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 meeting July 2013 3

GORDON PATTERSON 5 Oct 1960-22 July 2016 4

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 5

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 May-July 17 Sep 17 Today 6

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 7

HUB&DONOR = SINGLE SOURCE PAMS RAM TAMS ES BRAND 8

ES SAMPLE CLOSELY REFLECTS THE SA POPULATION ES (unweighted) IHS Population Black 81% Coloured 10% Indian / Asian 2% White 7% Black 78% Coloured 9% Indian / Asian 3% White 10% Source: ES July-Dec 2016 (n=12,464) Source: IHS Individual Population estimates Dec 2015 9

WEIGHTING EFFICIENCY HOUSEHOLD 92% INDIVIDUAL 80% 10

ES VITAL SIGNS NATIONAL SAMPLE 12,464 sample JUL-DEC 2016 41% Metro 29% Urban 30% Rural Universe: Population age 15+ 38.8 million 11

CURRENCY VITAL SIGNS ES SAMPLE BRC RAM BRC TAMS PAMS 41% Metro 60% Metro 46% Metro 50% Metro 29% Urban 20% Urban 30% Urban 30% Urban 30% Rural 20% Rural 24% Rural 20% Rural 12

DEMOGRAPHIC LANDSCAPE 13

DEMOGRAPHIC LANDSCAPE BLACK WHITE COLOURED INDIAN 79% 9% 9% 3% 16 million HOUSEHOLDS 38.8 million ADULTS 15 YEARS+ AGE % SPOKEN LANGUAGES % 26 25 25 24 15-24 25-34 35-49 50 + 52% 48% Zulu English Afrikaans Xhosa Sesotho Sepedi Setswana Tsonga Swati Venda Ndebele 19 18 15 14 12 5 4 3 2 33 31 14

DEMOGRAPHIC LANDSCAPE MONTHLY HOUSEHOLD INCOME % AVERAGE: R9,885 8 2 1 R0 - R4 999 17 25 R 46 R5 000 - R9 999 R10 000 - R19 999 R20 000 - R39 999 R40 000 - R59 999 R60 000+ Below Matric Matric Tertiary 14 46 41 CHILDREN UNDER 15 YEARS LIVING AT HOME % Working full-time Working part-time Not working 11 25 37 47% CHILDREN 48% WORKING 52% NOT WORKING Student Retired Home executive 4 13 11 53% NONE 15

GEOGRAPHIC LANDSCAPE 16

GEOGRAPHIC LANDSCAPE PROVINCE % AND POPULATION FIGURES 41% (15.9m) 26% (10.2m) 7% (2.6m) LP 9% (3.6m) 29% (11.1m) 5% (2.0m) 2% (0.8m) NC NW GP FS MP KZN 8% (3.0m) 19% (7.2m) 30% (11.8m) 12% (4.6m) WC EC 12% (4.6m) 17

PRODUCTS AND LIFESTYLES 18

LIFESTYLES Past week destinations % Black 73 Coloured Indian/Asian 4 8 White 15 46% Shopping mall 19

LIFESTYLES Past week destinations % Black 60 Coloured Indian/Asian 6 5 White 29 10% Restaurant 20

LIFESTYLES Past week destinations % Black 85 Coloured Indian/Asian 1 1 White 12 2% Stadium 21

PRODUCT % Black 74 Coloured Indian/Asian 7 4 White 15 37% Home theatre system in home 22

PRODUCT % Black 72 Coloured 11 Indian/Asian 4 White 14 68% Microwave oven in home 23

PRODUCT % Black 46 Coloured Indian/Asian 7 13 White 34 26% Motor car in home 24

MEDIA LANDSCAPE 25

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 Geographics Lifestyles Products SEM variables 26

P4WEEK MEDIA LANDSCAPE DEVICE % TV set Cellphone Paper/ printed copy Radio set/hi-fi Car/taxi/ bus radio Desktop/ laptop Tablet 97 11 - - - 3 2 26 44-87 75 4-21 90 - - 9 6-23 81 - - 11 8-94 - - - 24 11 Note: Devices used in past month amongst past month users of each medium 27

