The Household Income Segmentation sorts all GWI Core respondents into three groups based on their relative levels of household income to other respondents in their country.
Household income
We ask all GWI Core respondents about their annual household income. We ask them to think about their household income rather than their personal income to ensure we get a complete picture of their circumstances; this is especially important for people who might not be employed, but have a partner who is.
In each country, we give respondents a range of household income brackets to choose from. To reflect the reality that average household incomes differ between countries, income brackets are tailored to each market. In each country, the income amounts are given in the local currency.
Income segments
In each country, we use the results from the household income question to create income segments – dividing people into the Low, Middle and High thirds. In some cases, the income brackets don’t allow the respondents to be segmented cleanly into thirds, but the groups have been created to be as evenly distributed as possible.
In addition, there is a Highest group containing approximately the top 10% from each country. This group is a subset of the High group, and as such will overlap with it.
These segments exclude anyone who answered “Don’t know” or “Prefer not to say” in the income question; these individuals are instead included in the “Prefer not to say” segment.
Comparing countries
Respondents are assigned to a segment based on how their answer compares to everyone else we surveyed in their country only, and not against any respondents in any other markets. Therefore, because average incomes differ between countries, the relative value of each segment will differ from one country to the next. In a market like the US, where average incomes are among the highest globally, the incomes of those in the top 25% are going to be of greater value than those in the top 25% of another lower income market.
In order to compare respondents of similar income levels from different countries, we recommend using the Global Purchasing Power Segmentation.
The bracket values for all markets are included overleaf
| Low | Medium | High | Highest (Subset of High) |
Argentina Argentine Peso
ARS
| ≤ 108,000 108,001 – 250,000 250,001 – 480,000 250,001 - 480,000 480,001 - 800,000 800,001 - 1,120,000 | 1,120,001 - 1,600,000 1,120,001 - 1,600,000 2,200,001 - 3,000,000
| 3,000,001 - 5,000,000 5,000,001 - 10,000,000 ≥ 10,000,001
| 5,000,001 - 10,000,000 ≥ 10,000,001
|
Australia Australian Dollar
AUD
| ≤ 20,000 20,001 – 30,000 30,001 – 42,000 42,001 – 50,000 50,001 – 65,000 65,001 – 75,000 | 75,001 – 90,000 90,001 – 100,000 100,001 to 120,000 120,001 – 140,000 | 140,001 – 175,000 175,001 – 200,000 ≥ 200,001 | ≥ 200,001
