Socio-economic variables

Socio-economic characteristics include occupation and income, education and social class and although these characteristics are quite easy to measure, the extent to which they are a good predictor of behaviour is difficult to determine. People in the same broad social category exhibit very different consumption patterns and tastes, lifestyles and values. Broadly speaking however, people in lower socio-economic groups participate less in tourism and hospitality consumption than those in the higher categories. Middle class people travel most. In the UK and in other countries economic prosperity has brought about a change in the number of people in the different socio-economic groups. The relationship between social class and income is also changing, and together with life-stage has an impact on the people’s ability to take a holiday. For example, a family with one working parent and four young children is unlikely to be able to afford more than one main holiday per year even if the head of household holds a position as a senior manager or a professional.

However, social class is quite closely tied to media choices. People in higher socio-economic groups tend to read high quality, broadsheet, print media and are more likely to watch certain types of TV channels, programmes and engage in particular types of cultural activity. So whilst it may be difficult to associate social class with particular behavioural characteristics, social class can be useful when selecting the most suitable places to place advertising.