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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3032

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5052

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6062

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7072

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8082

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9092

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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 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

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Scor

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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

6

SEM

7

SEM

8

SEM

9SE

M 10

2219

33

16

10

Cluster 1(0-15)

Cluster 2(16-30)

Cluster 3(31-65)

Cluster 4(66-85)

Cluster 5(86-100)

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33

26

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

43

11

522

1

4

45

4

POPULATION: 3.6 Million (9%)SEM 6

33

17

1020

2

4

65

5

POPULATION: 2.7 Million (7%)

42

16

521

2

3

34

4

SEM 8

POPULATION: 2.8 Million (7%)SEM 10

39

12

823

2

2

72

4

POPULATION: 3.4 Million (9%)SEM 7

38

17

620

3

4

44

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 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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