Marketing Home Products to Affluent Consumers

Posted by Steve Kleber on Jun 04, 2009

Those with Higher Incomes More Confident About Future Economy

An April 2009 online Barometer survey conducted by Ipsos Mendelsohn as reported by MediaPost, found that among adults with an income of $100,000 or greater, the highest income segment — those with a household income of $200,000 — did not cite the economy as their number one concern; instead, choosing “corruption/scandals,” followed by “moral decline.” As a whole, affluent consumers were also more optimistic than pessimistic when asked about the future of the U.S. economy.

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Interestingly, every subgroup either measured by age, gender or household income reported optimistic points of view about the future of the U.S. economy, with the most positive being, again, affluent consumers.

When asked about the recession, 39 percent of affluent consumers said they think it will end in 2010. “Next year” was also the strongest belief of every group surveyed regardless of gender, age or household income. Most positive about a 2010 turnaround were the 18-34 year-olds (55%), while women were both the least hopeful (30 percent) and most undecided (23 percent).

How are you marketing to your customers of different income segments? Do you notice a difference in their levels of optimism?

Contact me at sk@kleberandassociates.com or via Twitter @stevekleber.

SouaPost, Wealthiest Most Upbeat About Turnaround in 2010

This entry was posted by Steve Kleber on Thursday, June 4th, 2009 at 2:28 pm and is filed under Housing Market, Marketing, Public Relations, Research. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.