There is nothing average about Europe s Affluent Ipsos Affluent Survey Europe 2016 1 2016 Ipsos.
FACTS AND FIGURES Affluent life Product Ownership Leisure Travel Business Life Device Ownership Media consumption 2 2016 Ipsos.
21 European countries Top 13% Universe: 52,155,000 3 2016 Ipsos.
Affluent: Not average Millennials 8.8 mln Uploaders 8.6 mln Baby boomers 18.2 mln Globe trotters 6.6 mln 4 2016 Ipsos.
Affluent: Millennials Mean age: 29 years Mean personal income: 44,384 University degree or higher: 67% Mean hours per week: 45 Self employed: 16% In paid employment: 81% Second home: 36% 5 2016 Ipsos. Affluent definition: age 21-34
Affluent: Baby boomers Mean age: 59 years Mean personal income: 52,994 University degree or higher: 49% Mean hours per week: 37 Self employed: 19% In paid employment: 57% Second home: 34% 6 2016 Ipsos. Affluent definition: age 52-70
Affluent: Uploaders Mean age: 42 years Mean personal income: 51,558 University degree or higher: 64% Mean hours per week: 45 Self employed: 23% In paid employment: 67% Second home: 51% 7 2016 Ipsos. Affluent definition: Time spent yesterday 15+ mins, contributing any content to the internet
Affluent: Globe trotters Mean age: 45 years Mean personal income: 79,027 University degree or higher: 68% Mean hours per week: 48 Self employed: 25% In paid employment: 67% Second home: 48% 8 2016 Ipsos. Affluent definition: 6+ Int. air trips
AFFLUENT: NOT AVERAGE Millennials still love print Millennials read 53 minutes a day Baby boomers read 51 minutes a day Uploaders read 62 minutes a day Globe trotters read 62 minutes a day 100% 90% International Print Reach AIR 80% 70% 63% 60% 50% 40% 30% 29% 37% 26% 42% 20% 10% 0% Average Affluents Millennials Baby boomers Uploaders Globe trotters Base: Total Affluent Europe 2016 9 2016 Ipsos.
AFFLUENT: NOT AVERAGE Globe trotters watch less TV, but are highest consumers of International TV Millennials watch 132 minutes per day Baby boomers watch 128 minutes per day Uploaders watch 133 minutes per day Globe trotters watch 126 minutes per day 120% 100% 80% International TV Reach (Weekly) 77% 79% 77% 81% 85% 60% 40% 20% 0% Average Affluents Millennials Baby boomers Uploaders Globe trotters Base: Total Affluent Europe 2016 10 2016 Ipsos.
AFFLUENT: NOT AVERAGE Globe trotters are heavy consumers of international digital media 120% 100% International Digital Reach (Weekly) 80% 60% 40% 43% 55% 37% 56% 67% 20% 0% Average Affluents Millennials Baby boomers Uploaders Globe trotters Base: Total Affluent Europe 2016 11 2016 Ipsos.
AFFLUENT: NOT AVERAGE Millennials spend more time online but are more passive Millennials use 157 minutes per day Baby boomers use 87 minutes per day Uploaders use 147 minutes per day Globe trotters use 134 minutes per day 12 2016 Ipsos.
AFFLUENT: NOT AVERAGE Uploaders spend less time online than millennials but more time on social media Time spent yesterday on online social networking, chat or instant messaging 5% 23% 19% 34% 1 hour + 30-45 minutes 15 minutes 17% 56% 12% 28% < 15 minutes None Millennials Baby boomers Uploaders Globe trotters Mean: 39 mins Mean: 13 mins Mean: 54 mins Mean: 31 mins Base: Total Affluent Europe 2016 13 2016 Ipsos.
AFFLUENT: NOT AVERAGE Smartphone ownership almost universal Own smartphone Millennials 87% Baby boomers Uploaders 80% 81% 87% Globe trotters Total Affluent 84% Base: Total Affluent Europe 2016 14 2016 Ipsos.
AFFLUENT: NOT AVERAGE Tablet ownership Own tablet 57% of Millennials 34% of Baby boomers Mobile technology is central in my everyday activities Millennials 61% Baby boomers Uploaders 52% 67% 68% Total Affluent 59% Globe trotters Base: Total Affluent Europe 2016 15 2016 Ipsos.
AFFLUENT: NOT AVERAGE Wearable devices 58% of Millennials 44% of Baby boomers I follow the developments in technology Own wearable device Millennials 10% Baby boomers Uploaders 2% 11% 12% Globe trotters Total Affluent 5% Base: Total Affluent Europe 2016 16 2016 Ipsos.