|
Austria European Euro
EUR
| ≤ 10,000 10,001 – 20,000 20,000 - 25,000
| 25,001 – 32,000 32,001 – 40,000 40,001 – 50,000
| 50,001 – 60,000 60,001 – 75,000 75,001 – 100,000 100,001 – 125,000 ≥ 125,001 | 75,001 – 100,000 100,001 – 125,000 ≥ 125,001 |
Belgium European Euro
EUR
| ≤ 5,000 5,001 – 15,000 15,001 – 20,000 20,001 – 25,000 | 25,001 – 30,000 30,001 – 36,000 36,001 – 42,000 42,001 – 50,000 | 50,001 - 72,000 72,001 – 122,000 122,001 – 172,000 ≥ 172,001 | 72,001 – 122,000 122,001 – 172,000 ≥ 172,001 |
Brazil Brazilian Real
BRL
| ≤ 5,000 5,001 - 10,000 10,001 – 17,500 | 17,500 - 25,000 25,001 – 38,000 38,001 – 50,000 | 50,001 – 90,000 90,001 – 150,000 ≥ 150,001 | 90,001 – 150,000 ≥ 150,001
|
Bulgaria Bulgarian Lev BGN | ≤ 5,000 BGN 5,001 - 10,000 10,001 - 15,000
| 15,001 - 25,000 BGN 25,001 - 35,000 BGN
| 35,001 - 50,000 BGN 50,001 - 65,000 BGN 65,001 - 80,000 BGN 80,001 - 110,000 BGN 110,001 - 150,000 BGN ≥ 150,001 BGN
| 65,001 - 80,000 BGN 80,001 - 110,000 BGN 110,001 - 150,000 BGN ≥ 150,001 BGN |
Canada Canadian Dollar
CAD
| ≤ 20,000 20,001 – 30,000 30,001 – 40,000 40,001 – 50,000
| 50,001 – 60,000 60,001 – 70,000 70,001 – 80,000 80,001 – 100,000
| 100,001 – 125,000 125,001 – 165,000 165,001 – 200,000 ≥ 200,001 | 165,001 – 200,000 ≥ 200,001 |
Chile Chilean Peso CLP | ≤ 1,000,000 1,000,001 - 2,000,000 2,000,001 - 3,000,000 3,000,001 - 4,000,000 4,000,001 - 6.000,000 | 6,000,001 - 10,000,000 10,000,001 - 15,000,000 | 15,000,001 - 20,000,000 20,000,001 -30,000,000 ≥ 30,000,001 | 20,000,001 - 30,000,000 ≥ 30,000,001 |
China Chinese Yuan
CNY
| ≤ 20,000 20,001 – 55,000 55,001 – 80,000 80,001 – 100,000 100,001 – 120,000 | 120,001 – 150,000 150,001 – 200,000 200,001 – 240,000 240,001 – 300,000
| 300,001 – 400,000 400,001 – 500,000 ≥ 500,001 | 400,001 – 500,000 ≥ 500,001 |
Colombia Colombian Peso
COP
| ≤ 5,500,000 5,500,001 - 10,000,000 | 10,000,001 - 16,000,000 16,000,001 - 22,000,000 22,000,001 - 29,000,000 | 29,000,001 - 36,000,000
36,000,001 - 45,000,000
≥ 45,000,001
| ≥ 45,000,001 |
Croatia European Euro
EUR
| ≤ 4,000 4,001 - 9,000 9,001 - 14,500
| 14,501 - 20,000 20,001 - 25,000 25,001 - 30,500 | 30,501 - 40,000 40,000 - 53,000 53,001 - 66,000 66,001 - 86,000 86,001 - 106,000 ≥ 106,001 | 53,001 - 66,000 66,001 - 86,000 86,001 - 106,000 ≥ 106,001+
|
Czech Republic
Koruna
CZK | ≤ 96,000 96,001 - 120,000 120,001 - 180,000 180,001 - 240,000
240,001 - 300,000
300,000 - 360,000 | 360,001 - 440,000 440,001 - 520,000 520,001 - 600,000 600,001 - 680,000
| 680,001 - 800,00 800,001 - 1,000,000 ≥ 1,000,0001
| ≥ 1,000,0001 |
Denmark Danish Krone
DKK
| ≤ 150,000 150,001 – 250,000
