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Ipsos Reveals How the Other 4% Live
Results of the latest Ipsos survey of Europe's high-earning elite reveals a surge in hi-tech gadgets and online shopping, while readership of print publications is stable. The Europe 2005 survey represents the media habits of ten million high earners and business leaders (4% of all adults) in 16 countries.
The predominantly (78%) male group, which has an average income of 80,000 Euros and an average age of 47, has significantly increased its take-up of technology this year. Ownership of DVD players is up 18% to 73%; 27% now own an MP3 Player, compared with 17% last year; and ownership of integrated digital TVs is up 25% to 35%.
The figures also show a 15% increase in spending online, taking the individual average annual spend online to over 1,000 Euros (from 888 last year) for the first time. Purchases in the travel and entertainment sectors have seen particular increases.
The survey identifies a large potential market for paid-for online content. Currently just 5% of respondents pay for content online, but 24% say they are prepared to do so. Readership of print publications has yet to be affected, though, as the top titles all managed to increase or maintain their penetration. The Financial Times leads the daily publications with 6.7 per cent of this group claiming to read it, five points ahead of nearest rival, International Herald Tribune with 1.7 per cent. The Economist leads the weeklies with 5.5 per cent average issue readership; and National Geographic leads the monthlies with 8.3 per cent penetration.
The survey report also provides segmentation analysis of the elite group, identifying high users of international press as keen golfers and antique collectors, while those who frequently read in-flight publications enjoy expensive perfumes, scuba diving, sailing and vintage wine.
Commenting on the survey, David Lucas, Senior Director of Ipsos Media, thanked the survey's sponsors and stated: 'We have given them a survey that's more relevant than ever to their requirements for planning upscale pan-European campaigns. The stability of the data reflects both the consistency of these titles in delivering desirable audiences and the continued excellence of the Europe 2000 series as a barometer of Europe's elite.'
The Europe 2005 survey is backed by the following media sponsors: Bloomberg, BusinessWeek, The Economist, the Financial Times, National Geographic and the Inflight Marketing Bureau; and also the following media agencies: Carat International, Initiative, MediaCom Media Planning Group, Mediaedge:cia, Mindshare, Ogilvy Primary Contact, OMD, PHD, Starcom, ZenithOptimedia.
Ipsos is online at www.ipsos.com
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