A profile of American Express Gold and Platinum Cardholders
* 716,000 Canadians claim an AmEx gold or platinum card either in their own name or jointly with someone else.
* 53% of gold and platinum cardholders are between the ages of 35 and 54.
* Gold and platinum cardholders are more likely to be men (65%) than women (35%).
* They are twice as likely as the average Canadian to have a yearly household income of $125,000 or more, and five times more likely to have a personal yearly income of $150,000 or more.
* Gold and platinum cardholders are 2.5 times more likely than the average Canadian to be a senior manager or professional.
* This elite group is pretty much evenly spread out by region, although Quebec is slightly under-represented in the AmEx gold/platinum cardholder segment.
* The top four media for reaching AmEx gold and platinum cardholders in terms of yesterday exposure are: radio (89%), TV (88%), daily newspapers (65%) and the Internet (62%).
Source: BBM RTS Canada Fall ’03 / Spring ’04
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 55,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
