Saatchi & Saatchi
Statistical Characteristics of the Affluent Market <ul><li>80% have received higher education </li></ul><ul><li>54% have c...
 
The Market <ul><li>Spending Habits </li></ul><ul><li>Total Household Income for the U.S. is $6.85 trillion. </li></ul><ul>...
Spending Habits <ul><li>Out of the 3 primary affluent groups,  </li></ul><ul><li>the most affluent spend 3x’s more  </li><...
Apparel <ul><li>Total Spending: </li></ul><ul><ul><li>Most – $5.4 million </li></ul></ul><ul><li>Women: </li></ul><ul><ul>...
Computers & Internet Purchasing <ul><li>Total Computers: </li></ul><ul><li>Over half of sales by affluent market </li></ul...
Jewelry & Fragrances <ul><li>Jewelry:  </li></ul><ul><li>53% of sales purchased by the affluent market </li></ul><ul><li>M...
Photographic Equipment & Home Furnishings <ul><li>Photographic Equipment:  </li></ul><ul><li>70% purchased by the affluent...
Income Segment Categories
Household Asset Variations <ul><li>Household Income </li></ul><ul><li>Securities </li></ul><ul><li>Life Insurance </li></u...
Travel Destinations <ul><li>The affluent market visits 9,902,000  </li></ul><ul><li>European destinations. </li></ul><ul><...
Popular Destinations <ul><li>Most Popular U.S. Destinations are: </li></ul><ul><ul><li>The Hamptons, NY </li></ul></ul><ul...
Occupational Overview <ul><li>Two-thirds (66%) are employed in the Management/Business or Professional fields </li></ul><u...
Affluent  Media Consumption
Prospect Definition  Quick Facts <ul><li>Name:  Kendrick Montgomery III, 42 yrs. old </li></ul><ul><li>Occupation:  CFO at...
The Debonair
Thank you! <ul><li>Kallie Beck </li></ul><ul><li>Corey Travis </li></ul><ul><li>Emily White </li></ul><ul><li>Ally Wilson ...
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Affluent Market

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Affluent Market

  1. 1. Saatchi & Saatchi
  2. 2. Statistical Characteristics of the Affluent Market <ul><li>80% have received higher education </li></ul><ul><li>54% have careers in Management, Law and </li></ul><ul><li>Medical fields </li></ul><ul><li>67% shop on the Internet </li></ul><ul><li>Spend 2.5x’s more on appliances, </li></ul><ul><li>home furnishings and jewelry </li></ul><ul><li>2.5x’s more likely to fly </li></ul>
  3. 4. The Market <ul><li>Spending Habits </li></ul><ul><li>Total Household Income for the U.S. is $6.85 trillion. </li></ul><ul><li>More than half of that total, 3.8 trillion, is spent by the affluent market. </li></ul>
  4. 5. Spending Habits <ul><li>Out of the 3 primary affluent groups, </li></ul><ul><li>the most affluent spend 3x’s more </li></ul><ul><li>than the least affluent. </li></ul>
  5. 6. Apparel <ul><li>Total Spending: </li></ul><ul><ul><li>Most – $5.4 million </li></ul></ul><ul><li>Women: </li></ul><ul><ul><li>Most - $2.9 million </li></ul></ul><ul><li>Men: </li></ul><ul><ul><li>Most - $1.8 million </li></ul></ul><ul><li>Children: </li></ul><ul><ul><li>Most - $675,000 </li></ul></ul>
  6. 7. Computers & Internet Purchasing <ul><li>Total Computers: </li></ul><ul><li>Over half of sales by affluent market </li></ul><ul><li>Most- $3 million </li></ul><ul><li>Total Internet Spending: </li></ul><ul><li>70% of sales from the affluent </li></ul><ul><li>Most- $1.1 million </li></ul>
  7. 8. Jewelry & Fragrances <ul><li>Jewelry: </li></ul><ul><li>53% of sales purchased by the affluent market </li></ul><ul><li>Most- $2.8 million </li></ul><ul><li>Fragrances, Cosmetics, Lotions: </li></ul><ul><li>Almost 90% of sales due to the affluent market </li></ul><ul><li>Purchased 256 times a year </li></ul>
  8. 9. Photographic Equipment & Home Furnishings <ul><li>Photographic Equipment: </li></ul><ul><li>70% purchased by the affluent market </li></ul><ul><li>Most- $545,000 </li></ul><ul><li>Home Furnishings: </li></ul><ul><li>85% of sales due to affluent market </li></ul><ul><li>Most - $7.2 million </li></ul>
  9. 10. Income Segment Categories
  10. 11. Household Asset Variations <ul><li>Household Income </li></ul><ul><li>Securities </li></ul><ul><li>Life Insurance </li></ul><ul><li>Real Estate </li></ul><ul><li>Principal Residence </li></ul>
  11. 12. Travel Destinations <ul><li>The affluent market visits 9,902,000 </li></ul><ul><li>European destinations. </li></ul><ul><li>Approximately 8 million of the highest affluent market take these trips. </li></ul>
  12. 13. Popular Destinations <ul><li>Most Popular U.S. Destinations are: </li></ul><ul><ul><li>The Hamptons, NY </li></ul></ul><ul><ul><li>Aspen, CO </li></ul></ul><ul><ul><li>Palm Beach, FL </li></ul></ul><ul><ul><li>Palm Springs, CA </li></ul></ul><ul><ul><li>Vail, CO </li></ul></ul><ul><ul><li>Martha’s Vineyard, MA </li></ul></ul><ul><ul><li>NYC, NY </li></ul></ul>
  13. 14. Occupational Overview <ul><li>Two-thirds (66%) are employed in the Management/Business or Professional fields </li></ul><ul><ul><ul><ul><li>The affluent market is 2 times more likely to </li></ul></ul></ul></ul><ul><ul><ul><ul><li>work in these field than the non-affluent. </li></ul></ul></ul></ul><ul><li>One-third are employed in other fields, </li></ul><ul><li>such as sales & service </li></ul><ul><li>  </li></ul>
  14. 15. Affluent Media Consumption
  15. 16. Prospect Definition Quick Facts <ul><li>Name: Kendrick Montgomery III, 42 yrs. old </li></ul><ul><li>Occupation: CFO at a third generation Accounting Firm </li></ul><ul><li>Residence: High-rise Condo in Manhattan, NY </li></ul><ul><li>Family: Young wife- Bianca, 2 children- Ken IV & Sofia </li></ul><ul><li>Media Consumption: Reads The Wall Street Journal & has online subscription to The NY Times. Doesn’t watch TV much. </li></ul><ul><li>Travel Destinations: US-Hamptons, Foreign-French Riviera </li></ul><ul><li>Hobbies: Traveling, Sailing, Tennis, & </li></ul><ul><li>SHOPPING- (only the best suits will due for Kendrick ) </li></ul>
  16. 17. The Debonair
  17. 18. Thank you! <ul><li>Kallie Beck </li></ul><ul><li>Corey Travis </li></ul><ul><li>Emily White </li></ul><ul><li>Ally Wilson </li></ul>Saatchi & Saatchi

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