AMPS 2008A: mixed fortunes for SA's media industry

Continues Haupt, “A large number of print titles, both newspaper and magazine, have gained significantly more readers. A significant force behind the rise of both print and online has been the 16-24 year age group.

“For the other media, the numbers are looking very stable, although some declines, especially in out-of-home, have come through.”

Print media

In the last AMPS release, we saw print headed for a 60% share of South African adults' media consumption. The sector is almost there now - readership of newspapers and magazines is currently at 59.9%, significantly up on AMPS 2007B. It's an even better showing when you compare this to print's reach of a year ago - 55.5% in AMPS 2007A. In total, 18 750 million adults consume print, and much of this growth is being driven by the 16 - 24 age group.

Newspapers

Overall, newspapers have significantly improved their numbers. The medium is up from 46.8% in AMPS 2007B, and from 44.4% a year ago, to 48.4%, with a total of 15 162 million readers. In the space of a year, newspapers have attracted a further 1 337 million readers, driven especially by new 16 - 24-year-old readers.

Daily papers are up, from 29.2% in AMPS 2007B to 31.4%. The only daily title to grow? The Daily Sun, whose readers now exceed five million. Weekly papers, in total, have remained stable, but a large number posted changed readership figures.

Magazines

In total, magazines remained stable. While the current reach of 40.4% may not be a significant improvement over AMPS 2007B, it is however a significant increase over the previous year, when magazine reach was 37.5%. Total magazine readership is 12 632 million. Again, the 16 - 24 age group played a large role in the growth seen within this media sector.

Only weekly magazines upped their reach in total (22.6%, up from 20.8% previously), but several titles have lost or gained readers.

Television

Across a week, 83.8% of SA adults watch television, remaining stable on the previous survey. The only significant change was seen for DStv, whose audience is up to 15.2%.

Radio

Total radio listening across the week remains unchanged over the previous survey, but community radio has grown, reaching 18.4% of adults, up significantly over the 17.1% seen in AMPS 2007B.

Internet

Internet usage continues to rise significantly, mirroring the trends seen in the previous AMPS survey. Across the week, 2 419 million SA adults go online, accounting for 7.7% of the adult population, a significant increase over the 6.9% seen in AMPS 2007B.

As with print, growth in this medium is being spurred on by the 16 - 24 age group.

Cinema

On a weekly basis, cinema attendance is stable on 1.6% reach, but the “Cinema - Ever” category has reverted to levels last seen a year ago, with the gains won in AMPS 2007B having been reversed.

Out of home

Once enjoying an almost permanent state of growth, things have settled down in the out of home media sector. No media type within this category showed significant gains over AMPS 2007B, while exposure to four types declined significantly across the week.

Development results

It may not seem that way, but life for South Africans is slowly improving. According to Haupt, we're seeing this in the decline of the lower wealth groups, as measured by SU-LSMs. SU-LSM 1 - 3, which used to represent a large percentage of SA adults, are dwindling rapidly. And looking a little further back, things look even better. In AMPS 2001, SU-LSM 1 - 4 consisted of over half of all SA adults, at 52.7%. Today, that figure is down to 36.1%.

The progress of development is also showing in the continuing improvements in basic amenities, such as toilets in the home. A large number of appliances and electronic goods are also appearing more frequently in homes. In general though, the purchasing of large appliances is dropping. Between AMPS 2007B and 2007A, there was a 35% increase in the purchasing of appliances, but this has now dropped to 11% currently. This could be due to the economic situation which SA is currently experiencing, and could drop further in the next period.

Employment unfortunately remains a blot on South Africa's record of development. Levels of full-time employment have stalled, at 29.8%, while part-time employment is significantly down.

Education is improving. A year ago, almost 5.0% of South African adults had no schooling. Today, only 3.3% or 1 041 million adults have no school education at all. Illiteracy levels are down significantly. On the gender front, women are making inroads into higher education - almost 48% of tertiary education degrees are now held by women, compared to 40.1% in the previous release.

The full report of AMPS 2008A is available here.(698 KB)