They are the untouchables, the elusive types who do not take part in research studies.
But now, AC Nielsen has entered the world of the affluent. They’ve breached the gated communities whose money and power makes our world go around, and they’ve compiled their discoveries in the Media Prime Index.
Let’s peruse through some of its pages and see just how much it takes to keep up with the Zobels.
More than half of the affluent are college graduates from local universities. They are currently working professionals or businessmen with a monthly household income of at least Php50,000. Factor their educational background and careers in and it’s easy to see why their media consumption is relatively higher than that of the general population.
Most of them read the newspaper everyday, usually the Philippine Daily Inquirer. Of those who read monthlies, 80 percent say FHM is their favorite purchase at magazine stands. Remarkably, incidence of buying broadsheets and magazines through subscription is low even though they can easily afford it—something that the print media should look into.
They tune into the same television and radio channels as everyone else, only they watch it on two or more TV sets at home. Cable TV subscriptions are understandably and significantly higher among the affluent, owing to expensive fees.
The Media Prime Index seems to support some of ABS-CBN 2’s claims of ratings superiority when it says that the network is slightly favored as the upper crust’s free TV channel. DZMM, Magic 89.9 and HBO are the most popular in their respective categories.
As for non-traditional media, the well-to-do are huge internet users, logging on every single day—usually to check on their Yahoo! email—and averaging twenty hours per month. In the world of the telecommunications, Globe post paid service rules among the elite. They go to the cinemas at least once a month to watch mostly foreign movies, but surprise! Majority has purchased a local movie VCD/DVD in the past year.
As expected, these people are frequent mall goers who shop and dine, meaning their purchasing power allows them to kill time with more than windowshopping. AC Nielsen guesses that these they go to the mall at least once a week, mostly on weekends and with family. Fragrances and cosmetics are neck and neck for most frequent purchase. In most shopping sprees, 32 percent who have credit cards use plastic to pay the bills. Credit card companies should look into the untapped balance of 60 percent.
While the haves share the same leisure activities with the have-nots, they enjoy a number of these activities more often than the rest of the population. Travel, for instance. Of course, ownership of aspiration goods is much higher in this class, and because of the odd-even traffic scheme, a healthy number of them own at least two cars. In the next 12 months, most of them are looking at investing in real estate, be it a stand-alone home or a condominium unit.
This is but a quick peek at how the richer half lives. From here on, the Media Prime Index can be a very helpful basis in engaging this group for niche brands.
