• 15% of Central Minnesota adults have an annual household income of over $100K

The majority of these adults are married and more likely to be dual-income households than the market. In addition, this audience has more formal education than the market average and is more likely to be employed in white-collar professions. Residents with household incomes over $100K are likely to be fairly settled in Central Minnesota and have owned their home for several years. The majority have lived in the region for more than 10 years. They have high rates of home ownership and internet usage. They favor outdoor sports, socializing with friends and family and given they are more financially stable and flexible than the overall market, are more willing to spend on items they want or need. They are also the largest group of cabin or second-home owners. The top items this group is planning to buy in the next year are a major appliance, a new or used vehicle, DVR and DVD player or make some sort of home improvement.


Who are they?

  • 16,000 Central Minnesota adults with a household income of $100K or higher
  • 53% are 40-59
  • 47% have children living at home
  • 85% have either a technical or four-year degree
  • 59% have a four-year degree or higher
  • 27% of this group has annual incomes of $150,000 or higher
  • The median age is 43
  • 93% own their home
  • 68% have lived here 10 years or longer
  • 64% work in white-collar positions

Why are they unique?

These adults stay on the cutting edge of technology by purchasing the latest gadgets and equipment, and fill their days with a myriad of professional and family activities. With a higher disposable income, they can afford to play as hard as they work and can be found at the golf course, high-profile community functions and sporting events.

Technology habits and online activities

  • 89% own a computer
  • 88% have accessed the internet in the past week
  • 32% used the Internet for local news last month
  • 37% used the Internet for financial information or services last month

    • Activities

  • 63% have dined out in an area restaurant in the past week
  • 26% have done volunteer work in the past year

    • Shopping habits

  • 74% have shopped at Crossroads Center in the past month
  • 32% have shopped in the Maple Grove area in the past month
  • 25% have shopped in the Twin Cities in the past month

    • Financial interests

  • 66% more likely than the average Central Minnesota adult to own a 401(k)
  • 55% more likely than average to have an IRA
  • 60% more likely to own a second home or real estate property such as a cabin in northern Minnesota or elsewhere.

    • Readership Profile:
    Affluent Households

    PRODUCT
    % REACH
    Average Weekday 42%
    Average Sunday 56%
    Past week (M-F) 42%
    Past 7 days 67%
    Citizen Times (last week) 31%
    D’lish (last week) 29%
    UpNext (last week) 37%
    Shopping News 21%
    Sctimes.com (avg. daily) 46%
    Sctimes.com (past 30 days) 50%

    Affluent Household Profile
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