presentation to magz by alphabet soup 27 september 2002
TRANSCRIPT
Presentation to Magz
By Alphabet Soup By Alphabet Soup
27 September 200227 September 2002
An overview of the Sandton and Randburg Areas which are closest to the Broadacres Store
Some perspectives from ROOTS/ Caxton
Research based on papers which go to those areas.
A presentation prepared for the Sandton Chronicle and Randburg Sun Clients
In this presentation… Research methodologyResearch methodology
Who and How?Who and How? ReadershipReadership
South African Media Scene.South African Media Scene. Trend of Sandton Chronicle and Randburg Sun readership.Trend of Sandton Chronicle and Randburg Sun readership. The Sandton Chronicle and Randburg Sun vs. competitors.The Sandton Chronicle and Randburg Sun vs. competitors.
Research ResultsResearch Results Who lives in these areasWho lives in these areas
Demographics, psychographics and activities. Demographics, psychographics and activities. ShoppingShopping
Shopping behaviour in various categoriesShopping behaviour in various categories Motoring and DIY.Motoring and DIY.
ROOTS : who did it?
Field work and data capture:Field work and data capture: Contracted out to an independent Contracted out to an independent
research company called im!g.research company called im!g. Sampling and weighting:Sampling and weighting:
Contracted out to the HSRC (Human Contracted out to the HSRC (Human Sciences Research Council).Sciences Research Council).
Data base:Data base: Loaded on to computer driven analysis Loaded on to computer driven analysis
packages (Telmar and Espri).packages (Telmar and Espri).
ROOTS : How was it done? Sampling:Sampling:
Footprint map.Footprint map.100 sampling points (random stratified probability sample).100 sampling points (random stratified probability sample).3 households at each sampling point.3 households at each sampling point.300 interviews per newspaper area.300 interviews per newspaper area.
Fieldwork:Fieldwork:Head of Household.Head of Household.Actual address.Actual address.
Weighting:Weighting:HSRC database.HSRC database.Weighted by demographics in each E.A.Weighted by demographics in each E.A.
Highly competitive environment.Highly competitive environment. Choices, choices, choices.Choices, choices, choices.
Audience fragmentation.Audience fragmentation. Time pressured audiences.Time pressured audiences. High levels of illiteracy. High levels of illiteracy. Decline in daily and weekend Decline in daily and weekend
newspaper audiences.newspaper audiences.
The South African media industry
Competitive environment
± 300 consumer magazines± 300 consumer magazines ± 280 sold and free newspapers± 280 sold and free newspapers ± 35 billboard companies± 35 billboard companies ± 100 radio stations± 100 radio stations 6+ TV channels6+ TV channels Already +140 listed internet sites with Already +140 listed internet sites with
advertising ratesadvertising rates Cinema and so on…Cinema and so on…
Daily circulation vs population growth
15112171624855
15880000
28488000
0
5000000
10000000
15000000
20000000
25000000
30000000
1980 1985 1990 1995 2000
Total Daily Circulation Adult population
(Source: AMPS, ABC)
374148
54
675861
667683
0
20
40
60
80
100
1979 1985 1990 1995 2000
Read any daily Read any weekly
Declining readership trends (white adults aged 16+) Measured in %
(Source: AMPS)
Gauteng/PWV- Whites Only%
2125
34
131517 17
1618
16
3741
5056
72
0
10
20
30
40
50
60
70
80
1979 1985 1990 1995 2000
The Star Beeld All Dailies
(Source: AMPS/White)
JohannesburgWhites only%
5
45
32364549
61
6667
5158
6478
0102030405060708090
1979 1985 1990 1995 2000
Star Beeld All Dailies
(Source: AMPS/White)
In contrast, freesheets are booming…
83
13 14
3
2620
0
10
20
30
40
50
60
70
80
90
100
%
Caxtonfreesheets
The Star Beeld Sowetan SundayTimes
Rapport
(Source: ROOTS 2000)(Base: 1 332 840 Decision makers)
% Reach Gauteng
The Sandton Chronicle and Randburg Sun…papers to be proud of.
