Affluent Market Tracking Study #20, Fall 2011 Survey of the Wealthiest 10% of US Households

Published by: American Affluence Research Center

Published: Oct. 1, 2011 - 67 Pages


Table of Contents

Executive Summary

Introduction (Background, Methodology, Respondent Profile, Historical Background, Indexes)

Survey Highlights

Respondent Profile

Geography, Age, Gender, Net Worth, Income, Investable Assets

Assessment of Current Business Conditions

Affluent Consumer Expectations (ACE) for Economy, Stock Market, and Household Income

Future Business Conditions

Expectations for Stock Market and Household Income

Economic Outlook by Selected Demographic Segments

Historic Affluent Consumer Expectations (ACE) Indexes

Outlook for Changes in Savings/Investments -

Expectation of Changes in Household Savings in

Savings Expectations by Demographic Segments and Historical Savings Indexes

Primary Investment Objectives

Plans to Purchase Major Items in Next Months

Future Spending Plans by Selected Demographic Segments

Historic Plans to Purchase Major Items

Expected Changes in Spending for Products and Services

Historic Indexes for Expected Changes in Spending

Future Spending Indexes by Selected Demographic Segments

Historic ACE Spending Indexes for Durables, Leisure, and Travel Impact of Economic Conditions on Spending by the Affluent

Actions Taken (or Not) to Reduce Household Expenditures by Selected Demographic Segments

Historic Actions Taken (or Not) to Reduce or Defer Expenditures

Impact of Stock Market Volatility on Spending Plans for Next Months

Expected Change in Net Worth During Next Months Debt vs. Market Value of Primary Residence

Equity as a Percent of Market Value of Primary Residence

Expected Length of Time for Employment to Return to Pre-Recession Levels

Expected Length of Time for Stock Market to Return to Pre-Recession Levels Impact of Economic Conditions on Purchase of Major Items

Impact of Economic Conditions on Changes in Spending for Products and Services

December Holiday Gifting and Spending Top Two Holiday Gifts on Wish List

Plans to Purchase Holiday Gifts

Expenditures in for Holiday Gifts

Expected Gift Spending vs. Gift Expenditures

Gift Expenditures in by Demographic Segment

Holiday Gift Expenditures Expected in vs. Actual Source of Holiday Gift Purchases based on Total Dollar Value of Gifts Impact of Economic Conditions and Debt on Change in Holiday Gift Expenditures

Top Gifts on Wish List Based on Total Gift Expenditures


Abstract

Since our spring 2011 report, there have been significant and substantial changes in the mood of the affluent, their outlook for the economy and their personal wealth, and their spending plans as a result of the disappointing news about current economic conditions and the stock market volatility in recent months

The good news is that there is a sizeable segment of the wealthiest 10% of U.S. households that plan to continue spending for certain products and services.

The new, expanded report format with graphs and charts will help you to identify and understand the differences between the affluent consumers and the true luxury consumers. These graphic elements, plus the executive summary and highlights sections, will facilitate a quick read of a report rich with data that includes:
  • Purchase intentions for 8 major expenditures including autos, primary residences and vacation homes, cruises, and major home remodeling
  • Expected changes in spending for 17 products and services including vacation travel, dining out and recreational and entertainment activities, various durables for the home, apparel, and fine jewelry and watches
  • Top 2 items on December holiday “gift wish list”
  • Amount to be spent on December holiday gifts and where purchases will be made
  • And much more that explains the mood and spending plans of the affluent
This is report #20 in the original and only twice-yearly tracking study of the mood and spending plans of the wealthiest 10% of U.S. households, which account for almost half of all consumer spending. These surveys are designed to provide information critical for effective marketing to the affluent and luxury consumers.

With this new report, you will learn:
  • Spending plans over the next 12 months of both the luxury and affluent consumers (and they are often different)
  • Which of 8 major expenditures show the most sales potential and among which segments
  • Which of 17 product categories show the most sales potential and among which market segments
  • Which segments of the affluent are generally reducing expenditures and which are not
  • What changes the affluent expect of the stock market, business conditions, and their personal income and net worth
  • Which segments are “under water” with their mortgage and how much equity the affluent have in their homes


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