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AFFLUENT CONSUMERS
50.1 Profile
According to Spectrem Group (www.spectrem.com), the number of affluent
American households, based on net worth excluding the value of their primary
residence, has been as follows:
>$100,000
2005:
2006:
2007:
2008:
2009:
2010:
n/a
n/a
33.4 million
31.2 million
34.6 million
36.2 million
>$100,000
>$1 million
14.0 million
15.3 million
15.7 million
11.3 million
12.7 million
13.5 million
8.3 million
9.0 million
9.2 million
6.7 million
7.8 million
8.4 million
>$5 million
930,000
1.14 million
1.16 million
840,000
980,000
1.06 million
>$25 million
n/a
12,200
12,500
8,400
9,700
105,000
257
Alabama:
Alaska:
Arizona:
Arkansas:
California:
Colorado:
Connecticut:
Delaware:
District of Columbia:
Florida:
Georgia:
Hawaii:
Idaho:
Illinois:
Indiana:
Iowa:
Kansas:
Kentucky:
Louisiana:
Maine:
Maryland:
Massachusetts:
Michigan:
Minnesota:
Mississippi:
Missouri:
Montana:
Nebraska:
Nevada:
New Hampshire:
New Jersey:
New Mexico:
New York:
North Carolina:
North Dakota:
Ohio:
Oklahoma:
Oregon:
Pennsylvania:
Rhode Island:
1,881,966
248,009
2,458,106
1,138,318
12,653,856
1,949,583
1,347,693
343,322
262,976
7,455,767
3,639,796
444,202
575,621
4,800,176
2,501,280
1,204,906
1,096,736
1,743,587
1,701,745
553,493
2,129,773
2,521,928
3,846,728
2,057,554
1,113,217
2,364,933
394,196
704,049
990,855
514,667
3,175,894
766,050
7,263,927
3,725,318
265,786
4,566,369
1,442,985
1,513,336
4,934,144
409,575
$1M M +
71,224
14,805
117,094
36,854
716,316
98,085
89,647
18,412
14,533
362,285
156,943
30,793
22,917
242,536
99,440
49,451
47,226
61,315
65,382
22,191
144,686
150,844
166,611
103,641
35,847
95,312
15,491
29,272
48,220
29,790
212,396
31,145
381,197
144,029
9,907
188,908
53,910
66,839
227,680
20,873
258
Ratio
3.78%
5.97%
4.76%
3.24%
5.66%
5.03%
6.65%
5.36%
5.53%
4.86%
4.31%
6.93%
3.98%
5.05%
3.98%
4.10%
4.31%
3.52%
3.84%
4.01%
6.79%
5.98%
4.33%
5.04%
3.22%
4.03%
3.93%
4.16%
4.87%
5.79%
6.69%
4.07%
5.25%
3.87%
3.73%
4.14%
3.74%
4.42%
4.61%
5.10%
South Carolina:
South Dakota:
Tennessee:
Texas:
Utah:
Vermont:
Virginia:
Washington:
West Virginia:
Wisconsin:
Wyoming:
1,802,904
317,030
2,519,914
8,796,031
891,901
252,584
3,043,091
2,577,274
761,493
2,252,664
219,309
71,114
11,865
94,560
381,165
42,238
11,806
180,638
133,582
26,090
97,266
10,631
3.94%
3.74%
3.75%
4.33%
4.74%
4.67%
5.94%
5.18%
3.43%
4.32%
4.85%
Television:
Internet:
Radio:
$100,000+
All Adults
232.8 minutes
190.8 minutes
67.8 minutes
319.2 minutes
156.6 minutes
91.2 minutes
259
Newspapers:
Magazines:
27.6 minutes
13.2 minutes
26.4 minutes
15.6 minutes
While they may spend less total time listening to radio than average, highincome earners listen in heavier concentration during morning and afternoon drive
times. In a 2010 study, International Demographics (www.themediaaudit.com) found
that 59.4% of those earning $150,000 or more in household income were listening to
radio between 5:00 a.m. and 10:00 a.m., compared to 46.4% for all U.S. adults; 55.6%
of adults who earn $150,000 or more in household income were listening to radio
during 3:00 p.m. and 7: 00 p.m. on a typical day, compared to 42.9% for all adults.
Every day:
Weekly:
Rarely:
Never:
$200k-$500k
>$500k
General Population
37.5%
19.2%
18.3%
23.0%
42.6%
18.5%
1.9%
37.0%
20.3%
11.4%
10.1%
58.2%
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260
Facebook:
MySpace:
LinkedIn:
Twitter:
Meetup:
ASmallWorld:
None of above:
68.0%
17.8%
42.3%
22.8%
6.0%
0.8%
22.5%
>$500k
General Population
72.0%
31.5%
40.5%
36.0%
13.5%
5.0%
19.0%
71.0%
24.5%
21.5%
14.0%
3.0%
0.5%
22.0%
Affluent consumers follow brands on social networks for the following reasons
(source: The Affluence Collaborative, April 2011):
$200k-$500k
>$500k
General Population
39.4%
29.0%
44.3%
39.7%
52.3%
36.9%
31.3%
34.8%
27.5%
22.2%
31.0%
18.8%
21.2%
25.9%
22.6%
18.9%
33.5%
31.0%
23.9%
15.5%
16.1%
14.8%
12.8%
10.7%
3.4%
7.7%
9.4%
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261
262
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