| 250,001 – 350,000 350,001 – 450,000 450,001 – 600,000 | 600,001 – 800,000 800,000 - 1,000,000 ≥ 1,000,001 | 800,000 - 1,000,000 ≥ 1,000,001 |
Egypt Egyptian Pound
EGP
| ≤ 30,000 | 30,001 – 45,000 45,001 – 60,000 60,001 – 80,000
| 80,001 – 100,000 100,001 – 150,000 150,001 – 200,000 ≥ 200,001 | 150,001 – 200,000 ≥ 200,001 |
France European Euro
EUR
| ≤ 2,500 2,501 – 10,000 10,001 – 17,000 | 17,001 – 22,000 22,001 – 27,000 27,001 – 30,000 30,001 – 37,000 | 37,001 – 45,000 45,001 – 55,000 55,001 – 90,000 90,001 – 125,000 ≥ 125,001 | 55,001 – 90,000 90,001 – 125,000 ≥ 125,001 |
Germany European Euro
EUR
| ≤ 2,500 2,501 – 10,000 10,001 – 20,000 20,001 – 25,000 | 25,001 – 32,000 32,001 – 40,000 40,001 – 50,000 | 50,001 – 60,000 60,001 – 75,000 75,001 – 100,000 100,001 – 125,000 ≥ 125,001 | 100,001 – 125,000 ≥ 125,001 |
Greece European Euro
EUR
| ≤ 2,500 2,501 – 10,000
| 10,001 – 15,000 15,001 – 20,000 | 20,001 – 22,000 22,001 – 27,000 27,001 – 31,000 31,001 – 40,000 40,001 – 50,000 ≥ 50,001 | 31,001 – 40,000 40,001 – 50,000 ≥ 50,001 |
Ghana Ghanaian Cedi
GHS
| ≤ 4,000 | 4,001 – 8,000 8,000 – 12,000 12,001 – 16,000
| 16,001 – 20,000 20,001 – 25,000 25,001 – 30,000 30,001 – 40,000 40,001 – 50,000 50,001 – 75,000 75,001 – 100,000 ≥ 100,001 | 40,001 – 50,000 50,001 – 75,000 75,001 – 100,000 ≥ 100,001 |
Hong Kong Hong Kong Dollar
HKD
| ≤ 80,000 80,001 – 200,000 200,001 – 300,000 300,001 – 380,000 | 380,001 – 420,000 420,001 – 500,000 500,001 – 550,000 550,001 – 650,000
| 650,001 – 800,000 800,001 – 1,250,000 1,250,001 – 1,500,000 ≥ 1,500,001 | 1,250,001 – 1,500,000 ≥ 1,500,001 |
Hungary Hungarian Forint HUF | ≤ 1,200,000 1,200,001 - 2,500,000 2,500,001 - 4,000,000
| 4,000,001 - 5,500,000 5,500,001 - 7,000,000 7,000,001 - 8,500,000 | 8,500,001 - 11,000,000 11,000,001 - 14,000,000 14,000,001 - 17,000,000 17,000,001 - 22,000,000 22,000,001 - 30,000,000 ≥ 30,000,001
| 14,000,001 - 17,000,000 17,000,001 - 22,000,000 22,000,001 - 30,000,000 ≥ 30,000,001 |
India Indian Rupee
INR
| ≤ 50,000 50,001 – 100,000 100,001 – 200,000 | 200,001 – 275,000 275,001 – 350,000 350,001 – 450,000 450,001 – 550,000 550,001 – 720,000 | 720,001 – 1,000,000 1,000,001 – 1,500,000 1,500,001 – 2,000,000 ≥ 2,000,001 | 1,500,001 – 2,000,000 ≥ 2,000,001 |
Indonesia Indonesian Rupiah
IDR
| ≤ 3,000,000 3,000,001 – 7,000,000 7,000,001 – 20,000,000 | 20,000,001 – 35,000,000 35,000,001 – 50,000,000 50,000,001 – 60,000,000 60,000,001 – 85,000,000 | 85,000,001 – 120,000,000 120,000,001 – 200,000,000 200,000,001 – 235,000,000 235,000,001 – 300,000,000 ≥ 300,000,001 | 200,000,001 – 235,000,000 235,000,001 – 300,000,000 ≥ 300,000,001 |
Ireland European Euro
EUR
| ≤ 10,000 10,001 – 20,000 20,001 – 25,000 25,001 – 30,000
