Newspapers move up in AMPS

There has been a significant increase in the number of people who read newspapers. Daily newspapers increased their readership most, by 9.4%, largely because of the 22% increase in the readership of the Daily Sun. That newspaper now has the highest readership in SA: 3.7million a day.

The Daily Sun took the lead from the Sunday Times, but the latter remains the most widely read weekly newspaper. Though the Daily Sun captured entry-level readers, the Sunday Times increased its readership at the top end of the market.

Executives at the Sunday Times say the buying power of Sunday Times readers, measured by their disposable income, is R18 billion a month, almost double the Daily Sun's R9.8 billion a month.

Most daily newspapers have increased their readership, with the exception of Cape titles.

Access to electricity and piped water has increased among the AMPS survey's respondents.

The survey also reveals that ownership of DVD players and digital cameras has grown significantly, but VCR ownership has declined. There has been a moderate increase in ownership of personal computers, TVs and microwave ovens.

In telecommunications, dramatic changes have been noted.

There has been a decrease of about 22% in the number of households that use fixed-line telephones but nearly 50% of the population now has access to a cellphone.

According to the research, the population is now 47.3million, up from 40.1million in 1994. Average household income is R4761 as against R2435 in 1994.