11/4/13
The number of U.S. consumers considered affluent (with annual household income of $100,000 or more) grew 6% between 2011 and 2013, to 62.5 million, according to Ipsos MediaCT. The average household income among affluents grew almost 5% between 2012 and 2013 to $200,200. Average net worth increased 2% during this period to $1.01 million.
More than six in 10 affluent adults own smartphones, and more than four in 10 own tablets. Affluents spend an average of 41.6 hours online per week, up from 37.4 hours in 2012. Among affluent millennials, the average is 52.7 hours, up from 42.4 hours in 2012.
Among adults with household incomes of $100,000 or more who describe themselves as influencers, almost seven in 10 millennials and six in 10 Gen Xers have Internet access on smartphones, according to iProspect. Boomer affluent influencers are more likely than their millennial or Gen X counterparts to access the Internet via laptop or desktop computer. Millennials are more than twice as likely as either Gen Xers or boomers to have Internet access on their TVs. More than three-quarters of millennial affluent influencers (78%) and 66% of Gen X affluent influencers say they use their mobile devices as computers-checking email and using mobile Web regularly.
Boomer affluent influencers are most likely to watch TV shows aired at their usual times daily or almost daily, while Gen Xers are the biggest viewers of time-shifted TV content via DVR. Millennials are more than twice as likely as members of the two older generations to watch TV shows on mobile devices or gaming consoles.
About one in three affluent influencers read print newspapers regularly-34% of millennials, 37% of Gen Xers, and 36% of boomers. Similar numbers read print magazines regularly: 37% of millennials, 33% of Gen Xers, and 35% of boomers. Three in 10 affluent influencers-30% of millennials, 29% of Gen Xers, and 28% of boomers-read online news media daily or almost daily.
Most affluent influencers participate in social networks: 95% of millennials, 85% of Gen Xers, and 77% of boomers. Women use social media at least sometimes. More than half of millennial affluent influencers (57%) use social networks daily, as do 45% of Gen Xers and 37% of boomers.
Demographics and Lifestyle
The affluent influencer population skews male (66% of millennials, 63% of Gen Xers, and 61% of boomers). Affluent influencers are more likely than affluent adults overall to be LGBT (lesbian/gay/bisexual/transgender). Millennial affluent influencers are 40% more likely than affluent adults overall; Gen Xers are 22% more likely, and boomers are 39% more likely to be lesbian or gay. Most affluent influencers are married or living with partners-69% of millennials, 88% of Gen Xers, and 88% of boomers.
Relaxing at home, spending time with family, and visiting friends or family are the most common leisure activities among affluent influencers in all age groups. Spending time with children/family is also the top activity that affluent influencers of all ages feel passionate about.
Millennials and Gen Xers are more likely than boomers to go to nightclubs regularly, while boomers are more likely to attend classical music concerts or visit museums and art galleries. Boomers are also more likely than younger affluent influencers to spend their leisure time gardening regularly.
Both Gen X and boomer affluent influencers list do-it-yourself home projects among their top passions, and both of these groups are also passionate about traveling within the U.S. Millennials are also passionate about travel, but they prefer traveling abroad.
SOURCES: “2013 Ipsos Affluent Survey USA,” Ipsos MediaCT,Stephen Kraus, Ph.D., SVP, Chief Insights Officer, Audience Measurement Group, 49 Stevenson St., 15th Fl., San Francisco, CA 94105; 415-293-9711; steve.kraus@ipsos.com; www.ipsos-na.com. Price: Contact for information.
“Affluent Influencers: How Marketers Can Understand Their Generational Differences and Tap Into Their Authority,” iProspect, Parks Blackwell, VP New Business and Marketing, 1021 Foch St., Fort Worth, TX 76107; 817-665-1397; parks.blackwell@iprospect.com; www.iprospect.com. Price: Available online at no charge.
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