SAARF® Lifestyles
AMPS Dec11 Update
How were the SAARF Lifestyles determined?
• They are based on the attendance at and participation
in 24 sports as well as the frequency of engaging in
over 60 other activities
• Correlation and Factor Analysis were used
SAARF® Lifestyle Groups
1. Cell Fundamentals (15.3%)
2. Avid Readers (11.5%)
3. Gardeners (9.5%)
4. Traditionals (9.1%)
5. Good Living (8.8%)
6. Studious (7.9%)
7. Cell Sophisticates (7.6%)
8. Homebodies (7.5%)
9. Gamers (7.1%)
10.Outdoor (5.7%)
11.Showgoers (5.1%)
12.Sports (3.4%)
SAARF® Lifestyle Groups x LSM
LSM® 1-5 Lifestyles
1. Cell Fundamentals (7.7%)
2. Avid Readers (4.8%)
3. Traditionals (4.5%)
4. Good Living (4.2%)
5. Studious (4.1%)
6. Sports (3.6%)
7. Gamers (3.2%)
8. Cell Sophisticates (3.1%)
9. Home Bodies (2.9%)
10. Outdoor (2.7%)
11. Showgoers (1.4%)
LSM® 6-10 Lifestyles
1. Cell Fundamentals (8%)
2. Avid Readers (6.6%)
3. Good Living (5.5%)
4. Cell Sophisticates (5.4%)
5. Traditionals (5.2%)
6. Gardeners (4.8%)
7. Studious (4.5%)
8. Gamers (4.1%)
9. Homebodies (4%)
10. Showgoers (3%)
11. Outdoor (3%)
12. Sports (2.1%)
Cell Sophisticates
• This group uses cellphones
extensively
• Over half are aged 15-24
(52%) and a further third are
25-24 (33%)
• Higher incidence of males
(55%) than females (45%)
• Mostly in metros (54%) and
cities & large towns (18%)
• This group is well educated:
14% have technikon
diplomas/degrees and 6%
university degrees
Cell Sophisticates
High correlation & factor scores for the following activities:
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Send/receive a “Please call me”
Send an SMS
Enter competitions via SMSs
Instant messaging/ chat
Send/receive and MMS
Access the internet or web
Social networking (e.g. Facebook,
Twitter)
Download mobile content (e.g.
ringtones, caller tunes, wallpaper)
Download mobile applications
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Send/receive e-mail
Taking photos and video recording
Watch television/ video online
Watch videos/DVDs
Read a newspaper/ magazine
online
Subscribe to online content
Listen to the radio
Use computer at work
Frequent the library, read books,
sold newspapers and local news
Jogging/running, swimming,
soccer, billiards/pool/snooker
Cell Fundamentals
• They stick to the basics of
cellphone usage
• Mostly live in rural areas (49%)
• 35% are aged 15-24 and 33%
are aged 25-34
• Marginally more females (53%)
• They have a poorer education
than Cell Sophisticates
Cell Fundamentals
High correlation & factor scores for the following
activities:
• Send/receive “Please call me” messages
• Frequently send SMSs
• Download/listen to music
• Take photos
• Video recordings
• Listen to radio
• Play cellphone games
• Play soccer
Sports
• Defining characteristic is
engagement in a variety of
sporting activities
• Mostly 15 -24 years old (39%)
• Mostly male (65%)
• Large number of students
(27%)
• High household LSM
Sports
High correlation & factor scores for the following activities:
• Wide range of sporting
activities including: soccer,
hockey, adventure sports,
horse riding, martial arts,
hunting/shooting
• Attend a gym/ health club
• Singing
• Play a musical instrument
• Attend lectures or study parttime
• Read newspapers
• Do crosswords
• Watch DVDs/ videos
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Have a braai
Eat in a restaurant
Attend dinner parties
Go to a nightclub
Play electronic games
Use computer at home/ work
Go shopping
Go for a drive for pleasure
Good Living
• Defining characteristic is the
enjoyment of the finer things in
life
• This is the best educated
group with one in every three
having a post matric
qualification (35%)
• Mostly females (62%)
• Highest “work ethic” with 56%
employed full time
• Highest occurrence of married
or living together (52%)
Good Living
High correlation & factor scores for the following activities:
• Read a newspaper with local
• Buy lottery tickets
news that’s for sale in town
• Go on a drive for pleasure
• Read a free newspaper
• Aerobics
delivered to home/collected
• Walking
from shop/taxi rank
• Gym/ health club
• Shop for pleasure
• Read books/ newspapers/
• Read books (excluding
magazines
textbooks)
• Have a braai
• Cook for pleasure
• Eat in a restaurant
• Bake for pleasure
• Order fast foods
• Attend religious gathering
• Use computer at work
• Use computer at home
Gamers
• Defining characteristic is that
they are game enthusiasts,
spending considerable time
playing various computer and
internet games
• Mostly young, 15 – 24 (31%)
and 25 – 34 (30%)
• Mostly males (74%)
• Mostly single (65%)
• Mostly metro areas (39%)
Gamers
High correlation & factor scores for the following activities:
• Play computer/ playstation games
• Play games via the internet
• Play games on cellphone
• Use computer at work
• Use computer at home
• Play board games
• Play card games
• Visit pub/bar/shebeen/tavern
• Read books
• Go to the library
• Have a braai
• Visit a pub
Outdoor
• Defining characteristic is that
they enjoy taking part in
outdoor activities and are
sociable
• Mostly older, with 54% over the
age of 35
• Slightly more males (54%)
• Mostly rural areas (50%)
• Mid LSM range
Outdoor
High correlation & factor scores for the following activities:
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Bird watching
Photography
Go to the beach
Have a picnic
Camping
Caravanning
Visit a game reserve
Exercise
Go on a diet
Use slimming preparations to
lose weight
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Meet friends at a book club
Go to a pub/shebeen/tavern
Go to a dinner party
Have a braai
Go to restaurant/steak house
Meet at burial societies
Go to traditional gatherings
Attend weddings
Attend funerals
Visit a casio
Bet on a horse
Buy a scratch card
Studious
• Studious are heavily engaged
in extending their education.
