Everything You Need to Know About The European Affluent
The wealthiest part of the population is generally also made up of the hardest workers with relatively little free time. But once they have free time, they prefer to spend it as quality time. Often as a holiday or short break, but also visiting the theater, cinema and sports are favorite activities during leisure hours. 8 out of 10 of the affluent reported that they use their free time to unwind and relax.
*DM: Decision Makers who are the affluent who have a say in buying or investing in various disciplines such as fleet management, IT, marketing and communications, finance, etc.
*C-Suite: Most important senior executives.
*YAM: Young affluent Metropolitan, who are under 44 years, belong to the affluent target group and live in an urban/ metropolitan area.
*Milennials: well as the Millennials (21-34 years).
FAVORITE AFFLUENT ACTIVITIES
Sport is important. Both active and passive!
For the affluent, sport is an important activity when it comes to leisure and down time, that can be active participation, attending a sports event, or being interested/following a particular sport. Levels of interest and participation are not necessarily inter-related, Formula 1 being a prime example. In other sports we also see a big gap between interest and participation. Below the top 5 interests in sports is presented in combination with the actual practice.
Conversely, there is a marked gap between participation in a sport and the levels of interest. The most common active sport is jogging/aerobics with participation level of 28%, while only 16% has an active interest in this sport. For some affluent running and aerobics may not be fun at all . . .
Moreover, 36% of affluent noted that they have visited a sporting event in the past year, but with distinct bias towards men (41%) in comparison to women (29%). The decision makers are the most frequent sports visitors, scoring 43%.
There is a common myth that C’Suite can largely be found on the Golf Course at weekends. However, in the Affluent Survey we can see that they participate in a far wider range of sports, from football to more extreme sports.
THE AFFLUENT LOVE CULTURE
The affluent have very busy lives (C’Suite work 60+ hrs per week) but they still have time to enjoy visiting the theatre, museum and/or cinema.
Visiting the cinema is their favourite activity, about 70% of European affluent saw a feature film at least once a year, and on average they visit 4 times a year. The Millennials are the most frequent cinema goes at 5 times a year and they are also the most passionate about attending live music.
The museums and theaters are of interest to the affluent, but they are visited less frequently in comparison to the cinema. The ballet and opera have the lowest number of visitors and frequency.
