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Table of contents

Executive summary 3
Methodology 4
Population definition and sample 4
Internet usage in south africa 4
Selection of brands for inclusion in the study 5
Sample weighting process 6
Rounding 6
Demographics 8
Online retail market size estimate 11
Product categories ever bought, bought last 12 months, frequency and spend 12
ABM Index: Brand Equity 16
Brand awareness, penetration, frequency and spend 17
Estimated revenue per brand 21
Need segments 22
Needs profiles by demographic 24
Brand substitutability 25
Brand signature charts 29
Brand performance per attribute charts 70
Channel preferences, problems encountered and payment mechanisms able to use 85
Appendix: averages by demographics 88
Average purchase frequency by demographics – last 12 months 88
Average online spend per product by demographics – 12 months 89
Average brand purchase frequency by demographics 90
Average spend per brand by demographics – last 12 months 91
Appendix: percentages by demographics 92
Ever bought online before by demographics 92
Products bought online by demographics – last 12 months 93
Brand awareness by demographics 94
Brands purchased by demographics 95
Channels preferred by demographics 96
Problems encountered while shopping online by demographics 97
Payment mechanisms able to use online by demographics 98
Definitions 99
Disclaimer 100
Copyright 100
Contact 100


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