1/1/13
There are 28.9 million women living in households with incomes exceeding $100,000 a year, according to Ipsos Mendelsohn. Affluent households spend $1.7 trillion each year, with 68% of this spending falling into the following categories: vehicles, education, groceries, home/garden, and travel.
Affluent women are more likely than affluent men to read print publications, and they read more issues from a wider variety of titles. Affluents in general are heavier print readers than their less-affluent counterparts. Eight genres of magazines are read by a majority of affluent women. Some 73% read “women’s” publications, and 63% read fashion or beauty titles. “Their consumption of digital media hasn’t changed their consumption of print,” says Ipsos’ Steve Kraus. “It’s as if they are at an all-you-can-eat buffet, and they are still hungry to try more. Digital isn’t taking them away from print.”
Affluent women focus their attention on a few key categories. Home is a major focus. More than half (53%) read shelter/décor magazines, 35% have viewed home/garden content on TV in the past week, and 18% have visited a home-related website in the past 30 days.
At the same time, affluent women like to get away from their homes. They are more likely than women in general to spend money on travel; top destinations are Las Vegas, New York, Orlando, and Los Angeles. “The top two are all about shopping and entertainment, while three and four demonstrate the power of Disney,” says Kraus. Nearly six in 10 affluent women (58%) read travel magazines, 54% have visited a travel website within the past month, and 18% have viewed travel-related TV content within the past week.
More than half of affluent women (55%) read cuisine publications, 49% have watched food-related TV content in the past week, and 43% have visited a food/wine website in the past month. Nearly three in four affluent women (73%) enjoy trying new recipes, up from 64% who felt that way in 2011. Similarly, 49% make a special effort to buy locally grown food, up from 44% who did this in 2011.
Source: Ipsos Mendelsohn, Steve Kraus, Chief Research and Insights Officer, 49 Stevenson St., 15th Fl., San Francisco, CA 94105; 415-293-9711; steve.kraus@ipsos.com; www.ipsos-na.com.
© 2013 Business Valuation Resources, LLC (BVR). May not be reproduced without written consent of publisher.