ROOTS 2019 research shows that appliances and electronics are major growth categories for women
SPARK Media’s ROOTS research gives us unparalleled access to trends over time, allowing us to see and predict changes in consumer behaviour at both a national and local level.
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.
SPARK Media’s ROOTS research gives us unparalleled access to trends over time, allowing us to see and predict changes in consumer behaviour at both a national and local level.
