Milwaukee's Wealthiest Zip Codes Feb'13

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Qualitative research on Milwaukee's 25 wealthiest ZIP codes group from Marshall Marketing's 2013 consumer survey PLUS news viewing for the same group based on Nielsen Feb'13 eVIP.

Qualitative research on Milwaukee's 25 wealthiest ZIP codes group from Marshall Marketing's 2013 consumer survey PLUS news viewing for the same group based on Nielsen Feb'13 eVIP.

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  • 1. Marshall Marketing & Communications 2013 Milwaukee SurveySource: Milwaukee Business Journal; October 26, 2012 issue
  • 2. Marshall Marketing & Communications 2013 Milwaukee SurveyWealthiest Milwaukee-area ZIP CodesRank ZIP Post office/city nameMedianHH Income1 53183 Wales $98,3842 53045 Brookfield $92,5683 53092 Mequon/Thiensville $92,0234 53122 Elm Grove $91,5775 53097 Mequon $89,4626 53018 Delafield $86,9937 53029 Hartland $83,8888 53017 Colgate $83,4609 53005 Brookfield $82,31810 53033 Hubertus $82,29111 53076 Richfield $80,50212 53217 Milwaukee $80,23513 53153 North Prairie $79,20414 53151 New Berlin $78,72015 53150 Muskego $76,83816 53189 Waukesha $76,60117 53149 Mukwonago $76,25418 53103 Big Bend $75,73919 53119 Eagle $75,65120 53089 Sussex $75,35321 53158 Pleasant Prairie $73,48922 53072 Pewaukee $72,81523 53012 Cedarburg $72,43324 53185 Waterford $72,41725 53132 Franklin $72,288Source: Milwaukee Business Journal-October 26, 2012 “WealthiestMilwaukee-area ZIP codes” (Ranked by median household income)Source: Milwaukee Business Journal; October 26, 2012 issue
  • 3. Marshall Marketing & Communications 2013 Milwaukee SurveyGENDERWomen 48% 94Men 52% 107STANDARD AGE RANGES18 - 24 12% 10325 - 34 10% 5335 - 49 35% 12850 - 64 28% 10665+ 15% 93EDUCATIONVo-Tech or Some College 21% 79College Graduate 36% 140Some Graduate Work 5% 133Graduate degree 16% 128OCCUPATIONWhite Collar 48% 138Working Women 30% 98Retired 14% 82Blue Collar 11% 73HOUSEHOLD INCOMELess Than $30K 11% 43$30-$50K 16% 76$50-$75K 16% 81$75-$100K 18% 121$100-150K 26% 192$150K+ 13% 233MARITAL STATUSMarried 71% 123Single 18% 74Divorced/separated 4% 49Widowed 4% 79Living Together 3% 69PRIMARY RESIDENCEOwn a Home 80% 118Rent 10% 44NUMBER OF CHILDRENNo Children 52% 931 Child 20% 1252+ Children 29% 100Profile Of Adults In Wealthiest Milwaukee-area ZIPCodesPercent & IndexVs. Total Adults
  • 4. Marshall Marketing & Communications 2013 Milwaukee SurveyOver 2x more likely to Consider Saab, Volvo orLexus for next vehicleAUTO MAKES CONSIDERED Index vs. Total AdultsSaab 261Volvo 209Lexus 205Acura 180Subaru 174Mazda 174Mini Cooper 174Lincoln 149Honda 131Over 2x more likely to pay for a new room addition,deck or driveway in the next 12 monthsHOME IMPROVEMENTPlan To Pay ForIndex vs. Total AdultsRoom Addition 266Build a Deck 228Driveway 205Garage Doors 128Electrical Work 127Landscaping 124COSMETIC PROCEDURES Index vs. Total AdultsCosmetic Spider Vein removal 222Botox or superficial facial peel 213Bariatric procedure 213Varicose Vein treatment 196Micro- or chemical facial peel 188Surgical facial procedure 177Body or facial hair removal 126Liposuction 118Over 2x more likely to consider spider vein removal,Botox or gastric bypass procedureFINANCIAL Index vs. Total AdultsMutual Funds 140Investment 138Home Mortgage 129IRA 128Money Market Account 126401K 115Home Equity Line of Credit 115Certificate of Deposit (CD) 11140% more likely to Own Mutual Funds
  • 5. Marshall Marketing & Communications 2013 Milwaukee Survey• Twice as Likely to Snow Ski/Snow Board• 74% More likely to go Boating/Sailing• 42% More likely to Golf• 61% more likely to Buy & 55% more likely to Sell a House• 48% more likely to make Business Travel DecisionsIN THE NEXT 12 MONTHS, PLAN TO…Index vs. TotalAdultsPurchase a House 161Sell a House 155Purchase Landscaping for your Home 147Purchase Major Appliance 144Make a charitable donation of $100+ 131Purchase Sporting Equipment 123Purchase Windows Treatments 122Refinance a Home Mortgage 115Purchase Lawn and Garden Items 113Attend Continuing Education Classes 113Purchase Computer Software 112Purchase Home Theater 110Purchase Carpet/Flooring 109Attend Continuing Education Classes 113PARTICIPATED IN OR ATTENDED…Index vs. TotalAdultsSnow Skiing/Snow Boarding 202Boating/Sailing 174ATVs 172Motorcycles 149Sewing/Quilting/Embroidery 147Bicycling 145Golf 142Horseback Riding 140Hunting 137Watersports 135Attend Pro Sporting Events 134Attend Boxing/Wrestling Matches 130Attend Family Shows and Ice Shows 128Work on Automobile 127Traveling 127Fishing 127Attend Theatre/Symphony/Plays 122Exercise Regularly 121COMPANY PURCHASE DECISIONIndex vs. TotalAdultsOffice furniture 195Business travel/convention arrangements 148Other office equipment or supplies 139Telephone and communications services 139Computer hardware/software 134Health care programs 122
  • 6. Marshall Marketing & Communications 2013 Milwaukee Survey8%5% 4%2% 1% 0% 0%23%41%0%10%20%30%40%50%Television Internet Newspaper Radio Magazines Direct Mail YellowPagesBillboard NewspaperInsertsWealthiest Milwaukee-area Zip Codes (N=188)INFLUENTIAL MEDIUMWhich one of the following media types is most influential?TV and Internet are each more influentialthan all other media combined!
  • 7. Marshall Marketing & Communications 2013 Milwaukee Survey93%90% 88%63%0%10%20%30%40%50%60%70%80%90%100%Watched Television Accessed the Internet Listened to the Radio Read a Printed Paper Copyof the NewspaperWealthiest Milwaukee-area Zip Codes (N=188)MEDIA PAST 7 DAYSIn the past 7 days, have you...?
  • 8. Marshall Marketing & Communications 2013 Milwaukee SurveySource: Nielsen Local Custom Toolbox May’12/Nov’12/Feb’13 TVHH viewing average for top 25 ZIP codes in six-county Milwaukee area.
  • 9. Marshall Marketing & Communications 2013 Milwaukee SurveySources: Milwaukee Business Journal, Nielsen Media Research, Marshall Marketing & Communications