The Affluent Outlook, 2016

42 Pages·2016·2.46 MB·English

by  Graphics Dude Ltd

The Affluent Outlook, 2016
1
The Longest-Running, Most Widely-Used Study of Affluents
Unless otherwise noted, all data in this deck are among Affluents: $100K+ HHI
• 39 consecutive years; 250+ subscribers
• N=15,267 Affluents (adults 18+ with $100K+ HHI)
• Extensive re-contact capabilities
• Quarterly Ipsos Affluent Barometer
Director & Chief Insights Officer
• Complementary studies in 50 additional countries
Extensive survey content includes… Ipsos Affluent Survey
8 radio networks 102 television networks
11 streaming services 105 independent websites
12 social networks 150 printed publications
38 advertising touchpoints 300+ media brands measured cross-platform

12 public activities participated
81 sports and leisure activities
16 major sports involved in
134 psychographic statements
47 planned life events
1,400+ brands measured
50 types of video content watched
Age, gender, education Household & personal incomes
Ethnicity & culture Net worth and liquid assets
Household composition Occupation, title, industry
2 Marital status Plus many more 2
The Essence of Our Outlook
Key
Take-Aways
Our
from 2015
Perspective
on 2016
Janus: Two-headed Roman God of doorways
and beginnings; namesake of January
3
White Papers
The Election
Insights Throughout 2015
Engaged
POV
Forums
Looking Ahead to 2016: Affluent Outlook ~ Q1 Ipsos Affluent Barometer ~ March IAS release
4
The Starting Point
"PREDICTION IS VERY DIFFICULT,
ESPECIALLY IF IT'S ABOUT
THE FUTURE."
NIELS BOHR
ATTRIBUTED TO
“If I could predict the future like that, I’d be at the race track.” Keith Kraus
5
Retrospective: The Evolution of the Affluent Mindset
2013 2014 2015
Restarting the Expansion without Maintaining
engine dilution momentum
+6% population growth • +8% population growth • Q1: Aggressive

investment attitude
HHI & net worth • Income, spending and

influence remained • Q2: Engagement with
Discretionary spending

stable or rose leisure up
Charitable giving


• Q3: Auto purchase
Boldness & influence

intentions up 2-3X vs.
Pre-purchase research
 2013

6
Q4 2015: Affluent Optimism About Economy Hits Five Year High
Bi-partisan budget
agreement 56%
very/somewhat
DOW breaks
13,000 optimistic about
U.S. economy in
Q4 2015
49%
Recession
“officially”
ends
DOW
<11,000
Pre- Presidential
election uncertainty
19%
Debt ceiling
crisis
very/somewhat
pessimistic
(trend line not shown)
Jul May Nov Apr Oct Apr Dec Dec Apr Q4 2015
2009 2010 2010 2011 2011 2012 2012 2013 2015
Source: Ipsos Affluent Barometer
But… investment aggressiveness moderates, holiday spending intentions flat
7
Losing Weight & Saving Money Top Lists of Resolutions (again)
77% made a
Which of the following are among your goals or resolutions for 2016?
Among Ultra
resolution or
Affluents
set goals
Lose weight 39% 31%
Save more money 35% 18%
Spend more time with my family 32% 36%
Spend less money 26% 17%
Take a 'special' vacation 22% 26%
Invest more 19% 10%
Treat myself more often 13% 23%
Look for a new job 10% 7%
Give to charity more 10% 9%
Buy a luxury gift for someone 5% 2%
3%
Buy a luxury gift for myself 3%
17%
Other 7%
Source: Ipsos Affluent Barometer
8 No significant changes from previous years
2016 Resolutions & Goals: In Their Own Words
9 Source: Ipsos Affluent Barometer
In Retrospect, Affluents Considered 2015 a Mixed Bag
The past year was good for…
67%
My family
66% Me personally
55%
My career/finances
29%
The U.S. economy
23%
America as a whole
2011 2012 2013 2014 2015
10 Source: Ipsos Affluent Barometer