Saturday, February 15, 2014

America’s mass affluent - what is their online behaviour?

Nielsen reckons that America’s “Mass Affluent” represent 12% of US households but enjoy an outsized 26% of the nation’s total wealth.

Who are the mass affluent? According to Nielsen? It is households with between between $250,000 and $1,000,000 in liquid assets.

What is interesting about this research is that it shows the difference between the online behaviour of the older and younger mass affluent. You would be surprised in how many activities the older variety out-index their younger counterparts.

I thought it was interesting tog look at the breakdown from Ipsos that shows the age breakdown of the affluent consumers in the US. This time a slightly different definition (household income greater than $100,000). As you can see, this group is made up of nearly 50% of people over the age of 50.

This analysis doesn't tell us anything that new. Affluent consumer are very often older and have an active use of online. But then everybody knows that - don't they? Dick Stroud

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