AMPS 2009A out now with DS-CAPI

From local is lekker to hyper-localisation: Township consumer trends to watch this festive season

Mongezi Mtati

The AMPS 2009A results for the period July 2008 to June 2009, with a sample size of 20 961 have been released. As stated earlier, it is the first survey in South Africa to use state-of-the-art Double-Screen Computer-Assisted Personal Interviewing technology or DS-CAPI - one of only four industry-wide media audience surveys in the world to do so.

The population figures have been updated to the 2009 BMR estimates, but with an increase of a mere 0.7%, or 218 000 more people, this will not have much of an impact on the survey. The population figure for 2009 is 31,523-million adults, aged 16 and up.

The LSM variables have remained unchanged since AMPS 2008B (Jan-Dec 2008), but there have been proportional shifts for three groups.

LSM 2 has declined from 8.7% of the population in the previous survey, to 7.3% currently.
LSM 3 is down from 9.2% to 7.8%.
LSM 6 has increased from 18.1% to 19.5%.

The household income groups have remained unchanged, but there are fewer households with very low incomes, and significantly more households in the top income group. Since the fieldwork period for AMPS 2009A covered months affected by the economic downturn, further analysis was done.

For the first time in nine years, there has been a decrease in average household income on the previous survey - from R7135 in 2008B, to R6928 per month. Considering inflation at 8.0% (Jan 2009), there was a real decline of 6.6%.

Download full report here.