Samu Makhathini, SPARK Media’s research manager explains: “Whilst ROOTS is currently wrapping up its field work, there have been some interesting trends that the raw data indicates and we need to watch out for.
A key insight is that local newspaper readership and reach remains stable, whilst daily as well as weekly newspaper readership is on the decline. There is also clear evidence that the trend of reading news online is continuing. We have seen a tremendous shift to digital since ROOTS 2010,” she adds.
The ROOTS survey has been conducted since 2001 and a large portion of the question set has remained relevant, allowing for a trending of data and the opportunity to see changes in the marketplace over the last 14 years.
“This year, we have included additional areas and more questions relating to digital media consumption,” she says. “ROOTS 2016 is surveying over 130 areas, up from 115 in the 2013 survey; these additional areas will result in the study having the highest township sample in South Africa. As the world lives more online, it is critical that we are able to access and offer our clients clear insights into digital media consumption and usage.”
Understanding the difference in diverse geographic areas is crucial when developing marketing strategies and this is where ROOTS delivers local micro communities. “With the data collected this year, we will be able to provide our clients with individual stories of the South African urban landscape, giving them insights into a buyer’s media consumption, shopping, and leisure behaviour at community level.”
An overarching insight, however, is that the data still points to the fact that there isn’t a single story to tell. Each area coming out of field presents new and different stories.
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