| 30,001 – 38,000 38,001 – 45,000 45,000 - 50,000 50,001 – 65,000
| 65,001 – 80,000 80,001 – 100,000 100,001 – 125,000 ≥ 125,001 | 100,001 – 125,000 ≥ 125,001 |
Israel Israeli Shekel
NIS
| ≤ 70,000 70,001 - 100,000
| 100,001 - 150,000 150,001 - 200,000
| 200,001 - 280,000 | 280,001 - 400,000 ≥ 400,001 |
Italy European Euro
EUR
| ≤ 10,000 10,001 – 15,000 15,001 – 20,000 | 20,001 – 25,000 25,001 – 32,000 | 32,001 – 40,000 40,001 – 45,000 45,001 – 60,000 60,001 – 90,000 90,001 – 125,000 ≥ 125,001 | 60,001 – 90,000 90,001 – 125,000 ≥ 125,001 |
Japan Japanese Yen
JPY
| ≤ 1,200,000 1,200,001 – 3,000,000 3,000,001 – 3,800,000 | 3,800,001 – 4,500,000 4,500,001 – 5,000,000 5,000,001 – 6,000,000 6,000,001 – 7,000,000 | 7,000,001 – 8,500,000 8,500,000 –10,000,000 10,000,001 –15,000,000 15,000,000–20,000,000 ≥ 20,000,001 | 10,000,001 – 15,000,000 15,000,000 – 20,000,000 ≥ 20,000,001 |
Kenya Kenyan Shilling
KES
| ≤ 60,000 | 60,001 – 120,000 120,001 – 180,000 180,001 – 240,000 240,001 – 360,000 | 360,001 – 480,000 480,001 – 600,000 600,001 – 900,000 900,001 – 1,200,000 1,200,001 – 1,800,000 1,800,001 – 2,400,000 ≥ 2,400,001 | 900,001 – 1,200,000 1,200,001 – 1,800,000 1,800,001 – 2,400,000 ≥ 2,400,001 |
Malaysia Malaysian Ringgit
MYR
| ≤ 10,000 10,001 – 20,000 20,001 – 30,000
| 30,001 – 40,000 40,001 – 60,000 60,001 – 80,000
| 80,001 – 100,000 100,001 – 130,000 130,001 – 200,000 ≥ 200,001
| 130,001 – 200,000 ≥ 200,001 |
Mexico Mexican Peso
MXN
| ≤ 20,000 20,001 – 40,000 40,001 – 60,000 60,001 – 85,000 | 85,001 – 120,000 120,001 – 160,000 160,001 – 200,000
| 200,001 – 300,000 300,001 – 420,000 420,001 – 780,000 ≥ 780,001 | 420,001 – 780,000 ≥ 780,001 |
Morocco Moroccan Dirham
MAD
| ≤ 6,000 | 6,001 – 12,000 12,001 – 18,000 18,001 – 24,000 24,001 – 30,000 | 30,001 - 36,000 36,001 – 48,000 48,001 – 60,000 60,001 – 72,000 72,001 – 84,000 84,001 – 96,000 ≥ 96,001 | 60,001 – 72,000 72,001 – 84,000 84,001 – 96,000 ≥ 96,001
|
Netherlands European Euro
EUR
| ≤ 14,500 14,501 – 20,000 20,001 – 30,000 30,001 – 35,000
| 35,001 – 40,000 40,001 – 45,000 45,001 – 55,000 55,001 – 65,000
| 65,001 – 100,000 100,001 – 125,000 ≥ 125,001 | 100,001 – 125,000 ≥ 125,001 |
New Zealand New Zealand Dollar
NZD
| ≤ 30,000 30,001 – 50,000
50,001 – 70,000
| 70,001 – 90,000 90,001 – 125,000 | 125,001 – 175,000 175,001 – 300,000 300,001 – 500,000 ≥ 500,001 | 300,001 – 500,000 ≥ 500,001 |
Norway Norwegian Krone NOK | ≤ 150,000 150,001 - 250,000 250,001 - 350,000 350,001 - 450,000 450,001 - 550,000
| 550,001 - 650,000 650,001 - 750,000 750,001 - 850,000 850,001 - 1,000,000
| 1,000,001 - 1,250,000 1,250,001 - 1,500,000 ≥ 1,500,001
| ≥ 1,500,001 |
Nigeria Nigerian Naira
NGN
| ≤ 100,000 100,001 – 130,000
