Affluent Market Tracking Study #9: The Twice -Yearly Survey of the Wealthiest 10% of U.S. Households

The ninth in an ongoing series of research reports based on twice yearly surveys of the most affluent 10% of U.S. households (a total of 11 million households with an average income of $339,400 and average net worth of $2.7 million). 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 expenditures (automobiles, boats, cruises, vacation homes, primary residences, and major home remodeling) for the next 12 months. The survey also tracks anticipated changes in spending in 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 2006 report is derived from a series of questions about the current ownership and expected purchases of 20 upscale electronics and specialty appliances, their recent and planned experiences with 8 products and services for the “ultra-wealthy”, the influence of celebrities on their brand interest for 9 products, and their overall opinion of well known businessmen, charitable organizations, types of airlines, and American, Japanese, and German automobile manufacturers.