Snapshot of Affluent Adults
|
| |
Total Adults |
% |
Index* |
| Men |
130,970 |
54% |
111 |
| Women |
111,240 |
46% |
90 |
| Age 18-34 |
55,100 |
23% |
75 |
| Age 35-44 |
58,780 |
24% |
125 |
| Age 45-54 |
58,850 |
24% |
123 |
| Age 55-64 |
44,530 |
18% |
118 |
| Age 65 or older |
24,940 |
10% |
70 |
| Married |
174,170 |
72% |
126 |
| Have children under age 12 |
71,320 |
29% |
95 |
Have children ages
12 - 17 |
53,020 |
22% |
109 |
| High school grad |
42,220 |
17% |
53 |
| Some college |
68,510 |
28% |
99 |
| College graduate or higher |
123,530 |
51% |
182 |
| Own home |
229,680 |
95% |
122 |
| Rent |
8,630 |
4% |
20 |
| Home value under $300,000 |
116,200 |
48% |
78 |
| Home value $300,000 or more |
113,480 |
47% |
287 |
| Time present in home less than 5 years |
84,350 |
35% |
93 |
| Time present in home 5 years or more |
157,860 |
65% |
104 |
|
|
Buying Behavior of Affluent Adults
|
In the past year… |
Total Adults |
% |
Index* |
| Used a day spa |
42,340 |
18% |
167 |
| Used stockbroker or online stock trading |
64,880 |
27% |
213 |
| Traveled by air for domestic vacation |
125,540 |
52% |
150 |
| Attended professional sports event |
144,160 |
60% |
146 |
| Attended ballet, opera, theater, symphony |
96,780 |
40% |
174 |
| Made Internet purchase |
197,490 |
82% |
133 |
| Remodeled home |
14,140 |
6% |
126 |
| Bought furniture |
3,220 |
1% |
44 |
Bought women's
casual clothing |
177,220 |
48% |
116 |
In the past month… |
|
|
|
| Ate at a sit-down restaurant |
223,620 |
92% |
108 |
| Ate at an upscale restaurant |
62,200 |
26% |
158 |
| Attended the movies |
68,830 |
28% |
116 |
In the next year… |
|
|
|
| Buy a home |
540 |
.02% |
9 |
| Buy a vehicle |
57,450 |
24% |
146 |
| Look for a job |
16,610 |
7% |
71 |
Source: Scarborough 2010, Release 1 (8 counties: HHI $100,000+)
* Index is defined as the number above or below 100 (100 representing average) indicating how much an audience is likely to represent a particular pattern or behavior compared to the average Middle Tennessee adult. |
