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The Affluent Market in the U.S.


Attention: There is an updated edition available for this report.

The Affluent Market in the U.S., a new Packaged Facts report, offers an in-depth look at the attitudes, aspirations, and spending habits of the 52 million Americans who live in affluent households. The report segments the affluent market into three major consumer groups: the mass affluent (single individuals with an income of $75,000-$99,999 and all adults with a household income of $100,000-$149,999); the highly affluent (with a household income of $150,000-$249,999); and the super-affluent (those with a household income of $250,000 or more).

As America evolves toward becoming a winner-take-all society, the affluent have begun to control a larger and larger share of the consumer economy and have come to represent an increasingly important and lucrative target for marketers. While affluent households comprise only 18% of all households, they now control nearly half of aggregate household income in the United States. The super-affluent segment of the market wields even more leverage over the consumer economy. With an average annual household income of $435,000, super-affluent Americans account for only 1.2% of households but generate 12% of household income.

Report Methodology
The information in The Affluent Market in the U.S. is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in affluent population market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 30 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

What You’ll Get in this Report
The Affluent Market in the U.S. begins with an overview of the affluent market, including an assessment of the size and growth of the market and a demographic profile of affluent consumers. A separate chapter analyzes the core values and aspirations that drive the consumer behavior of affluent Americans.

The next section of the report provides a detailed assessment of the attitudes and behavior of affluent consumers and includes chapters on how the affluent manage their money and how their spending patterns differ from those of other consumers. Another chapter focuses on the home as a reflection of the affluent lifestyle and autos as a marker of the identity of affluent consumers. The report then takes an in-depth look at how the affluent spend their leisure time and includes an analysis of the leisure-time activities and entertainment choices of the affluent. Another chapter of the report highlights consumer attitudes and behavior within key segments of the affluent market— including affluent men and women and affluent parents and their children—and analyzes generational differences among affluent consumers. A separate chapter concentrates on how super-affluent consumers manage and spend their money.