72 73 75 7970
81 7883
0
20
40
60
80
100
1990 1992 1996 2000
Sandton Chronicle Randburg Sun
% Readership
(Source: ARRRT and ROOTS)
Competitive Analysis
25% 24%16%
9% 8%
79%
50%
0%
100%
SandtonChronicle
SundayTimes
The Star Sat. Star Rapport Citizen Beeld
% Reach : Sandton Chronicle vs. competitors
(Base: Total decision makers = 77 464) (Source: ROOTS)
Competitive Analysis% Reach : Randburg Sun vs. competitors
(Base: Total decision makers = 58 939)
26%
14%9% 7% 4%
83%
32%
0%
100%
Randburg SundayTimes
The Star Sat. Star Rapport Citizen Beeld
(Source: ROOTS)
Sandton Chronicle gives TMC in Sandton.
72%74%76%78%80%82%84%86%88%90%92%
SandtonChronicle
+ SundayTimes
+ The Star + Beeld +Citizen
Adds 11%
Adds 2%Adds 3%
Adds 1%
Leading Dailies and Weekend Press Add Little Reach to Sandton Chronicles High Reach
(Source: ROOTS)
Randburg Sun
80%81%82%83%84%85%86%87%88%89%
RandburgSun
+SundayTimes
+The Star +Rapport +Citizen +Beeld
Adds 5%
Adds 1%
Adds 3%
Adds 1%
Leading Dailies and Weekend Press also Add Little Or No Reach to Randburg Sun’s High Reach
(Source: ROOTS)
Adds 0%
Why the success? Focused relevant local editorial.Focused relevant local editorial. Provide TMC.Provide TMC.
Geographically NichedGeographically Niched Capital investment.Capital investment.
New efficient printing presses.New efficient printing presses. Digital data transport.Digital data transport.
Cost/ Quality ratio.Cost/ Quality ratio. Contained costs without compromising quality.Contained costs without compromising quality.
Kept our local advertisers.Kept our local advertisers. Local businesses account for 70% of our total ad Local businesses account for 70% of our total ad
revenuerevenue
Cost Control – Media Inflation Watch
MediaMedia % increase% increase
DailiesDailies 195%195%
WeekliesWeeklies 173%173%
LocalsLocals 114%114%
CIW RadioCIW Radio 397%397%
CPICPI 104%104%
Source: MIW – June 2001
CONSTANTIA KLOOF
RANDPARKRIF
KIMBULT AH
ALSEF AHSUNDOWNER
WINDSOR
RANDPARK
ALDARAPARK
CRESTADARRENWOOD
LINDEN
PINE PARK
BLAIRGOWRIE
CRAIGHALL PARK
BIRDHAVEN
ILLOVO
INANDA
ATHOLL
BRAMLEY
BRYANSTON
ROBIN HILLS
FONTAINEBLEAU
KELLANDWINDSOR GLEN
FERNDALE
BROMHOF
BOSKRUIN
MALANSHOF
STRIJDOMPARK
PRESIDENT RIDGE
ROBINDALE
ROBIN ACRES
BORDEAUX
SANDTON RES
RUITERHOF
LYME PARK
JUKSKEIPARK
SHARONLEA
NORTHWOLD
SONNEGLANS
OLIVEDALE
JOHANNESBURG-NOORD
OSUMMIT
BEVERLEY GARDENS
VANDIA GROVE
GLENIFFER
WITKOPPEN
FOURWAYS
DOUGLASDALE
CRAIGAVON A H
NORSCOT
MAGALIESIG
WOODMEAD
SANDOWNGLENADRIENNE
SANDHURST
BENMORE GARDENS
RIVER CLUB
MOODIEHILL
RAUMARAIS PARK
WYNBERG
STRATHAVON
EDENBURG
GALLO MANOR
MARLBORO
WENDYWOOD
PAULSHOF
KLEVE HILL PARK
MIDRAND +
PETERVALE
LONE HILL
RIVONIA
SUNNINGHILL
KELVIN
IVORY PARK
BIRCH ACRES
NORKEM PARK
Layers
RANDBURG SUN:GAUSUBS 96 CENS
SANDTON CHRONICLE:GAUSUBS 96 CENS
KM
420
COMMUNITY NEWSPAPER FOOTPRINTSandton Chronicle and Randburg Sun
40
52
10
22
35 34
83
13
5
15
32 32
22
29
1318
611
83
37
40
18
6
5248
48
0
10
20
30
40
50
60
70
80
90
100
Male
Female
16-24
25-34
35-49
50+
White
Black
Asian/Col
>R5000
R5000-R9999
R10000-R19999
R20000+
Sandton Randburg
(Base: Total decision makers; Sandton = 77 464; Randburg = 58 939)
Demographics:Decision makers in Sandton and Randburg
(Source: ROOTS)
Decision makers in Sandton tend to be older and more affluent than those residing in Randburg.
