83% of Kemptonians read Kempton EXPRESS

EXPRESS’s readership has improved by 14% the past three years, according to the ROOTS 16 Survey.

Kempton’s very own newspaper by far outshone national and daily publications such as the Sunday Times, The Star, Daily Sun and Beeld – boasting an average of 83% of Kempton residents who read EXPRESS, compared with 69% in 2013.

The other publications sit at 10%, 9%, 8% and 4% respectively.

ROOTS stands for Readership, Opinion, Opportunities, Trends and Shopping. It is SA’s largest urban and community level quantitative survey.

The survey analyses trends such as a community’s readership, technology usage, shopping behaviour, including preferred shopping centres and malls, which allows our newspaper to better understand our readers and therefore adjust to the ever-changing times.

EXPRESS decided to share with you some of our statistics.

Kempton Park has 47 000 households with 79 000 purchase decision-makers. Of these households, the majority (44%) have an income of R12 000 to R24 999, followed by 33% earning R25 000 to R50 999. Only 4% earns R51 000 and above.

Almost all Kemptonians (98%) own a cellphone and 80% have a smartphone, compared with 95% and 45% respectively in 2013.

In contrast to 2013 figures, which found that only 51% of Kempton residents access the internet weekly and 39% at least once a day, the latest results show that 74% now access the web weekly or more and 63% at least once a day.

For EXPRESS, this means more chances of people visiting our website. Find out at the end of the article how to get daily news updates on your smartphone by joining our WhatsApp group.

Festival Mall is the most popular shopping centre/mall, with 64% of consumers opting to do their shopping there. This figure dropped slightly from 2013’s 69%.

Greenstone Shopping Centre came in second (39%) and East Rand Mall third (36%). Of the smaller shopping centres in Kempton, Glen Balad Mall and Kempton Square came out tops.

Fifty-eight percent of people prefer doing their shopping in bulk, rather than shopping weekly or fortnightly. This trend shows a slight increase from 2013’s 56%. Ninety-one percent of consumers say they always plan their big shopping and 86% shop mostly over the weekend.

Retailers can take advantage of advertising their specials in EXPRESS, which comes out on a Thursday, which will allow consumers to plan their shopping just in time for the weekend.

A whopping 56% more people (most likely women) are having their hair done and more than double (24%) enjoy beauty treatments as compared with 11% in 2013. Hair salons and beauty parlours, take note – it might do you some good to get your name in the paper.

In conclusion, EXPRESS is a growing publication that continues to be a credible provider of local content in Kempton.

For that reason, businesses can benefit from this through advertising and can use these statistics to determine the best ways to promote themselves. If companies would like to find out more on how this information can be used to the advantage of the business, feel free to contact EXPRESS and speak to one of our dynamic advertising consultants.

If you as a reader would like to access this research, contact our branch manager, Christopher Mcinga, at christopherm@caxton.co.za.

Remember to like our Facebook page “Kempton Express” and follow us on Twitter @KemptonExpress. To join our WhatsApp group, save our number 079-407-1925, then send us your name.