SAARF® Lifestyles
AMPS Jun11 Update
How were the SAARF Lifestyles determined?
• They are based on the attendance at and participation in
24 sports as well as the frequency of engaging in over
60 other activities
• Correlation and Factor Analysis were used
SAARF® Lifestyle Groups
1. Cell Addicts (11.7%)
2. Sports (3.7%)
3. Good Living (11.8%)
4. Gamers (8%)
5. Outdoor (6.2%)
6. Studious (8.2%)
7. Traditionals (10.8%)
8. Homebodies (9.3%)
9. New Visual Media (11.5%)
10. Showgoers (5%)
11. Gardeners (11.8%)
SAARF® Lifestyle Groups x LSM
LSM® 1-5 Lifestyles
1. Sports (1.5%)
2. Cell Addicts (5.9%)
3. Studious (4.1%)
4. Good Living (6.1%)
5. Gamers (3.7%)
6. Homebodies (5.1%)
7. Traditionals (5.3%)
8. Showgoers (6.2%)
9. Outdoor (2.6%)
10. New Visual Media (6.7%)
LSM® 6-10 Lifestyles
1. Sports (2%)
2. Cell Addicts (6.3%)
3. Studious (4.2%)
4. Good Living (5.4%)
5. Gamers (4%)
6. Homebodies (4.3%)
7. Gardeners (9.6%)
8. Showgoers (2.4%)
9. Outdoor (3%)
10. Traditionals (5.6%)
11. New Visual Media (5.5%)
12. 12. Avid Readers (6.6%)
Cell Addicts
• Defining characteristic is
extensive use of cell phones
• Mostly 15 -24 years old (54%)
• Marginally more males (51%)
• Mostly students (32%)
• Mostly “At-Home Singles”
Cell Addicts
High correlation & factor scores for the following cell phone activities:
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Take photos
Download/listen to music
Take video recordings
Download ringtone/logo
Send an MMS
Browse WAP or Web
Use instant messaging/chat services
Send SMS
Play games
Send/receive email
Enter competitions/make donations
Send a “Please call me”
Sports
• Defining characteristic is
engagement in a variety of
sporting activities
• Mostly 15 -24 years old (44%),
but up to 49 years old
• Mostly male (61%)
• Large number of students
(27%)
• High household LSM
Sports
High correlation & factor scores for the following activities:
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Soccer
Hockey
Adventure sports
Horse riding
Water sports
Martial arts
Hunting/shooting
Boxing/wrestling
Golf
Gymnastics
Cycling
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Cricket
Athletics
Volleyball
Tennis
Rugby
Jogging/running
Walking/hiking
Aerobics
Basketball/netball
Dancing
Fishing
Good Living
• Defining characteristic is the
enjoyment of the finer things in
life
• Mostly speak Afrikaans (30%)
and English (23%)
• Mostly females (57%)
• Highest “work ethic” with 42%
employed full time
• Highest occurrence of married
or living together (49%)
Good Living
High correlation & factor scores for the following activities:
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Read a newspaper with local news that’s for sale in town
Read a free newspaper delivered to home/collected from shop/taxi rank
Shop for pleasure
Read books (excluding textbooks)
Cook for pleasure
Bake for pleasure
Attend religious gathering
Use computer at work
Use computer at home
Buy lottery tickets
Gamers
• Defining characteristic is that
they are game enthusiasts,
spending considerable time
playing various computer and
internet games
• Mostly 25 – 34 (33%)
• Mostly males (70%)
• Mostly not working
• Mostly single (65%)
Gamers
High correlation & factor scores for the following activities:
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Play computer/ playstation games
Play games via the internet
Use computer at work
Use computer at home
Use computer at home
Play board games
Visit pub/bar/shebeen/tavern
Outdoor
• Defining characteristic is that
they enjoy taking part in
outdoor activities and are
sociable
• Spread across all age groups
• Just under half have high
school education (49%)
• High unemployment (36%)
• Mostly rural areas (52%)
• Mid LSM range
Outdoor
High correlation & factor scores for the following activities:
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Caravanning
Visit a game reserve
Have a picnic
Camping
Go on diet
Try to loose some weight by using
slimming preparations
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Hire a car
Photography
Go to the beach
Bird watch
Visit pub/bar/shebeen/tavern
Attend dinner parties
Go to a braai
Studious
• Defining characteristic is that
they focused on educational
self-improvement
• Youngest segment, mostly 15
– 25 (65%)
• Mostly female (59%)
• Mostly working full (11%) or
part (4%) time
• Live mainly in the Eastern
Cape (21%)
• Mostly speak Xhosa (24%)
Studious
High correlation & factor scores for the following activities:
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Attend lectures/studying part-time
Visit a library
Use newspaper educational sections
Singing
Listen to radio on cell phone
Instant chat services on cell phone
Download/listen to music on cell phone
Play games on cell phone
Traditionals
• Defining characteristic is that
they focused on community
• Mostly older, with very few 15
– 24 year olds (12%)
• Education levels are low
• Mostly have Matric
• Live predominantly in rural
areas (54%)
• Low household LSM
Traditionals
High correlation & factor scores for the following activities:
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Attend a funeral
Attend traditional gatherings
Attend weddings
Attend burial society meeting
Attend stockvel/syndicate/society
Grow vegetables, fruits and crops
Sing in a choir
Cook for pleasure
Homebodies
• Defining characteristic is that
they lead quiet lives centred on
the home
• Mostly female (86%)
• Many divorced, widowed or
separated (19%)
• Bias toward rural areas (44%)
• Mostly Afrikaans (17%)
Homebodies
High correlation & factor scores for the following activities:
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Sewing/dressmaking
Needlework/tapestry
Knitting/crochet
Scrap booking/decoupage
Bake for pleasure
Cook for pleasure
Have beauty treatments
Singing
Home decorating
DIY
Plating flowers
Sunbathing
New Visual Media
• Defining characteristic is that
they have a high level of
computer usage
• Mostly working full time (39%)
• Mostly Professional &
Technical (11%) or
Administration & Managerial
(4%)
• Speak Zulu (28%), English
(19%) or Afrikaans(15%)
New Visual Media
High correlation & factor scores for the following activities:
• Use computer at work
• Use computer at home
• Catch up with work after hours
• Read newspapers or magazines on cell phone
• Email
Showgoers
• Defining characteristic is that
they take pleasure in live
performances
• Mostly 15 – 24 years old (41%)
• High unemployment (39%)
• Household income is low
• Zulu (35%) the most spoke
language
Showgoers
High correlation & factor scores for the following activities:
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Opera
Pop/rock concerts
Other live concerts
Theatre
Classical music performances
Ballet
Other dance performances
Singing
Watch DVDs
Cook for pleasure
Read books
Play games on cell phone
Gardeners
• Defining characteristic is that
they live relatively quiet lives
focusing on their gardens
• Mostly 50+ years old (39%)
• Mostly male (67%)
• Most retired (21%)
• Live in small towns and
villages (14%) and rural areas
(55%)
Gardeners
High correlation & factor scores for the following activities:
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Gardening – flowers/plants
Gardening – vegetables/crops
DIY activities