The report concludes with a section analyzing emerging trends in the affluent market. It contains a chapter on trends in advertising and marketing to affluent consumers and a chapter on strategic trends and marketing opportunities in the affluent market.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is interested in effectively reaching the affluent consumer, you will find this report invaluable, as it provides a comprehensive package of information and insight about affluent consumers - from the perspective of degrees of affluence- not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the U.S. affluent adult population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for affluent consumers.
  • Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the affluent consumer, whether they be mass affluent, highly affluent or super affluent.
  • Advertising agencies to develop targeted messages and images that compel affluent to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Background
      • Introduction
      • Overview of the Report
    • Scope and Methodology
      • Scope of the Market
      • Methodology
    • Overview of the Market
      • Nearly 21 Million Households Are Affluent
      • Affluent Consumers Control Nearly Half of U.S. Aggregate Household Income
      • Aggregate Income of Affluent Households Will Reach $4.6 Trillion in 2011
      • Affluent Are Highly Educated and Work for Their Money
      • Homeownership Badge of Affluence
      • Affluent Households Are Overwhelmingly Family Households
      • Affluent Concentrated in Northeast and Pacific Regions and in Big Cities
    • Core Values and Aspirations of Affluent Consumers
      • Affluent Consumers Are Content with Their Lives
      • Image Matters
      • Comfortable with Taking Risks
      • Affluent Consumers Are Influencers
      • Workaholics More Common among the Affluent
    • How the Affluent Manage Their Money
      • Sense of Financial Security Increases with Income
      • Affluent More Confident about Managing Personal Finances
      • Price of Financial Services Matters
      • Affluent Less Comfortable with Taking on Debt, Yet Borrow More
      • Affluent Are More Likely to Pay with Plastic and Pay Off Entire Credit Card Balance
      • Scope of Insurance Coverage Reflects Affluent Lifestyle
      • Affluent Households Account for 60% of All Investment Income in United States
      • Affluent Have Wide Range of Investments
    • How the Affluent Spend Their Money
      • Affluent Consumers Spend Nearly One out of Every Three Dollars in the U.S.
      • Charitable Contributions Differentiate Affluent Consumers
      • Affluent Households Spend More than Twice the Average for Apparel
      • Affluent Consumers Claim to Dress Conservatively
      • Designer Clothes More Important to Self-Image of Highly Affluent Consumers
      • Affluent Shop More Often and Enjoy It Less
      • Affluent Reject "Sales" and "Bargains" but Respond to "Deals" and Incentive Offers
      • Affluent Shoppers Much More Likely to Turn to the Internet
    • Affluent Consumers and Their Homes and Cars
      • Home Equity Major Share of Investment Portfolio of Affluent
      • Home Improvement Projects More Common
      • Affluent Spend More than Twice the Average on Home Furnishings and Appliances
      • Affluent More Likely to Share Family Meal at Home
      • Food Expenditures of Affluent Consumers Reveal Differences in Diet
      • Affluent Households Have More than 50 Million Vehicles
      • Nearly Half of Affluent Live in Households with Three or More Vehicles
      • New Cars More Common in Garages of Affluent
      • Affluent View Cars as Means of Self-Expression
    • How the Affluent Spend Their Leisure Time
      • Affluent Are More Physically Active
      • More Affluent Households Have Giant TV Screens
      • Affluent More Drawn to Downloading Music
      • Affluent PC Owners Continuously Upgrade
      • Internet Integral Part of Affluent Lifestyle
      • Affluent Consumers Spend More than Twice the Average Eating Out
      • Family Restaurants and Fast Food Popular among Affluent
      • Entertainment Events Get High Priority
      • Travel Routine for the Affluent
    • Affluent Consumer Segments
      • Affluent Men More Concerned about Self-Image
      • Cars a Key Component of Affluent Male Identity
      • Affluent Men Tied to Technology
      • Affluent Women Juggle Demands of Career and Family
      • Affluent Women Are Shoppers
      • Fast Food Part of Affluent Family Profile
      • Affluent Parents Teach Kids to Be Careful with Money
      • Affluent Kids Are Savers Rather than Spenders
      • Many Affluent Kids Earn Their Spending Money
      • Affluent Kids Reflect Parent's Drive to Succeed
      • Many Affluent Consumer Values Transcend Age
      • Affluent Share Feelings of Financial Security Regardless of Where They Live, but Differences Also Significant
    • The Super-Affluent Consumer
      • Super-Affluent Generate 12% of Total U.S. Household Income
      • Money Matters to the Super-Affluent
      • The Super-Affluent Work for Their Money
      • Super-Affluent Willing to Pay Full Price to Buy What They Want When They Want It
      • Online and Catalog Shopping More Popular
      • Super-Affluent Own Multiple Vehicles
      • Super-Affluent Inveterate Travelers
