Ipsos Mendelsohn Affluent Survey

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The 2010 Mendelsohn Affluent Survey, released on September 14, 2010, marks the 34th consecutive year that the company has provided advertisers, agencies, and the media with this valued and innovative, syndicated, communications planning and marketing survey.

Based on the requests of many subscribers, The 2010 Mendelsohn Affluent Survey builds on the deep expansion of the 2009 Survey, with enhancements that provide new and unique insights into the future plans, passions and behaviors of the Affluent. Every page of the questionnaire was touched in some way to keep the survey forward-looking and relevant.

Based on the active involvement of our Mendelsohn Advisory Council and direct feedback from over 50 diverse subscribers representing advertisers and their agencies, publications, TV networks, and digital brands, the following list describes some of the enhancements that are included in the 2010 Mendelsohn Affluent Survey.

  • Plans for the next 12 months: expanded from 18 to 39
  • Social/recreation events: increased from 14 to 20
  • Publications: 12 newly measured
  • TV: addition of service provider
  • Digital: ownership/plans to purchase digital devices; apps by genre
  • Brand ownership/usage modules: more than 1,000 individual brands Expenditures: 22 new categories
  • Influencing/Decision-making; simplified and with 15 new categories
  • Attitudes/opinions: 28 new psychographic statements
  • Real estate: usage of home-related professionals
  • Business: enhanced to include total value of business-related purchase decisions and the annual sales/revenues of respondents employer
  • Classification: now includes political views and political party affiliation

The 2010 Mendelsohn Affluent Survey focuses solely on the top fifth of U.S. households based on current household incomes ($100,000 or higher). This select and vital group of households accounts for approximately 60% of household income and about 70% of all net worth. Additionally, on average they are 2.0 times more likely to buy Mendelsohn measured goods and services than the mass market and, when they buy, they spend 3.2 times more than the mass market.

Since 1977, the year the Mendelsohn Affluent Survey was launched, the company has accumulated a unique history in regard to the demographic composition of affluent adults and households and how this upscale group impacts media and various product and market services. Because of its accumulated expertise in this area, The Mendelsohn Affluent Survey is now recognized globally as the definitive audience-based research source of the media habits and lifestyles of the affluent population in the United States.

The Mendelsohn Affluent Survey is the only ongoing syndicated study that concentrates on this select marketplace of purchasers of many affluent and luxury goods and services and also provides sufficiently large samples to allow for a thorough examination of the affluent and very high income households, many of whom are also millionaires.

The survey's widely dispersed sample, plus its substantial rate of completions (36% in 2010) and its population projections (which closely reflect the Current Population Surveys of the Bureau of the Census) make Mendelsohn's measurement of the affluent and very high income households very representative of the changing media landscape and market habits.

The 2010 survey was fielded in all 50 states and in Washington, D.C. As in prior years, the survey is fielded in the highest quality manner using a rigorous mail methodology. The 2010 database allows subscribers to produce comprehensive demographic, psychographic, and marketing profiles of an extensive list of media brands -- magazines, national newspapers, cable television networks as well as search engines and more than 300 websites.

In addition, subscribers are able to use the 2010 and prior years' data to undertake substantive demographic, marketing, and strategic planning analyses in regard to more than 100 marketing and product/service/topics (for example, airline travel, alcoholic beverages, apparel, automotive, credit cards, cruising, Internet usage, investments, leisure and sports/athletic activities, real estate, travel destinations, wine, etc.). Additionally, the 2010 survey details expenditure data from affluent and very high income consumers regarding more than 100 different categories of interest to affluent and luxury brand advertisers, agencies and the media.

To subscribe or learn more, please contact:

Mark Kostelec
Phone: (1):212.677.8100
Email: mark.kostelec@ipsos.com

© 2011 Ipsos