Data and survey copyright © 2015 Ipsos Berghaus Plaza Koningin Wilhelminaplein 2-4 1062 HK ...

112 Pages·2015·2.69 MB·English

by  Yvette Hazebroek

Data and survey copyright © 2015
Ipsos
Berghaus Plaza
Koningin Wilhelminaplein 2-4
1062 HK Amsterdam
The Netherlands
All rights reserved. No part of this publication may be reproduced in any form or by any means
without permisssion from Ipsos. Publication of this survey in any form or by any means must be
preceded by permission in writing from Ipsos and the client concerned. The information in this
publication is only available to employees and/or professional advisers of lawful clients of Ipsos.

Contents
Introduction Page 5
Affluent Europe 2015 results 11
Affluent Europe 17 - Demographics by country Table 1
Affluent Europe 21 - Demographics by country Table 2
Travel, Interests, Leisure Table 3
Product purchasing, ownership Table 4
International Print Table 5
International TV Table 6
International Digital Table 7
Affluent Global 2014 results 23
Affluent Global - Demographics Table 8
Affluent Global - International Print Table 9
Affluent Global - International TV Table 10
Affluent Global - International Digital Table 11
Survey Description 31
1.Introduction Page 32
2.Survey Design Page 34
3.Sampling and screening methodology Page 36
4.Fieldwork Page 39
5.The questionnaires Page 40
6.Data Processing Page 43
7.Deliverables and changes Page 48
8.Other Affluent products Page 53
Classification Data 57
Media Questionnaire 63
Profile Questionnaires 89
Media List 105

The Affluent Survey Europe 2015
This year we celebrate 20 years of the European Media and Marketing Survey (EMS) or as we call it
now The Ipsos Affluent Survey Europe. Back in 1995 EMS was designed to expand the Pan
European Media market and to allow comparative analyses on a national and multi-national basis.
EMS contained significantly more detailed demographic, classification and marketing data than any
other survey available at the time or indeed now. Since its first launch, EMS has continually evolved
and enhanced its methodology.
The Affluent Survey Europe offers powerful and detailed insights into the highest earning and
spending individuals across 21 countries. Collectively, they represent the most important consumers
in Europe of a wide range of goods and services.
The Affluent Survey Europe is part of the Ipsos suite of Affluent surveys which now covers Europe,
The Middle East, Africa, Asia/Pacific, Latin America and the USA, spanning 51 countries and
reflecting approximately 133 million adults. The ‘Global Affluent’ come in all shapes and sizes, with a
myriad of different wants and needs, from Turkey, Brazil, Singapore to the USA. Yet, these individuals
have one thing in common: they are disproportionately important to most marketers of many products
and services.
The Ipsos Affluent Surveys use best-in-class methodologies and truly projectable samples. It builds
on the heritage of industry-leading studies formerly branded as the Mendelsohn Affluent Survey
(USA), EMS (Europe) and PAX (Asia-Pacific).
Core to the Affluent series is that each survey allows planners to analyse the region’s most affluent
consumers and decision makers. The Affluent series includes reach measures for not only print and
TV, but also allows marketers to evaluate media brands across all available digital platforms; apps,
sites, via mobile, tablet, and PC/laptop, which we call the ‘Digital Currency’.
The Affluent Survey Europe captures moments when media platforms are used, mobile digital
connectivity is the norm among Europe’s affluent, whether it be a smartphone, tablet, e-reader or
netbook. For this release you will be able to analyse the monthly, weekly and daily usage of individual
media brands.
While the media landscape has changed significantly over the last 20 years, the Ipsos Affluent Survey
continues to show that international media brands (across all platforms) are an efficient way to target
Europe’s elite and influential.
We would like to thank all our Subscribers for their support over the last two decades and we look
forward to the next Ipsos Affluent release.
Nathalie Sodeike
Ipsos Connect