Digital Lifestyle Predictor Programme

BMI-TechKnowledge is a leading authority on the subject of Digital Consumer trends in South Africa, having published numerous reports over the past ten years, as well as conducting customised research studies for most of the prominent device manufacturers and service providers.

With the use of BMI-T's Digital Lifestyle Predictor survey and the DLM Measure, a segmentation tool used to classify consumers based on the extent of their digital lifestyles, BMI-T is able to provide insight into the way consumers are experiencing the different brands from a digital perspective.

Study focus areas and objectives

BMI-T is expanding the programme in 2015 to focus specifically on key emerging market movements, notably:

  • Fibre to the home (FTTH) in gated communities as well as in traditional suburban areas, and related multiple play offerings from service providers
  • Video on Demand (VOD) offerings of different descriptions (whether direct satellite, internet based or hybrid), including those recently launched like Vidi and Altech Node (along with MultiChoice’s new or potential new offerings), and those that may become (legally) available in South Africa in future (e.g. Netflix or services from fixed and mobile operators).

These focus areas will be in addition to the previous study’s focus into ongoing market developments in:

  • SA Handsets and Smartphones (penetration and buying factors, attitudes towards manufacturers and operating systems).
  • SA Consumer Cellphone Usage & Activities (global and local)
  • SA PCs and Tablets (current penetration, buying factors and brand preferences).
  • SA Internet Usage and Activities (how consumers are accessing the internet, what they are using the internet for and their perceptions about the different ISPs).

Research methodology

The DLP consists of a focused survey of metro respondents, representative of all household income brackets, age and population groups, employing face-to-face intercept interviews. The 2015 sample size will be increased by 50% to accommodate the expanded topic areas (VOD and FTTH) and will include a sub-sample of residents of gated communities.

  • Face-to-face survey of 1500 consumers from all major metros in South Africa (DLP Survey)
  • Analysis of secondary data including comparative analysis of other large sample consumer surveys
  • Statistical analysis by BMI-T analysts (including projected adoption rates of devices and services)
  • Analyst review of global megatrends within each topic area, with local contextualisation

Digital Lifestyle Measure (DLM)

Part of the DLP methodology is the inclusion of BMI-T’s innovative, proprietary Digital Lifestyle Measure (DLM) segmentation, alongside other traditional segmentation classifications. The DLM is a tool aimed at classifying consumers into groups based on the extent of their digital lifestyles, and is calculated by combining three sub-classifications:

  • Digital Ownership Measure – based in the number and types of digital goods the consumer has in the home.
  • Digital Usage Measure – based on the frequency and types of digital activities the consumer does regularly.
  • Digital Attitudes Measure – based on the extent respondents agree with a number of statements regarding technology in their lives.

The overall DLM score is calculated by adding the above three scores, and then classifying the consumer from DLM 1 to DLM 4.

Segmentation dimensions

  • Digital Lifestyle Measure (DLM)
  • Household income
  • Age groups
  • Standard segmentations per topic, e.g. for the Cellular Activities topic, an additional standard segmentation will be by Primary Cellular Service Provider (Vodacom, MTN, Cell C, Telkom Mobile, Other). As another example, when testing FTTH, VOD and Multiple Play options a standard segmentation would be the type of residence, and whether or not it is in a gated estate.
  • Other segmentations available on request (Gender, Personal Income, Population Group etc.)

Subscription Options

Clients may subscribe to individual reports or various DLP programme bundles at attractive price points.  

Up-front subscribers may also influence the questions included in the questionnaire within the bounds of BMI-T’s overall research design guidelines.

Deliverables and format

The outcomes of the research and analysis will be documented in a series of rich PowerPoint documents containing numerous tables and charts, and which is detailed enough to provide all the quantitative and qualitative insights and interpretation.

BMI-T will also provide a workshop/presentation in Gauteng, while reserving the option to combine this topic with other published topics.

Further information

For further information and details on how to subscribe to this research please contact Anita Mathews on 011 540 8000 or

For more information on BMI-T and our research and consulting services please visit


Digital Lifestyle Predictor Programme 2015