Affluents with $100k+ HHI

A Passion for Life and Entertainment while

Giving Back to Their Community

There are 18.5 million affluent consumers online age

AUDIENCE INSIGHTS SERIES

15 - 64 with a household income of $100k+. They have an

active lifestyle, enjoy entertainment and believe in giving
back to their community. They are actively engaged
online with interests including staying organized,
managing their finances and shopping in a wide variety
of categories including Travel, Electronics, Clothes &
Shoes, and Entertainment. They are more likely than the
average P15-64 to use their mobile/PDA device.

Affluents by the Numbers

Internet Use/Week They’re Driven Quality Matters Offline Activities
(For Personal Reasons) Done Regularly
• 84% agree one of the • 28% say they
best things about the will spend more • 47% exercise
36% 39%
Web is being able to to buy higher
• 31% shop for fun
get more things done quality products
30% 30%
|

• 27% go
• 58% like the challenge • 35% prefer to
to movies
of doing new things. buy products and
Ya h o o ! I n s i g h ts

34% 30%
services from • 20% volunteer
• 47% say people come
Total Affluents well-known brands • 18% travel for
to them for advice
* does not include email/IM on products personal reasons
On The Go
Heavy (25hrs+) They Shop • 42% say it’s Informed
Medium (15-24hrs) important to be • 55% thoroughly
• 48% bought clothes,
able to access the research and
Light (5-14hrs) shoes, or accessories
Internet on the go consider most
online in the last month
purchases
*Statements are Top 2 Box Agreement

Implications for Marketers

• Engage them on entertainment, sports, finance, and news content
• Make them feel productive - don’t waste their time!
• Leverage their passion for shopping online – encourage window shopping
• The Internet is about function and entertainment, so use both approaches
in messaging
• Affluents are avid online product researchers – help them stay informed
• Affluents are on the go - give them immediate access and extend your
reach with mobile

Confidential and Proprietary © Yahoo! Inc. All rights reserved.

CONTACT For more information about this study, please contact your Yahoo! Sales representative.

8 advertising.yahoo.com 800-457-6791 * marketingsolutions@yahoo-inc.com

 Communication, Entertainment, Information, Organization

Top Daily Online Activities by Index % of Online Hours by Activity

Check sports Staying in touch
172
scores or news 20 with friends
21
Finding information
AUDIENCE INSIGHTS SERIES

Plan travel or 171 or doing research

make reservations
18 18
Entertainment
Network with potential
150
customers/employers
18 Staying up to date
22 on current events
Update/Get news on
my fantasy sports... 127
Shopping or buying
15
13 products or services
Participate in discussion
boards/... 119 12
10 Managing finances
Use for voice or 8 10
video conversations 117
8 7 Other
Total Affluents

Entertainment, information, and communication drives their online activity, but they also love to
stay up-to-date on current events, shop, and manage finances. They prefer to meet in person or
use their mobile/PDA device more than the average P15-64 as a communication method.
|

The Indulgent Web The Functional Web

I keep up on the entertainment
Ya h o o ! I n s i g h ts

news and celebrity gossip 143 Coordinate Schedules 135

Important to stay up-to-date on Track and Manage

what’s hot and what’s not
140 Appointments
124

I often change clothing styles, Help me reach my

keeping up with the latest fashion
122 financial goals
118

Agree can visit many stores Check for info on offline

online in a short time
113 entertainment like movies, etc.
116

The Recreational Web The Social Web

Follow my favorite sports Network with potential
and sports teams
133 customers/employers 150

Participate in discussion
Shopping on the web is fun 117 boards/forums 119

People often ask my advice Share my experience

on the best sites or tools
116 or advice 115

Affluents are engaged on mobile, as well as in traditional media.

Mobile Activities Other Media

• 34% have used a Smart Phone for web browsing
(179 index compared to total pop.)
• 74% of mobile device owners use their device to
be productive on the go
• 14% use mobile device for internet access to get
bank/investment information
• TV: Affluents love American Idol, Law & Order,
Grey’s Anatomy, The Office, and Lost
• Magazines: Affluent have high affinity for
People, Men’s Health, National Geographic,
and Time Magazine

Confidential and Proprietary © Yahoo! Inc. All rights reserved.

CONTACT For more information about this study, please contact your Yahoo! Sales representative.

8 advertising.yahoo.com 800-457-6791 * marketingsolutions@yahoo-inc.com

 Highly engaged on Yahoo!, Adults with HHI $100K+ pursue their passion for
life, entertainment, and community by spending more of their total online
time on Yahoo! than any other site.

10% of all time online 31 million (72% Reach)

AUDIENCE INSIGHTS SERIES

Affluents with $100k+ HHI on Yahoo! monthly

is spent on Yahoo!
23 minutes
Average minutes spent per usage day

11 days
Average usage days per visitor

7.7 billion
Total number of pages viewed monthly

4.4 hours
Average time spent per visitor per month

Top Yahoo! Properties by

|

Reach − UV’s (in 000’s) Top Yahoo! Properties Index

Ya h o o ! I n s i g h ts

Homepage 21,067 Food 158

Mail 16,862 Real Estate 127

Search 15,708 Tech 124

Answers 10,462 Finance 123

News 9,478 Flickr 120

Sports 9,216 Travel 120

Flickr 6,099 Sports 115

Finance 5,845 Groups 115

Local Network 4,291 Answers 114

omg! 3,726 Movies 113

Source:
comSource Media Metrix, February 2010
Yahoo! Global Segmentation Survey 2009 – US data l We assessed online needs, attitudes, and behaviors of consumers by
speaking to ~8000 consumers through survey, hundreds through qualitative analysis, and by observing real online panel behavior.

Confidential and Proprietary © Yahoo! Inc. All rights reserved.

CONTACT For more information about this study, please contact your Yahoo! Sales representative.

8 advertising.yahoo.com 800-457-6791 * marketingsolutions@yahoo-inc.com