MEDIA LANDSCAPE REACH % 100 90 80 70 60 50 40 30 20 10 0 90 93 70 39 11 4 Yesterday 83 47 49 27 11 95 95 96 96 87 88 89 90 33 35 37 39 17 51 1 3 5 In the last week In the last month 20 22 In the last 3 months 52 52 8 In the last 6 months 25 12 In the last 12 months TV Radio Internet Newspapers Magazines Cinema 28

SNAPSHOTS BY MEDIA TYPE 29

LISTENING Past 7 days 30

LISTENING REACH 70% of the population in a day 83% of the population in a week 87% of the population in a month 31

P7D RADIO LISTENERS DEMOGRAPHIC LANDSCAPE BLACK WHITE COLOURED INDIAN 79% 10% 8% 3% 32.3 million ADULTS 15 YEARS+ AGE % HOME LANGUAGE % 27 25 24 24 15-24 25-34 35-49 50 + 50% 50% Zulu Xhosa Afrikaans English Sesotho Sepedi Setswana Tsonga Venda Swati Ndebele 15 12 11 10 9 8 4 3 2 1 26 32

P7D RADIO LISTENERS DEMOGRAPHIC LANDSCAPE MONTHLY HOUSEHOLD INCOME % AVERAGE: R10,115 9 2 1 R0 - R4 999 17 25 R 45 R5 000 - R9 999 R10 000 - R19 999 R20 000 - R39 999 R40 000 - R59 999 R60 000+ Below Matric Matric Tertiary 14 45 41 CHILDREN UNDER 15 YEARS LIVING AT HOME % Working full-time Working part-time Not working 12 24 38 46% CHILDREN 50% WORKING 50% NOT WORKING Student Retired Home executive 4 13 11 54% NONE 33

P7D RADIO LISTENERS GEOGRAPHIC LANDSCAPE PROVINCE % AND POPULATION FIGURES 40% METRO 25% (8.1m) 7% (2.1m) LP 10% (3.2m) 29% URBAN 6% (1.8m) 2% (0.7m) NC NW GP FS MP KZN 8% (2.6m) 20% (6.4m) 31% RURAL 11% (3.6m) WC EC 11% (3.7m) 34

LISTENING DEVICE Radio 85% Car/taxi/bus 59% Cellphone 38% TV set 24% Laptop/ desktop 3% 35

LISTENING LOCATION Home 92% Car/taxi/bus 33% Work 11% University/college 1% 36

VIEWING Past 7 days 37

VIEWING REACH 90% of the population in a day 93% of the population in a week 95% of the population in a month 38

P7D TV VIEWERS DEMOGRAPHIC LANDSCAPE BLACK WHITE COLOURED INDIAN 79% 10% 9% 3% 36.2 million ADULTS 15 YEARS+ AGE % HOME LANGUAGE % 26 25 25 24 15-24 25-34 35-49 50 + 52% 48% Zulu Xhosa Afrikaans English Sesotho Sepedi Setswana Tsonga Swati Venda Ndebele 15 12 11 10 9 8 4 2 2 1 26 39

P7D TV VIEWERS DEMOGRAPHIC LANDSCAPE MONTHLY HOUSEHOLD INCOME % AVERAGE: R10,159 8 2 1 R0 - R4 999 18 26 R 44 R5 000 - R9 999 R10 000 - R19 999 R20 000 - R39 999 R40 000 - R59 999 R60 000+ Below Matric Matric Tertiary 14 44 42 CHILDREN UNDER 15 YEARS LIVING AT HOME % Working full-time Working part-time Not working 11 24 38 47% CHILDREN 49% WORKING 51% NOT WORKING Student Retired Home executive 4 13 10 53% NONE 40

P7D TV VIEWERS GEOGRAPHIC LANDSCAPE PROVINCE % AND POPULATION FIGURES 42% METRO 27% (9.7m) 7% (2.4m) LP 9% (3.4m) 29% URBAN 5% (1.8m) 2% (0.8m) NC NW GP FS MP KZN 8% (2.8m) 19% (6.8m) 29% RURAL 12% (4.4m) WC EC 11% (4.0m) 41

VIEWING DEVICE TV set 97% Smartphone 10% Laptop/ desktop 2% Tablet 1% Games console 1% 42

