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Issue Date: August 2004

AMPS 2004 research shows decline in unbranded categories

1 September 2004

The latest South African Advertising Research Foundation (SAARF) All Media Products Survey (AMPS) 2004 research, shows interesting demographic shifts in some of the major unbranded FMCG categories, as well as what media consumers are consuming.
AMPS 2004 results are based on a national representative sample of 24 489 respondents from different households, interviewed during a fieldwork period of July 2003 to June 2004.
In terms of demographic and personal data:
* SU-LSM variables have changed, but the groups are comparable with previous surveys.

* Access to services and ownership of durables remain at similar levels. Ownership of cellphones and DVDs demonstrate significant growth.

* Electrification has increased.

* Average household income increases are 0.1% below CPI.

* Employment levels have stayed constant.
Media consumption
The following trends were benchmarked:
* Newspaper readership in total is very stable.

* Daily newspapers are trending upwards.

* Weekly newspaper readership remains constant.

* There is a significant decline in magazine readership in total. Four out of five titles however, show no significant changes.

* The newspaper/subscriber magazine sector remains stable.

* Television viewership in total shows no significant movement.

* Cinema attendance is unchanged.

* Outdoor exposure to billboard, store, and truck advertising continues to grow significantly.

* Internet usage remains constant.
FMCG trends
FMCG (fast moving consumer goods) product categories shows no growth measured in the unbranded categories.
AMPS 2004 contained 90 FMCG product categories, 32 of which carried branded questions for subscribers to SAARF Branded AMPS (brand information is confidential to subscribers). There is also branded information for categories such as automotive (6-month), cellular phones, fast food outlets, financial institutions, insurance, retail stores (clothing), and retail stores (food, groceries, toiletries - 6-month).
Thirty-one FMCG unbranded product categories showed no significant movement in AMPS 2004. Others showed the following significant changes:
* Beverages: declines in the usage of instant coffee, Rooibos tea, and ready-to-drink fruit juice.
* Foods: declines in the purchase of biscuits (not rusks or savoury), mealie meal, and rice, and declines in the usage of chocolate-coated bars.
* Personal care: usage of facial cream/lotion, hair products (regular and combination shampoo), conditioner, styling gel, mousse, and hair spray is down.
* Household products: purchase of washing powder is down.
Population update
The adult population size has been updated according to the 2004 estimates released by the Bureau for Market Research (BMR). There has been a slight increase over 2003, with the adult population growing by 1,8%, from 29 773 million to 30 310 million. The impact of HIV/AIDS has been taken into account in this estimate.
A significant change has come through in the gender proportion, with the percentage of males increasing (from 47,9% to 49,5%), and females declining (from 52,1% to 50,5%). This equates to a growth of 748 000 males, and a decline of 212 000 females.
Education still on track
Basic literacy and functional literacy levels continue to trend upwards over time, although there were no significant gains. The average education level is slightly up, but it remains within the 'some high school' category:
* Basic literacy - 93,1% (from 92,4%, AMPS 2003A).
* Functional literacy - 81,3% (from 79,9%, AMPS 2003A).
The levels of no schooling, primary education completed, and matric plus, have shown no significant improvements over the last survey, although the number of people with no schooling continues to drop, while the incidence of 'primary completed' is still rising.
Employment levels static
There have been no significant changes in terms of employment levels:
* Full-time work - 23,3% (7075-million)
* Part-time work - 11,1% (3376-million)
* Self-employed - 8,8% (2654-million)
* Classify self as 'unemployed' - 32,9% (9984-million)
* Not working (including students, housewives and retired people) - 65,5% (19 859-million)
On the income front, this is the first survey for quite some time where the annual increase in household income has lagged behind inflation. Average household income is R4338, which is an increase of 4,7% year on year, with CPI calculated at 4,8%. Real growth year on year is therefore -0,1%, compared to a growth of 1,4% in AMPS 2003A.
Access to services and possessions
There has been a significant growth in access to electricity, especially in rural areas, which Eskom has been specifically targeting. 84,9% of households now have electricity, up from 83,6% in the previous survey.
Access to home phones and cellphones continues to change. Home phone incidence continues to decline (24,4%) while cellphone incidence is significantly up (from 30,8% in the previous survey, to 33,5%). Private ownership and prepaid usage are by far the cell scenarios of choice.
In terms of durables in the home, only one significant increase came through - DVD ownership is up from 5,4% in AMPS 2003A to 8,9% currently.
Financial services
There have been a number of profile shifts within the financial services section of AMPS 2004, but only one significant incidence change. The incidence of ATM cards is up significantly, to 26,5% from 25,0% in the previous survey. This increase was seen in large urban areas, in the Cape Town fringe and Gauteng's West Rand, amongst females, in age 35+, and in SU-LSM 6-10.
SAARF Crime Monitor shows an increase in SA crime
More people have become victims of violent and non-violent crime, the research found.
The SAARF Crime Monitor, part of the AMPS self-completion questionnaire, looks at how crime has affected the lives of South African adults. Respondents are asked whether, in the past 12 months, they have personally been a victim of violent crime in South Africa, such as physical assault, mugging, gang attack, rape or hijacking (obviously excluding murder). They are also asked whether they have personally been a victim of non-violent crime, such as housebreaking, pick-pocketing, and car or cellphone theft.
Crime as measured by AMPS 2004 has increased significantly over AMPS 2003B:
The experiencing of violent crime is up from 7,0% to 7,9% (amongst 16-24s, the 50+ age group, and in SU-LSM 1-4).
The incidence of non-violent crime is up from 12,9% to 14,0% (amongst 16-24s, and in SU-LSM 4 and 5). 18,0% of people have experienced 'any crime', versus 16,4% in the previous survey (amongst 16-24s, the 50+ age group, and in SU-LSM 4 and 5).
SAARF Lifestyles
A tenth grouping, 'Serious', is added to SAARF Lifestyles.
The SAARF Lifestyle section consists of questions on a range of activities, including:
24 questions on people's interest and participation in sport, and attendance of sporting events; 51 questions covering people's frequency of participation in lifestyle/leisure/ entertainment activities; 17 on music interest; and six on frequency of attending cultural events.
The individual activities are released on the AMPS database, and, in addition, the SAARF Lifestyle groups, as determined through statistical analysis of the data, are available. In SAARF AMPS 2004, the number of groups increased back to 10, having dropped to nine in AMPS 2003B, but with a slight reshuffling.
The SAARF Lifestyle groups are now as follows:
Group 1 - Good living.
Group 2 - Sports (a consolidation of 'niche sports' and 'mainstream sports'.
Group 3 - Gamers.
Group 4 - Traditional.
Group 5 - Outdoor.
Group 6 - Homebodies.
Group 7 - Showgoers.
Group 8 - Gardeners.
Group 9 - Bars and betters.
Group 10 - Serious (new).
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