Professional Documents
Culture Documents
Scope of Survey
Demographics
Weekly
Monthly/ Bi-monthly
Regional
Other media
Product usage
Psychographics
Summary of findings
Population figures at a glance
Zimbabwe’s Population is 11 631 657
Over 40
00 regis
for Wor ter hom
ld Cup es
Global m
Zimbabwe shooter grabs bronze arket ris
e contin
ue
Day interview:
Equal representation of each day of the week i.e. 1/7 of
sample for each day
Gender:
Both males & females equally represented i.e. 50/50 split
45%
50%
18%
13%
57% 13%
15%
11% 15%
3% 14% 3%
3% 11% 10% 4%
1%
2% 4% 5% 3%
1%
No schooling Som e prim ary Com pleted prim ary Form 2/ZJC Form 4/O level Form 6/A level Secretarial, artisanUniversity degree or
sc hool school or technical equivalent
certificate or diplom a
30%
23%
22%
21%
20% 20%
20% 19%
18%
17% 17%
16% 16% 16%
15%
13% 13%
10%
5% 5%
4% 4% 4%
3% 3%
2% 2%
0%
Full-time form al Part-time formal Informal employed Self-employm ent Housewife Student Retired Unemployed
employed em ployed
Q4 2007 Q4 2008 Q4 2009
Urban Marital status
100%
3% 2% 4%
5% 4%
6%
90%
80%
70%
46% 45%
51%
60%
50%
40%
30%
46% 48%
20% 39%
10%
0%
Q4 2007 Q4 2008 Q4 2009
Single or never been married Married or living together Widow ed Divorced or separated
Pan African Living Standard Measures, LSM
Urban Zimbabweans
Brand strategy has to
be based on fact and
real consumer
understanding.
No more guessing!
How big is your slice of the pie and how rich is it?
Comparable across
Africa
16
But what is
Pan African LSM ?
The pan African living standard measure tool
A composite non-
demographic measure of
wealth, living standard
Continuously validated
Mass
Middle
Upper
middle
Upper Elite
Kenyan urban LSM distribution
KARF 2008
Mass 1-7
Middle
Income
8- 9 Upper
middle
10-12 Upper HNW
income 15-17
13-14
The diverse African markets all offer opportunities
PA LSM special analysis
GDP per capita-Life
expectancy - Literacy
South Africa
Composite percentage of
Zimbabwe
potential
Namibia Botswana
Kenya
Tanzania Nigeria
Uganda Ghana
Malawi Zambia
Cote d’Ivoire
Angola
human
Mozambique
17
Average Pan African
Living standard group 2008 simulation
Simulated comparison with the rest of the world
Africa has robust markets when we take that second look
Social
Programs in Zimbabwe
Social programs in Zimbabwe known by urbanites
Child protection 1%
Education support 1%
Aids awareness 1%
Goal 2%
Health care 2%
None 64%
Plan 2%
UNIAIDS 2%
UNICEF 3%
SOS 3%
Care 3%
USAID 3%
Red Cross 4%
Food Aid 4%
CRS 6%
Christian Care 6%
1% 1%
1%
3%1%
3%
3%
4%
4%
6%
6% 60%
14%
4%
7% 11%
4%
10%
12%
16%
12%
27%
23%
47%
30%
18% 18%
20%
51% 11%
8%
27%
92%
7%
18%
70%
40%
60%
5%
6%
8%
38%
13%
18%
18%
USA United Nations (UN) UK Norway France Ireland Canada Zimbabwe Sweden Cant say
How to unlock the potential embedded in the
Zimbabwean markets
“Lovemore Mbigi”
The challenge to marketers and media owners