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Issue Date: January 2005

Do you know your consumer's life stages and lifestyle?

January 2005

When preparing a marketing campaign, have you ever wished for up-to-date information on where the highest concentration of dependent children can be found, the most popular suburbs for students, the highest incidence of housewives or where substantial numbers of senior citizens reside? The Newspaper Advertising Bureau (NAB) has all this information at its fingertips as a result of its ROOTS 2004 research survey.

The highest proportion (26%) of babies between 0-23 months can be found in Pretoria Central households whilst Heidelberg residents have the highest proportion (46%) of high school going children. Although it stands to reason that these areas would dominate toy sales, it was Pretoria North that proved to be the leading toy buyers with over 36% of residents having purchased toys in the past 12 months.
Sandton has the most individuals (60%) with post matric qualifications although Pretoria Central is South Africa's most learner intense area with 29% of its residents being students. Almost 70% of Alberton residents are employed full time whereas 15% of people in Rosebank/Killarney work part-time.
In Heidelberg, housewives make up 25% of all residents but it is Randfontein that boasts the largest population of retired senior citizens (26%).
According to John Bowles, joint managing director of NAB, "Our ROOTS research is proving to be a highly sought after marketing tool as it encompasses a wealth of valuable information. For instance, marketers can now pinpoint the exact areas to target for specific market segments and plan appropriately to reach them in the most enticing way."
The Newspaper Advertising Bureau (NAB) is a division of Caxton CTP Publishers and Printers. NAB's ROOTS 2004 research survey was based on a sample of 18 000 purchasing decision makers (PDMs) interviewed in 58 urban areas nationally.
For further information on NAB's ROOTS survey, contact John Bowles or Debbie McIntyre on 011 889 0600 or visit

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