affluent market
DESCRIPTION
TRANSCRIPT
![Page 1: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/1.jpg)
Saatchi & SaatchiSaatchi & Saatchi
![Page 2: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/2.jpg)
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
![Page 3: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/3.jpg)
![Page 4: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/4.jpg)
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.
![Page 5: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/5.jpg)
Spending Habits
Out of the 3 primary affluent groups,
the most affluent spend 3x’s more
than the least affluent.
![Page 6: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/6.jpg)
Apparel
Total Spending:Most – $5.4 million
Women:Most - $2.9 million
Men:Most - $1.8 million
Children:Most - $675,000
![Page 7: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/7.jpg)
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
![Page 8: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/8.jpg)
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
![Page 9: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/9.jpg)
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
![Page 10: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/10.jpg)
Income Segment Categories
![Page 11: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/11.jpg)
Household Asset Variations
Household IncomeSecuritiesLife InsuranceReal EstatePrincipal Residence
![Page 12: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/12.jpg)
Travel Destinations
The affluent market visits 9,902,000
European destinations.Approximately 8 million of the highest
affluent market take these trips.
![Page 13: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/13.jpg)
Popular Destinations
Most Popular U.S. Destinations are:The Hamptons, NYAspen, COPalm Beach, FLPalm Springs, CAVail, COMartha’s Vineyard, MANYC, NY
![Page 14: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/14.jpg)
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
![Page 15: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/15.jpg)
Affluent Media Consumption
![Page 16: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/16.jpg)
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 )
![Page 17: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/17.jpg)
The Debonair
![Page 18: Affluent Market](https://reader036.vdocuments.net/reader036/viewer/2022081412/5452b56aaf795952668b6103/html5/thumbnails/18.jpg)
Thank you!Kallie BeckCorey TravisEmily WhiteAlly Wilson
Saatchi & Saatchi