      • Super-Affluent Tied to the Internet
      • Print Media Still Important but Internet Is Changing Media Habits
    • Marketing and Advertising Trends
      • Magazines Important to the Affluent
      • Affluent Less Involved with TV
      • Affluent Pose Major Threat to Traditional Media Models
      • Most Ads a Turn-Off to the Affluent
      • Segmentation Vital When Marketing to Affluent
      • Marketing Affected by When Wealth Was Acquired
      • Luxury Retailers Lure Younger Demographic
      • Super-Affluent Consumers in a Class by Themselves
    • Strategic Trends and Opportunities
      • The Rich Keep Getting Richer
      • Affluent Account for Larger and Larger Share of U.S. Consumer Economy
      • Super-Affluent Fastest-Growing Segment
      • Exceptional Opportunities for Marketers Tapping into Affluent Consumers' Connection with their Homes
      • Leisure Habits of Affluent Generate Significant Marketing Opportunities
      • Fashion-Forward Affluent Consumers Generate Sales
      • Affluent Drive New-Car Market
      • Surveys Show Affluent Still Offer Opportunities for Financial Services Firms
  • Overview
    • Overview of the Market
      • Size and Growth of the Affluent Market
        • Table Number of Affluent Households by Amount of Household Income, 2006
        • Table Number of Affluent U.S. Adults, 2006
        • Table Aggregate Income of Affluent Households by Amount of Household Income, 2005
        • Table Family Net Worth by Income Percentile, 2004 (in thousands)
        • Table Aggregate Income of Affluent Households, 2000-2005
        • Table Projected Size and Growth of Affluent Market, 2006-2011
      • Demographic Profile of Affluent Consumers
        • Table Affluent Consumers by Age Group
        • Table Households with Income of $100,000 or More by Race and Hispanic Origin (in thousands)
        • Table Percent of Households with Income of $100,000 or More by Race and Hispanic Origin (in thousands)
        • Table Affluent Consumers by Race and Hispanic Origin
        • Table Affluent Consumers by Educational Achievement
        • Table Employment Profile of Affluent Consumers
        • Table Number of Employed Adults in Household, Affluent vs. Other Consumers
        • Table Affluent Consumers by Homeownership Status
        • Table Percent of Consumer Units Owning Homes by Income Category
        • Table Affluent Consumers by Marital Status
        • Table Number and Mean Income of Households with Annual Income of $100,000 or More by Type of Household, 2005
        • Table Affluent Households by Size of Household and Presence of Children
        • Table Affluent Households with Children by Marital and Employment Status of Parents
      • Where Affluent Consumers Live
        • Table Affluent Consumers by Region of Residence
        • Table Percent of Affluent Consumers Living in Top 100 Metro Markets by Size of Market
        • Table 40 Largest Metropolitan Areas Ranked by Number of Affluent Households, 2005
        • Table Number of Affluent Consumers Living in Top 14 DMAs (in thousands)
        • Table 40 Largest Metropolitan Areas Ranked by Affluent Households as Percent of All Households in Area, 2005
    • Core Values and Aspirations of Affluent Consumers
      • Table Affluent Consumers: Content with Their Lives
      • Table Affluent Consumers: Practical People
      • Table Affluent Consumers: Value Relationships
      • Table Affluent Consumers: Concerned about Their Image
      • Table Affluent Consumers: Like Taking Risks
      • Table Affluent Consumers: Self-confident and in Control
      • Table Affluent Consumers: Influencers
      • Table Affluent Consumers: Workaholics
      • Table Affluent Consumers: Aspire to Own Quality Things
      • Table Affluent Consumers: Physically Fit
      • Table Affluent Consumers: Cosmopolitan
      • Table Affluent Consumers: More Secular and Liberal
  • Affluent Consumer Behavior
    • How the Affluent Manage Their Money
      • Attitudes toward Personal Financial Management
        • Table Percent Feeling Secure Financially, Affluent vs. Other Consumers
        • Table Financial Self-confidence, Affluent vs. Other Consumers
        • Table Dependence on Financial Service Providers, Affluent vs. Other Consumers
        • Table Shopping for Financial Services, Affluent vs. Other Consumers
        • Table Mources of Information about Finance and Financial Services, Affluent vs. Other Consumers
      • Financial Management Practices
        • Table Percent Not Liking the Idea of Being in Debt, Affluent vs. Other Consumers
        • Table Percent with Loans, Affluent vs. Other Consumers by Type of Loan
        • Table Ownership and Frequency of Use of ATM Cards, Affluent vs. Other Consumers
        • Table Percent Who Have Debit Cards, Affluent vs. Other Consumers
        • Table Percent Who Like to Pay Cash for Things They Buy, Affluent vs. Other Consumers
        • Table Ownership of Credit Cards, Affluent vs. Other Consumers by Brand of Credit Card
        • Table Percent Paying Entire Credit Card Balance, Affluent vs. Other Consumers by Brand of Credit Card
        • Table Importance of Insurance, Affluent vs. Other Consumers
        • Table Percent with Life and Health Insurance, Affluent vs. Other Consumers by Type of Insurance
        • Table Percent with Other Types of Insurance, Affluent vs. Other Consumers by Type of Insurance
