Synovate PAX shows how affluent Argentineans live, spend and play
26 July 2007
BUENOS AIRES — Synovate, a leading global market research company, today released data from its inaugural PAX survey of upscale consumers in Latin America.
As part of the survey, ownership and buying intentions for a range of products are continually tracked across markets, including Argentina. Attitudes towards media and brands and lifestyle information are also included.
This information gives media organisations and agencies even greater insight into what's driving affluent Latin Americans at any particular time – ensuring they make savvy advertising and marketing decisions.
Some examples of these findings include:
Products and Services
Who owns what?
- 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 a notebook computer)
- Over one-third affluent Argentineans have a mobile phone with Internet access capability plus a camera, rising to 55% among Top Management
- 14% of elite Argentineans own a digital video camera, 45% own a digital still camera and 36% own a 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 & Lifestyle
How do they spend their time – and money?
Personal Goods and Spending
- Though 10% of Argentinean elites own quality/designer clothing items worth over US$200, that figure rises to 26% for Top Management
- Top Management also spend more on accessories and footwear, with 20% having spent US$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 among credit card holders, with 43% holding a Visa Classic card and 12% holding a Visa Gold card
Leisure time
- Business Decision Makers and Top Management are more likely to have visited the cinema or theatre in the past 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 theatre 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 favoured 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 past four weeks, with 4% spending more than $US30 on a quality wine (10% of Top Management)
Notes to editor
- From February to May 2007 Synovate PAX conducted 4,740 interviews with affluent adults aged 25 to 64 years old in major cities in Argentina (Buenos Aires), Brazil (Sao Paulo and Rio de Janeiro) and Mexico (Mexico City).
- Affluent consumers are defined as the top 21% of the population in Argentina, top 31% in Brazil and top 20% in Mexico.
- Those classified as Business Decision Makers comprise senior management/department heads or above in companies with 10+ employees. Those classified as Top Management include Business Decision Makers as well as those with positions such as CEO, CFO, MD, Director or the equivalent.
- Other media releases and fact sheets are available with further information about media, attitudes, brands, lifestyle, high-end product ownership and the future purchase intentions across Argentina, Brazil and Mexico. The available releases and fact sheets are called:
- Synovate PAX reveals media habits, attitudes and lifestyle of Latin America's top tier consumers
- Synovate PAX results show media reach across Latin America
- Synovate PAX results show media reach in Argentina
- Synovate PAX results show media reach in Brazil
- Synovate PAX results show media reach in Mexico
- Synovate PAX shows how affluent Brazilians live, spend and play
- Synovate PAX shows how affluent Mexicans live, spend and play
Contact(s) for this press release
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Jennifer Chhatlani
Vice President, Marketing & Communications |
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222 South Riverside Plaza |
Tel: +1 312 526 4359 |
Synovate brings together information on the consumption of international and regional media as well as product ownership, future purchase intentions, attitudes towards media and brands and lifestyle information for affluent consumers, including top management and business decision makers. Synovate media currency surveys cover elites in 45 countries across Asia, Europe, The Middle East and Latin America. Many major upscale international and regional broadcasters, media specialists and publications across the globe use the results to plan regional and cross-regional campaigns.
For more information, visit at www.synovate.com/pax.
About Synovate
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 staff across 62 countries.
For more information on Synovate visit www.synovate.com.