Socioeconomic classifications in media research Czech Republic vs. European countries. Tomáš Hanzák, Nielsen Admosphere Prague, 30th November 2017

Transcription

1 Socioeconomic classifications in media research Czech Republic vs. European countries Tomáš Hanzák, Nielsen Admosphere Prague, 30th November 2017

2 Socioeconomic (SE) classifications In many surveys, a variable called Socioeconomic classification, Social class, Social grade, ABCDE or similarly is used. The idea is to have one-dimensional, ordinal segmentation. Objective approach dominates. But sometimes experiments with subjective approach (self-declaration) as well. 2

3 SE classifications in Media Research Media research = measurement/research of TV, radio, print, internet, cross-media Often syndicated studies, market currencies. SE classification enriches the demographic audience description. SE classification is often used for ad campaigns planning and evaluation. Sometimes a market standard is established and used across all media types. Data users do not like changes in SE classification definition. Thus making improvements in existing SE classifications is not easy. 3

4 Key points to decide Household level vs. individual level? Which dimension is more important - social or economic? Monthly income used as an input yes or not? What inputs can we afford? (current data, questionaire length, panel? ) Number of SE categories and their sizes? Capture the population evolution over time yes or not? Is international comparability achievable or even important? 4

5 Attempts for international standardization Challenges: Different educational systems Different occupational context Different possession items being relevant How can we be sure that it is truly implemented in the same way? Attempts: ESOMAR Social Grade (1997) details on the next slide TGI Global Socio-Economic Levels (SEL) details on the next next slide European Socio-Economic Classification (ESeC) EU project ( ) 5

6 ESOMAR Social Grade (1997) Defined using occupation and Terminal Education Age of Main Income Earner. For M.I.E.s never working (small %), number of possession items is used. 8 categories: A, B, C1, C2, D1, E1, E2, E3 ESOMAR concept inspired SE classifications in several countries (CZ, SK, RO, HU, GR, BG). But as a standardization attempt it failed. 6

7 TGI Global Socio-Economic Levels (SEL) Used in a standardized way in TGI surveys around the world. Defined on person level, using a point-score system based on: University education (bachelor+), credit card holder, internet user, mobile phone owner, traveled by plane last year Plus appr. 8 household possession items (car, washing machine, laptop, digital camera etc.). In every country and every year, it is segmented into 4 groups sized 10 %, 20 %, 30 % and 40 %. 7

8 Socioeconomic classifications in media research in Czech Rep. - ABCDE 8

9 Czech ABCDE story From 2006, two ABCDE classifications inspired by ESOMAR Social Grade (1997) started to be used. The biggest issue: Classification of HHs with economically active ad non-active head was not balanced. Losing a job or retirement was a plus! In 2012 Nielsen Admosphere offered their replacement by a newly developed classification. Since 2013 this new variable is part of official TV audience data. The new ABCDE classification later appeared in the other syndicated surveys (NetMonitor, Radioprojekt and MEDIA PROJEKT) and thus become a new standard. 9

10 Philosophy of the current Czech ABCDE Classification at household level Using objective facts that are easy to maintain on a panel Do not rely just on HH head education and occupation Do not try international standardization Do not try to track the time-development of the society Questionnaire and calculation formula transparent and public ABCDE classification sustainable in long term 10

11 Variable s construction Do not use household income as an input. Combine more inputs - use a score based calculation. Build a non-linear regression model predicting Income index. Income index = Household income / Reference income Reference income = (Adults 19+) (Children 0-18) 11

12 ABCDE calculation HH head education and professional status Number, age and economic activity of HH members Ownership (car, cottage, internet, microwave oven, electric drill) Region (average salary) Uniform distribution in population of all Czech households. Regular annual recalibrations to keep it like this. 12

13 Correlation between ABCDE and other variables * Income index = income / reference income ** Equipment index = number of possession items out of: car 10 years, cottage, home internet, tablet, smartphone, laptop, dish washer, smart TV, flat TV, HD TV Source: ATO - Nielsen Admosphere, Continual Survey 2016, all households 13

14 ABCDE vs. Household characteristics / Source: ATO - Nielsen Admosphere, Continual Survey 2016, all households 14

15 ABCDE vs. HH head prof. status and education Source: ATO - Nielsen Admosphere, Continual Survey 2016, all households 15

16 Socioeconomic classifications in media research in selected European countries 16

17 Bulgaria In 2016 we developed ABCDE classification, similar to the Czech one, and launched it in our TAM data in Bulgaria. Inputs used: Household head education and prof. status Number, age and economic activity of household members Ownership (car, internet, dishwasher, air conditioning) Settlement size, Region 17

18 Croatia This year I was asked to develop a new Social Class variable for Croatian TAM data. The new variable is now under discussions with the local TAM clients. I used concept similar to CZ and BG. Inputs used: Number of HH members (all and aged 0-18 years) Education, Employment status and Profession of all HH members Ownership of cars, 2nd house, AC, dishwasher, home internet, # of TV sets and Multichannel TV County and Settlement size 18

19 Spain Developed during to replace ESOMAR-style Social Class variable used from Linear regression model predicting HH income. Inputs used: (M.I.E. education) (M.I.E. profession) Current working status of M.I.E. (# of HH members) (# of HH members with income) IA1 IA2 IB IC ID IE1 IE2 Definition or to to to to to Under 745 Original Size 7,5% 15,0% 15,0% 20,0% 15,0% 15,0% 7,5% Very similar approach is used in Mexico as well. 19

20 Netherlands Social Class variable used in media research as a part of Dutch Golden Standard tools. Approach a la ESOMAR Social Grade (1997): Education of HH head Occupation of HH head Grouped into 5 categories: A, B1, B2, C, D. Similar Social Class variable is used in Belgium (but it is under revision now). 20

21 Austria Social Class Modell used. Score point system based on: Household income (dominant) Profession of HH head Education of target person Total score is divided into 10 deciles (thresholds are calibrated every year). A = 10 % B = 20 % C1 = 20 % C2 = 20 % D = 20 % E = 10 % Very similar variable is used in Germany as well (Sozioökonomische Segmente). 21

22 Hungary In TV audience data by AGB Nielsen, two variables are available: ESOMAR Social status Grouped into 5 categories: A, BC1, C2, D, E High correlation with M.I.E. education Not much used Purchasing Power Purely economic metric HH expenditures in various fields Total score segmented into: A, B, C, D, E 22

23 Thank you for your attention! Tomáš Hanzák Nielsen Admosphere, a.s. Českobratrská 2778/ Praha 3 Czech Republic