40% of Phoenix adults have an annual household income of over $75K
The majority of these adults are married and more likely to be dual-income households than the market. In addition, this audience has more formal education than the market average and is more likely to be employed in white-collar professions. Residents with household incomes over $75K are likely to be fairly settled in the Valley and have owned their home for several years. They have high rates of home ownership and internet usage. They favor outdoor sports and athletic pursuits. This audience is more financially stable and flexible than the overall market, and is willing to spend more on items that they want or need. The top items this group is planning to buy in the next year are a major appliance, a new or used vehicle, video game system, DVR and DVD player.
Who are they?
- 1,252,900 Valley residents have a household income of $75K or higher
- 44% are 40-59
- 45% have children
- 40% have graduated college or higher
- The median income is $110,800
- 58% of this group has a household income of $100,000 or more
- The median age is 43
- 88% own their home
Why are they unique?
These adults stay on the cutting edge of technology by purchasing the latest gadgets and equipment, and fill their days with a myriad of activities. With a higher disposable income, they can afford to play as hard as they work and can be found at the golf course, theatre and sporting events.
Technology habits:
- 89% own a computer compaered to 75% of the Valley
- 90% have accessed the internet in the past 30 days
- 46% used the Internet for news last month
- 32% used the Internet for financial information or services last month
- 35% used the Internet to make travel reservations last month
- 48% more likely than the Phoenix market to have purchased $2,500 or more online in the past year
Activities:
- 33% belong to a health club, 48% more likely than the market average
- 76% more likely than the Phoenix market to have gone boating in the past year
- 24% have done volunteer work in the past year
- 64% attended a professional sporting event in the past year, compared to 49% of the Valley
Shopping habits:
When compared to the Phoenix market in the next year, this group is:
- 56% more likely to buy a DVR
- 83% more likelty to have shopped at Kierland Commons in the past 3 months
- 39% to have shopped at Gilbert Gateway Towne Center in the past 3 months
- 24% more likely to have shopped at Westgate City Center in the past 3 months
- 654% more likely to have shopped at Scottsdale Fashion Square in the past 3 months
Financial interests:
- 63% more likely than the average Phoenix adult to a 401k
- 50% more likely than average to have an IRA
- 60% more likely to own a second home or real estate property
Source: 2009 Phoenix Scarborough Release 1
