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2000 Mendelsohn Affluent Survey |
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Who Are They? |
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Readership |
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Affluent market: |
755,000 |
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Household Income: |
$75,000+ |
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Sex |
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Male: |
60.1% |
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Female: |
39.9% |
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Age |
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Average age (years): |
46.6 |
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Median age (years): |
48.9 |
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Education |
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College graduate or beyond: |
70.6% |
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Postgraduate study or degree: |
31.8% |
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Postgraduate degree: |
21.6% |
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Household Income |
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$100,000+: |
71.7% |
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Average: |
$167,676 |
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Median: |
$140,729 |
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Personal Employment Income |
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$75,000+: |
54.7% |
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Average: |
$95,006 |
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Median: |
$80,004 |
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Household Net Worth |
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$1,000,000+ |
(including principal residence): 63.2% |
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Average: |
$1,725,711 |
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Median: |
$1,265,700 |
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Marital Status |
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Married: |
83.7% |
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What do they do? |
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Job Title |
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Top Management: |
34.6% |
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Executives/managers/administrators: |
36.3% |
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Professional/managerial: |
57.4% |
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Company Size |
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Small, fewer than 100 employees: |
33.8% |
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Midsize, 100 to 999 employees: |
10.1 % |
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Large, 1,000 or more employees: |
30.5% |
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Advisory Roles |
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CEO/CFO/COO: |
21.9% |
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Chief Executive Officer: |
15.9% |
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Chief Financial Officer: |
9.8% |
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Chief Operating Officer: |
8.5% |
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Employed in |
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Finance/banking: |
21.6% |
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Professional Investing |
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For Own Firm: |
22.4% |
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How do they invest? |
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Number of Investment Transactions |
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In the Past Year |
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10+ transactions: |
57.9% |
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Average: |
24 |
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Median: |
17 |
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Use of Brokerage Firms in the Past Year |
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Any brokerage firm: |
80.9% |
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Discount brokerage: |
32.3% |
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Full-service brokerage: |
46.6% |
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Online brokerage: |
36.0% |
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Total Household Securities |
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Own any: |
85.3% |
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Value of HHS, $250,000+: |
53.8% |
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Average: |
$805,751 |
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Median: |
$457,891 |
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Bond Ownership |
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Bonds (total) |
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Own any: |
34.4% |
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Average: |
$268,190 |
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Median: |
$72,923 |
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Fund Ownership |
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Funds (total) |
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Own any: |
77.0% |
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Average: |
$309,160 |
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Median: |
$182,960 |
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How do they use technology? |
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Computer/Internet/Home Office |
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Own a computer (desktop or laptop): |
90.9% |
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Own 2+ computers: |
44.9% |
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Has any access to Internet/WWW (total): |
88.9% |
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Subscribe to any online services: |
86.2% |
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How do they spend their time? |
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Public Activities |
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Served on charitable or other board of directors in past year: |
29.0% |
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Any public activities in past year: |
57.6% |
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Member of any private club: |
51.8% |
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Leisure/Sports Activities in Past Year |
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Any sports/athletic activities: |
89.9% |
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Gourmet cooking: |
33.0% |
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Backpacking/camping: |
21.1% |
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Hiking: |
32.6% |
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Golf: |
44.8% |
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Cultural/Spectator Activities |
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Attended in Past Year |
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Any cultural activities/spectator events: |
90.7% |
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Art auctions/gallery exhibits: |
42.6% |
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Live theatre performances: |
66.1% |
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Attended music/concert performances: |
57.4% |
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Museums: |
58.8% |
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Antique shows: |
22.9% |
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