Our research has shown that area by area, people differ…
Not only in terms of their demographics but in respect of their psychographics and
behaviour too.
60%
35%
21% 21% 20% 20% 19% 19%
12%
25%
11%6% 6% 7%
3%7% 6% 4%
0%
70%
Sandton City Fourways Mall FourwaysCrossing
BryanstonCentre
BenmoreGardens
Cloisters Eastgate Rosebank Hyde Park
Been into p3mnths Visit most often
Top Shopping CentresSandton
(Base: Total decision makers = 77 464) (Source: ROOTS)
Sandton City is by a large percentage Sandton resident’s favourite and most frequently visited shopping centre.
No 1.
55%
29%
15% 14% 14%8% 8% 7% 5% 4%
37%
17%
6% 6%10%
4% 4% 5%1% 1%
0%
65%
Cresta
Northgate
Fourways
Mall
Randburg W
aterfr
ont
Randburg C
bd
Sandton S
quare
Randridge m
all w
ay
Randparkrid
ge centre
Heathw
ay Centre
Eastgate
Been into in p3mnths Visit most often
Top Shopping CentresRandburg
(Base: Total decision makers = 58 939) (Source: ROOTS)
Cresta shopping centre is the most popular shopping centre among Randburg decision makers.
No 1.
The changing “shopscape”
Increased competition.Increased competition. Many new developments.Many new developments. Rise of “New” chain storesRise of “New” chain stores
Family Stores, 711’s,Foodies, IGA, Garage Family Stores, 711’s,Foodies, IGA, Garage forecourt stores etc.forecourt stores etc.
Pressure on margins and economic pressures.Pressure on margins and economic pressures. Drive to convenience as catchment areas shrink.Drive to convenience as catchment areas shrink. Shoppers becoming less passive and more Shoppers becoming less passive and more
demanding.demanding. Continued budgetary pressure on shoppers.Continued budgetary pressure on shoppers.
Shopping patterns and behaviour have changedtremendously over the past 10 years
Budgetary pressure is causing shoppers to be more selective…
(Source: ROOTS)
Consumers are demanding more for their money.
(Source: ROOTS)
25%
22%
15%
12%
9% 8%6%
29%
23%
18%
14% 15%
9%11%
37%
32%
36%
29%
45%
21%
53%
0%
50%
P'nPaySupermarket
P'nPayHypermarket
ShopriteCheckers
P'nPay FamilyStore
Woolworths Hyperama Spar(any)
Spend Most Main Shopping Been into past month
Food & Grocery retailers.Sandton
(Base: Responsible for all/most of household purchases = 49 936) (Source: ROOTS)
Spar has the highest feet through the door patronage. However the Pick ‘n Pays’ have the highest loyalty conversion rate
33%
18%
11%13%
10%8%
23%
18%
11%13% 13%
8%
35%
29%
18%17%
35%
13%
0%
40%
P'n PayHypermarket
Shoprite Checkers P'n PaySupermarket
P'n Pay Familystore
Spar(any) Hyperama
Spend Most Main Shopping Been into past month(Base: Responsible for all/most of household purchases = 35 307) (Source: ROOTS)
Food & Grocery retailers.Randburg
Pick ’n Pay Hypermarket and Spar(any)have the highest no. of visitors followed by Shoprite Checkers.
