Milwaukee's Wealthiest Zip Codes Feb'13
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Qualitative research on Milwaukee's 25 wealthiest ZIP codes group from Marshall Marketing's 2013 consumer survey PLUS news viewing for the same group based on Nielsen Feb'13 eVIP.
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Milwaukee's Wealthiest Zip Codes Feb'13
- 1. Marshall Marketing & Communications 2013 Milwaukee SurveySource: Milwaukee Business Journal; October 26, 2012 issue
- 2. Marshall Marketing & Communications 2013 Milwaukee Survey Wealthiest Milwaukee-area ZIP Codes Rank ZIP Post office/city name Median HH Income 1 53183 Wales $98,384 2 53045 Brookfield $92,568 3 53092 Mequon/Thiensville $92,023 4 53122 Elm Grove $91,577 5 53097 Mequon $89,462 6 53018 Delafield $86,993 7 53029 Hartland $83,888 8 53017 Colgate $83,460 9 53005 Brookfield $82,318 10 53033 Hubertus $82,291 11 53076 Richfield $80,502 12 53217 Milwaukee $80,235 13 53153 North Prairie $79,204 14 53151 New Berlin $78,720 15 53150 Muskego $76,838 16 53189 Waukesha $76,601 17 53149 Mukwonago $76,254 18 53103 Big Bend $75,739 19 53119 Eagle $75,651 20 53089 Sussex $75,353 21 53158 Pleasant Prairie $73,489 22 53072 Pewaukee $72,815 23 53012 Cedarburg $72,433 24 53185 Waterford $72,417 25 53132 Franklin $72,288Source: Milwaukee Business Journal-October 26, 2012 “Wealthiest Milwaukee-area ZIP codes” (Ranked by median household income) Source: Milwaukee Business Journal; October 26, 2012 issue
- 3. Marshall Marketing & Communications 2013 Milwaukee Survey GENDER Women 48% 94 Men 52% 107 STANDARD AGE RANGES 18 - 24 12% 103 25 - 34 10% 53 35 - 49 35% 128 50 - 64 28% 106 65+ 15% 93 EDUCATION Vo-Tech or Some College 21% 79 College Graduate 36% 140 Some Graduate Work 5% 133 Graduate degree 16% 128 OCCUPATION White Collar 48% 138 Working Women 30% 98 Retired 14% 82 Blue Collar 11% 73 HOUSEHOLD INCOME Less Than $30K 11% 43 $30-$50K 16% 76 $50-$75K 16% 81 $75-$100K 18% 121 $100-150K 26% 192 $150K+ 13% 233 MARITAL STATUS Married 71% 123 Single 18% 74 Divorced/separated 4% 49 Widowed 4% 79 Living Together 3% 69 PRIMARY RESIDENCE Own a Home 80% 118 Rent 10% 44 NUMBER OF CHILDREN No Children 52% 93 1 Child 20% 125 2+ Children 29% 100 Profile Of Adults In Wealthiest Milwaukee-area ZIP CodesPercent & Index Vs. Total Adults
- 4. Marshall Marketing & Communications 2013 Milwaukee Survey Over 2x more likely to Consider Saab, Volvo or Lexus for next vehicle AUTO MAKES CONSIDERED Index vs. Total Adults Saab 261 Volvo 209 Lexus 205 Acura 180 Subaru 174 Mazda 174 Mini Cooper 174 Lincoln 149 Honda 131 Over 2x more likely to pay for a new room addition, deck or driveway in the next 12 months HOME IMPROVEMENT Plan To Pay For Index vs. Total Adults Room Addition 266 Build a Deck 228 Driveway 205 Garage Doors 128 Electrical Work 127 Landscaping 124 COSMETIC PROCEDURES Index vs. Total Adults Cosmetic Spider Vein removal 222 Botox or superficial facial peel 213 Bariatric procedure 213 Varicose Vein treatment 196 Micro- or chemical facial peel 188 Surgical facial procedure 177 Body or facial hair removal 126 Liposuction 118 Over 2x more likely to consider spider vein removal, Botox or gastric bypass procedure FINANCIAL Index vs. Total Adults Mutual Funds 140 Investment 138 Home Mortgage 129 IRA 128 Money Market Account 126 401K 115 Home Equity Line of Credit 115 Certificate of Deposit (CD) 111 40% more likely to Own Mutual Funds
- 5. Marshall Marketing & Communications 2013 Milwaukee Survey • Twice as Likely to Snow Ski/Snow Board • 74% More likely to go Boating/Sailing • 42% More likely to Golf • 61% more likely to Buy & 55% more likely to Sell a House • 48% more likely to make Business Travel Decisions IN THE NEXT 12 MONTHS, PLAN TO… Index vs. Total Adults Purchase a House 161 Sell a House 155 Purchase Landscaping for your Home 147 Purchase Major Appliance 144 Make a charitable donation of $100+ 131 Purchase Sporting Equipment 123 Purchase Windows Treatments 122 Refinance a Home Mortgage 115 Purchase Lawn and Garden Items 113 Attend Continuing Education Classes 113 Purchase Computer Software 112 Purchase Home Theater 110 Purchase Carpet/Flooring 109 Attend Continuing Education Classes 113 PARTICIPATED IN OR ATTENDED… Index vs. Total Adults Snow Skiing/Snow Boarding 202 Boating/Sailing 174 ATV's 172 Motorcycles 149 Sewing/Quilting/Embroidery 147 Bicycling 145 Golf 142 Horseback Riding 140 Hunting 137 Watersports 135 Attend Pro Sporting Events 134 Attend Boxing/Wrestling Matches 130 Attend Family Shows and Ice Shows 128 Work on Automobile 127 Traveling 127 Fishing 127 Attend Theatre/Symphony/Plays 122 Exercise Regularly 121 COMPANY PURCHASE DECISION Index vs. Total Adults Office furniture 195 Business travel/convention arrangements 148 Other office equipment or supplies 139 Telephone and communications services 139 Computer hardware/software 134 Health care programs 122
- 6. Marshall Marketing & Communications 2013 Milwaukee Survey 8% 5% 4% 2% 1% 0% 0% 23% 41% 0% 10% 20% 30% 40% 50% Television Internet Newspaper Radio Magazines Direct Mail Yellow Pages Billboard Newspaper Inserts Wealthiest Milwaukee-area Zip Codes (N=188) INFLUENTIAL MEDIUM Which one of the following media types is most influential? TV and Internet are each more influential than all other media combined!
- 7. Marshall Marketing & Communications 2013 Milwaukee Survey 93% 90% 88% 63% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Watched Television Accessed the Internet Listened to the Radio Read a Printed Paper Copy of the Newspaper Wealthiest Milwaukee-area Zip Codes (N=188) MEDIA PAST 7 DAYS In the past 7 days, have you...?
- 8. Marshall Marketing & Communications 2013 Milwaukee SurveySource: Nielsen Local Custom Toolbox May’12/Nov’12/Feb’13 TVHH viewing average for top 25 ZIP codes in six-county Milwaukee area.
- 9. Marshall Marketing & Communications 2013 Milwaukee SurveySources: Milwaukee Business Journal, Nielsen Media Research, Marshall Marketing & Communications