VIEWING LOCATION Home 97% Shopping centre/shop/bank 7% Bar/shebeen/pub/café 6% Work 5% Restaurant/coffee shop 4% Car/taxi/bus 3% School/university/college 1% 43

READING Past 7 days 44

ADVERTISE TO PEOPLE WHO CAN AFFORD YOUR PRODUCTS AREA TYPE: NO. HHS: AVG MHI: RURAL 4.5m R4,504 URBAN 4.6m R9,666 METRO 6.9m R13,578 POPULATION VS MONEY % 60 50 40 30 20 10 60 43 28 29 28 People Money People Money People Money 12 RURAL URBAN METRO 45

AVERAGE HOUSEHOLD INCOME R 15 000 R 14 445 R 14 000 R 13 000 R 12 000 R 11 000 R 12 883 +30% R 13 348 +35% +46% R 10 000 R 9 885 R 9 000 National Average Newspaper P7D readers Internet P7D users Magazine P7D readers 46

P7D NEWSPAPER READERS DEMOGRAPHIC LANDSCAPE BLACK WHITE COLOURED INDIAN 70% 14% 12% 4% 10.5 million ADULTS 15 YEARS+ AGE % 24 29 22 25 15-24 25-34 35-49 50 + 46% 54% LANGUAGES READ AND UNDERSTAND % English Afrikaans Zulu Sesotho Xhosa Setswana Sepedi Tsonga Swati Ndebele Venda 32 29 15 14 14 13 4 3 2 2 93 47

P7D NEWSPAPER READERS DEMOGRAPHIC LANDSCAPE MONTHLY HOUSEHOLD INCOME % AVERAGE: R12,883 23 13 32 R0 - R4 999 32 R5 000 - R9 999 R 27 R10 000 - R19 999 R20 000 - R39 999 R40 000 - R59 999 R60 000+ Below Matric Matric Tertiary 20 34 46 MARITAL STATUS 57% WORKING 43% NOT WORKING Working full-time Working part-time Not working Student Retired Home executive 12 19 12 8 4 45 60% SINGLE/DIV/WID 39% MARRIED 1% REFUSED 48

P7D NEWSPAPER READERS GEOGRAPHIC LANDSCAPE PROVINCE % AND POPULATION FIGURES 53% METRO 33% (3.5m) 7% (0.7m) LP 6% (0.6m) 31% URBAN 5% (0.5m) 2% (0.2m) NC NW GP FS MP KZN 7% (0.7m) 17% (1.8m) 16% RURAL 17% (1.8m) WC EC 7% (0.7m) 49

NEWSPAPER PLATFORM USAGE Multiple platforms % Paper/ printed copy Cellphone Desktop/ laptop Tablet 86 20 7 5 50

NEWSPAPER PLATFORM OVERLAP PAST 7 DAY READERS (Universe 11.5m) ONLINE 3.1m 27% PAPER 10.4m 90% ONLINE ONLY 1.2m 10% BOTH 2m 17% PAPER ONLY 8.4m 73% Average Age 34 35 39 51

P7D MAGAZINE READERS DEMOGRAPHIC LANDSCAPE BLACK WHITE COLOURED INDIAN 69% 18% 10% 3% 4.2 million ADULTS 15 YEARS+ AGE % 28 20 26 26 15-24 25-34 35-49 50 + 59% 41% LANGUAGES READ AND UNDERSTAND % English Afrikaans Zulu Xhosa Sepedi Sesotho Setswana Tsonga Swati Ndebele Venda 32 29 17 13 11 11 3 3 3 2 91 52

P7D MAGAZINE READERS DEMOGRAPHIC LANDSCAPE MONTHLY HOUSEHOLD INCOME % AVERAGE: R14,445 16 24 5 2 R0 - R4 999 28 R5 000 - R9 999 R R10 000 - R19 999 R20 000 - R39 999 R40 000 - R59 999 26 R60 000+ Below Matric Matric Tertiary 28 25 46 MARITAL STATUS 55% WORKING 45% NOT WORKING Working full-time Working part-time Not working Student Retired Home executive 10 19 15 6 5 45 62% SINGLE/DIV/WID 37% MARRIED 1% REFUSED 53