AFFLUENT: NOT AVERAGE Mobile used for product research Use tablet or mobile regularly for: search for information on products/services 46% Millennials 46% Globe trotters 42% Uploaders 30% Baby boomers 38% Average Affluent Base: Total Affluent Europe 2016 17 2016 Ipsos.
AFFLUENT: NOT AVERAGE Online shopping for holidays Amount spent on online purchases in last 6 months Millennials Baby boomers Uploaders Globe trotters 1,901 1,595 2,179 2,831 Hotel reservations Books Holiday Airline tickets Cosmetics/Beauty Hotel reservations Books Holiday Airline tickets Music Books Hotel reservations Holiday Airline tickets Cosmetics/Beauty Hotel reservations Airline tickets Holiday Books Music Base: Total Affluent Europe 2016 18 2016 Ipsos.
AFFLUENT: NOT AVERAGE All groups take at least five holidays 5Is the number of holidays Millennials and Baby boomers take in a year. Uploaders take 6 holidays per year. Globe trotters take 8. Base: Total Affluent Europe 2016 20 2016 Ipsos.
AFFLUENT: NOT AVERAGE Luxury on holiday is priority, even for Millennials 70% Millennials 66% Baby boomers 67% Uploaders 75% Globe trotters I do not mind paying for extra quality 21 Base: Total 2016 Affluent Ipsos. Europe 2016
AFFLUENT: NOT AVERAGE Luxury on holiday is priority, even for Millennials have stayed in 4 + star hotel or upscale resort in past year: 49% Millennials 38% Baby boomers 49% Uploaders 68% Globe trotters 22 Base: Total 2016 Affluent Ipsos. Europe 2016
AFFLUENT: NOT AVERAGE In short Millennials Still love print Uploaders Social media opinion leaders, the voice of the online crowd Baby boomers Technology is getting more important role in their lives Globe trotters Heaviest International Media consumers 23 2016 Ipsos.
INTO THE FUTURE 24 2016 2015 Ipsos.
INTO THE FUTURE Other releases 25 2016 Ipsos.
INTO THE FUTURE Ipsos Affluent Survey Europe 2016/2017 Making sense of fragmented media Ask less questions, generate more answers Become the experts in the affluent field Brand Centric Streamlined Survey Ongoing Current topics Quarterly 26 2016 Ipsos.
CURRENT TOPICS The Affluents view on Europe 27 2016 2015 Ipsos.
CURRENT TOPICS Affluent more positive towards EU than Non Affluent 4% 13% 27% 10% 27% 11% 19% 23% 9% 24% 19% 15% Affluent Non Affluent What should be the long-term policy of your country? Don t know Leave the European Union Stay in the EU and try to reduce the EU s powers Leave things as they are Stay in the EU and try to increase the EU s powers Work for the formation of a single European government 28 Base: Affluent 2016 Ipsos. Europe 2016, EU countries only, Affluent & Non Affluent in Nov15/Apr16
CURRENT TOPICS British Affluent wants to reduce powers EU 6% 26% 4% 12% 27% 5% 17% 13% 5% 12% 16% 4% 13% 19% 3% What should be the long-term policy of your country? Don't know Leave the European Union 40% 10% 34% 32% 27% Stay in the EU and try to reduce the EU s powers 31% Leave things as they are 14% 10% 4% United Kingdom 16% Germany 29% Spain 31% France 36% Italy Stay in the EU and try to increase the EU s powers Work for the formation of a single European government 29 Base: Affluent 2016 Ipsos. Europe 2016, EU countries only, in Nov15/Apr16
CURRENT TOPICS Turkish Affluent eager to join EU 4% 7% 31% 70% 77% 12% 70% What should be the long-term policy of your country? Don t know Or leave things as they are 65% 24% 21% 18% Become a member state of the European Union Turkey Norway Switzerland Russia 31 Base: Affluent 2016 Ipsos. Europe 2016, Non EU countries only, in Nov15/Apr16
CURRENT TOPICS Football 32 2016 2015 Ipsos.
CURRENT TOPICS Affluent picks Germany as winner 5% 4% Which country do you expect to win the European Football Championship? Which country do you hope will win? 5% 11% 11% 10% Hope to win Expect to win 10% 16% 16% 28% 0% 5% 10% 15% 20% 25% 30% 33 Base: Affluent 2016 Ipsos. Europe 2016, in Apr16/May16
CURRENT TOPICS French Affluent optimistic about winning Euro 2016 Which country do you expect to win the European Football Championship? British Affluent: French Affluent: Dutch Affluent: Germany Spain France Germany Germany France France Spain Spain Belgium 34 Base: Affluent 2016 Ipsos. Europe 2016, in Apr16/May16
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