Latest research into township consumers

The Alternative Consultancy recent research into townships consumers reveal that 97% still adhere to African culture, 39% of households have at least one cellphone and a third of all homes is headed up by single women.

6 May 2002

The Alternative Consultancy has extensive experience in marketing to black consumers and traders and conducts ConsumerWatch and TradeWatch studies. They presented their research at the FutureFact 2002 conference at Gallagher Estate in Johannesburg, 24 April 2002.

Findings include:

48% said ubuntu is still alive
95% speak only their home language at home.
97% still adhere to African culture.
50% of households say the increasing use of English is destroying African culture, while 42% feel it is a sign of progress.
39% of households have at least one cellphone and spend between R55 and R240 per month on them.
75% of households have at least one member who plays the lottery regularly with R5 to R70 a month.
33% of households say that they have a member who gambles regularly with expenditure from R20 to R300 per month.
93% of households in the townships have experienced the death of a family member in the last year.
Trends include easier access to store credit, a switch to supermarket housebrands and an increased use of convenience foods.