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January 9, 2007
An American Demographic: The Average American
My AdAge Annual January 1 issue has been buried in my bag for the past several days and I finally got to reading it. Stuck at the back of the issue was the American Demographics section that is periodically included. Very interesting reading.
As a Connecticut resident, I was absorbed by the first line..."the average American family has 3.1 people, makes $46,326 and saves nothing." The elitist New Englander in me can't help saying "WTF?" $46,326 with a spouse and a kid? In the NY metro region, that's poverty level...barely enough to cover the annual Starbuck's tab for over-caffeinated DINKs heading to their jobs.
Humorous comments aside, the income level should be a sobering wake-up for many marketers whose six-figure incomes may make it hard to acknowledge what an "average" American considers normal and affordable. It is also a sobering fact that in an era where guaranteed pensions are a distant memory and social security's longevity is an annual cause for concern, this average Ameican saves nothing.
There are lots of other interesting factoids in the numbers. If you have a moment and your job is marketing, it is worth a visit to the American Demographics section of the AdAge Website.
Posted by jcioban at January 9, 2007 8:11 AM
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