Access to Suburb Demographics helps you to better understand and locate your target market. Based on the age old adage that "birds of a feather flock together" - suburb demographics can offer insight into the type of people living in an area, as well as how to find other areas with similar characteristics. This is particularly useful in your marketing of properties - being able to know which areas are alike in terms of people's characteristics.
SAPTG's Suburb Demographics report is compiled from a number of Knowledge Factory's superior marketing insights datasets to offer you the most comprehensive view of the "who-what-where" elements of a given suburb.
The Suburb Demographics report comprises of the following:
A geo-demographic profile of the suburb based on Knowledge Factory's reknown segmentation tool, Clusterplus. Suburbs are categorised into 10 main groups and sub-divided into 38 clusters based on similar characteristics in terms of
- socio-economic rank - income, property value, education and occupation;
- life stage - age, household and family structure, as well as;
- dwelling type - size, type and age of structure.
Crimeplus uses crime statistics reported by each South African Police station to draw an exp ected crime level indicator shown at suburb level. In the Suburb Demographic report we have indicated the anticipated crime level as low, low-medium, medium, medium-high and high with our handy "gun" scorecard.
Population is derived from Censusplus which as its name suggests is based on 2001 Census data and updated with results from the 2007 Community Survey, both conducted by StatsSA. Data is collected at enumeration area level, which is the area that one surveyor can cover. Knowledge Factory applies specialised methodology to re-calculate these figures for a suburb level.
Predominant LSM stands for Living Standard Measure and is based on the annual AMPS (All Media and Product Survey) conducted by South African Advertising Research Foundation (SAARF). A measurement is given based on 29 questions which evaluate the degree of urbanisation, assets and appliances owned. There are 10 LSM categories in total, with LSM 7 through 10 all having both high and low splits. LSM 1 represents the lowest level of urbanisation, asset and appliance ownership whilst LSM 10 High is the upper most category.
Annual household income is derived from Incomeplus which looks at a suburb's property values and applies clever modelling, based on lending institution criteria and calculations amongst others, to determine an expected annual household income range for the suburb.
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