A PROFILE OF THOSE WHO PLAN TO TUNE IN TO THE 2016 PRESIDENTIAL ELECTION

With the upcoming 2016 presidential election heating up, the news community has kicked its coverage of the event into high gear. The

latest polls , debate performances , super-PACs, and “outsider ” candidates increasingly dominate the news cycle and will continue to

do so up until election day. But when it comes to following the election, certain groups of individuals will be far more engaged than

others. Here’s a look at who will be particularly tuned-in, detailing how they spend money and consume media.

In particular, this infographic focuses on a group particularly important to many media and marketers - - Aff luent consumers ,

defined here as adults living in households with at least $100,000 in annual household income. Ref lecting about 25% of Americans ,

Aff luents hold three -fourths of U.S. net worth, and spend 2-3 times more than non-Aff luents in many categories.

Data Source: Q4 2015 Ipsos Aff luent Barometer and the 2015 Ipsos Aff luent

Survey

GENERATION

MARRIED/PARTNERED

THE “WHO’S WHO” OF THE PRESIDENTIAL ELECTION MEDIA CONSUMERS

52%

21%

ELECTION ENGAGED

follow political news much more/somewhat more closely as the presidential election season approaches

follow Democratic AND Republican

debates extremely/ very closely

DEBATEDEVOTED

CONSUMER PROFILE

FAMILY & WORK

FINANCIALS

EMPLOYED

PARENTS

75%

75%

63%

$145KMEDIAN HHI

$695KMEDIAN NET

WORTH

$152KMEDIAN HHI

$954KMEDIAN NET

WORTH

80%

74%

68%

ELECTIONENGAGED

ELECTIONENGAGED

TOTAL AFFLUENTS

$69,746(+9%)

$63,950

DEBATE DEVOTED

HERE’S AN EXPANDED DEMOGRAPHIC VIEW OF THESE TWO GROUPS

GENDER

30%BOOMERS

50-64

30%X-ERS

35-49

17%SENIORS

65+

23%MILLENNIALS

18-34

25%BOOMERS

50-64 36%X-ERS

35-49

10%SENIORS

65+

29%MILLENNIALS

18-34

52%MALE

48%FEMALE

63%MALE

37%FEMALE

$145KMEDIAN

HHI

TOTAL AFFLUENT

COMPARED TOTOTAL AFFLUENTS

$572KMEDIAN NET WORTH

Purchase vehicles withthe latest technolog y

57% 51%

TOTAL AFFLUENTS

DEBATEDEVOTED

Consider themselves to be physically f it

58% 51%

Make a special effort to shop for organic and locally

grown food.

46% 40%

Prefer brand name consumer products

49% 42%

Early adapters ofnew technolog y

41% 35%Consider themselves to be

technolog y inf luencers

35% 46%

Consider themselves tobe opinion leaders

47% 60%

Purchase top-of-the -line vehicles

27% 38%

Enjoy presenting their home to others and entertaining

51% 63%

Serve the best food and beverages when they entertain.

47% 62%

MEAN ANNUAL HOUSEHOLD EXPENDITURES

(EXCLUDING AUTO)

MEDIA ENGAGEMENT PROFILE

Artwork/Collectibles

Boating

Athletics Equiptment

Fragrance

Electronics

284

197

194

164

147

Home/Garden

Apparel/Accessories

Jewelry

Alcohol

Education

144

144

144

138

136

100: Total Aff luent

Spending

Total Boating

Watches/Jewelry

Fragrance

Personal Insurance

Total Tickets/

Admission Fees

132

131

128

125

123

Skincare/Cosmetics

Men’s Apparel/Accessories

Personal Care/Wellness

Rx/OTC Drugs

Apparel/Accessories

122

122

122

120

117

100: Total Aff luent

Spending

ELECTION ENGAGEDCONSUMER SPENDING

DEBATE DEVOTEDCONSUMER SPENDING

HOW AFFLUENTS FOLLOW ELECTIONS AND DEBATES

Newspapers appeal across platforms. In

both print and digital formats , newspapers

are second only to television in its

appeal as a source of political information.

Live T V Tops the list. In a world of

time - shifting and social media , live T V

remains very inf luential and highly

relevant , and is the most widely used

media source.

Facebook over Twitter: Across segments ,

Aff luents are roughly twice as likely to use Facebook rather than Twitter to follow the

election.

Print versus Digital: Compared to Total

Aff luents , the Election Engaged

show skews toward digital media , while the Debate Devoted

show tendencies toward print media.

vs

TOTAL AFFLUENTS

61% 70% 88%

45% 50% 46%

32% 40% 49%

30% 34% 26%

28% 31% 38%

25% 31% 28%

20% 25% 28%

17% 22% 28%

15% 19% 12%

13% 13% 13%

12% 16% 19%

8% 10% 10%

6% 6% 8%

5% 5% 12%

2% 1% 2%

ELECTIONENGAGED

DEBATEDEVOTED

$63,950

$73,277(+15%)

Note: Indices shown; category spending by typical Aff luents set to 100

presents