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• Highlights From the 2009 Mendelsohn Affluent Survey

  By Burkey Belser

  Posted on July 10, 2009 at 9:40 am

  The annual Mendelsohn Affluent ($100K+)Survey is a consistently valuable tool for professional services marketers. Over 23 million fall into this sparkling category. Breaking down the groups further reveals three higher affluence subsets:—combined household incomes of (1) $250,000+ (2,525,000), (2) folks with $1 million+ in liquid/investable assets like CDs, stocks, bonds, mutual funds etc. (2,672,000) (3) and finally people who fall under both categories (1,029,000.)

  

  Here are some highlights from the Survey:

  1. Across all of the above income groups, the highest percentage visited (over 80%) Home Depot (first) and Target (second).

  Conclusion: It appears the uber-elite also put on their pants one leg at a time! Nothing terribly aristocratic about Home Depot and Target.

  2. When it comes to using the Internet for business, the wealthiest go online the most (136) followed by the millionaire’s club (129) and the quarter-mills (125.)

  Conclusion: We aren’t still questioning whether or not it makes sense to target our buyers online are we?

  3. Over 90% of all the groups use search engines. Not surprisingly, Google is the across-the-board leader with over 80% using the search king in all income groups. Yahoo! is a somewhat distant second with slightly below 50%.

  Conclusion: Your buyers google. Of everything reported in the survey, the only thing more popular than googling was hanging out at Target and Home Depot.

  4. In looking at the magazines and papers that most reach this group, there are few surprises in the mix. The Wall Street Journal ranks highest the two wealthiest subsets while the slightly less-wealthy read something else first. The Sunday New York Times and daily New York Times, Time and National Geographic also place highly across the board. If you want a surprise title, then think about our so-called uber-elite. People ranks first among the quarter-mills and second among the others ahead of the daily New York Times.

  Conclusion: High-brow business dailies and weeklies still draw your audience, but they like gossip, too.

  Uber-conclusion: Google not only dominates the online space. It dominates advertising.. The most-read magazines and newspapers garnered readership in the high-teens on the Mendelsohn Survey. Google claims over 80% of Internet users across the board! Google, Google, Google. Is that all you can talk about? For times like these, well, yes.

  Tags:

  Advertising, Google, Marketing 

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