2014 Survey Measures DEMOGRAPHICS Working status Job Industry Gender Age Education Feelings about race in SA Ethnicity Marital status Number of people that live in your home Number of children under 18 at home Ages of children under 18 Type of schools children attend Pregnant women at home Fluent languages Activities and pastimes Number of people employed in your company Province City ATTITUDES Worries in life Attitudes towards investment risk Views on credit Feelings about indebtedness Religious denomination Frequency of attending place of worship Support for environmentally sustainable initiatives Environmentally sustainable activities Caution about spending Trying harder to find bargains Branded goods purchasing trend Ease of getting a job compared to 5 years ago Purchase decision maker in household Person responsible for deciding on family meals Satisfaction with health and fitness Feeling of optimism ABODE Live in security estate or gated community Location of home Type of residence Own or rent home Let out residential properties Let out commercial properties INCOME Sideline activities that generate income Number of household incomes Personal gross annual income Personal gross monthly income Household gross monthly income Average monthly investment income Monthly household expenditure ASSETS Value of fixed property Value of shares Value of unit trusts Value of bonds Value of money market investments Value of savings Value of endowments Value of life policies Value of collectables Number of properties owned Number of commercial properties owned LIABILITIES Amount of debt Types of debts Monthly repayment amount on your debts LOYALTY Brand loyalty Past, current, future brand use Loyalty programme motivation Loyalty programmes usage FINANCIAL STATUS Financial standing compared to 2 years ago Total monthly cash savings Total monthly investments Types of investments Offshore investments Types of sectors shares owned BANKING Financial institution usage Methods of banking interaction Banks used Types of bank products o Type of credit cards owned Inclination to buy on credit INSURANCE Medical aid company usage Insurance company usage Types of insurance policies Monthly insurance premiums TRAVEL Holiday going behaviour (more/same/less) Domestic airlines flown in the past year Airline/s used to fly to an international destinations Car hire companies used in the past year AUTOMOTIVE Vehicles owned Petrol stations used most often SHOPPING Stores you have a credit account at Clothing purchase behaviour (more/same/less) Children’s clothing purchase behaviour (more/same/less) Branded groceries purchase behaviour (more/same/less) Bulk grocery shopping chain usage Frequency of bulk grocery shopping Amount spent on bulk grocery shopping Top-up grocery shopping chain usage Frequency of top-up grocery shopping Amount spent on top-up shopping Clothing stores used for yourself Clothing stores used for kids Homewares stores used Health and pharmaceutical stores used Liquor stores used Hardware / DIY stores used Sports equipment and sportswear shops used Electronic equipment stores used Electric appliances stores used TV’s, DVD players and Sound Systems stores used Shop current cellphone purchased at RESTAURANTS / FASTFOOD Restaurant eating behaviour (more/same/less) Family restaurants used most often Number of times a month you eat at restaurants Takeaways purchase behaviour (more/same/less) Fast food restaurants used most often TELEPHONY Current cellphone handset brand SA cellphone network/s used Cellphone package Mobile use and behaviours BRANDING Chocolate bar brands enjoyed Beer brands drunk most often Craft beer drinkers Whisky brands drunk most often Brandy brands drunk most often Favourite wine brands Favourite white spirit brands Rum brands drunk most often Cream liqueur brands drunk most often Ready-to-drink drink brands drunk most often Cigarette brand smoked Watch makes owned Frozen food brands heard of Frozen food brands bought Brand of laptop computer Brand of tablet computer Brand of desk-top computer Brand of electronic goods owned Brand of gym membership INTERNET Survey taken on: PC/Laptop/Tablet or Cellphone Frequency of going online Methods of accessing the internet Online access during the week Online access on weekends Devices used to access the internet Devices used to send and receive email Types of online activities Frequency of purchasing online Internet shopping sites browsed Internet shopping sites bought from Types of goods bought online Torrent usage iTunes usage Google play usage Websites visited App downloads Number of apps you have on your phone Facebook usage Number of facebook friends Twitter usage Number of twitter followers Number of tweeters followed Mxit usage Instagram usage Pinterest usage Google+ usage MEDIA Purchase versus use Frequency & weight Media Involvement and appeal Credibility ratings PRINT MEDIA Magazines purchase behaviour (more/same/less) Readers per copy Types of magazines read Business and news magazines read Entertainment, celebrity and gossip magazines read Conservation & wildlife and Travel & Holiday magazines Pregnancy and parenting magazines read Farming and agriculture magazines read Home, décor and gardening magazines read Male interest magazines read Motoring magazines read Pet magazines read Science & technology magazines read Sport and hobby magazines read General interest magazines read HEALTH & WELLBEING magazines read COOKING & ENTERTAINING magazines read FASHION & BEAUTY magazines read GENERAL magazines read Newspapers purchase behaviour (more/same/less) Local community newspaper readers Newspapers regularly read RADIO MEDIA Radio stations listened to TV MEDIA TV channels watched DSTV subscription PVR decoder Types of DStv programme watched Children proramme channels watched Documentary channels watched General entertainment & movies channels watched Lifestyle & culture channels watched Music channels watched News & commerce channels watched Religion channels watched Specialist channels watched Sport channels watched DSTV Box Office rentals usage SMOKING BEHAVIOUR Smokers Smoking behaviour PETS Pet owners Types of pets owned ATTITUDES TOWARDS DIET Free range/organic food products usage Attitudes to diet types GIVING BACK Attitudes to philanthropy and giving back Attitudes to gambling Attitudes towards brands who do and don’t give back SEGMENTATION Four quartiles defined by wealth (household income) Current Market Value – CMV CMV1 0 to R13k CMV2 R13 to R28K CMV3 R28 to R50k CMV4 R50k plus