• by Jack Loechner , Staff Writer @mp_research, March 15, 2003

More Single Yuppies With More Discretionary Bucks

Bob Jordan, Co-chairman of International Demographics, Inc., the research firm that produces The Media Audit, says "Yuppies … are young and affluent and in all probability will grow in affluence for many more years." He goes on to say that "Only 14.4 percent of all adults in our markets made two or more international flights during the past two years, while 25.8 percent of Yuppies did the same. This is more evidence of their enormous value to the marketplace."

And we keep getting more of them. In the 85 metro markets surveyed recently by The Media Audit, Yuppies now number more than 8 million, up from 7.4 million five years ago. They represent 6.3 percent of the collective population of 128 million in the 85 markets covered in these surveys. Yuppies are defined as 21 to 34 year olds who have a college education and are employed in technical, professional or managerial jobs.

The percent of Yuppies with liquid assets valued at $100,000+ increased from 13.6 percent to 15.5 while those with liquid assets of $250,000+ increased from 3.8 percent to 4.3. "Their gains have been significant," says Jordan. "More than half are unmarried, so they have a lot of discretionary income. Yuppies tend to be buyers, and they have a lot of buying power, which is something that marketers of consumer goods and services should be interested in."

You can find out more here.