Having conducted in-depth interviews with over 18 200 women from a diverse range of communities, ROOTS 2019 found that appliance and electronics shopping has increased by almost 50% over the past three years.


An
upward growth trajectory since 2016

 

Large
appliances

 

2016

2019

National
average

22%

47%

Highest
area

50%
Mamelodi, PTA

78%
Athlone, CPT

Lowest
area

1%
Sea Point/Camps Bay & Knysna

11%
Moot, PTA

 

Small
appliances

 

2016

2019

National
average

36%

60%

Highest
area

68%
Mamelodi, PTA

83%
White River

Lowest
area

1%
Knysna

28%
Constantia/Hout Bay, CPT

 

Computers
& accessories

 

2016

2019

National
average

10%

31%

Highest
area

27%
Overport, DBN

72%
Midrand

Lowest
area

0%
Alberton & Mamelodi

7%
Protea Soweto

 

The
more finely grained the data, the more valuable the insights

 

These
findings also underscore that while national statistics might paint an
informative picture at the macro-level, it’s the area by area focus that holds
significant insights into how women are living, what their needs are and what
they’re willing to spend money on.

 

Residential
living circumstances impact considerably on appliance and electronics purchases

 

For
example, Midrand has seen a boom in apartment residency rates, with much of the
property appealing to young professionals sharing accommodation to lessen the burden
of rent.

 

These
individuals prioritise smaller sized appliances and home electronics to
maximise space savings. Compact and portable devices are preferred.

 

A
large family that shares a space in Soweto, by contrast, determines size
primarily by the amount of people the appliance needs to serve on a regular
basis.

 

Life
span of products

 

Another
significant consideration when trying to predict possible spending patterns is
confidence in future income and employment. In economically uncertain times,
electronics and appliances are increasingly looked at as longer term
investments.

 

Fostering
a new buying culture

 

The
2019 sample is one that has become accustomed to Black Friday, which only
started gaining traction in 2016. It is plausible that the annual sale has
fostered a new buying culture: i.e. a tangible goal that comes round once a
year and can be saved towards.

 

SPARK
Media’s ROOTS 2019

 

Want
to know more about South African women in their capacity as consumers? ROOTS
2019 is an indispensable source of reliable and accurate information for
marketing and business decision makers.

 

Find out more
from www.sparkmedia.co.za/roots-insights-2019