| 130,001 – 160,000 160,001 – 200,000 200,001 – 400,000 400,001 – 600,000 600,001 – 1,000,000 | 1,000,001 – 2,000,000 2,000,001 – 4,000,000 4,000,001 – 6,000,000 6,000,001 – 8,000,000 ≥ 8,000,001 | 4,000,001 – 6,000,000 6,000,001 – 8,000,000 ≥ 8,000,001 |
Philippines Philippine Peso
PHP
| ≤ 10,000 10,001 – 20,000 20,001 – 50,000 | 50,001 – 100,000 100,001 – 150,000 150,001 – 220,000 220,001 – 300,000 | 300,001 – 480,000 480,001 – 700,000 700,001 – 1,000,000 1,000,001 – 1,250,000 ≥ 1,250,001 | 700,001 – 1,000,000 1,000,001 – 1,250,000 ≥ 1,250,001 |
Poland Polish Zloty
PLN
| ≤ 20,000 20,001 – 30,000 30,001 – 40,000 40,001 – 45,000 45,001 – 50,000 50,001 – 60,000 | 60,001 – 70,000 70,001 – 80,000 80,001 – 90,000 90,001 – 110,000
| 110,001 – 140,000 140,001 – 200,000 ≥ 200,001 | 140,001 – 200,000 ≥ 200,001 |
Portugal European Euro
EUR
| ≤ 8,000 8,001 – 12,000 12,001 – 15,000
| 15,001 – 18,000 18,001 – 20,000 20,001 – 24,000 24,001 – 30,000
| 30,001 – 38,000 38,001 – 60,000 60,001 – 75,000 ≥ 75,001 | 38,001 – 60,000 60,001 – 75,000 ≥ 75,001 |
Romania Romania Leu
RON
| ≤ 15,000 15,001 - 20,000 20,001 - 25,000 25,001 - 32,000 32,001 - 40,000 | 40,001 - 50,000 50,001 - 60,000 60,001 - 70,000 70,001 - 85,000 | 85,001 - 100,000 100,001 - 500,000 ≥ 500,001 | 100,001 - 500,000 ≥ 500,001 |
Russia Russian Ruble
RUB
| ≤ 30,000 30,001 – 60,000 60,001 – 170,000 170,001 – 300,000
| 300,001 – 400,000 400,001 – 500,000 500,001 – 700,000 700,001 – 900,000
| 900,001 – 1,200,000 1,200,000 – 1,400,000 1,400,001 – 1,600,000 ≥ 1,600,001 | 1,400,001 – 1,600,000 ≥ 1,600,001 |
Saudi Arabia Saudi Arabian Riyal
SAR
| ≤ 6,000 6,001 - 12,000 12,001 – 20,000 20,001 – 40,000
| 40,001 – 60,000 60,001 – 90,000 90,001 – 120,000 120,001 – 180,000
| 180,001 – 250,000 250,001 – 500,000 ≥ 500,001 | 250,001 – 500,000 ≥ 500,001 |
Serbia Serbian Dinar RSD | ≤ 150,000 150,001 - 300,000 300,001 - 500,000 500,001 - 700,000 700,001- 1,000,000 | 1,000,001 - 1,500,000 1,500,001 - 2,000,000
| 2,000,001 - 3,000,000 3,000,001 - 5,000,000 ≥ 5,000,001 | 3,000,001 - 5,000,000 ≥ 5,000,001 |
Singapore Singapore Dollar
SGD
| ≤ 4,000 4,001 – 8,000 8,001 – 25,000 25,001 – 40,000
| 40,001 – 55,000 55,001 – 70,000 70,001 – 85,000 85,001 – 100,000 | 100,001 – 140,000 140,001 – 190,000 190,001 – 250,000 ≥ 250,001 | 190,001 – 250,000 ≥ 250,001 |
South Africa South African Rand
ZAR
| ≤ 9,000 9,001 – 15,000 15,001 – 30,000 30,001 – 60,000
| 60,001 – 100,000 100,001 – 160,000 160,001 – 230,000 230,001 – 320,000 | 320,001 – 480,000 480,001 – 750,000 750,001 – 1,000,000 ≥ 1,000,001 | 750,001 – 1,000,000 ≥ 1,000,001 |
South Korea South Korean Won
KRW
| ≤ 4,000,000 4,000,001 –20,000,000 20,000,001–30,000,000
| 30,000,001–38,000,000 38,000,001–45,000,000 45,000,001 –50,000,000 50,000,001 –65,000,000 | 65,000,001 – 80,000,000 80,000,001– 105,000,000 ≥ 105,000,001
