Interest in Purchasing Vacation Homes Back to Pre-Crisis Levels
May 16, 2011The American Affluence Research Center Releases Latest Survey Results
The American Affluence Research Center is releasing its latest data in conjunction with the Global Networking Expo (GNEX) 2011. The data unveiled at the Bahamas event is the latest in a continuing series of twice-yearly surveys that focus on the 11.4 million households that represent the wealthiest 10% of all U.S. households.
The American Affluence Research Center is a private research organization dedicated to providing information about the values, lifestyles, attitudes, investments, and purchasing behavior of the most affluent segments of the U.S. population through both custom and multi-client research studies.
These surveys measure and track how the affluent assess current business conditions and their 12- month outlook for the economy, the stock market, and their personal household earnings. The surveys also monitor the anticipated changes in spending for a variety of different products and services, changes in expected rates of saving, and primary investment objectives. In addition, each survey contains special questions exploring new topics.
Special questions in this edition reveal data on familiarity with the private residence and destination club concepts and current and potential ownership of various types of vacation home access, including whole ownership, timeshares, and private residence and destination clubs. These survey topics and related charts are excerpted in this article. The full study also shows which segments of the affluent will be making a general effort to reduce or defer expenditures during the next 12 months, how the discounts offered in recent years by prestige brands affected their image and sales potential, and how discounts communicated via the internet or mobile devices only to past customers or “members” of “flash sale” sites affect their image and potential sales. The survey also contains a series of questions to identify which segments of the affluent market own mobile devices and which types, the “social media” in which the affluent participate, the use of “social media” to receive regular communications from a manufacturer or retailer for product information, and which “flash sale” sites they are aware of, have visited in the past 90 days, and from which they have ever made a purchase.
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