This segment of approximately 25.4 million adults, dubbed "Big Circle Influentials," are at par with the national average age for adults, and have only 4% higher household income than the national average of $65,500, but they score well above the national average for key financial and wealth indicators.
According to the MRI study, Big Circle Influentials are:
Anne Marie Kelly, Senior Vice President of Marketing and Strategic Planning at MRI, says "It's vital for financial advertisers to be able to identify Big Circle Influentials because these thought leaders advise family, friends, neighbors and colleagues, as well as people they don't necessarily know, through viral and social networks... targeting on demographics alone would not allow marketers to reach this key segment."
Profile of "Big Circle Influentials" in Personal Finance
Total U.S. Adults
Average Household Income
Percent More Likely Than Average U.S. Adult to.....
Own a Home Valued at $500,000 or more
Have Acquired Securities and Investments in Last 12 Months
Have Made 10+ Investment Transactions in Last 12 Months
Have Securities Valued at $150,000 or more
Own an IRA
Own a 401K
Seek Financial Planning Counsel
Source: MRI 2008 Omnibus Study
Kelly concludes that "Word-of-mouth influencers vary from category to category, but among them one thing remains constant: their ability to impact the attitudes and behaviors of the people within their sphere of influence."
For more information, please visit http://www.mediamark.com/