P7D MAGAZINE READERS GEOGRAPHIC LANDSCAPE PROVINCE % AND POPULATION FIGURES 56% METRO 35% (1.5m) 4% (0.2m) LP 6% (0.2m) 30% URBAN 4% (0.2m) 2% (0.09m) NC NW GP FS MP KZN 8% (0.3m) 15% (0.6m) 14% RURAL 18% (0.8m) WC EC 8% (0.4m) 54

MAGAZINE PLATFORM USAGE Multiple platforms % Paper/ printed copy Cellphone Desktop/ laptop Tablet 69 23 10 7 55

MAGAZINE PLATFORM OVERLAP PAST MONTH READERS (Universe 6.9m) ONLINE 2.1m 31% PAPER 6.2m 90% ONLINE ONLY 700k 10% BOTH 1.3m 19% PAPER ONLY 4.9m 71% Average Age 33 34 36 56

DIGITAL Past 7 days 57

P7D INTERNET USERS DEMOGRAPHIC LANDSCAPE BLACK WHITE COLOURED INDIAN 75% 14% 8% 3% 18.2 million ADULTS 15 YEARS+ AGE % 11 15-24 35 25-34 24 35-49 31 50 + 49% 51% LANGUAGES READ AND UNDERSTAND % English Zulu Afrikaans Xhosa Sesotho Sepedi Setswana Tsonga Swati Ndebele Venda 34 27 15 15 11 11 4 3 2 2 94 58

P7D INTERNET USERS DEMOGRAPHIC LANDSCAPE MONTHLY HOUSEHOLD INCOME % AVERAGE: R13,348 23 13 42 R0 - R4 999 31 R5 000 - R9 999 R 27 R10 000 - R19 999 R20 000 - R39 999 R40 000 - R59 999 R60 000+ Below Matric Matric Tertiary 24 23 53 MARITAL STATUS 55% WORKING 45% NOT WORKING Working full-time Working part-time Not working Student Retired Home executive 3 3 10 20 20 45 70% SINGLE/DIV/WID 30% MARRIED 59

P7D INTERNET USERS GEOGRAPHIC LANDSCAPE PROVINCE % AND POPULATION FIGURES 51% METRO 33% (6.1m) 5% (1.0m) LP 7% (1.3m) 28% URBAN 5% (0.9m) 1% (0.3m) NC NW GP FS MP KZN 7% (1.3m) 19% (3.5m) 21% RURAL 13% (2.3m) WC EC 9% (1.6m) 60

DIGITAL DEVICE % Cellphone Desktop/ laptop Tablet 94 19 9 Note: Device used to access internet in past 7 days 61

DIGITAL ACTIVITY BY DEVICE Whatsapp/IM/chat 92 % Cellphone Desktop/ laptop Tablet 16 46 Social media 74 32 53 Search for things 54 73 58 Use/download apps 43 32 43 Download music/podcasts 38 24 35 Play games 29 17 31 Email 20 58 43 Banking 20 33 29 Check the weather 19 19 24 Note: Activities by device used to access internet in past 7 days 62

ONLINE ACCESS BY DEVICE PAST MONTH USERS (Universe 20m) COMPUTER 3.6M 18% CELL PHONE 19.4M 97% COMPUTER ONLY 386K 2% COMPUTER AND CELL PHONE 2.3M 12% ALL 3 832K 4% CELL PHONE ONLY 15.4M 77% TABLET 1.8M 9% TABLET ONLY 138K 1% 63

Email Banking Search Check the weather Use or download apps Download music or podcasts Play games Social media Whatsapp/ instant chat 60% 74% 75% 83% 86% 87% 88% 91% 96% 40% 26% 25% 17% 14% 13% 12% 9% 4% ONLINE ACTIVITY MOBILE VS COMPUTER 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Series1 Mobile Series2 Computer 64

INTERNET FREQUENCY % Several times a day 66 Once a day 12 Several times a week 14 Once a week 3 Several times a month 1 Average no. of times per month 55.7 65

CINEMA Past month 66

PAST MONTH CINEMA GOERS DEMOGRAPHIC LANDSCAPE BLACK WHITE COLOURED INDIAN 51% 35% 7% 7% 1.1 million ADULTS 15 YEARS+ AGE % SPOKEN LANGUAGES % 24 13 15-24 33 25-34 35-49 30 50 + 47% 53% English Afrikaans Zulu Sepedi Sesotho Setswana Xhosa Tsonga Swati Venda Ndebele 37 25 13 9 8 6 2 2 2 2 68 67

