sem user-guide july2018 brc finalversion 2a4 reshuffle ss · sem 1 sem 2 sem 3 sem 4 sem 5 sem 6...
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SEM™Establishment Survey
2018A socio-economic measure that depicts how South Africans live – based on what they have access to in and near their homes
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The power of SEM™ What do SA households look like according to SEM?The SEM™ continuum
SEM profiles by key inputs%
Different solutions available to suit your planning and analysis needsReflective of our unequal society
and provides a more realistic picture of SA
Relevant and differentiating Meaningfully differentiates how people live, along a spectrum from low to high socio-economic living
Stable. A person’s score doesn’t change quickly over time (focus on structural items and infrastructure elements, low reliance on durables, no reliance on technology items)
Flexibility of analysis to meet target market requirements – output is a continuum from 0 to 100, therefore can be sliced and diced as required
Good predictor of media and purchasing behaviour, and highly correlated to various demographics and attitudes
SEM 10Score 91-100
SEM 9Score 81-90
SEM 8Score 71-80
SEM 7Score 61-70
SEM 6Score 51-60
SEM 5Score 41-50
SEM 4Score 31-40
SEM 3Score 21-30
SEM 2Score 11-20
SEM 1Score 0-10 Sc
ore
0Lo
w s
ocio
-eco
nom
ic li
ving
%
Scor
e 10
0H
igh
soci
o-ec
onom
ic li
ving
SEM distribution of the population shows a skew towards low socio-economic living, but also good representation of the top end
Each person is given a score between 0 and 100, depending on what items they have in their household and what public services they have access to.
20 groups:For finer targeting
10 groups:For ease of use
5 clusters:For simpler targeting
3 supergroups:For macro targeting and mobile solutions
Fully customizable: Continuum from 0 to 100 allows flexibility to group based on any combination of SEM scores to meet your target market requirements
The 14 SEM™ inputs
Built-in kitchen sink
Water source / Hot running water
Type of toilet
Motor car
Microwave oven
Washing machine
Deep freezer which is free standing / Side-by-side fridge and freezer
Floor polisher or vacuum cleaner
Type of roof material
Type of floor material
Number of sleeping rooms
Home security service
Post office near where you live
Police station near where you live
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SEM 1L0-5
SEM 1H6-10
SEM 2L11-15
SEM 2H16-20
SEM 3L21-25
SEM 3H26-30
SEM 4L31-35
SEM 4H36-40
SEM 5L41-45
SEM 5H46-50
SEM 6L51-55
SEM 6H56-60
SEM 7L61-65
SEM 7H66-70
SEM 8L71-75
SEM 8H76-80
SEM 9L81-85
SEM 9H86-90
SEM 10L91-95
SEM 10H96-100
1216
1310 10 9 9
7 7 7
SEM
1
SEM
2
SEM
3
SEM
4SE
M 5
SEM
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SEM
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SEM
8
SEM
9SE
M 10
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Cluster 1(0-15)
Cluster 2(16-30)
Cluster 3(31-65)
Cluster 4(66-85)
Cluster 5(86-100)
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Supergroup 1Low (0-30)
Supergroup 2Mid (31-65)
Supergroup 3High (66-100) How SEM™ was developed
SEM was developed using data from the Establishment Survey, a nationally representative survey of 25,000 adults across SA annually. Correspondence analysis was used to determine the most differentiating variables drawn from various sources.
Motor car
0 1 3 6 8 1736
7994 99
SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10
Built-in kitchen sink
0 5 16
4877
91 96 99 100 100
SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10
Hot running water
0 0 2 9 2146
7793 97 100
SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10
Flush toilet inside
0 3 1443
6785 97 99 100 100
SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10
Microwave
6
41
77 83 90 96 98 99 100 100
SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10
%
How do I get access to published SEM data?
How do I get access to the SEM scoring system for custom research needs?
SEM is published as part of the Establishment Survey dataset via the approved software bureau – Telmar, Nielsen, Infotools and Eighty20.
It has also recently been integrated into the BRC TAMS, BRC RAM and PRC PAMS currencies.
For any further queries, please contact the BRC:
http://www.brcsa.org.za/
Media agencies and marketers who advertise on BRC member TV and radio platforms, or PRC member print platforms
Sign No fee SEM licence agreementNo payment required
Sign SEM licence agreementOnce-off nominal fee charged
Other companies and research houses
SEM profiles by province and area type The journey from LSM to SEM
Differences in sampling - ES sample is representative of the SA population
Differences in how the LSM questions are asked in each questionnaire
LSM and SEM are based on different inputs and achieve different things (SEM is structural heavy; LSM is durable and techno heavy, and contains area weights)
SEM is a completely new measure – no direct comparison with LSM possible
POPULATION PROFILE (%)
POPULATION: 5.1 Million (13%)SEM 1
10
26
172
2
20
810
5
POPULATION: 5.1 Million (13%)
15
20
156
3
14
109
7
SEM 3
POPULATION: 4.0 Million (10%)SEM 5
31
16
1016
2
6
76
5
POPULATION: 6.5 Million (16%)SEM 2
12
26
193
3
14
89
5
26%
36%39%
POPULATION: 3.9 Million (10%)SEM 4
23
17
1310
3
10
107
7
RURAL URBAN METRO POPULATION PROFILE (%)
45%30%
25%
RURAL URBAN METRO
62% 21%
17%RURAL URBAN METRO
13%
37% 50%
RURAL URBAN METRO
74%14%12%
RURAL URBAN METRO
POPULATION PROFILE (%)
POPULATION PROFILE (%)
POPULATION PROFILE (%)
POPULATION: 2.5 Million (6%)SEM 9
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11
522
1
4
45
4
POPULATION: 3.6 Million (9%)SEM 6
33
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1020
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65
5
POPULATION: 2.7 Million (7%)
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521
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3
34
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SEM 8
POPULATION: 2.8 Million (7%)SEM 10
39
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823
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POPULATION: 3.4 Million (9%)SEM 7
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17
620
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4
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5%
32% 64%
RURAL URBAN METRO
8%
34% 58%
RURAL URBAN METRO
1%30%
69%
RURAL URBAN METRO
1%30%
69%
RURAL URBAN METRO
2%
33%65%
RURAL URBAN METRO
POPULATION PROFILE (%)
POPULATION PROFILE (%)
POPULATION PROFILE (%)
POPULATION PROFILE (%)
POPULATION PROFILE (%)
LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Segment1
Segment2
Segment3
Segment4
Segment5
Segment6
Segment7
Segment8
Segment9
Segment10
ES LSM ES SEMAMPS LSM ES LSM
AMPSLSM
≠
ESLSM
≠
ESSEM
≠
SEM media profiles%
75 86 94 94 95 95 96 95 95 96
SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10
Television
Radio73 75 79 73 71 68 69 74 75 79
SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10
Internet
28 33 38 41 48 50 54 58 71 80
SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10
Newspapers
20 25 31 34 40 48 51 59 65 69
SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10
Magazines
7 10 13 15 18 20 23 26 35 42
SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10
Cinema0 1 1 2 3 3 4 6 11 13
SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10
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