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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