Affluent Very High
# of Households: 8.2 Million /
They use credit cards for convenience and do not carry a balance. Likely to read monthly magazines.
Mass Affluent High
# of Households: 20.4 Million / 16.4%
Likely to stream video from Amazon Prime and uses credit card to earn rewards.
Mass Affluent Mid-High w/ Investment
# of Households: 11.7 Million / 9.4%
Uses alternative to cable/satellite TV (network website/app). Hold high personal checking account balances.
Mass Affluent Mid-High w/no Investment
# of Households: 6.1 Million / 4.9%
Thinks it is important for checking to have low/no fee. Not likely to own their own business. Highest penetration for social media use.
Mass Market Mid-Low w/ Savings
# of Households: 20.9 Million / 16.8%
Online banking is important and they use Peer-to-Peer payment methods. They are generally not listening to radio or watching traditional TV.
Mass Market Mid-Low w/no Savings
# of Households: 18.7 Million / 15.0%
Carry a balance on their credit card and likely to have a balance for other loans like education or automobiles.
Mass Market Low
# of Households: 38.8 Million / 31.1%
Uses debit card and prepaid debit card. Uncomfortable trusting money to a bank.
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