The SAARF Living Standards Measure (LSM) has become the most widely used segmentation tool in South Africa. It is a means of segmenting the South African market that cuts across race, gender, age or any other variable used to categorise people. Instead, it groups people according to their living standards.

To find out your LSM, check the boxes if you have any of these items in your household.

	Metropolitan dweller		DVD Player
	Living in a non-urban area		Refrigerator or combined fridge/freezer
	House / Cluster House / Town House		Electric Stove
	Tap water in house / on plot		Microwave oven
	Flush Toilet inside house		Deep Freezer - Free Standing
	Hot running water		Have a washing machine
	Built in Kitchen Sink		Have a tumble dryer
	No Domestic Workers		Dishwashing Machine
	Home security service		M-net / DSTV Subscription
	2 Cellphones in Household		Home Theatre System
	3 or more Cellphones in Household		Vacuum Cleaner
	Zero or One Radio set in Household		Motor Vehicle in Household
	Hi-Fi / Music centre		Computer - Desktop / Laptop
	Have TV set(s)		Land line (excl. Cellphone)
	VCR

Your LSM

Congratulations! You are in

check items on left

 

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Even more on LSMs

Browse our listing of reports and presentations, some on LSM's.