Saatchi & Saatchi
Oct 31, 2014
Saatchi & SaatchiSaatchi & 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 marketMost- $3 million
Total Internet Spending: 70% of sales from the affluentMost- $1.1 million
Jewelry & FragrancesJewelry: 53% of sales purchased by the affluent
marketMost- $2.8 million
Fragrances, Cosmetics, Lotions: Almost 90% of sales due to the affluent
marketPurchased 256 times a year
Photographic Equipment &Home Furnishings
Photographic Equipment: 70% purchased by the affluent marketMost- $545,000
Home Furnishings: 85% of sales due to affluent marketMost - $7.2 million
Income Segment Categories
Household Asset Variations
Household IncomeSecuritiesLife InsuranceReal EstatePrincipal 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, NYAspen, COPalm Beach, FLPalm Springs, CAVail, COMartha’s Vineyard, MANYC, 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 BeckCorey TravisEmily WhiteAlly Wilson
Saatchi & Saatchi