PAST MONTH CINEMA GOERS DEMOGRAPHIC LANDSCAPE MONTHLY HOUSEHOLD INCOME % AVERAGE: R25,247 13 30 8 7 R 15 27 R0 - R4 999 R5 000 - R9 999 R10 000 - R19 999 R20 000 - R39 999 R40 000 - R59 999 Below Matric Matric Tertiary 12 44 44 R60 000+ 66% WORKING 34% NOT WORKING Working full-time Working part-time Student Not working Home executive Retired 10 23 8 3 1 57 CHILDREN UNDER 15 YEARS LIVING AT HOME % 35% CHILDREN 65% NONE 68

PAST MONTH CINEMA GOERS GEOGRAPHIC LANDSCAPE PROVINCE % AND POPULATION FIGURES 68% METRO 48% (521k) 3% (32k) LP 7% (71k) 28% URBAN 3% (30k) 1% (8k) NC NW GP FS MP KZN 6% (66k) 16% (178k) 4% RURAL 10% (112k) WC EC 6% (67k) 69

CINEMA FREQUENCY % Once a week 1 2-3 times a month 7 Once a month 14 Once every 3 months 23 Once every 6 months 25 Once every 12 months 18 Less than once every 12 months 14 Average no. of visits per year 5.6 70

ON THE GO Past 7 days 71

PAST WEEK DESTINATIONS Friend's house 55 The bank/atm 22 Spaza shop 54 School/college 13 Shopping mall 46 A restaurant 10 Store or shop 43 Bar/shebeen/tavern 4 Church/place of worship 43 Hospital/clinic 3 Work 41 Cinema 2 Family member's house 35 Stadium 2 Neighbour's house 34 Other/Did not leave home 2 72

MODES OF TRANSPORT % Walked 80 Taxi or bus 56 Car 28 Train 1 Bicycle or motorbike 1 Did not leave home 1 Note: Modes of transport to past week destinations 73

INTRODUCING A NEW SOCIO-ECONOMIC SEGMENTATION SYSTEM: SEM 74

THE SEM CONCEPTUAL STARTING POINT A measure that depicts how you live, not necessarily what you have 75

NEEDS TO REFLECT SA SOCIETY Perfectly equal society 0 1 Perfectly unequal society 76

THE SEMS ARE Relevant and differentiating Stable Not overly dependent on durables Easy to use With the flexibility to be applied to any media and marketing study in South Africa 77

THE SEM DEVELOPMENT PROCESS 1 2 3 4 131 Correspon- Develop Continuum household dence scoring reflective of variables analysis system SA 78

Dimension 2 (9.4% variance explained) FIRST ITERATION HAD 131 VARIABLES 0,700 0,600 No mains No flooring Thatch/plastic roof No water inside 0,500 0,400 0,300 Swimming pool Wifi/fibre 4 or 5 star hotels Generator 0,200 0,100 0,000-0,800-0,600-0,400-0,200 0,000 0,200 0,400 0,600 0,800 1,000 1,200 1,400-0,100-0,200-0,300 Dimension 1 (61.3% variance explained) Desired horseshoe shape Good inertia Total inertia 0.08 79

Dimension 2 (5.7% variance explained) REMOVAL OF VARIABLES RESULTED IN AN EVEN STRONGER MEASURE Low socio-economic living No flooring No police station No post office 0,400 0,300 0,200 High socio-economic living Vacuum cleaner Home security service Free standing freezer 0,100 0,000-0,800-0,600-0,400-0,200 0,000 0,200 0,400 0,600 0,800 1,000 1,200-0,100-0,200-0,300 Dimension 1 (78.1% variance explained) x x x Removal of: Spurious variables Non-differentiating durables Overlapping variables at top end Total inertia 0.19 80

THE 14 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 Number of sleeping rooms Focus on structural items Low reliance on durables No reliance on technology items Short and easy to use 81

THE ES SEMs VS THE ES LSMs SEM: % 13 17 14 10 10 8 9 7 5 7 SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10 LSM: % 34 22 0 2 4 14 11 5 6 3 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 82

2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 96 98 100 0 THE SEM CONTINUUM % SEM 1 Score 0-10 SEM 2 Score 11-20 SEM 3 Score 21-30 SEM 4 Score 31-40 SEM 5 Score 41-50 SEM 6 Score 51-60 SEM 7 Score 61-70 SEM 8 Score 71-80 SEM 9 Score 81-90 SEM 10 Score 91-100 Low socio-economic living High socio-economic living Currently divided into ten groups, but users have the flexibility to spread the scores in any way they wish For example: 0-40; 41-95; 96-100 83

SEM TARGETING EXAMPLE The more precisely one defines the TM, the less the wastage and the better the ROI. Suppose you wanted to advertise petrol, motor spares or used cars TOTAL SEM1 SEM2 SEM3 SEM4 SEM5 SEM6 SEM7 SEM8 SEM9 SEM10 Motor car in home %Col 26 0 1 4 7 11 20 14 84 95 100 Index 100 0 5 14 27 42 77 164 321 360 380 LSM 7-10 miss out on the top end of SEM 6. So you simply code where the index is 100 or greater (penetration above national average of 26%). TARGET MARKET IS SEM>=57 84

SEM INPUT VARIABLES STRUCTURAL Low incidence (%) High incidence (%) Finished/ sealed floor SEM 1 2 3 4 5 6 7 8 9 10 4 26 41 51 66 82 89 93 94 98 3+ Sleeping rooms 27 30 39 35 27 43 58 73 85 93 Home security service 0 0 0 1 1 3 8 18 53 89 Note: HH weights 85

SEM INPUT VARIABLES DURABLES Low incidence (%) High incidence (%) SEM 1 2 3 4 5 6 7 8 9 10 Washing machine 0 2 14 36 56 72 88 98 99 100 Motor car 0 1 4 7 11 20 43 84 95 100 Microwave 5 32 68 84 92 96 99 99 100 100 Note: HH weights 86

SEM INPUT VARIABLES INFRASTRUCTURE AND BASIC AMENITIES High incidence (%) Low incidence (%) NO Police Station nearby NO Post Office nearby NO Built-in kitchen sink NO Flush toilet inside the house SEM 1 2 3 4 5 6 7 8 9 10 94 57 48 34 28 23 17 12 10 1 97 67 55 38 35 30 21 13 12 2 100 95 77 55 20 7 3 1 0 0 100 96 82 59 29 13 3 1 1 0 Note: HH weights 87

DEMOGRAPHIC LANDSCAPE BY SEM SEM 1 2 3 4 5 6 7 8 9 10 Metro 13 19 22 40 53 62 65 63 69 68 Urban 13 21 33 38 35 31 30 34 29 32 Rural 73 60 45 22 12 7 5 3 2 0 Note: Individual weights 88

MONTHLY HH INCOME BY SEM R32 259 R24 843 R18 485 R12 734 R9 253 R3 273 R3 763 R4 684 R5 991 R7 200 SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10 89

EQUIPMENT IN HOME BY SEM % 13 17 14 10 10 8 9 7 5 7 Avg. no. of equipment items in home: SEM 1 2.4 SEM 2 2.6 SEM 3 2.8 SEM 4 2.9 SEM 5 2.9 SEM 6 3.0 SEM 7 3.1 SEM 8 3.3 SEM 9 3.5 SEM 10 4.2 Key equipment penetration: 98 TV set 72 74 Smartphone 56 Desktop/ laptop 19 26 Tablet 15 Wifi/fibre 1 1 1 90

MEDIA CONSUMPTION BY SEM % 13 17 14 10 10 8 9 7 5 7 SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10 Past 12 month usage: 89 88 95 91 97 98 98 99 99 98 98 99 93 90 87 89 86 94 92 86 89 77 71 64 63 30 24 13 2 38 29 17 3 44 36 23 5 52 48 41 42 26 25 8 9 45 31 15 47 48 28 30 23 18 50 36 30 55 44 39 91

SEM INTEGRATION PAMS SEMs available in October ES SEMs in November release RAM TAMS SEMs available in September 92

Thank you 93