The number of affluent people in America, which now entail 17 percent of the population, will increase to 22 percent by 2010, according to the U.S. Census estimates.
The typical affluent household embraces cable TV as pretty much a commodity. Some of their favorite TV destinations include The Golf Channel, BBC America, Fox News, CNBC and ESPN.
For radio, they like sports shows, classic and jazz, news and talk shows, plus more unique and modern rock.
Todd Hale, senior vice president, Consumer & Shopper Insights for Nielsen Homescan & Spectra said that this offers, "a real opportunity for retailers to extend their traditional thinking about media to include the Internet, developing more interactive programming, more tailored specials and more engaging content that can differentiate their stores and sustain a dialogue with their customers."
Consumers in this demographic love a wide variety of selection, good pricing and solid information on what they're seeking out.
While this embraces the entire culture, it is growing largest in white families whose household heads are white-collar workers, and women between the ages of 35 and 54 who are heads of households. Another key component was living in major metropolitan areas.
When you think of a potential five percent gain in affluent households over the next five years, it will offer tremendous growth opportunites for those serving this powerful, but fickle market. Those who do it right will reap tremendous awards.
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