GEORGE NEWS - Local business owners were introduced afresh to the wonderful city of George last Thursday, 17 October, when some interesting facts and consumer trends were revealed at a function of the George Business Chamber.

The function was held at the offices of the George Herald and was attended by representatives of more than 40 businesses.

Julinda Aucamp, sales manager of Group Editors, shared the information from Roots* research that was conducted in 2018.

Among the interesting facts about George:

• George has 34 000 households and 52 000 purchase decision makers, or shoppers;
• Demographics show that in the last nine years, age groups 25-34, 50-64 and 65+ have increased, with only the 16 to 24 age group showing a significant decrease in size;
• 67% of adults are married or living with a partner, and 76% have children;
• 84% of the population has Afrikaans as home language;
• The education levels of our population have drastically improved over the last nine years - 18% more adults have matriculated, and there was a 4% growth in adults with post matric qualifications;
• The average monthly household income is R17 675;
• In the last year, 38% of the community has spent money on movie, theatre, expo, or sport event tickets, 31% have done renovations at home, with 33% purchasing new furniture / home accessories, and 51% of George residents eat take aways at least once a month;
• Altogether 82% of women in George pay to have their hair styled and 31% of them have monthly manicures or facials or some form of beauty treatment;
• Among the men, 75% pay to have their hair styled, and 8% also have monthly facials, manicures or some form of beauty treatment;
• In the preceding week 21% of the residents have exercised. Of these, the most popular activities are running (30% ) and going to the gym (16%);
• Altogether 32% of Georgians take vitamin or mineral supplements daily.

Aucamp said that in the past four weeks, 80% of the community has read the George Herald. 58% read every issue.

This in comparison to daily newspapers, magazines, and other weekly newspapers or Sunday papers.

"If we break this down into specific publications, you'll see that the George Herald's average issue readership is 50% higher than the next best performing publication, Huisgenoot. Of our average issue readers, 30% have further indicated that they'll read a single week's newspaper more than once." 

From an advertising point of view, 73% of the community read the leaflets inserted into the George Herald. More people prefer to read an insert / leaflet in the George Herald, than one that is delivered to their home. Altogether 67% of Georgians say that they use the advertising in the George Herald to help them make shopping decisions.

* Roots is one of South Africa's largest consumer behaviour surveys.

Brenda Vorster, vice-chairperson of the George Business Chamber, was a winner in a lucky draw at the event. Here she is congratulated by Nicole Rimbault (right), the operations director of Group Editors.
Photo: Mary-Anne Loose

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