Affluent Market Tracking Study #11, Spring 2007: Survey of the Wealthiest 10% of US Households

The eleventh in a continuing series of research reports based on twice-yearly surveys of the most affluent 10% of U.S. households (a total of 11.2 million households with an average $3.1 million net worth). These surveys regularly measure and track their current views as well as their 12-month outlook for the economy, the stock market and their personal earnings, savings, and investment objectives.

The survey tracks plans for major purchases (vacation homes, primary residences, home remodeling, automobiles, boats, and cruises) during the next 12 months. The survey also tracks anticipated changes in spending during the next 12 months for 17 categories of products and services. These include fine jewelry and watches, domestic and international travel, dining in casual and upscale restaurants, furniture, major appliances, entertainment equipment, home computer equipment, entertainment, recreational activities, collectibles, designer and non-designer apparel, and charitable and political contributions.

For much of the preceding, the report shows historical trend data and data by demographic segment within the overall affluent population.

New information in this Spring 2007 report is derived from a series of questions about vacation home ownership, familiarity with the concepts of Private Residence and Destination Clubs, and familiarity with similar concepts for private jets, boats, and exotic cars. Brand awareness, current ownership, and interest in purchase were also measured for the various concepts and products. Current ownership of wholly-owned second homes and any plans to purchase one for seasonal or year-round use were also identified.

Research Methodology

This research is based on self-administered questionnaires mailed to a randomly selected, national sample of 3,900 men and women in households that, based on their income and ownership of certain assets, were expected to meet the minimum net worth requirement of $800,000.

The profile of the sample is as follows: $339,000 average household income, $3.1 million average household net worth, and $1.7 million average household investable assets. The average value of their primary home is $1.2 million. The average age is 53 while 91% are married and 52% are males. The sample represents 33 states plus the District of Columbia.

The overall survey response rate was 12.4 percent. These survey results are based upon the 398 men and women who promptly responded to the survey and met the minimum net worth requirement. The maximum margin of error of this survey, at 95% confidence, is five percentage points.