Study Profiles Affluent Argentineans’ Media Consumption, Lifestyles

August 3, 2007

This article is included in these additional categories:

Financial Services | Global & Regional | Household Income | Media & Entertainment | Newspapers | Television

Argentinean elites’ attitudes toward media and brands and lifestyle information are part of the inaugural Synovate PAX Latin America Media Survey of affluent consumers in leading Latin American economies – Argentina, Brazil, Mexico – by Synovate, the market research arm of Aegis Group.

Some findings from Synovate’s Argentina research:

Products and Services

  • Three quarters of Argentinean elites own a desktop PC, more than affluent Mexicans or Brazilians, and 15% have a notebook computer (41% of Top Management have one).
  • Over one-third of affluent Argentineans have a mobile phone with internet-access capability plus a camera; that proportion is 55% among Top Management
  • 14% of elite Argentineans own a digital video camera, 45% own a digital still camera and 36% own an MP3 player.
  • Flat-screen TVs are owned by 21% of affluent Argentineans, and 19% own a DVD player/recorder.
  • 60% of Argentinean elites own one or more cars, and 17% intend to purchase a car in the next 12 months.

Spending and Lifestyle

  • Personal Goods and Spending
    • 10% of Argentinean elites own quality/designer clothing items worth over $200; that figure rises to 26% for Top Management.
    • Top Management also spends more on accessories and footwear, with 20% having spent $200 on an item.
    • 61% of elites are the named owner of a credit card, and 83% of Top Management have a card in their name.
    • Visa Classic is the preferred credit card, with 43% holding a Visa Classic card and 12% holding a Visa Gold card.
  • Leisure Ttime
    • Business Decision Makers and Top Management are more likely to have visited the cinema or theater in the previous six months than other elites.
    • Younger affluents are more likely to have been to the cinema or a music concert, while older affluents visit the theater and opera/ballet more than younger affluents.
    • While affluent men are more likely to be a member of a social club or a sports club (11% and 12%, respectively), women are more likely than men to be a member of a fitness club (17%).
    • When it comes to leisure travel, a “Beach & Sun” holiday is the most common type of international leisure trip for affluents. There is also a high level of planning for trips over the next 12 months (apart from family visits which are more spontaneous).
  • Alcohol consumption
    • Wine is the favored beverage, consumed by 48% of all elites (67% of Top Management) with local beer a close second, at 41%.
    • The majority of affluent Argentineans purchased alcohol in the previous four weeks, with 4% spending more than $30 on a quality wine (10% of Top Management).

The Synovate study also examined affluent Argentineans’ media consumption, including television viewing, newspaper readership and internet usage:

TV channel viewing

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Daily newspaper readership

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Internet usage

In Argentina, 70% of affluents have internet access, and the majority of them access it at home. Some 80% of internet users have broadband and spend an average of 120 minutes per day online.

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Business Decision Makers and Top Management are more likely to visit more websites, especially those that are financial or business-related.

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