Pamro: measuring the changing socioeconomic landscape in Africa
A household’s socioeconomic status is a construct that measures its level of wealth and access to services, and by extension, the level of participation in the formal or informal economy. A socioeconomic status opens up a wealth of opportunities for businesses and marketers, allowing for more targeted initiatives to the correct group of consumers.
The last time a pan-African socioeconomic measure was presented at the Pan African Media Research Organisation (Pamro) was in 2015. It has now been updated through an industry initiative led by Kantar to include more countries, a greater geographical coverage across the continent and an improved accuracy rate, and it sufficiently differentiates on both ends of the socioeconomic continuum...
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