Overview of ROOTS 2013

ROOTS 2013 is South Africa’s largest urban, community level quantitative survey. This year’s ROOTS survey is themed “Rooted in Reality”. The data provides marketers, advertisers, media and creative agencies with the demographic information as well as intelligence and insights into buyers’ behaviour in various categories such as: .

  • Reading
  • Food and Groceries
  • The Home and shopping for the home
  • Shopping
  • Banking and Insurance
  • Activities and Entertainment
  • Travel
  • Digital Lifestyle

    • All this at local community level!

    The ROOTS survey has been conducted every three years since 2001. This allows for trending of data and the opportunity to see the changes in the marketplace over the last eleven years. Advertisers and marketers can define geographical catchment areas and analyse the nature of specific areas both demographically and by shopping behaviour.

    ROOTS 2013 sample size has increased by 20% from 2010 and includes:

  • 28585 interviews were conducted
  • In 115 suburbs and towns
  • Over 6 million decision makers
  • 3,500,000 households

    • For the first time, big interviews were done in some of the country’s biggest townships. The township sample includes over 4,500 interviews in areas such as Soweto, Alex, Gugulethu, Sebokeng/Evaton and Umlazi.

    The uses and benefits of this year’s survey are unlimited. The biggest overarching benefit is that a deeper understanding of the market is achieved by zooming down to local micro communities and the ability to analyse many markets at a local level.

    Users of Telmar and other cross-tabulation software will be able to access the data free of charge or by contacting NAB.

    For more information on ROOTS 2013, please contact us