What do 5 of the last 7 presidents and 100% of the Supreme Court Justices have in common? They graduated from Ivy League universities. Ivy League graduates are truly in a league of their own. With a median household income of over $190,000 and a median net worth of $900,000, Ivies are a uniquely influential and affluent demographic, making them particularly appealing to marketers.
This November, the Ivy League Magazine Network and qSample teamed up to survey readers from the eight Ivy League Magazines. Partial results from the survey is depicted in the infographic below. The online study consists of data collected from more than 1500 survey participants. Each reader panel is comprised entirely of graduates from Brown, Cornell, Dartmouth, Harvard, Princeton, Columbia, University of Pennsylvania and Yale.
Readers of the Ivy League Magazines find real value in the alumni publication, with over 85% indicating that the magazine has helped them to become successful. The relationship of mutual respect between panelists and publication fosters high response rates and honest responses from participants.
Over 75% of respondents are active on social media. Facebook and LinkedIn are the 2 most popular social media sites among participants, with 60% on Facebook and 56% on LinkedIn. However, usage of social media varied from panel-to-panel with Brown Alumni more like to use Facebook 69%.
Giving back is important to the Ivy League Panel participants with 77% indicating that they volunteer in their community, while 43% do so on a regular basis.
Ivy League Magazine Panel respondents are both affluent and influential among peers in consumer spending categories such as personal technology, automobiles, travel and financial services.
Over the next 12 months, 76% of participants own or plan to purchase a smartphone and 70% own or plan to purchase a tablet computer. Among smartphone users, iPhone and Android operating systems are the most popular operating systems with 63% of respondents using iPhones and 20% Android.
Ivy League Magazine Panel respondents have the real spending power to make luxury purchases such as high-end vehicles and international travel. Over the next 12 months, 21% of respondents own or plan to purchase a hybrid or electric vehicle and 34% own or plan to purchase a luxury automobile.
Panelists are frequent travelers with 99% of respondents planning to travel for either business or leisure within the United States this year. Fifty-eight percent plan to travel to Europe, 17% to Asia and 20% plan to take a cruise.
With a median net worth of over $900,000, Ivy League Magazine readers strategically invest and protect their finances. Over the next 12 months, 84% of respondents own or plan to invest in mutual funds, 80% own or plan to invest in stocks, 73% own or plan to purchase money market accounts and 71% own or plan to purchase life insurance.
In an Ivy League of their own, Ivy League Magazine Panel men and women have a uniquely affluent profile, difficult to find in any research panel. The Ivy League survey is part of qSample’s EDU Intelligence series on educational research. The survey consists of more than 30 questions ranging from smart phone usage, financial investment, travel, philanthropy, social media, etc. To learn more about the EDU Intelligence series, email firstname.lastname@example.org.