THE HAVES & THE HAVE-NOTS

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Haves: Household Income Over $45,000

Have Nots: Household Income Under $45,000

According to the Census Bureau, the median household income in the U.S. is $42,409. Using this info, we took a look at the divisive issue of income by splitting the country into two groups: household income over $45,000 and under $45,000. Various traits and consumer habits of the two were ranked based on an index. The national average is 100, so an index of 150 means that group would be 50 percent more likely than the average American to exhibit that trait or buy that product.

AGE MRI
50 - 54 125 75 or older 179
40 - 44 119 70 - 74 155
45 - 49 119 65 - 69 141
MARITAL STATUS MRI
Working parent 126 Widowed 180
Married 120 Separated (legally) 159
Parent (of child currently living with respondent) 114 Respondent is sole parent 148
NUMBER OF PEOPLE IN HOUSEHOLD MRI
Four 126 One 174
Three 116 Seven 120
Five 115 Two 104
HEIGHT SMRB
6 Feet 2 Inches 132 Under 5 Feet 151
Over 6 Feet 2 Inches 121 5 Feet 118
6 Feet 1 Inch 121 5 Feet 1 Inch 118
WEIGHT SMRB
221 - 230 lbs. 110 Under 100 lbs. 132
191 - 200 lbs. 108 100 - 110 lbs. 110
201 - 210 lbs. 107 171 - 180 lbs. 110
OPINIONS (Agree a lot with statement) SMRB
Look at work as career not job 120 Worry a lot about myself 145
I like control over people and resources 112 Feel very alone in the world 143
I exercise once a week 111 Enjoy religious TV 135
CAR MANUFACTURER (Most recent purchase) MRI
Infiniti 170 Plymouth 136
SAAB 157 Buick 134
Audi 157 Geo 127
ATHLETIC SHOES (Bought in the past 12 months) MRI
Asics 151 LA Gear 125
Brooks 146 KSwiss 119
Saucony 138 Airwalk 116
CIGARETTES (Smoked in the past 12 months) MRI
Capri Lights 125 Newport Lights 157
Marlboro Lights 108 Newport 157
Winston Lights 99 Basic 154
CELL PHONE MRI
Samsung 145 Audiovox 111
Nextel 139 Ericsson 89
Verizon 129 Nokia 80
BEER (Drank in the past 6 months) MRI
Anchor Steam 156 Natural Ice 132
Widmer 156 Busch 126
Pete's Wicked 154 Milwaukee's Best 126
COFFEE (Used in the past 6 months) MRI
Peet's 162 Sanka 144
Starbucks 149 Folgers 123
Millstone 145 Maxwell House 121
TOOTHPASTE (Used in the past 6 months) MRI
Tom's of Maine 131 Pepsodent 134
Crest Multicare 122 Plus+White 133
Rembrandt 120 Close-Up 130
JEANS (Bought in the past 12 months) SMRB
Union Bay 136 Sergio Valente 156
Paris Blues 135 Bongo 143
Liz Claiborne 132 Gitano 125
HOMETOWN (Designated Marketing Area) SR
Washington, D.C. 129 Charleston/Huntington, W.V 152
Bay Area, CA** 122 El Paso, TX 149
Boston, MA 119 Knoxville, TN 143
MAGAZINES (Have read the most recent issue) SMRB
Travel & Leisure 136 National Examiner 135
InStyle 134 Star 131
Golf Digest 134 Country Weekly 129
WEB SITES* (Visited in March 2004) CMM
American Express 117 Community Connect, Inc. 139
Southwest.com 114 Uproar Network 138
Travelocity 114 Columbia House Sites 122
WEB SITE CATEGORIES* (Visited in March 2004) CMM
Business/Finance-Online Trading 115 Directories/Resources-Personals 114
Travel-Hotels/Resorts 112 Discussion/Chat 111
Travel-Car Rental 110 Entertainment-Humor 111

*Household Income level split at $40,000 instead of $45,000; Note: Household Income level split at $40,000 instead of $45,000

** San Francisco/Oakland/ San Jose

Source: Mediamark Research Inc. (MRI), Simmons Market Research Bureau (SMRB), comScore Media Metrix (CMM) and Scarsborough Research (SR)

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