(It is worth noting however, that LSM 7 accounts for 32.9% of the entire LSM 7-10 supergroup, making up in numbers what it might lack on the bottom line.)Ī further 26.6% of households in this supergroup have a monthly household income of between R11 000 and R19 999, with another 16.8% bringing in between R8 000 and R10 999 a month. Only 9.4% of households in LSM 7 have an income of over R20 000 a month at their disposal, compared to 22.1% of Indeed, 96.9% of all households in this income bracket fall into LSM 7-10, although wealth is concentrated towards the top end of this supergroup. A third of all LSM 7-10 households have a monthly income of over R20 000. On top of their high standard of living, the vast majority of LSM 7-10s also come from households with a higher average monthly income than your average South African household. Just over half of all those who are self-employed, are in LSM 7-10. Just over half of all South Africa’s full-time employees come from this LSM supergroup, as do 27.2% of all part-time workers. The majority of LSM 7-10s are employed, either full-time or part-time (46.5%). In comparison to the three biggest provinces (Gauteng, Western Cape, KZN), Limpopo’s population consists of only 11.5% of LSM 7-10, and the Eastern Cape’s of 20.2%.

While 16.7% of LSM 7-10s live in KwaZulu-Natal, they’re less prevalent, accounting for only 28.6% of the province’s population. In the Western Cape you’ll find a further 18.5% of the LSM 7-10 supergroup, which makes up 63.6% of the population down south. Just less than 39% of LSM 7-10 lives in Gauteng, where almost six out of 10 people fall into this LSM supergroup.

Proportionately, Gauteng and the Western Cape are the dominant LSM 7-10 provinces. Today, there are 5 789-million blacks in this supergroup, 3 923-million whites, 1 681-million coloureds and 812 000 Indians. There are 149% more black people in the upper LSMs today than there were 10 years ago, while whites have declined by 45%, Indians by 20% and coloureds by 3%. The most marked demographic change to LSM 7-10 over the past decade has been in its racial makeup. Intuitively, this stands to reason, considering that living standards generally rise as people acquire possessions and have better access to services over the course of their lives. The 25-34 age group has declined by 11%, while LSM 7-10’s 35-49 age bracket is up 4%, with the 50+ bracket declining by 5%.ĭespite the growth of the 15-to-24 age bracket however, LSM 7-10 remains a supergroup skewed towards the older set, with proportionately more people aged 35+ than is seen in the general population. The 15-to-24 age bracket in LSM 7-10 has grown by 26% over the past decade (bearing in mind that AMPS 2001 measured those aged 16-24, while AMPS Dec 2011 measured 15-24). In particular, since AMPS 2001, LSM 7-10 has become younger and its racial profile has shifted markedly.Ī greater proportion of young people now make up this supergroup. Now, 34.9% of adults (aged 15+) have a standard of living enjoyed only on the higher rungs of the LSM ladder.Īnd with its change in size, there has also been a change in its makeup. Back in 2001, LSM 7-10 accounted for 22% of all adults aged 16+ (AMPS 2001). As a whole, this segment of the population has grown by almost 60%, its ranks swelling from 6 394 million in AMPS 2001 to 12 206 million by the end of 2011 (AMPS Dec 2011, Jan-Dec 2011).

Over the past decade, the LSM 7-10 supergroup has undergone substantial change. Meet the top third of South African society, the folk whose high standard of living sets the standard – LSM 7-10. They enjoy the best standards of living, earn the highest salaries, consume the most media and are most likely to appear as the target audience on many a marketing plan. Megan Chronis unpacks data from SAARF AMPS, RAMS and TAMS to paint a picture of South Africa’s LSM 7-10 consumers. You can read the first part of the updated story here. Please note: As LSMs are no longer in use, no AMPS, we have updated this story to look at the SEM (socio economic measure) 8-10.

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