Affluent Market
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Affluent Market

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Affluent Market Affluent Market Presentation Transcript

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