We use the discretionary spend index to find out how much people can spend. This is a unique way to look at consumers. For many products, this is totally the way to go!
Marketers have traditionally used income, net worth + income producing assets to target the affluent consumer. The truth is that these data elements provide insight only into spending capacity. Certainly, they do not cover how much money is actually being spent.
Consumers who appear nearly identical in terms of their demographics may vary widely when it comes to discretionary spending. Some people are savers. Some are spenders.
Therefore, if you want to target consumers based on what they spend, not just their financial capacity, you should consider this file.
- Personal care
- Dining Out
- Alcoholic Beverages
How the information is derived:
This is a household level model, created by Experian.
Experian uses Econometric Data, which is supplied by US Government agencies. It covers retail sales trends, unemployment, & housing. National Survey Data, which comes from surveys conducted by the US government, is also used. This models household spending by category. All of this is overlaid on Experian’s consumer data.