Recognizing the audience your messages can reach is crucial for successful media campaigns. Using socioeconomic groups in your strategy can help you better analyze the reach and effectiveness of your efforts. This article provides an in-depth look at how socioeconomic groups are defined and how they are used to analyze the reach of media sources. You’ll learn what socioeconomic status information is available for individual articles and how you can leverage this data for effective planning and evaluation of your PR and marketing activities.
This typology divides the population into several groups based on a combination of social status and the economic capacity of the household (or the head of the household).
Group A is considered the highest, while Group E is the lowest. Below, you’ll find the characteristics of all groups that you may encounter within NewtonOne data.
Characteristics of ABCDE Groups
Group A: Individuals with the highest socioeconomic status, comprising the top 1/8 of the wealthiest Czech households (and their members) based on estimated household income per capita. The vast majority of heads of households are economically active, with 82% being managers, executives, or entrepreneurs, usually with at least secondary education. The remainder are professionals with higher education. These households are highly equipped.
Group B: The second 1/8 of households by socioeconomic status. They enjoy an above-average standard of living in terms of income per capita. These households typically consist of heads who are regular employees with higher education or managers/entrepreneurs with secondary education.
Group C: Comprises 3/8 of households with average estimated income per capita. This group is divided into three subcategories: C1 (slightly above average), C2 (average) and C3 (slightly below average). Typical occupations for heads of households include clerical, technical professions, or roles in trade and services. Most are regular employees without subordinates, often with lower or complete secondary education. Economically active heads still dominate, but about 1/8 of households are well-equipped and educated retirees.
Group D: Represents 1/4 of households with below-average estimated income per capita. This group is predominantly made up of households with economically inactive heads, such as retirees (around 67% of households). Economically active households typically involve less qualified or unqualified manual workers with lower education levels. The group is further divided into subcategories D1 and D2 (each comprising 1/8 of households).
Group E: This category includes the bottom 1/8 of households by estimated income per capita, with an average income index 0.57 times lower than the average for all Czech households. This category consists almost entirely of households with economically inactive heads, including the poorest and least equipped retirees, unemployed heads, homemakers, those on parental leave, or non-working students.
Representation of ABCDE Groups in the Czech Population
The term "Representation of Groups in the Czech Population" refers to the actual number of people aged 15 and older in the Czech Republic who belong to the relevant group (e.g., Group A as shown in the widget's chart).