Unemployed Not looking for work 55% WORKING Student 45% NOT WORKING Retired Home executive MARITAL STATUS 71% SINGLE/ DIVORCED/ WIDOWED 29% MARRIED/ PARTNER 65

44 DIGITAL DEVICE % Cellphone Desktop/ laptop Tablet Note: Device used to access internet in past 7 days 67

45 DIGITAL ACTIVITY BY DEVICE % Cellphone Desktop/ laptop Tablet WhatsApp/IM/chat Social media Search for things Use/download apps Download music/podcasts Play games Check the weather Banking Note: Activities by device used to access internet in past 7 days 68

46 ONLINE ACCESS BY DEVICE PAST MONTH USERS any platform (Universe 19.9m) COMPUTER 4.7m 24% CELL PHONE 19.4m 98% TABLET 2.2m 11% COMPUTER ONLY 0.3m 2% COMP AND TABLET 32k 0.2% COMPUTER AND CELL PHONE 3.2m 16% ALL 3 1.2m 6% TABLET ONLY 0.1m 0.5% CELL AND TABLET 0.9m 5% CELL PHONE ONLY 14.1m 71% 69

47 Banking Search for things Check the weather Use or download apps Download music or podcasts Play games Use social media Use Whatsapp or instant messaging or chat 60% 75% 76% 84% 86% 87% 88% 92% 96% 40% 25% 24% 16% 14% 13% 12% 8% 4% ONLINE ACTIVITY MOBILE VS COMPUTER 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Series1 Mobile Series2 Computer 70

48 INTERNET FREQUENCY % Several times a day 69 Once a day 10 Several times a week 14 Once a week 3 Several times a month 2 Average no. of times per month

49 THE QUESTION USED TO DERIVE PROPORTIONATE SPEND Z35. Imagine that these 11 matches represent all the money that you spent in the past month. Look through this list of items and place these matches according to how you spent your money in the past month. (Total must add up to 11)

50 PROPORTIONATE SPEND BY SEM % SEM Personal spending (e.g. haircuts, gym, entertainment) Other HH items (e.g. medicine, petrol) Other HH expenses (e.g. rent, water, electricity) Savings and investments Financial payments (e.g. car instalments, insurance) Airtime/internet payments Food, drink and other groceries

51 THE 14 ESTABLISHMENT SURVEY SEM VARIABLES Final variables: Post Office nearby Police station nearby Built-in kitchen sink Home security service Motor car Deep freezer which is free standing Microwave oven Floor polisher or vacuum cleaner Washing machine Floor material Water source Type of toilet Roof material Focus on structural items Low reliance on durables No reliance on technology items Short and easy to use Number of sleeping rooms 89

52 ES SEM VS ES LSM SEM : % SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10 LSM: % LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 90

53 MONTHLY HH INCOME BY SEM R R R R R3 404 R4 275 R5 210 R6 434 R7 442 R9 432 SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10 97

54 EQUIPMENT IN HOME BY SEM % Avg. no. of equipment items in home: TV set Smartphone 56 Desktop/ laptop Tablet 1 16 Wifi/ fibre SEM 98

55 MEDIA CONSUMPTION BY SEM Past 12 month usage: % SEM 99

56 ESTABLISHMENT SURVEY SEM VISUAL REPRESENTATIONS 100

57 Avg HH Income R3,

58 Avg HH Income R4,

59 Avg HH Income R5,

60 Avg HH Income R6,

61 Avg HH Income R7,

62 Avg HH Income R9,

63 Avg HH Income R12,

64 Avg HH Income R18,

65 Avg HH Income R26,

66 Avg HH Income R34,

67 Thank you. Questions? 122

INTRODUCING THE ESTABLISHMENT SURVEY

INTRODUCING THE ESTABLISHMENT SURVEY THE ES JOURNEY 2 FUTURE PROOFING MODEL International trends link establishment survey data to a variety of dedicated media surveys via data fusion Source: Industry