| 80,000,001–105,000,000 ≥ 105,000,001 |
Spain European Euro
EUR
| ≤ 10,000 10,001 – 15,000 15,001 – 20,000 | 20,001 – 22,000 22,001 – 27,000 27,001 – 31,000 31,001 – 40,000 | 40,001 – 50,000 50,001 – 90,000 90,001 – 125,000 ≥ 125,001 | 50,001 – 90,000 90,001 – 125,000 ≥ 125,001 |
Sweden Swedish Krona
SEK
| ≤ 40,000 40,001 – 125,000 125,001 – 200,000 200,001 – 270,000 270,001 – 320,000 | 320,001 – 400,000 400,001 – 500,000 500,001 – 600,000
| 600,001 – 700,000 700,001 – 1,000,000 1,000,001 – 1,500,000 ≥ 1,500,001
| 700,001 – 1,000,000 1,000,001 – 1,500,000 ≥ 1,500,001 |
Switzerland Swiss Franc
CHF
| ≤ 45,000 45,001 – 65,000
| 65,001 – 85,000 85,001 – 115,000 | 115,001 – 145,000 145,001 – 200,000 ≥ 200,001 | 145,001 – 200,000 ≥ 200,001 |
Taiwan New Taiwan Dollar
TWD
| ≤ 150,000 150,001 – 420,000 420,001 – 600,000 600,001 – 800,000 | 800,001 - 1,000,000 1,000,001 – 1,200,000 1,200,001 – 1,500,000
| 1,500,001 – 2,000,000 2,000,001 – 2,500,000 2,500,001 – 3,000,000 ≥ 3,000,001
| 2,500,001 – 3,000,000 ≥ 3,000,001 |
Thailand Thai Baht
THB
| 60,000 60,001 – 150,000 | 150,001 – 240,000 240,001 – 300,000 300,001 – 400,000 400,001 – 500,000 | 500,001 – 600,000 600,001 – 750,000 750,001 – 960,000 960,001 – 1,100,000 1,100,001 – 1,500,000 ≥ 1,500,001 | 960,001 – 1,100,000 1,100,001 – 1,500,000 ≥ 1,500,001 |
Turkey Turkish Lira
TRY
| ≤ 20,000 20,001 - 40,000 40,001 - 70,000 70,001 - 100,000 100,001 - 130,000 130,001 - 160,000 160,001 - 200,000 | 200,001 - 240,000 240,001 - 320,000 320,001 - 400,000 | ≥ 400,001
| ≥ 400,001 |
UAE UAE Dirham
AED
| ≤ 20,000 20,001 – 40,000 40,001 – 65,000
| 65,001 – 100,000 100,001 – 145,000 145,001 – 200,000 | 200,001 – 300,000 300,001 – 450,000 450,001 – 800,000 ≥ 800,001 | 450,001 – 800,000 ≥ 800,001 |
UK Pound Sterling
GBP
| ≤ 10,000 10,001 – 15,000 15,001 – 20,000 20,001 – 24,000
| 24,001 – 29,000 29,001 – 34,000 34,001 – 40,000 40,001 – 48,000
| 48,001 – 60,000 60,001 – 100,000 100,001 – 125,000 ≥ 125,001 | 100,001 – 125,000 ≥ 125,001 |
USA United States Dollar
USD
| ≤ 15,000 15,001 – 25,000 25,001 – 32,000 32,001 – 40,000
| 40,001 – 50,000 50,001 – 60,000 60,001 – 70,000 70,001 – 85,000
| 85,001 – 115,000 115,001 – 150,000 150,001 – 200,000 ≥ 200,001 | 150,001 – 200,000 ≥ 200,001 |
Vietnam Vietnamese Dong
VND
| ≤ 10,000,000 10,000,001 –20,000,000 20,000,001–50,000,000 50,000,001–90,000,000 90,000,001–120,000,000 120,000,001–150,000,000
| 150,000,001–
200,000,000
200,000,001–
250,000,000
250,000,001 - 300,000,000 | 300,000,001 - 350,000,000 350,000,001 -400,000,000 400,000,001 –500,000,000 500,000,001 –600,000,000 ≥ 600,000,001 | 400,000,001–
500,000,000
500,000,001–
600,000,000
≥ 600,000,001 |