Preferred Day for Shopping
5% 4%
9% 8%
13%
31%
5%
26%
14%
6%7% 9%
21%
39%
1% 1%
0%
40%
Mon Tues Wed Thurs Fri Sat Sun Any Day
Sandton Randburg
(Base: Responsible for all/most of household purchases)
The weekend is still the preferred time for food and grocery shopping although there seems to be some movement towards the middle of the week. Decision makers in Randburg suburbs really love shopping on
Saturday whereas, Sandton decision makers are not quite so “fussy” with a very high percentage (26%) having no preference.
(Source: ROOTS)
Technology: possessions have.
11%
28%
53%
64%
73%
11%
32%
54%
68%
74%
0% 80%
DVD
DsTV
Computer
Mnet Decoder
Video Recorder
Sandton Randburg(Base: Total) (Source: ROOTS)
Interestingly, Randburg decision makers tend to have slightly more appliances than those living in Sandton.
Cell phone ownership and purchasing.
27%
9%
62%
16%
59%
5%
0%
70%
Have a cell phone Bought new cell phonep6mnths
ROOTS Gauteng Ave Sandton Randburg
(Source: ROOTS)(Base: Total)
No. of motor vehicles in household
15%
30%
35%
13%
7%
37%34%
16%
4%8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
1 2 3 4+ None
Sandton Randburg
(Source: ROOTS)(Base: Total)
Households in Randburg suburbs tend to have one motor vehicle whereas a large percentage of Sandton
households have 3 or more.
New car purchases Past 6 months
9%10%
9%
12% 12%11%
6% 6% 6%
0%
2%
4%
6%
8%
10%
12%
14%
Total Male Female
ROOTS Ave Sandton Randburg
(Source: ROOTS)(Base: Total)
New car purchases in Sandton are above the ROOTS Average, however in Randburg they are below average. It is interesting to note that contrary to popular belief,
women buy cars too!
Hardware/D.I.Y purchases Past 6 months
21%24%
19%
27%31%
24%
9% 9% 8%
0%
40%
Total Male Female
ROOTS Gauteng Ave Sandton Randburg
(Source: ROOTS)(Base: Total)
Far more Sandton residents purchased Hardware/D.I.Y in the past 6 months than did Randburg residents. Interestingly, there
isn’t a huge difference between male and female purchasing
Restaurants
12% 13%
23%
6%
22%
17%19%
2%
23%
10%
23%
10%
0%
30%
Once a week Once 2/3 weeks Once a month Less often
ROOTS Ave Sandton Randburg
(Source: ROOTS)(Base: Total)
Decision makers in both Sandton and Randburg enjoy eating out.
Analgesic usage Female
(Source: ROOTS)(Base: Female)
Analgesic usage Male
(Source: ROOTS)(Base: Male)
What Sandton and Randburg women think of themselves…
(Source: ROOTS)(Base: Female)
Female attitudes towards fashion and cosmetics…
(Source: ROOTS)(Base: Female)
Female attitudes towards food and cooking…
(Source: ROOTS)(Base: Female)
Male Attitudes towards Shopping…
(Source: ROOTS)(Base: Male)
What Sandton and Randburg males think of themselves and fashion…
(Source: ROOTS)(Base: Male)
Favourite Radio Stations
23%20%
6%
40%
21% 22%
7%
37%
0%5%
10%15%20%
25%30%35%40%45%
94.7 HighveldStereo
Radio 702 5 FM Classic FM
Sandton Randburg
(Source: ROOTS)(Base: Total)
Favourite TV channels
58%
49%42%
30%25%
9%14%
19%24%
32%34%
46%
0%
10%
20%
30%
40%
50%
60%
70%
Mnet etv SABC3 SABC1 SABC2 DSTV
Sandton Randburg
(Source: ROOTS)(Base: Total)
All in all two different areas with different shopping habits, attitudes, buying power and lifestyles.Their media choices differ but not significantly, but one things for sure…
They all reading their local They all reading their local newspaper!newspaper!
