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Europe's affluent are better educated and women find their role, reveals Ipsos survey

INTERNATIONAL. This year Ipsos celebrates 20 years of the European Media and Marketing Survey (EMS) or as it is called now, The Ipsos Affluent Survey Europe.

The Affluent European whom the survey tracks comes in all shapes and sizes, with a myriad of different wants and needs, yet, these individuals (the Top 13% of income earners) have one thing in common: they have significant disposable income and are disproportionately important to most marketers of products and services.

The 20th anniversary of the survey, has provided Ipsos the perfect opportunity to look at how Europe’s Affluent have changed over the past two decades. The key findings are:

Europe’s Affluent are better educated and women find their role
The role of women in the work place has changed significantly since 1996, with many more taking the role of main income earner and greater earning power. In 1995 only 33% of the EMS universe were women. In 2014 42% are women.

The correlation between affluence and higher education has become closer over the years; in 2014 over 50% of all ‘Affluent consumers’ have at least one degree and almost 80% have English either as a first or second language.

Multi-screening comes of age
The life of a media/communications planner has become increasingly complicated over the last decade. In 1995, planners only had print, TV, radio and OOH to consider, the proliferation of digital delivery platforms is making it harder and harder to target mass audiences with tablet penetration reaching 52% and smartphones 79%.

Source: EMS 2004-2014 & Ipsos Affluent 2015
Base: Total, excl. Greece, Czech Rep., Hungary, Poland, Russia & Turkey)

The time spent with digital devices has increased in recent years (currently 1hr 44mins per day). However, despite popular opinion to the contrary time spent consuming off-line media has not declined (Print 48mins per day, TV 2hrs 6mins per day) and multi-tasking is becoming the norm.

Source: EMS 2010-2014 & Ipsos Affluent 2015
Base: Total, excl. Greece, Czech Rep., Hungary, Poland, Russia & Turkey)

Expanding International media brand consumption

While the multi-screening has made targeting mass audiences harder it has had the reverse effect on targeting Europe’s Affluent.

Digital delivery platforms have extended the reach for international media brands to new audiences across the region. 85.9% of all Affluent Europeans consume at least one international media brand in an average week.

About The Affluent Survey Europe
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.

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.

Since its first launch, EMS has continually evolved and enhanced its methodology. Ipsos interviewed 27,788 Europeans across 21 countries in 2014, each of whom was screened to ensure they passed certain minimum household income thresholds established as representing the Top 13% population.

Media definitions

National Geographic (in English): Only includes the English language international edition (excluding all other language versions) of National Geographic magazine in the Affluent countries

International daily newspapers: Financial Times, International New York Times, USA Today, Wall Street Journal Europe

International weeklies/fortnightlies/triweeklies: Bloomberg Businessweek, The Economist, Newsweek, TIME, Forbes, Fortune International news/business print: all international daily newspapers and all international weeklies/fortnightlies/triweeklies and the monthly magazines Bloomberg Markets, Euromoney and Harvard Business Review

International general monthlies: Euromoney, Harvard Business Review, National Geographic Magazine (English language version), Scientific American, Bloomberg Markets

All inflights: Includes all inflights measured multi-nationally and nationally (see media list)

All International Print: International news/business print and International general monthlies and all inflights

News/Business International TV: Aljazeera English, BBC World News, Bloomberg TV, CNBC,CNN, euronews, France 24, i24news, NHK WORLD TV, RT Russia Today, and Sky News

General International TV: Arirang, DW-TV (Deutsche Welle), Discovery Channel, E! Entertainment, Eurosport, Eurosport 2, FTV Fashion TV, History, Mezzo, MTV, National
Geographic Channel, Nat Geo Wild, Travel Channel, TV5Monde and TLC

All International TV: All listed channels (News/Business International TV and General International TV)

All International web: 20 Minutes, Aljazeera English, Arirang, BBC (international version), Bloomberg, Bloomberg Businessweek, Bloomberg Markets (tablet app only), CNBC (English), CNN Money, CNN (English), Deutsche Welle (DW), Discovery Channel, The Economist, euronews, Eurosport, Financial Times, Forbes, Fortune, France 24, History, i24news, International Business Times, Metro, Mezzo, National Geographic Channel, National Geographic, NHK WORLD, The New York Times or International New York Times, Newsweek, Reuters, RT Russia Today, Sky News, TV5Monde, TIME, The Wall Street Journal (WSJ), TLC, and Travel Channel

About Ipsos
Ipsos is a research agency that generates insights which enable organisations to develop successful brand, product and customer strategies. We are the third-largest market research business in the world with offices in over 80 different countries.

With our Amsterdam office you have access to an exceptionally strong global research organisation that continually innovates itself. Our researchers know exactly how to use all available resources to increase your success.

For more information, please visit http://www.ipsos-nederland.nl/media/the-ipsos-affluent-survey/ or www.ipsos.com.

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