Affluent Latin America

The Ipsos Affluent Survey Latin America is a regional media consumption study amongst the affluent in the Latin America region. The first Affluent LatAm is released 12 December – 2013. In 2015, the Ipsos Affluent Survey Latin America is released for the second time.

Ipsos measures the habits and lifestyle of Latin America’s most affluent consumers and top business decision makers – the Top 15% income group among adults. The survey is conducted in the main urban areas in Argentina, Brazil and Mexico and represents a universe of 4.8 milion. Affluent Latin America is designed to meet the needs of international and regional media, media specialists and advertisers who depend on the results to place advertising.

The different markets and sample sizes per area are shown below:

Argentina

  • Buenos Aires

Total sample size: 403

Brazil

  • Belo Horizonte
  • Porto Alegre
  • Rio de Janeiro
  • Sao Paulo

Total sample size: 858

Mexico

  • Ciudad de México
  • Guadalajara
  • Monterrey

Total sample size: 654

60% of the 1,915 interviews are conducted face to face, via paper questionnaires, in respondents’ home or office. 40% of the fieldwork is conducted via an online panel, using the same questionnaire as in the face to face part. 

Target group

Affluent individuals are defined as those:

  • Aged 21 - 74 years, in selected cities
  • Main income earners and working – we are looking for wage earners
  • Completed at least secondary school education
  • They belong to the higher Socio Economic Levels (SELs):
    • A, B or C1 in Argentina
    • A1, A2 or B1 in Brazil
    • A, B or C+ in Mexico

Those Socio Economic Levels are determined by using the standard economic classification criteria in each country.

Questionnaire & Media list

Affluent Latin America is an extremely rich database, which enables you to define your targets, not only by demographics but also by ownership, recent purchase, brand awareness, attitudes and opinions, lifestyles and interests.

Media:

Print: International Dailies, International Weeklies, Fortnightlies, International Monthlies, In-Flight magazines and the most important National Dailies, National Weeklies, and National Monthlies
TV: International TV channels, and the most important National TV channels
Internet: Website via PC/laptop, Website via tablet, Apps via tablet, Mobile websites/apps via (Smart)phone for International media.

Should you be interested in learning more about The Ipsos Affluent Survey Latin America, then please contact Iris van Beek, iris.vanbeek@ipsos.com, telephone at +31 20 6070 893.

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