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Financial Consumer Demographics by Savings Plans
Source: BIGresearch (May 2011 CIA Trends Database) ©2002-2011, BIGresearch, Base, 8,000+ monthly
How to read:
Consumers who are planning to spend more than they did last year are more likely to be single, younger and have an average household income of $59,169 |
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Overall do you plan to save more,
the same or less than you did last year? |
All
Consumers |
More |
Same |
Less |
Not Sure |
| Respondents Selected: |
|
2104 |
2715 |
1803 |
978 |
| Gender |
| Male |
48.7% |
48.4% |
50.3% |
45.8% |
40.7% |
| Female |
51.3% |
51.6% |
49.7% |
54.2% |
59.3% |
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| Marital Status |
| Married |
46.7% |
43.4% |
50.9% |
48.5% |
42.3% |
| Living with Unmarried Partner |
9.7% |
11.2% |
8.5% |
9.3% |
9.8% |
| Divorced or separated |
11.9% |
9.0% |
11.5% |
16.2% |
13.3% |
| Widowed |
4.8% |
1.9% |
5.3% |
7.5% |
6.8% |
| Single, never married |
27.0% |
34.4% |
23.8% |
18.5% |
27.8% |
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| Age Range |
| 18-24 |
13.1% |
22.7% |
9.9% |
6.9% |
8.6% |
| 25-34 |
17.9% |
24.4% |
15.1% |
12.6% |
13.6% |
| 35-44 |
17.9% |
18.9% |
17.1% |
16.7% |
19.1% |
| 45-54 |
19.2% |
14.9% |
18.2% |
23.6% |
24.8% |
| 55-64 |
15.0% |
10.4% |
16.8% |
18.5% |
16.1% |
| 65+ |
17.0% |
8.7% |
22.8% |
21.6% |
17.8% |
| Average Age |
45.3 |
39.0 |
48.2 |
49.5 |
47.6 |
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| Annual HHI |
| Less than $15,000 |
12.8% |
12.6% |
9.6% |
13.7% |
21.0% |
| $15,000 to $24,999 |
13.0% |
11.2% |
10.2% |
18.2% |
15.2% |
| $25,000 to $34,999 |
14.4% |
11.5% |
13.9% |
17.3% |
18.1% |
| $35,000 to $49,999 |
15.8% |
15.1% |
15.3% |
18.2% |
15.1% |
| $50,000 to $74,999 |
20.9% |
21.8% |
22.8% |
18.2% |
19.2% |
| $75,000 to $99,999 |
11.4% |
13.4% |
12.7% |
8.9% |
7.5% |
| $100,000 to $149,999 |
8.1% |
9.5% |
10.6% |
4.9% |
3.1% |
| $150,000 or more |
3.5% |
4.9% |
5.0% |
0.7% |
0.8% |
| Average Income |
$54,229 |
$59,169 |
$60,952 |
$44,394 |
$40,865 |
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| Number in HH under 18 years |
| None |
69.8% |
63.6% |
73.6% |
70.8% |
71.9% |
| At least one |
30.2% |
36.4% |
26.4% |
29.2% |
28.1% |
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| Which ONE of the following categories best
describes your race? |
| African American/Black |
9.2% |
13.8% |
7.3% |
6.4% |
10.9% |
| Asian |
4.5% |
5.0% |
4.8% |
3.3% |
2.5% |
| Multi-Racial |
2.3% |
2.8% |
2.0% |
1.5% |
2.7% |
| Native American |
1.2% |
1.2% |
1.1% |
1.6% |
1.2% |
| White/Caucasian |
80.5% |
74.0% |
83.2% |
84.6% |
80.5% |
| Some other race or ethnic heritage |
2.3% |
3.3% |
1.6% |
2.5% |
2.2% |
Understanding consumer demographic differences helps to know who to target for specific services.
Please note: if more information /
insights are needed,
please contact a
Valassis sales
representative
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