Roots 2010 results available today

Launched by NAB (Newspaper Advertising Bureau) and Caxton/CTP and conducted by TNS Research Surveys, the research, begun in May 2009, has seen independent researchers interview over 25 000 Purchase Decision Makers (PDMs) across 105 communities in South Africa from Tzaneen to Fish Hoek covering SA's urban landscape in every province.

Extracts

• Black Diamonds in Soweto account for a massive R1.57 billion monthly income;
  
• 75% of PDMs in Soweto buy takeaways from KFC;
  
• In Polokwane, the most prolific language is Sepedi (42%);
  
• 66% of Durban North/Umhlanga PDMs have pet dogs but only 10% have a security system;
  
• Bedfordview/Edenvale is the area with the highest concentration of LSM 9 and 10 PDMs in the country (89%);
  
• Seapoint PDMs are South Africa's most prolific users of Facebook;
  
• 83% of the PDMs in the areas surveyed own a cellphone;
  
• Weekly internet usage has increased by 53% across the sample 15%-23% (Roots 2006);
  
• Average issue readership of the community newspaper has increased by 1% from 68% to 69% of all decision makers in the researched areas nationally.

Originally developed in the early 90s, Roots has evolved into a quantitative face-to-face interview survey, developed to provide readership, shopping habits, activities and market share information in areas beyond the footprints of Caxton's newspapers to give its users a national urban landscape of South Africa's buyer behaviour.