#StudentSpend14

SA STUDENT SPEND REPORT 2014

ABOUT QUESTION THE RESEARCH AREAS

3646

total respondents across SA tertiary institutions

Money sources
of Spending & Representative saving SA demographics

Male & female respondents

Categories of spend Highest value purchase Online shopping

age group

18-24
debt

Research conducted in Credit & the filed, online & in focus groups

#StudentSpend14 SA STUDENT SPEND SURVEY 2014

A research consultancy, established in May 2010. Covering Usage/Habits & Attitude studies, innovation, strategic brand positioning, communication testing and concept development and analysis, primarily within the FMCG sector. Amoeba has been involved in projects for corporates such as; MTN, Unilever, Kraft Foods, Kimberly Clark, Pepsico, SAB Miller, Nestle, Tigerbrands, GSK, LAFARGE, Momentum, Foodcorp, Vodafone, LilLets and Danone.

#StudentSpend14

ABOUT THE RESEARCH

3646
3646
total SA tertiary institutions
Male & female respondents across respondents
SA STUDENT SPEND SURVEY 2014

total respondents across SA tertiary institutions

Representative of Representative of SA demographics demographics

18-24
age group age group

Researchconducted Research conducted inin field,online online focus groups the filed, && inin focus groups

#StudentSpend14

OUR SAMPLE ABOUT THE RESEARCH

3646

total respondents across SA tertiary institutions

Male & female respondents

76% Black 10% White 9% Coloured 4% Indian Representative of 1% Asian SA demographics

18-24
age group

45% Campus acc. Research conducted in 27% & Living at home the filed, online in focus groups 17% Shared acc. 10% Renting on my own
SA STUDENT SPEND SURVEY 2014

35% 1st year 28% 2nd year 22% 3rd year 16% 4th year

#StudentSpend14

10 THINGS YOU DIDNT KNOW ABOUT STUDENT SPENDING

STUDENTS ARE ALL ABOUT THE NOW

IF I HAD R5000... 3646

total respondents across SA tertiary institutions

ABOUT THE RESEARCH

Going out Male & female respondents Spoiling my Alcohol Clothes

Representative of SA demographics

18-24 Entertainment
age group

girlfriend

Research conducted in the filed, online & in focus groups

#StudentSpend14 SA STUDENT SPEND SURVEY 2014

WHAT IS WEALTH?

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STUDENTS ARE STILL SPENDING MORE THAN THE AVERAGE SOUTH AFRICAN

AVERAGE STUDENT SPENDING ABOUT THE RESEARCH

R3 768 p.m. R45 216 p.a.

Male & female respondents

3646

total respondents across SA tertiary institutions

Representative of SA demographics

18-24
age group

Research conducted in the filed, online & in focus groups

SA STUDENT SPEND SURVEY 2014

#StudentSpend14

AVERAGE STUDENT SPENDING ABOUT THE RESEARCH

3rd study: R3 510 Representative of SA demographics Male & female 2nd study: respondents R3 268 1st study: age group R2 968

3646

total respondents across SA tertiary institutions

4th study: R3 768

18-24

Research conducted in the filed, online & in focus groups

2010
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2012

2013

2014

SA STUDENT SPEND SURVEY 2014

R41.1 BILLION P.A.

SA STUDENT SPEND SURVEY 2014

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SPENDING IN SOUTH AFRICA

SA student population: 938 000
Combined annual Spend: R41.1 billion

SA population: 52.98 million

Combined annual Spend: R1.3 trillion

AVERAGE INDIVIDUAL SPEND P.A: R45 216

#StudentSpend14

AVERAGE INDIVIDUAL SPEND P.A: R25 208

STUDENTS SOURCE OF INCOME

WHERE DOES THE CASH COME FROM?

My parents/family 14%: Part-time work 10%: Bursary/sponsor

78%

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STUDENTS SAVE FOR RAINY DAYS

33% DONT SAVE

41% of students save between

R1 and R250

#StudentSpend14 SA STUDENT SPEND SURVEY 2014

41% of students save between

R1 and R250

#StudentSpend14 SA STUDENT SPEND SURVEY 2014

WHERE DOES THE MONEY GO?

