JJJ July    J ZZ Y JJ JGZJ X GGJJJJ  YJZ  X JJJJ YQXJJXJJ J Q XJQ JQJJQJ XJZ JQ  JZ JJ JQJZZQ X ZZQJJXJJJJ  JXJJJQZQJ XZQJZ JJX  ZJJJJ JQXQJ QJQ JJQXJQJQX YJ QJJJQJJZYZ Q  YJZ  X JJJJ QJJZ  ZJJJJJ  J
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JJJ July J ZZ Y JJ JGZJ X GGJJJJ YJZ X JJJJ YQXJJXJJ J Q XJQ JQJJQJ XJZ JQ JZ JJ JQJZZQ X ZZQJJXJJJJ JXJJJQZQJ XZQJZ JJX ZJJJJ JQXQJ QJQ JJQXJQJQX YJ QJJJQJJZYZ Q YJZ X JJJJ QJJZ ZJJJJJ J

S households 60 of total US household income 70 of total US consumer wealth are 20 times MORE likely to buy spend 32 times MORE when they buy Source Current Population Survey Survey of Consumer Expenditures Survey of Consumer Finances Ipsos Mendelsoh

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JJJ July J ZZ Y JJ JGZJ X GGJJJJ YJZ X JJJJ YQXJJXJJ J Q XJQ JQJJQJ XJZ JQ JZ JJ JQJZZQ X ZZQJJXJJJJ JXJJJQZQJ XZQJZ JJX ZJJJJ JQXQJ QJQ JJQXJQJQX YJ QJJJQJJZYZ Q YJZ X JJJJ QJJZ ZJJJJJ J




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Presentation on theme: "JJJ July J ZZ Y JJ JGZJ X GGJJJJ YJZ X JJJJ YQXJJXJJ J Q XJQ JQJJQJ XJZ JQ JZ JJ JQJZZQ X ZZQJJXJJJJ JXJJJQZQJ XZQJZ JJX ZJJJJ JQXQJ QJQ JJQXJQJQX YJ QJJJQJJZYZ Q YJZ X JJJJ QJJZ ZJJJJJ J"— Presentation transcript:


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"JJJ July 2011
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Q"Q AFFLUENTS 21% of U.S. households 60% of total U.S. household income 70% of total U.S. consumer wealth are 2.0 times MORE likely to buy spend 3.2 times MORE when they buy Source: Current Population Survey; Survey of Consumer Expenditures; Survey of Consumer Finances; Ipsos Mendelsohn $100K+ HHI in the U.S., 2000 to 2010 ~58MM ~24MM AFFLUENTS 21% of U.S. households 60% of total U.S. household

income 70% of total U.S. consumer wealth are 2.0 times MORE likely to buy spend 3.2 times MORE when they buy
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ZJJ " "JJJJ  QJ "   Y *    "QJ XZ    XXJQ    XQ    "QXJ XZ    "QJJ JXZ    * The Mendelsohn Affluent Survey 2010 Pew Research Center (5/10) / Ipsos OTX MediaCT (9/10) / Forrester (9/10) / Among Internet users / HH owns/uses smartphones or other cell phones/mobile devices / Personally own touch screen smartphone or other smartphone. Nielsen Radar/Arbitron. Indices on

this slide reflect affluent vs. general population.
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 X JJ"JJ JJJZJJ QJZ"  JJJ General population Affluent ($100K+ HHI) Index Internet use 79%* 98% 124^ Cell phone ownership 81%* 92% 114^ Smartphone ownership 17%** 33% 194^ Average hours spent online 21.7 26.2 121 Recalled exposure to a digital ad in past 7 days 84% 88% 105 Average # of digital ads recall being exposed to in past 7 days (among those recalling ads) 20.2 21.1 104 Taken action based on a digital ad in past 6 months 61% 59% 97 Digital ads created awareness of new products 49% 55% 112 Digital

ads created awareness of new companies 49% 51% 104 Digital ads created awareness of new web sites 44% 46% 105 Sources: * Pew Research Center (5/10) ** Ipsos OTX MediaCT (9/10) All other data from IAB Custom Research Conducted by Ipsos/Mendelsohn. ^ $100K+ HHI (Affluent) vs. General population. All other indices in report are $100K+ HHI (Affluent) vs. <$1 00K
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"J XJJXJ ZX J Q*  JJ  QQQ  ' Q  JJJQZ  JZ  J JJ J   # ZQZ  *    J      JJJ  Q   Among those with HHI $100K+ annually. Source: Ipsos

Mendelsohn Affluent Barometer, Spring 2011. Arrows denote significant ch ang e over previous six months.
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'" JJZ '  QY QZ ZJ 79% 59% 58% 54% 47% 33% 26% 16% 20% 20% 25% 30% 28% 24% 21% 22% 22% 23% 39% 50% 5% intertwined with technology more complicated more stressful about finding ways to do more with less more fun easier more isolated X Z J Z X Among those with HHI of $100K+ annually. Source: Mendelsohn Affluent Barometer, January 2011. General population data not av ail able.
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YQJJ"ZJ  JXJZQJQZ  QJ   Y

"ZXJ          J     QJJ     J     JJ     JQ     G ZQ Z JZ _YQ JJJ Source: IAB Custom Research Conducted by Ipsos/Mendelsohn
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QJ  JJ"Z  "JQZ  QJ   Y           QJJ     J     JJ     J     JQ          "_ YQJJ Source: IAB Custom Research Conducted by Ipsos/Mendelsohn
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ZX J "JJJ" 

"JJQZZQ _QJZZQJJ "  QJ   Y ZXJ     J     JJJXJ     GJGQJJ     #GJJXJXJ     JJQQJ     QJJ     JJ XJ JXJJ     JYJ     JJGJ     JJQ J QJ JJJ Source: IAB Custom Research Conducted by Ipsos/Mendelsohn
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J J " JZQJ"J   " J J  Q JJ   J J J Q ZXJ        J       JJJXJ       GJGQJJ

     #GJJXJXJ    JJQQJ   QJJ  JJ XJ JXJJ  JYJ JJGJ "JJQZQ JZQ Data shown are among those with $100K+ HHI. Not significantly different from those with <$100K HHI Source: IAB Custom Research Conducted by Ipsos/Mendelsohn.
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JJ"JQ "X  JJZ JJJ   QJ   Y X Q     QJ *XXGG     JJXJ*X JJ XJ     Source: IAB Custom Research Conducted by Ipsos/Mendelsohn
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QQZJJ  QJ   Y GJJZ     GJJZJ     XQ QQ JJ  QZJJ  QJ   Y GJJZ     GJJZJ     Source: IAB Custom Research Conducted by Ipsos/Mendelsohn Note: On both measures, those who agree far outnumber those who disagree.
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J  JJZ  QJ   Y *J GJGJZX      Source: IAB Custom Research Conducted by Ipsos/Mendelsohn "JZJJYQJ[J JJZ  QJ   Y *ZXJJJGJ ZGJ*J[ JYQJ    
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J  QJ   Y " GXJ*Z     " JJJ*QQJJ  XXJ*QQ  JG*QQ QQJGJJJG*QJJQJ G     "GZYQ     " X*J X*     " Z  J     "XJJJJ     "JJJXZ  XJ  GJJZJJ     "*YQJ[  J QJZ""  JZQZJZ QZJXJ Source: IAB Custom Research Conducted by Ipsos/Mendelsohn
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"JJJ July 2011