REPORT Affluence in America: A Financial View of the Mass Affluent TABLE OF CONTENTS Executive Summary................................................................................................................1 Meet the Mass Affluent.........................................................................................................2 They’re Shrinking in Number................................................................................................4 Their Lifestyle.........................................................................................................................8 Media Consumption..............................................................................................................9 The Rich Are Different – From Each Other.........................................................................12 The Distinct Segments of the Mass Affluent ....................................................................13 How Do I Reach Them?.......................................................................................................15 Why Segmenting is Important ......................................................................................15 The Day in the Life of a “Family Fortune” household.......................................................16 Conclusion............................................................................................................................17 1 Copyright © 2012 The Nielsen Company. ABOUT THIS REPORT In over 100 countries around the world, Nielsen provides the most complete understanding of what consumers watch and buy. In the U.S., Nielsen has delivered insights about consumers for almost 90 years. Affluence in America: A Financial Perspective of the Mass Affluent offers a fresh perspective on the affluent consumer segment of the U.S. economy. This report highlights the importance of this market and provides insights to help marketers succeed in the opportunities that lie ahead. “ This report provides a general foundation for building effective strategies that will increasingly be the primary drivers of growth in virtually all product and service categories for the Mass Affluent. Understanding the distinctive patterns of demographics, lifestyles and consumption can lead the way to a sizeable and growing impact on total market share. ” EXECUTIVE SUMMARY In recent years, a new segment of wealthy Americans has emerged that represents 11 percent of all U.S. households. Known as the Mass Affluent, they typically were born during the post-war baby boom and grew up in middle-class households, earning rather than inheriting their money. For the financial services and retail industries, they represent a significant and highly sought-after market, especially now as they enter a pivotal period when many are rolling over 401(k) funds into retirement accounts and anticipating inheritances. Based on an analysis by Nielsen, the Mass Affluent consists of seven distinct groups, each with its own lifestyles, media patterns and preferences when considering financial services. But, these high-earning households can be difficult to find and even harder to sell to. Many live in the suburbs beyond the major metros that have been the traditional centers of American wealth. And thanks to an explosion of financial media, they are sophisticated consumers who often tune out traditional marketing strategies. Perhaps most challenging of all, many simply don’t think of themselves as rich. Highlights of the Mass Affluent: • They have income producing assets between $250,000 - $1,000,000 • Their estimated aggregated income producing assets total more than $7.5 trillion • Two-thirds are over 55 years old • Most are couples without kids or empty nesters • They own their own home • They work in Finance, Business and Management careers, or own their own business • They are avid readers of newspapers, trade journals, travel and home-related magazines • Possess multiple investment accounts including 401K, IRA, CDs and hold a fixed mortgage • Adopters of high-end technology like digital recorders, video game consoles, smartphones and tablet devices • They tend to shop less frequently than other groups, but spend more per shopping trip Copyright © 2012 The Nielsen Company. 1 MEET THE MASS AFFLUENT Who are they? Affluence in America brings to mind lavish beach and ski vacations and first-class plane seats (when the company jet just won’t do). But the last two decades have spawned another class of wealth whose members aren’t typically found eating caviar or summering in Europe. This new crop of wealthy Americans was raised in middle-class suburbs and benefited from college educations and years of economic prosperity during the bull market of the 1990s. Today, they’re the empty-nesters converting their kids’ old rooms to home gyms, shopping at club warehouses, and workaholics fiddling with their smartphones on the express commuter train. They are Mass Affluents. Nielsen P$YCLE, the segmentation system that classifies households into 58 types based on demographics and financial behaviors, defines this group as households within seven distinct segments with assets between $250,000 and $1,000,000. They have a distinct lifestyle from the rest of the nation in terms of demographics, media consumption, financial attitudes and—most important to financial institutions —preferences for financial products and services. Although amassing assets of $250,000 to $1 million may seem modest compared to the bank accounts of the big city elite, there are only six percent of US households with greater Income Producing Assets (IPA). Nielsen Income Producing Assets (IPA) is a measure of liquid wealth which includes the value of checking accounts, savings products, money market accounts and CDs, investment products, retirement accounts, and other asset classes that are relatively easy to liquidate. It does not include the value of any real estate owned by the household. 2 Copyright © 2012 The Nielsen Company. Financial Grouping Criteria Average Income Income Producing Assets (IPA) Range Mass Market $50,722 Less than $250,000 Mass Affluent $105,500 Between $250,000- $1,000,000 Affluent $155,135 More than $1,000,000 The average income of a Mass Affluent household is more than double that of a Mass Market household and more than two-thirds the average reported by Affluent households. Source: Nielsen Financial Track, 2011 Household Percent by Income Group Total Mass Market Mass Affluent Affluent Under $50,000 51.6 60.1 11.6 5.7 $50,000 - $100,000 32.6 30.6 46.4 34.2 $100,000 - $249,999 14.7 8.9 39.6 49.0 $250,000 - $499,999 0.8 0.2 1.7 7.4 $500,000+ 0.4 0.1 0.7 3.7 While many Mass Affluent households (42%) have incomes greater than $100,000, the majority actually fall into the $50,000 to $100,000 range. The higher assets they have amassed may represent a lifetime of savings from a moderate income rather than an ultra high household income. Source: Nielsen Financial Track 2011 Affluence Groups – Percent of Market 4.4% 11.1% MASS AFFLUENT IS $7.5 trillion Estimated aggregated income producing assets 13,000,000 HOUSEHOLDS 84.5% Mass Market Mass Affluent Average Income and IPA increased by 2% between 2010-2012 Affluent More than 13 million households are classified as Mass Affluent based on their assets, representing approximately 11% of all US households or nearly three times as many as are classified as Affluent. Source: Nielsen Income Producing Assets (IPA) 2011 More than 13 million households are classified as Mass Affluent based on their assets, representing approximately 11% of all U.S. households or nearly three times as many as are classified as Affluent. In addition to their above average assets, they also reported an average household income of $105,500 in 2011, more than 50% higher than the national average income of $62,912.i There has been a common theory over the last few years that “the rich are getting richer.” An analysis of recent income and asset data does show this to be true – total assets for these households have grown over the last two years – but it also reveals distinct differences between the Affluent and the Mass Affluent. While the average household IPA within the Affluent group has increased 2.6% compared to two years ago, the average household income for those households is actually down 3% over the past two years. The Mass Affluent group has seen both their average IPA and average household income increase by 2% each during this same period. Most Mass Affluents are Baby Boomers, over age 55. Most of these married couples are empty nesters enjoying a quiet lifestyle, but some still have teenagers who haven’t left the nest yet. They are primarily Caucasian – but 36% more likely than average to be Asian American. They are well-educated with bachelor’s and post-graduate degrees which prepared them for white collar careers in management, business and finance. Given their strong professional careers, they often find themselves in leadership positions – both at work and in their communities. The Mass Market appeals to many marketers because of the sheer number of households in that group. Households with less than $250,000 in IPA represent 85% of all U.S. households. Others seek to capture a portion of the Affluent Market and the high profit that often comes from relationships with those households. The Mass Affluent exists as a sweet spot between these two groups, offering marketers a larger, accessible audience with above average profit margins. 6 million households moved up from Mass Affluent to Affluent group since 2010 Copyright © 2012 The Nielsen Company. 3 THEY’RE SHRINKING IN NUMBER While the data shows that the assets and income of the Mass Affluent have increased slightly in recent years, it also shows that the size of the group is shrinking. After initial post-recession rebounds by both the Affluent and Mass Affluent groups, the number of households classified as Mass Affluent is down from its peak in early 2010. The redistribution of households by affluence has resulted in a shift of about 5% of total households, or nearly 6 million households, from the Mass Affluent group to the Affluent group. Marketers need a robust understanding of the Mass Affluents – who they are, where they live, what products they prefer and how to best market to them. To win over this group, marketers will need to understand how to sub-segment the types of households within this group, as well as develop new products and services, differentiated messages and varied channels to serve them. But as the largest affluent group in America, the Mass Affluent can offer significant return on these investments. And not only is the size of this group shrinking, but their use of specific products and services has declined in recent years. As interest rates have declined, use of CDs and money market savings accounts are down more than ten percent among Mass Affluent households compared to two years ago. Negative equity and uncertainty in the housing market has also led to a significant decrease in use of home equity loans and HELOCs by this group. But as a group, Mass Affluents are still more than twice as likely to use any type of retirement or investment product, including IRAs, 401(k) accounts and brokerage accounts. They are more likely than average to have their income direct deposited into their bank accounts. In terms of other channels of access, like ATM and mobile access, their usage rates are on par with the Mass Market. 4 Copyright © 2012 The Nielsen Company. Change in Group Size Year Over Year YOY 2011-2012 AFFLUENT MASS MARKET 5.20% MASS AFFLUENT 0.11% Affluent -3.49% Mass Market Mass Affluent Even though the Mass Affluent group is shrinking, approximately 2% of the households have seen increases to IPA and income in the past two years. Additionally, 5% also moved up into the Affluent group. Source: Nielsen Financial Track 2012 Financial Products by Affluence Groups 450 400 350 300 250 200 150 100 50 0 Money Market Savings CDs 401(k) Mass Market Home Equity Loan HELOC Mortgage Stocks Brokerage Acct Mass Affluent Affluent Brokerage Accounts are nearly 3 times more likely with the Mass Affluent group than the Mass Market. Index of 100 = U.S. average Source: Nielsen Financial Track 2011 Where do they live? Capturing these Mass Affluent consumers will not be easy. Whereas the well-off were once reliably concentrated in old money enclaves near the nation’s big cities and in Sunbelt golf communities, today’s prosperity is more dispersed. According to the analysis of high-asset households, the Mass Affluent is increasingly found beyond the nation’s large metros and locating in smaller, exurban markets beyond the nation’s major metros like San Francisco, Washington D.C. and the Tri-State area. These top-ranked pockets of affluence include a number of “second cities” like Hartford, CT, Monterey and Santa Barbara, CA—places noted for both livability and affordability. These communities are home to newly-retired or partially retired Americans who want to be connected to a big city without having to live there. To map America’s new communities of wealth, our research identified households that own more than $250,000 in Income Producing Assets (IPA). These are the customers coveted by financial institutions because, unlike homes, cars or stamp collections, IPA can readily be used to invest in big-ticket financial products. Mass Affluent Concentration by DMA and Ethnicity Mass Affluent Concentration by DMA Very High (index 150+) High (index 125-150) Above Average (index 110-125) Average (index 85-110) Below Average (index under 85) Asian American HHs with $100K + Income 1 Dot = 1,000 HHs African American HHs with $100K + Income 1 Dot = 1,000 HHs Hispanic HHs with $100K Income 1 Dot = 1,000 HHs Mass Affluent Asian Americans are most heavily concentrated in the San Francisco, Los Angeles and New York markets. Mass Affluent African Americans are most heavily concentrated in the New York and Washington DC markets. Mass Affluent Hispanics are most heavily concentrated in the Los Angeles, New York and Miami-Ft. Lauderdale markets. The use of segmentation allows us to find where the Mass Affluent live on the ground – allowing financial institutions to reach this portion of the market more effectively for marketing purposes and determining opportunity in the market. Source: Nielsen Pop-Facts Demographics 2012 (income dot density) and Nielsen P$YCLE (shading). It makes little difference whether wealth is defined as high assets or strong earnings. A map of households earning over $100,000 a year is nearly identical to the map of heavy asset-owners. While some marketers hope to discover hidden wealth by reaching consumers with high assets or strong earnings, this analysis shows that the correlation between income and assets is undeniable: The Mass Affluent possess both large paychecks and healthy bank accounts. Copyright © 2012 The Nielsen Company. 5 Top 10 Markets % Penetration Market Penetration Index San Francisco Washington D.C. Hartford & New Haven, CT Boston New York Honolulu 21.8% 18.6% 18.2% 18.0% 16.8% 16.6% 216 184 181 179 167 165 Baltimore Monterey-Salinas, CA San Diego Santa Barbara 16.2% 15.8% 15.4% 15.2% 161 157 153 151 An Index of 100 represents an average propensity, therefore, the Mass Affluent are more than twice as likely to live in San Francisco area. Source: Nielsen Pop-Facts Demographics 2012 Top 5 Markets for African Americans with $100K+ HH Income Washington DC Baltimore Atlanta Norfolk, VA New York Top 5 Markets for Asian Americans with $100K+ HH Income Honolulu San Francisco Los Angeles Washington DC San Diego % Penetration Market Penetration Index 5.4% 3.7% 3.1% 2.5% 2.4% 462 313 264 217 208 % Penetration Market Penetration Index Top 5 Markets for Hispanics with $100K+ HH Income % Penetration Market Penetration Index 11.7% 7.9% 3.3% 2.6% 2.4% 1,105 746 308 242 230 Miami-Ft. Lauderdale 6.2% 476 Los Angeles 4.5% 348 San Antonio 3.8% 291 San Francisco San Diego 3.4% 2.9% 263 228 Source: Nielsen Pop-Facts 2012 A Market Penetration Index of 100 represents average. 6 Copyright © 2012 The Nielsen Company. Mass Affluent in the San Francisco Market: Mass Affluent Concentration by ZIP Code Very High (index 150+) High (index 125-150) Above Average (index 110-125) Average (index 85-110) Below Average (index under 85) Asian American HHs with $100K Income 1 Dot = 1,000 HHs African American HHs with $100K Income 1 Dot = 1,000 HHs Hispanic HHs with $100K Income 1 Dot = 1,000 HHs Through ties to P$YCLE® segmentation, we are able to locate the Mass Affluent on the ground by market. The San Francisco DMA has the strongest concentration of the Mass Affluent in the country. When we take a more granular view of the San Francisco market we see strong pockets of the Mass Affluent – in general and by race/ethnic groups. Source: Nielsen Pop-Facts 2012 (for income dot density) and Nielsen P$YCLE 2011 (shading) Copyright © 2012 The Nielsen Company. 7 THEIR LIFESTYLE The Mass Affluent have money to partake the finer things in life. They enjoy cultural activities and often attend classical music and opera performances and visit museums and art galleries. They are also civic-minded and engaged with the community, making donations to charitable public service organizations like NPR and PBS. Pride of ownership is important to them– they keep their homes and yards in tip-top shape and are more than 28% more likely to pay more for brands they can trust.ii Despite their demanding careers, they make time to stay healthy and active. They go sailing and cross country skiing and enjoy golf and tennis at their country clubs. Eating healthy, paying attention to nutrition and following an exercise routine is a priority for the Mass Affluent. Lifestyle Behaviors of the Mass Affluent Index Belongs to a Country Club 287 Attends Classical/Opera Performance (1x/month) 272 Contributes to NPR 263 Buys Light Classical Music 251 Contributes to PBS 251 Belongs to a Civic Club 246 Goes Sailing 237 An Index of 100 represents an average U.S. household, therefore the Mass Affluent are more than twice as likely to participate in these lifestyle behaviors. Source: MRI Sports & Leisure Profiles and Nielsen P$YCLE 2011 Smartphone and tablet penetration increases with income Smartphone and Tablet Penetration by Income Groups 59% Mobile Patterns Nielsen can confirm that income plays a role in the acquisition of still comparatively expensive smartphones and tablets. These devices are becoming the preferred tools for online access and economic transactions in the future due to portability and ease of use. Although it is relatively early for both devices, almost 60 percent of higher income consumers, like the Mass Affluent, own a smartphone and 31 percent own a tablet. 45% 35% 31% 12% 4% Smartphone Tablet <$30K $30K - $100K $100K+ Source: Nielsen Smartphone - Q4 2011 Mobile Insights, Tablet Nielsen NPower May 2012 Mass Affluent Mobile Usage 58% 34% Text Mobile Internet 30% 23% 18% 16% 15% 11% 9% 9% Picture App Location- Text Alerts Picture Game Streaming Ringtone Video/Mobile Messaging Downloads based Downloads Downloads online music Downloads TV services or Mobile Radio Source: Nielsen Mobile Insights, Q3/Q4 2011 8 21% Copyright © 2012 The Nielsen Company. Measured for a 30 Day Period Financial Mobile App Usage Active Reach, iOS+Android, Income $100K+ Chase Avg Time Spent per Person (Minutes per Month) iOS+Android, Income $100K+ Bank of America 9% 24 Chase Mint.com 4% Bank of America Capital One 4% E*TRADE 21 19 Wells Fargo 3% Citibank 36 Mint.com 9% 14 American Express 2% American Express Wells Fargo 2% Citibank Discover 2% Capital One 8 ING DIRECT 2% ING DIRECT 8 E*TRADE 1% Discover 13 11 1 Source: Nielsen Mobile NetView, March 2012, Income $110k+; The chart on the left shows the percentage of individuals with incomes of $100k+ in the U.S. that accessed the iOS or Android mobile app in March 2012; the chart on the right shows the average time spent for these individuals on those apps in March 2012. MEDIA CONSUMPTION In addition to their demographic and lifestyle characteristics, the Mass Affluent have distinct media consumption patterns that allows unique opportunity to reach this audience. Being wellinformed and staying up-to-date with current events are priorities to them. They consume news via TV, online and print. These proud homeowners also consume media focused on their home lives - watching HGTV, checking out the Food Network website and reading home design magazines.iii Print This group is made up of voracious readers. They fall into the upper half of all magazine and newspaper readers in the U.S. and are 61% more likely than average to read a daily newspaper. Their taste in reading material reflects their lifestyle. They are over twice as likely as the average U.S. household to read Kiplinger’s Personal Finance, Veranda and Conde Nast Traveler in addition to the daily paper. They enjoy reading the Sunday newspaper, specifically the business/finance section, editorials and the travel section. They trust the information found in magazines more than any other media source, making print an excellent way to reach and communicate with them about financial topics. Top Print for Mass Affluent Index KIPLINGER’S PERSONAL FINANCE 232 VERANDA 219 CONDE NAST TRAVEL 212 SUNSET 211 ARCHITECTURAL DIGEST 208 BARRON’S 207 COASTAL LIVING 207 WINE SPECTATOR 203 GOLF DIGEST 202 TRAVEL & LEISURE 198 Source: Nielsen P$YCLE/MRI Profiles 2011 Copyright © 2012 The Nielsen Company. 9 Radio Radio is not the most efficient way to reach the Mass Affluent – they are about average for listening to radio compared to the rest of the nation. However, when they do listen to radio, these news junkies are likely to tune into the news stations or XM radio. iv Television This group is selective and spends less of their time watching television, compared to the rest of U.S. households. Mass Affluent households are 8% less likely to watch Broadcast TV and 25% less likely to watch Cable TV than the average U.S. household, watching just over 112 hours per month. However, when they do watch TV, they are more likely to watch programs recorded on their DVR and news, sports and home improvement channels. They are 56% more likely than the average U.S. household to watch CNBC and 40% more likely than the average U.S. household to watch the Golf Channel. Higher income consumers are twice more likely to subscribe to premium cable packages and five times as likely to access television content via paid telecommunications services than lower income consumers, resulting in a multitude of choices available to the higher income group. Top 10 Television Channels for Mass Affluent Index CNBC 156 SLEUTH 140 GOLF CHANNEL 140 FOX NEWS CHANNEL 122 SPEED 118 HD THEATER 117 NBC 116 MSNBC 108 HGTV 107 FOX BUSINESS NETWORK 106 Source: Nielsen People Meter, 2011 10 Copyright © 2012 The Nielsen Company. RADIO TV PRINT Time Spent Using a DVR Hours:Minutes 7:40 <$30K 12:16 $30K - $100K 14:32 $100K+ Source: Nielsen NPower, Q4’11 Monthly Avg. Persons 2+ Total Day M-Su 6a-6a/Live+7 TV Viewing Across Income Groups Hours:Minutes All 151:58 28:11 192:48 <$30K $30K $100K 41:30 148:49 26:38 112:25 $100K+ 16:52 Total Daytime Source: Nielsen NPower, Q4’11 Monthly Avg. Total Day M-Su 6a-6a/Daytime M-F 9a-5p Online Mass Affluents are engaged – going online multiple times per day. Given their demanding careers, they are 25% more likely than average to access the Internet from work. When they go online; business, finance and investments are top of mind. They stay informed on financial topics and their accounts by visiting sites like American Express, Bankrate and MSN Money. High income consumers (with incomes above $100K), like the Mass Affluent, fit an average of 3 hours and 36 minutes of online streaming into their monthly schedules, and spend an average of 23 hours a month online. They receive business and financial newsletters via email and watch business-related news videos online, and are 75% more likely than the average U.S. household to visit American Express online. The Mass Affluent also use online sites to track their investments, pay bills and register their gift cards.v As indicated in the Mobile charts previously, those with higher incomes are spending similar amounts of time per month on financial services apps as they are on the financial websites, and app audiences are only marginally smaller than online audiences. MASS AFFLUENTS ARE 8% LESS LIKELY THAN AVERAGE TO ACCESS THE INTERNET USING MOBILE DEVICE In addition to their focus on business and finance, these consumers plan their next vacation on TripAdvisor, research recipes on the Food Network, and read reviews on Yelp before their next evening out. While they have embraced new technologies, they are not the most tech-savvy. They are 8% less likely than average to access the Internet using their mobile device. Financial Online Usage Avg. Time Spent Per Person (Minutes per Month), Online Usage Active Reach (%), Online Usage 15% Chase Bank of America 14% Citibank 10% 9% Wells Fargo 8% American Express 8% Capital One Fidelity.com Mint.com 5% 2% 26 E*Trade Fidelity.com 25 23 Bank of America Wells Fargo 21 Chase 19 15 TD Bank 12 Capital One Citibank E*Trade 1% Mint.com TD Bank 1% American Express 11 10 9 Source: Nielsen Netview March 2012, $100K+, Total Panel; The chart on the left shows the percentage of individuals with incomes of $100k+ in the U.S. that accessed the website in March 2012; the chart on the right shows the average time spent for these individuals on that site in March 2012. Copyright © 2012 The Nielsen Company. 11 THE RICH ARE DIFFERENT – FROM EACH OTHER For the purpose of this analysis, the primary driver for classification as a Mass Affluent household was household IPA between $250,000 and $1 million. But in reviewing the characteristics of this group, it quickly becomes apparent that this group, like most groups, is not monolithic. To more closely examine the differences in their product usage behaviors and their channel and media preferences, this analysis divides the Mass Affluent households into seven distinct groups based largely on differences in their age, income and family composition. The table to the right outlines the characteristics of each group by segment. Households in segments 02, 03, 06, 10, and 11 are typically older than average, with ages predominately 55 and older and either single or empty-nesters. Segment 07 households are more likely to have children at home and segment 05 households are mostly made of couples without children that are in the 45-54 age range. P$YCLE® Segments IPA Income 02 Globetrotters Elite Upper-Mid Mature Mostly w/o Kids 03 Business Class Elite Wealthy Older Mostly w/o Kids 05 Power Couples Elite Wealthy Older w/o Kids 06 Civic Spirits Elite Upper-Mid Mature w/o Kids 07 Family Fortunes Elite Wealthy Older w/ Kids 10 Capital Accumulators Elite Upscale Older Mostly w/o Kids 11 Savvy Savers High Lower-Mid Mature w/o Kids Description Source: Nielsen P$YCLE 2011. P$YCLE® is a household segmentation system that groups consumers into 58 segments based on income producing assets and a wide variety of financial and investment behaviors. The 58 P$YCLE segments fit within 12 lifestage groups based on age family structure, income and assets. Older is defined as 45-64 and Mature is 65+ years old. Households by Ethnic Group CAUCASIAN ASIAN MASS AFFLUENT 88.9% 15% more likely than average Total U.S. HHs 77.4% AFRICAN AMERICAN MASS AFFLUENT 4.1% 65% less likely than average Total U.S. HHs 11.6% MASS AFFLUENT 3.3% 36% more likely than average Total U.S. HHs 2.4% HISPANIC MASS AFFLUENT 5.3% 54% less likely than average Total U.S. HHs 11.3% This data is based on the percentage of households in the U.S. Caucasian households make up 88.9% of the Mass Affluents, which is 15% greater than total Caucasian households (77.4%). African Americans make up 4.1% of the Mass Affluent households, which is 65% less than their national average of 11.6%. Source: Nielsen P$YCLE 2011 12 Copyright © 2012 The Nielsen Company. THE DISTINCT SEGMENTS OF THE MASS AFFLUENT 02 Globetrotters: Members of Globetrotters have reached an age over 65 years old and a level of financial comfort. Many have six-figure incomes that allow them to indulge their passion for foreign travel. Consisting mostly of suburban couples, households in this segment have amassed substantial IPA, such as variablerate annuities, government securities, and corporate/municipal bonds. Admittedly risk-averse in their financial behavior, they buy a variety of insurance products, including long-term care, medical and residential coverage. But playing it safe doesn’t apply when it comes to exploring other countries; members of Globetrotters have been known to take more than three foreign trips a year. And many get their news about world events from U.S. News & World Report and Condé Nast Traveler. 03 Business Class: Business Class is known for its lavish spending style and country club lifestyle. But many of its fifty-something executive couples have begun to divert their high incomes to build up long-neglected nest eggs. Segment households rank highly for having Keogh plans, cash management accounts, and unit investment trusts. But they have only one-third the level of income-producing assets of The Wealth Market, and many are trying to make up for lost time by aggressively investing in stocks, mutual funds, and investment-style insurance. Located mostly in pricey suburban areas, Business Class scores high for business and pleasure travel, high-end catalog shopping, listening to classical radio and reading business publications. 05 Power Couples: The most affluent Younger Years segment, Power Couples seems to have it made: six-figure incomes, designer-decorated houses, and high balances in their income-producing assets. As investors, these mostly 45 to 54-year-old couples boast retirement accounts containing a well-diversified mix of options, stocks, and mutual funds. Typically college-educated and holding management jobs, they also tend to be cultured consumers who travel the world, subscribe to publications like Forbes and Architectural Digest, and shop at swanky stores like Lord & Taylor and Nordstrom. When it comes to managing their money, however, they put their faith in the pros, exhibiting high rates for using asset managers, estate planners, and full-service brokers. Internet savvy, they track how well their investments are doing online. 06 Civic Spirits: They may be retired, but they’re not retiring. The over-65-year-old couples who make up Civic Spirits tend to be community activists who participate in civic events, write newspaper editors, and contact elected officials at high rates. Their financial behavior is less adventurous, with households preferring investments like CDs, corporate/municipal bonds, government securities, and annuities, particularly those purchased for tax shelters. Civic Spirits members also rank high for buying long-term care insurance and residential insurance for their condos. When they’re not volunteering, these Americans keep up with their civic interests by watching news programs on television, tuning in to news/ talk radio stations, and reading mature market magazines. 07 Family Fortunes: The members of Family Fortunes rank at the top in many financial categories: investing in futures and options, owning mutual funds and U.S. Savings Bonds, and acquiring first mortgages worth over $150,000. They need to: these 45-64-year-old suburbanites have more children than any other P$YCLE segments. While primarily Caucasian, Family Fortunes are twice as likely as average to be Asian American. With high incomes and expensive homes, they make a prime target for high-value life and homeowners insurance. No segment has more college-educated residents, and they enjoy an energetic lifestyle: traveling around the world, shopping at high-end department stores, owning luxury vehicles, and enjoying pricey sports like skiing and tennis. Not surprisingly, their favorite media outlets include business and travel magazines, which they read at the highest rate in the nation. Nielsen P$YCLE is a segmentation system that classifies households into 58 types based on demographics and financial behaviors. Mass Affluents can be found primarily within these seven segments. Copyright © 2012 The Nielsen Company. 13 10 Capital Accumulators: Capital Accumulators is a collection of 45-64 year-old suburbanites dedicated to growing their IRAs and 401(k) retirement accounts. They’re twice as likely as average Americans to own securities, mutual funds, and real estate investments. Many households are home to white-collar professionals who have parlayed upper middle class incomes into substantial income-producing assets. They tend to lead very active lifestyles, traveling abroad, skiing at exclusive resorts and paying for investment advice from stockbrokers and financial planners. With their brains and bucks, Capital Accumulators consume a variety of media, reading the Wall Street Journal and Cigar Aficionado, and watching pay-per-view movies at high rates. 11 Savvy Savers: The living is easy in Savvy Savers, a segment of well-invested retirees scattered across the nation’s suburban and exurban communities. These cautious investors rank near the top for owning CDs, money market funds, municipal bonds, and fixed- and variable-rate annuities. Together, these assets provide them sizable nest eggs, though they pursue only lowermidscale lifestyles, characterized by watching golf on TV and socializing at the fraternal order. These are the folks who take full advantage of senior discounts and are coupon users at drugstores, grocery stores, movie theaters, and restaurants. When they go on vacation, they’re typically value-oriented travelers who drive to a domestic destination and stay at a Comfort Inn. 14 Copyright © 2012 The Nielsen Company. $ HOW DO I REACH THEM? While the Mass Affluent may be all around us, marketers find themselves challenged to reach these splintered audiences. They’re also discovering that they are sophisticated customers who often prefer to manage their own money through financial websites like The Motley Fool and TheStreet.com. Their prosperity has been affected by the nation’s economic slow down of the past several years, but it has cushioned them, more than most—making them more desirable to financial companies. With the competition among banks, brokerages and insurance companies increasing, the battle for a share of their wallets has become fierce. Now more than ever, financial services companies need a robust understanding of —who they are, where they live, what products they prefer and how best to market to them. WHY IS SEGMENTING IMPORTANT? While Mass Affluents are relatively similar in terms of their asset size and income, and can be reached using traditional mass marketing techniques, when examining them a little closer, it becomes apparent that they are not monolithic. In order to win the hearts, and wallets, of the Mass Affluent, marketers need to understand the differences between the various subsets of this group and connect with them in meaningful ways. With a clear picture of the distinct consumers in hand, marketers can create the right customer experience, provide the right products, and communicate the right messages through the right channels, ensuring that their brand will resonate and attract these highly sought after consumers. Copyright © 2012 The Nielsen Company. 15 THE DAY IN THE LIFE OF A TYPICAL “FAMILY FORTUNE” HOUSEHOLD My name is Karen and my husband is David. We have three kids; one is off to college, Jessica is in her junior year of high school and Maggie is in third grade. We are comfortable and secure, but we’ve acted responsibly and played by the rules to get to this place in life. We live in the suburbs outside San Francisco - we enjoy the quiet lifestyle, but also want to be close to the urban energy, gorgeous parks and vibrant culture of the city. My neighbors are a mix of business executives, small business owners, doctors and lawyers with big jobs and sophisticated tastes. David works at a financial firm downtown and I work in sales. We do our best balancing time between our busy careers and spending laidback time together. Even though we enjoy our careers, we don’t want to work forever. We’ve been planning for retirement with IRAs and 401k plans. Saving and planning are important to us – we don’t like risk and surprises when it comes to our finances. We had educational savings plans set up for all our kids when they were still in diapers. David and I start our morning with chai lattes. Then I focus on getting our teenager off to school. David is off to work at 7:00 and I never miss my morning Yoga class. Now that the kids are in school, I enjoy taking this time for myself. Jessica is on her phone morning, noon and night. I usually text her to come downstairs for breakfast each morning. Sometimes I check Facebook to stay in touch with my kids, nieces and nephews, but I’m much more comfortable keeping in touch with my colleagues on LinkedIn. My teen keeps me online and up-to-date with the latest technology. I may be getting older but I still want my kids to think I’m cool. I’ve been using Internet banking for a while, but have just started checking my accounts via my mobile. I still don’t feel completely at ease with it, but I even used my phone to find an ATM the other day! Most evenings we enjoy quiet time together catching up on the latest issues of our favorite magazines with a glass of wine by the fireplace. I try to make dinner every night – eating healthy is important to our family. If we feel especially motivated after dinner, we’ll head down to our country club and challenge each other to a tennis match. On the weekends when we can convince our son to come home from college and our daughter to break-away from her friends, we host dinner or catch a play at the local theatre. For long weekends, we head to our condo in Lake Tahoe to relax and do some skiing. We bought the property as an investment, but still try to enjoy it when it’s not rented out. 16 Copyright © 2012 The Nielsen Company. CONCLUSION Mass Affluents account for an important share of consumer expenditures and given their sophistication, selective media consumption and increasing spending capacity, they are easily one of the most difficult segments to reach in the marketplace. Marketers will need to understand the what, where, how and why of their role in tomorrow’s consumption space. The diversity of wealthy Americans makes segmentation essential for marketers hoping to reach them. By grouping customers according to unique segments, financial services and retail companies can successfully match their products, services, channels and messages to the specific needs—and desires—of Mass Affluent households. Marketers will need to use strategic marketing solutions to find and win over these under-the-radar wealthy households. Finally, it is instructive to recognize that unique and useful vehicles for reaching the Mass Affluent exist around their media consumption and technology adoption. Given their importance for future growth for financial institutions and retailers, utilizing preferences and purchasing behaviors is essential for any strategy or marketing plan to be successful. About the Data The analysis for this paper is based on several sources: Nielsen Financial Track, a syndicated survey of financial behavior conducted in the U.S.; P$YCLE, a segmentation system that uses demographics and financial behaviors to classify U.S. households into 58 consumer segments; Mediamark Research & Intelligence (MRI), a leading consumer survey company that collects data on the adult public’s use of media, product consumption and lifestyles and attitudes; and Pop-Facts Demographics, current-year estimates and five-year projections for hundreds of demographic line items, enabling you to keep up-to-date with the changes that impact your market. R Nielsen Financial Track 2012 Nielsen P$YCLE iv Nielsen Financial Track 2012 v MRI Radio Profiles 2011 i, ii iii About Nielsen Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com. Copyright © 2012 The Nielsen Company. 17 Copyright © 2012 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies.12/5512 18 Copyright © 2012 The Nielsen Company.
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