#StudentSpend14 SA STUDENT SPEND SURVEY 2014

R2474
Rent

Motor vehicle repayment

R1741

Extra tuition

R824

Motor insurance

R804

R791 Petrol R751 Food & groceries R559 Medical & health
Computer equipment R548 & other gadgets

R496 Clothing & footwear R319 Software & games

#StudentSpend14

R317 R299 R298 R296 R239 R228 R218 R205 R201

#StudentSpend14

Takeaways Alcoholic beverages Contraception Public transport Entertainment Recreation & sports equipment Bling Music Hairdressers & beauticians

R197 R189 R178 R177 R168 R167 R146 R145

R125 R119

Gifts for friends & family Toiletries & cosmetics Cigarettes & tobacco Lottery tickets & gambling Books, newspapers & magazines Stationery & supplies Airtime Photocopying, printing & fax Public telephone calls Laundry

POTENTIAL MARKET SHARE

Food & groceries Computer equipment & other gadgets Clothing & footwear Alcoholic beverages Toiletries & cosmetics
#StudentSpend14

R8.4 billion R6.1 billion R5.5 billion R3.3 billion R2.1 billion

#StudentSpend14

GIRLS SPEND MORE THAN GUYS

R3 919

R3 525

GIRLS SPEND:
167% more on hairdressers
& beauticians

GUYS SPEND: 67% more on contraceptives

44% more on bling & jewellery
other gadgets

65% more on takeaways

sporting equipment

21% more on recreational &

39% more on computers & 36% more on alcohol

#StudentSpend14

STUDENTS FROM DIFFERENT ETHNIC BACKGROUNDS SPEND DIFFERENTLY

 Petrol Vehicle repayments

BLACK BLACK

Entertainment

INDIAN INDIAN

Fashion Takeaways

COLOURED COLOURED

Alcohol Cigarettes

WHITE WHITE

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THE HIGHEST VALUE STUDENT PURCHASE IS...

CELLPHONES

Samsung, iPhone, Nokia

I still use my BlackBerry for BIS.

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PREMIUM CLOTHING

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LAPTOPS, PCs & TABLETS

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STUDENTS CONCERNED ABOUT SAFETY OF ONLINE SHOPPING

ONLINE SHOPPING PERCEPTIONS

I dont think its very safe... Dont you need a credit card to shop online?

For those that do, 33% shop online for: 20% 20% 19%
Concert tickets Music & DVDs Travel

18% 17% 13% 9%

Clothing Books Electronics Games

#StudentSpend14 SA STUDENT SPEND SURVEY 2014

STUDENTS ARE STILL IN DEBT

28% OF STUDENTS HAVE CREDIT CARDS

Most popular providers

28%

26%

20%

17%
#StudentSpend14

16%

 52% of students have a credit limit of up to R1000 35% still owe money on their credit cards

#StudentSpend14

24% OF STUDENTS HAVE RETAIL CARDS

Most popular providers

39%

22%

22%

17% 18%
#StudentSpend14

17% 16%

 54% of students have a retail limit of up to R2000 71% still owe money on their retail account

#StudentSpend14

 60% of students are unsure of the interest rates they are being charged on their credit & retail accounts 56% believe banks and retail outlets are not responsible credit providers

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62% OF STUDENTS ARE CONFIDENT THAT THEY WILL SETTLE THEIR DEBT

are happy to settle debt on their own

39%

40%

are reliant on family & friends to settle their debt

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14% OF STUDENTS ARE UNBANKED

10

STUDENTS ARE BANKING WITH:

29% 21% 21% 15% 12%

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Seen as the new kid on the block

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MORE THAN HALF OF STUDENTS WANT TO LEARN HOW TO MANAGE THEIR FINANCES

54%
Saving

50%
Budgeting

30%
Investing

12%
How loans work

10%
Credit

#StudentSpend14

10 THINGS YOU DIDNT KNOW ABOUT STUDENT SPENDING

1. Students are all about the NOW 2. Students are still spending more than the average South African 3. Students source of income is mainly parents & family 4. Students save for rainy days 5. Girls are spending more than guys 6. Students from different ethnic backgrounds spend differently 7. The highest value student purchase is cellphones 8. Students are concerned about the safety of online shopping 9. Students are still in debt 10. 14% of students are unbanked
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