Tuesday, September 23, 2008

Numbers to Ponder


You want numbers? I've got plenty of them:

20% of US Households Account for 50% of Income

The 2008 Ipsos Mendelsohn Affluent Survey, measuring male and female heads of household living in all 50 states and Washington, D.C., who have household incomes of $100,000 or more, represents an estimated 19% of all American adults. The 2008 survey results are projected to an estimated 42 million affluent heads of house living in an estimated 23.3 million households.

The U.S. government's estimate of total household income as of the beginning of 2008 is approximately $8 trillion. The Survey estimate of total affluent ($100,000+) household income is approximately $4.6 trillion, an estimated 20% percent of all U. S. households, accounting for more than one half of all U. S. household income.

It is clear that the affluent market segments that Ipsos Mendelsohn surveys annually contain extraordinarily valuable marketing targets. Affluent Survey subscribers target their markets in many different ways. These include, but are not limited to, the following approaches:

Another way of segmenting the affluent marketplace is to focus on an estimated 2,672,000 households that have have liquid assets (financial accounts including CD's, mutual funds, stocks, bonds, etc.) of $1 million or more and an estimated 2,525,000 households have incomes of $250,000 or more. Or, 1,029,000 households that have household incomes of $250,000 or more and liquid assets of $1 million or more.

The Affluent Survey estimates that within the affluent marketplace there are 4,168,000 households in total that could be reached by using one of these specific targeting approaches.

Examples of the findings are included here, though the PDF file of complete results and additional charts and graphs is linked for your convenience.

When compared with the balance of the population, affluent heads of house are known to be heavy readers of magazines/publications. Internet usage tends to increase with affluence as well. These patterns hold across the affluent segments.

Affluent Media Consumption

Average number of publication titles read among readers

8.0 (over measured time period)

Average number of publication issues read among readers

17.9 (over measured time period)

Average number of hours spent watching television per week among viewers

19.5 hours

Average number of hours spent listening to radio per week among listeners

11.3 hours

Average number of hours spent using Internet per week among users

23.4 hours

Source: Ipsos Mendelsohn, September 2008


Media Consumption by Income


Household Income


$100,000 - $149,999

$150,000 - $249,999

$250,000 or more

Average Number of Magazine/Publication Issues Read Among Readers

15.8

18.8

25.5

Average Number of Hours Listened to Radio per Week Among Listeners

11.4

11.1

10.9

Average Number of Hours Watched TV per Week Among Viewers

20.0

19.2

17.8

Average Number of Hours Used Internet per Week Among Users

21.8

25.1

27.4

Source: Ipsos Mendelsohn, September 2008

Averages of publications read are limited to those measured in the Affluent Survey

Cable Network and Broadcast Television Audiences:

  • Proportion of affluent heads of house who view cable television... 95%
  • Proportion of affluent households that own a satellite dish...29%
  • Average number of cable TV networks viewed among past-7-day viewers... 16.1

Audiences Viewing Television (in Past Seven Days)

Cable Network

Total Affluent Heads of House Viewing (000)

A&E (Arts & Entertainment Network)

20,829

AMC (American Movie Classics

15,569

APL (Animal Planet

14,267

BBC America

6,645

BET (Black Entertainment Television)

3,087

Biography Channel

10,610

Bloomberg Television

3,554

BRV (Bravo)

10,862

CMT (Country Music Television)

9,272

CNBC

18,947

CNN

26,267

Comedy Central

17,293

CSTV (College Sports Television)

5,138

DISC (The Discovery Channel)

25,414

DIY Network

7,217

DSNY (Disney Channel)

12,936

E! Entertainment TV

15,766

ESPN

22,069

ESPN Classic.

9,833

ESPN2

15,901

ESPNEWS

10,285

FAM (ABC Family Channel)

13,477

Food Network

19,827

Fox Sports Net

15,321

FOXNC (Fox News Channel)

17,235

FX

12,819

GOLF (The Golf Channel)

7,043

HGTV (Home and Garden TV)

18,182

HIST (The History Channel)

21,942

HLN (Headline News)

10,546

Lifetime Television

13,480

MSNBC

15,856

MTV

7,552

National Geographic Channel

14,707

Nickelodeon/Nick at Nite

8,949

Oxygen

6,121

Sci-Fi Channel

9,471

Science Channel

6,180

SPEED Channel

4,812

Spike TV .

8,638

Style Network

2,900

TBS (TBS Superstation)

16,894

TLC (The Learning Channel)

15,875

TNT (Turner Network TV)

16,136

TRAV (The Travel Channel)

10,814

TruTV (formerly Court TV)

4,819

TV Land

6,640

USA Network

16,205

VH-1

6,710

WE (Women's Entertainment)

4,764

The Weather Channel

20,933

WGNC (WGN Cable)

4,660


Broadcast Networks


ABC

32,518

CBS

31,684

Fox

31,985

NBC

32,395

PBS

17,991

Source: Ipsos Mendelsohn, September 2008

Although virtually all affluent households own and use computers and cell/mobile devices, only 40 percent currently use their cell/mobile devices for Internet access. However, Internet access via cell/mobile devices clearly rises with increased affluence.

Internet and Cell Phone Usage (% of Respondents)


Own and Use in Household

Use to Access Internet

Desktop/Laptop

98%

96%

Cell/Mobile

97%

40%

Source: Ipsos Mendelsohn, September 2008


Cell Phone/Mobile Devices Used to Access Internet (% of Respondents)

Total

40%

HHI $100,000 to $149,999

34%

HHI $150,000 to $249,999

46%

HHI $250,000 or more

57%

Source: Ipsos Mendelsohn, September 2008

The affluent connect frequently to the Internet both on their computers and on their cell/mobile devices. But, not surprisingly, their average number of activities and purchases are more numerous and varied on their computers. Affluent heads of house use a variety of sites to search for information:

Websites Used by Head of House to Search for Information


Past 7 days

Past 30 days

Google

75%

82%

Yahoo

44%

51%

MSN.com

23%

26%

AOL.com

17%

20%

Ask.com

8%

12%

About.com

4%

7%

Lycos.com

1%

2%

Source: Ipsos Mendelsohn, September 2008


Average Number of Times per Week Connect to Internet (Among Users) with:

Cell/Mobile

17.6

Computer

25.9


Average Number of Activities/Purchases on Internet (Among Users)


Cell/Mobile

Computer

Total Activities

4.0

20.4

Purchases

2.5

8.0

Source: Ipsos Mendelsohn, September 2008


For more detail, discussion and charts and graphs, please view the The 2008 Ipsos Mendelsohn Affluent Survey in PDF format here.

Sphere: Related Content

No comments: