a profile of those who plan to tune in to the 2016 ......acr oss platforms. in both print and digit...
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A PROFILE OF THOSE WHO PLAN TO TUNE IN TO THE 2016 PRESIDENTIAL ELECTION
With the upcoming 2016 presidential election heating up, the news community has kicked its coverage of the event into high gear. The
latest polls , debate performances , super-PACs, and “outsider ” candidates increasingly dominate the news cycle and will continue to
do so up until election day. But when it comes to following the election, certain groups of individuals will be far more engaged than
others. Here’s a look at who will be particularly tuned-in, detailing how they spend money and consume media.
In particular, this infographic focuses on a group particularly important to many media and marketers - - Aff luent consumers ,
defined here as adults living in households with at least $100,000 in annual household income. Ref lecting about 25% of Americans ,
Aff luents hold three -fourths of U.S. net worth, and spend 2-3 times more than non-Aff luents in many categories.
Data Source: Q4 2015 Ipsos Aff luent Barometer and the 2015 Ipsos Aff luent
Survey
GENERATION
MARRIED/PARTNERED
THE “WHO’S WHO” OF THE PRESIDENTIAL ELECTION MEDIA CONSUMERS
52%
21%
ELECTION ENGAGED
follow political news much more/somewhat more closely as the presidential election season approaches
follow Democratic AND Republican
debates extremely/ very closely
DEBATEDEVOTED
CONSUMER PROFILE
FAMILY & WORK
FINANCIALS
EMPLOYED
PARENTS
75%
75%
63%
$145KMEDIAN HHI
$695KMEDIAN NET
WORTH
$152KMEDIAN HHI
$954KMEDIAN NET
WORTH
80%
74%
68%
ELECTIONENGAGED
ELECTIONENGAGED
TOTAL AFFLUENTS
$69,746(+9%)
$63,950
DEBATE DEVOTED
HERE’S AN EXPANDED DEMOGRAPHIC VIEW OF THESE TWO GROUPS
GENDER
30%BOOMERS
50-64
30%X-ERS
35-49
17%SENIORS
65+
23%MILLENNIALS
18-34
25%BOOMERS
50-64 36%X-ERS
35-49
10%SENIORS
65+
29%MILLENNIALS
18-34
52%MALE
48%FEMALE
63%MALE
37%FEMALE
$145KMEDIAN
HHI
TOTAL AFFLUENT
COMPARED TOTOTAL AFFLUENTS
$572KMEDIAN NET WORTH
Purchase vehicles withthe latest technolog y
57% 51%
TOTAL AFFLUENTS
DEBATEDEVOTED
Consider themselves to be physically f it
58% 51%
Make a special effort to shop for organic and locally
grown food.
46% 40%
Prefer brand name consumer products
49% 42%
Early adapters ofnew technolog y
41% 35%Consider themselves to be
technolog y inf luencers
35% 46%
Consider themselves tobe opinion leaders
47% 60%
Purchase top-of-the -line vehicles
27% 38%
Enjoy presenting their home to others and entertaining
51% 63%
Serve the best food and beverages when they entertain.
47% 62%
MEAN ANNUAL HOUSEHOLD EXPENDITURES
(EXCLUDING AUTO)
MEDIA ENGAGEMENT PROFILE
Artwork/Collectibles
Boating
Athletics Equiptment
Fragrance
Electronics
284
197
194
164
147
Home/Garden
Apparel/Accessories
Jewelry
Alcohol
Education
144
144
144
138
136
100: Total Aff luent
Spending
Total Boating
Watches/Jewelry
Fragrance
Personal Insurance
Total Tickets/
Admission Fees
132
131
128
125
123
Skincare/Cosmetics
Men’s Apparel/Accessories
Personal Care/Wellness
Rx/OTC Drugs
Apparel/Accessories
122
122
122
120
117
100: Total Aff luent
Spending
ELECTION ENGAGEDCONSUMER SPENDING
DEBATE DEVOTEDCONSUMER SPENDING
HOW AFFLUENTS FOLLOW ELECTIONS AND DEBATES
Newspapers appeal across platforms. In
both print and digital formats , newspapers
are second only to television in its
appeal as a source of political information.
Live T V Tops the list. In a world of
time - shifting and social media , live T V
remains very inf luential and highly
relevant , and is the most widely used
media source.
Facebook over Twitter: Across segments ,
Aff luents are roughly twice as likely to use Facebook rather than Twitter to follow the
election.
Print versus Digital: Compared to Total
Aff luents , the Election Engaged
show skews toward digital media , while the Debate Devoted
show tendencies toward print media.
vs
TOTAL AFFLUENTS
61% 70% 88%
45% 50% 46%
32% 40% 49%
30% 34% 26%
28% 31% 38%
25% 31% 28%
20% 25% 28%
17% 22% 28%
15% 19% 12%
13% 13% 13%
12% 16% 19%
8% 10% 10%
6% 6% 8%
5% 5% 12%
2% 1% 2%
ELECTIONENGAGED
DEBATEDEVOTED
$63,950
$73,277(+15%)
Note: Indices shown; category spending by typical Aff luents set to 100
presents