SEM ™ Establishment Survey 2018 A socio-economic measure that depicts how South Africans live – based on what they have access to in and near their homes 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 96 98 100 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 needs Reflective 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 10 Score 91-100 SEM 9 Score 81-90 SEM 8 Score 71-80 SEM 7 Score 61-70 SEM 6 Score 51-60 SEM 5 Score 41-50 SEM 4 Score 31-40 SEM 3 Score 21-30 SEM 2 Score 11-20 SEM 1 Score 0-10 Score 0 Low socio-economic living % Score 100 High socio-economic living 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 6 6 10 6 7 6 5 5 5 6 4 5 4 5 3 3 4 2 4 3 SEM 1L 0-5 SEM 1H 6-10 SEM 2L 11-15 SEM 2H 16-20 SEM 3L 21-25 SEM 3H 26-30 SEM 4L 31-35 SEM 4H 36-40 SEM 5L 41-45 SEM 5H 46-50 SEM 6L 51-55 SEM 6H 56-60 SEM 7L 61-65 SEM 7H 66-70 SEM 8L 71-75 SEM 8H 76-80 SEM 9L 81-85 SEM 9H 86-90 SEM 10L 91-95 SEM 10H 96-100 12 16 13 10 10 9 9 7 7 7 SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10 22 19 33 16 10 Cluster 1 (0-15) Cluster 2 (16-30) Cluster 3 (31-65) Cluster 4 (66-85) Cluster 5 (86-100) 41 33 26 Supergroup 1 Low (0-30) Supergroup 2 Mid (31-65) Supergroup 3 High (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 17 36 79 94 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 48 77 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 21 46 77 93 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 14 43 67 85 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 agreement No payment required Sign SEM licence agreement Once-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 17 2 2 20 8 10 5 POPULATION: 5.1 Million (13%) 15 20 15 6 3 14 10 9 7 SEM 3 POPULATION: 4.0 Million (10%) SEM 5 31 16 10 16 2 6 7 6 5 POPULATION: 6.5 Million (16%) SEM 2 12 26 19 3 3 14 8 9 5 26% 36% 39% POPULATION: 3.9 Million (10%) SEM 4 23 17 13 10 3 10 10 7 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 43 11 5 22 1 4 4 5 4 POPULATION: 3.6 Million (9%) SEM 6 33 17 10 20 2 4 6 5 5 POPULATION: 2.7 Million (7%) 42 16 5 21 2 3 3 4 4 SEM 8 POPULATION: 2.8 Million (7%) SEM 10 39 12 8 23 2 2 7 2 4 POPULATION: 3.4 Million (9%) SEM 7 38 17 6 20 3 4 4 4 4 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 Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6 Segment 7 Segment 8 Segment 9 Segment 10 ES LSM ES SEM AMPS LSM ES LSM AMPS LSM ≠ ES LSM ≠ ES SEM ≠ 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 Radio 73 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 Cinema 0 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 Yesterday Yesterday Yesterday Past week Past week Past month