emma adds ABS survey data

Australia’s cross-platform audience insights survey emma (Enhanced Media Metrics Australia) has announced that data based on the Australian Bureau of Statistics’ Household Expenditure Survey (HES) has now been incorporated into the emma database.

A total of 143 product categories of household expenditure are now available, adding greater breadth and depth to the emma data and providing emma subscribers the ability to develop even more granular consumer profiling and segmentation.

The Household Expenditure Survey reveals information on the expenditure, income, net worth and other characteristics of household residents in 9,774 private dwellings throughout Australia.

The data is available within groupings of heavy, medium and light consumer spenders.

“The addition of the Household Expenditure Survey data to the emma service, along with our new geo-targeting tool, allows for even deeper consumer profiling. The consumer expenditure data comes from a trusted source and is fully incorporated into our emma database,” Ipsos MediaCT Managing Director Simon Wake said.

“As part of our commitment to collaborate with the industry and continue to innovate, the market will see further enhancements to emma this year.”

The HES survey is one of a number of product enhancements launched in the past six months.

Other emma innovations that have been released to date include: the emma Engagement metric; more comprehensive usage and purchase information for key brands within product categories; fusion with Nielsen Online Ratings data; Australia’s largest database of regional and community newspaper readership; readership data on individual branded sections of newspapers; and a new contemporary segmentation of the Australian population with 10 new consumer segments identified.

Other enhancements announced to date as part of emma’s innovation product roadmap include: emma data to be fused into RDA Research’s geoTribes Explorer database, The Health Care and Insurance Australia survey and the Ipsos Food and Health Report.

emma has been developed by independent research company Ipsos MediaCT, the global leaders in local audience measurement. Ipsos conducts national audience surveys and is the official measurement system in over 40 countries including the UK, Italy and France. The emma survey is a monthly release of a rolling 12 month database, is independently audited and built in collaboration with the Media Federation of Australia and Magazine Publishers Australia.

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