Thanks for your time and support!Thanks for your time and support!
Adspend Overview
August 2001 – July 2002August 2001 – July 2002
All Categories Annual AdspendAugust 2001 – July 2002
Print39%
Internet1%Radio
12%Outdoor
4%
TV42%
Knock n Drop1%
Cinema1%
Total Spend R10,6b
Prime Competitors – Share of VoiceAugust 2001 – July 2002
Other Bookstalls3%
C N A86%
Exclusive Books8%
Wordsworth1%
CUM Books2%
Total Spend R20m
Adspend of Model Group by Media Type
MediumMedium
Total SpendTotal Spend
C N A C N A
R15,756R15,756
ExclusiveExclusive
BooksBooks
R1,471R1,471
Other Other BookshopsBookshops
R597R597
C U MC U M
BookshopBookshop
R367R367
PrintPrint 4,8414,841 512512 595595 341341
RadioRadio 3,4013,401 634634 22
TVTV 7,4857,485 2626
CinemaCinema 3030 325325
THE MEDIA SHOP Adspend Analysis
CLIENT :CATEGORY : ADSPEND ANALYSIS - YEAR ENDING 27-Sep-02
PRINT CINEMA RADIO TV INTERNET TOTAL % SOVADAMS & CO BOOKSHOP 1,790 0 0 0 0 1,790 0.0%BANTAM DISTRIBUTORS 52,445 0 0 0 0 52,445 0.3%BOOK SHOP THE 12,432 0 0 0 0 12,432 0.1%BOOKWORM THE BOOKSHOP 162 0 0 0 0 162 0.0%CHRISTELIKE BOEKWINKE 479,210 0 43,560 0 0 522,770 2.7%CNA BOOKSHOP 4,840,517 29,833 3,400,771 7,484,931 0 15,756,052 81.9%CUM BOOKS SHOP 340,833 0 0 26,000 0 366,833 1.9%EXCLUSIVE BOOK SHOP 511,542 325,612 634,128 0 0 1,471,282 7.6%HUMERUS MEDICAL HUMOUR 8,000 0 0 0 0 8,000 0.0%INCREDIBLE BOOK SHOP 53,604 0 0 0 25,000 78,604 0.4%KILO SHOP MAGAZ SHOP 390 0 0 0 0 390 0.0%LIBERTY BOOK SHOP 0 0 7,560 0 0 7,560 0.0%MASKEW MILLER BOOKSHP 12,656 0 0 0 0 12,656 0.1%MAST BOOK SHOP 548 0 0 0 0 548 0.0%MOTORBOOKS STORE 54,065 0 0 0 0 54,065 0.3%OTH BOOK SHOP OTHER 594,668 0 2,564 0 0 597,232 3.1%PROTEA BOEKHUIS 33,789 0 0 0 0 33,789 0.2%RHEMA BOOKSHOP 14,759 0 0 0 0 14,759 0.1%SARTAJ BOOK CENTRE 4,207 0 0 0 0 4,207 0.0%SHUTER&SHOOTER BOOKSH 43,630 0 0 0 0 43,630 0.2%UNIVERSITY BOOKSHOP 1,543 0 0 0 0 1,543 0.0%VAN SCHAIK BOOKSHOP 78,089 0 0 0 0 78,089 0.4%VIA AFRIKA PUBL&BOOKS 965 0 0 0 0 965 0.0%WIZARD BOOKSHOP 1,956 0 0 0 0 1,956 0.0%WORDSWORTH BOOK SHOP 67,904 0 43,560 0 0 111,464 0.6%TOTAL 7,209,704 355,445 4,132,143 7,510,931 25,000 19,233,223 100.0%% MEDIA SHARE 37.5% 1.8% 21.5% 39.1% 0.1% 100.0%