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