• They are the youngest of the
lifestyles, 15-24 (50%)
• 60% female
• 38% students
• Many live in the Eastern Cape
(22%)
• Main home languages are Zulu
(26%) and Xhosa (23%)
Studious
High correlation & factor scores for the following activities:
• Attend lectures/studying part• Singing
time
• Go to the gym/health clubs
• Put in extra hours after work
• Aerobics
• Read books
• Dancing
• Visit a library
• Jogging/ running
• Attend religious gatherings
• Basketball/ netball
• Use newspaper educational
• Soccer
sections
Traditionals
• Defining characteristic is that
they focused on community
• Predominantly female (60%)
• Mostly older, with 41% over the
age of 50 and an additional
31% aged 35-49
• Education levels are low
• Low education levels
• High proportion of rural
dwellers (49%)
Traditionals
High correlation & factor scores for the following activities:
• Attend a funeral
• Attend stockvels
• Burial society
• Attend traditional gatherings
• Attend weddings
• Gardening
• Singing
• Cooking
• Place bets on horse racing
• Buy lottery tickets and scratch cards
Homebodies
• Defining characteristic is that
they lead quiet lives centred on
the home
• Mostly female (84%)
• Many divorced, widowed or
separated (21%)
• Bias toward rural areas (45%)
• Low household income and
LSM
• Main home languages Zulu
(25%) and Afrikaans (17%)
Homebodies
High correlation & factor scores for the following activities:
• Baking
• Cooking
• Knitting/crotchet
• Needlework/tapestry
• Sewing/dressmaking
• Scrapbooking/decoupage
• Other arts and crafts
• Singing
• Crossword puzzles
• Home decorating
• DIY
• Gardening: lawn, flowers and plant
Avid Readers
• They keep a low profile
• Reading is a major feature of
their lifestyle
• They are mostly mature and
elderly; 60% are aged 35+ and
14% are retirees
• Have high incomes and are in
high LSM groups
• Males (54%) exceed females
(46%)
• Live mostly in metros (56%)
Avid Readers
High correlation & factor scores for the following activities:
• Read books
• Read paid-for newspapers with local news
• Read free newspapers and magazines
• Read educational sections in newspapers
• Visit libraries
• Attend religious gatherings
• Cooking
• Purchase lottery tickets
Showgoers
• Defining characteristic is that
they take pleasure in live
performances
• Mostly 15 – 24 years old (34%)
• High unemployment (37%)
• Household income is low
• Some high school education
(45%) and matric (26%)
Showgoers
High correlation & factor scores for the following activities:
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Ballet
Classical music
Opera
Pop/rock concerts
Theatre
Singing in a choir
Playing musical instruments
Dancing
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Cooking
Dieting
Attend gym/health club
Watch videos/DVDs
Read books
Member of a book club
Have dinner parties at home
Go to nightclub/disco/rave
Gardeners
• Defining characteristic is that
they live relatively quiet lives
focusing on their gardens
• Over 50 years (44%)
• Mostly male (57%)
• Most retired (25%)
• Live in small towns and
villages (15%) and rural areas
(54%)
Gardeners
High correlation & factor scores for the following activities:
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Gardening – flowers/plants
Gardening – vegetables/crops
DIY activities
Home decorating
Attend religious gatherings
Walking/hiking
Jogging/running
Fishing
Bird watching
Catch up with work after hours
Thank You!
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