        • Table Interest, Dividends, Rental Income, and Other Property Income Received by Consumer Units by Income Level, 2005
        • Table Ownership of Bank Accounts, Affluent vs. Other Consumers
        • Table Percent Owning Investments, Affluent vs. Other Consumers by Type of Investment
        • Table Percent with Mutual Funds/Brokerage Accounts, Affluent vs. Other Consumers
    • How the Affluent Spend Their Money
      • Overview of Spending Patterns
        • Table Expenditures of Affluent Consumer Units as Percent of Aggregate Consumer Expenditures in the United States
        • Table Expenditures as Percent of After-Tax Income by Amount of Income, 2005
        • Table Consumer Expenditure Categories for Which Affluent Consumers Spend a Higher Percentage of Their Total Budget than All Consumer Units
        • Table Charitable Contributions in Last 12 Months, Affluent vs. Other Consumers by Type of Contribution
      • Connecting with Brands
        • Table Brand Awareness, Affluent vs. Other Consumers
        • Table Brand Loyalty, Affluent vs. Other Consumers
        • Table Perceived Value of Brands, Affluent vs. Other Consumers
      • Following Fashion
        • Table Average Annual Expenditures for Apparel and Services by Amount and Percent of Total Expenditures, Affluent vs. All Consumer Units
        • Table Attitudes toward Buying Clothes, Affluent vs. Other Consumers
        • Table Attitudes toward Clothes, Affluent vs. Other Consumers
        • Table Keeping Up with the Latest Fashions, Affluent vs. Other Consumers
        • Table Importance of Buying Quality Clothes, Affluent vs. Other Consumers
        • Table Attitudes toward Designer Clothes, Affluent vs. Other Consumers
      • When Affluent Consumers Go Shopping in Stores
        • Table Frequency of Visits to Malls in Last 4 Weeks, Affluent vs. Other Consumers
        • Table Attitudes toward Shopping, Affluent vs. Other Consumers
        • Table Attitudes toward Shopping with Others, Affluent vs. Other Consumers
        • Table Percent Saying They Are Careful with Their Money
        • Table Attitudes toward "Sales" or "Bargains," Affluent vs. Other Consumers
        • Table Attitudes toward "Shopping for the Best Deal," Affluent vs. Other Consumers
        • Table Percent Responding to Incentive Offers, Affluent vs. Other Consumers by Type of Offer
        • Table Shopping for Luxury items, Affluent vs. Other Consumers
        • Table Reasons for Selecting Stores, Affluent vs. Other Consumers
        • Table Attitudes toward Specialty Stores, Affluent vs. Other Consumers
        • Table Department/Discount Stores Shopped in Last 3 Months, Affluent vs. Other Consumers
      • Online and Catalog Shopping
        • Table Percent Choosing Not to Have Names on Mailing Lists, Affluent vs. Other Consumers
        • Table Percent Buying Merchandise from a Catalog in the Last 12 Months, Affluent vs. Other Consumers
        • Table Catalogs Bought Merchandise From, Affluent vs. Other Consumers
        • Table Merchandise Purchased From Catalog in Last 12 Months, Affluent vs. Other Consumers
        • Table Attitudes toward Online Shopping, Affluent vs. Other Consumers
        • Table Percent Placing an Internet Order in Last 12 Months, Affluent vs. Other Consumers
        • Table Total Amount Spent on Internet Orders in Last 12 Months, Affluent vs. Other Consumers
        • Table Items Ordered from the Internet in the Last 12 Months, Affluent vs. Other Consumers
    • Affluent Consumers and Their Homes and Cars
      • Affluent Consumers and Their Homes
        • Table Market Value of Homes by Income of Consumer Unit, 2005
        • Table Percent of Homeowners with a Mortgage by Income of Consumer Unit
        • Table Average Annual Expenditures for Housing and Related Expenses by Homeowners with Mortgages
      • Home Decorating and Home Improvements
        • Table Attitudes toward Home Improvement, Affluent vs. Other Consumers
        • Table Percent Making Major Home Improvements in Last 12 Months, Affluent vs. Other Consumers
        • Table Remodeling Projects Carried Out in Last 12 Months and Planned for Next 12 Months, Affluent vs. Other Consumers
        • Table Do-It-Your-Self vs. Hiring Professionals, Affluent vs. Other Consumers
        • Table Amount Spent on Home Improvements in Last 12 Months, Affluent vs. Other Consumers
        • Table Home Improvement Stores Shopped in Last 3 Months, Affluent vs. Other Consumers
        • Table Average Annual Expenditures for Housekeeping Supplies and Household Furnishings and Equipment, Affluent vs. All Consumer Units
        • Table Amount Spent in Last 12 Months on Bedding, Bath, and Linens, Affluent vs. Other Consumers
        • Table Amount Spent in Last 12 Months on Household Furnishings, Affluent vs. Other Consumers
        • Table Major Appliances Purchased in Last 12 Months, Affluent vs. Other Consumers
        • Table Home Furnishing/Houseware Stores Shopped in Last 3 Months, Affluent vs. Other Consumers
      • Eating at Home
        • Table Eating at Home, Affluent vs. Other Consumers
        • Table Expenditures on Food at Home, Total Amount and Percent of Total Expenditures by Income of Consumer Unit, 2005
        • Table Average Annual Expenditures for Food at Home, Affluent vs. All Consumer Units
      • The Affluent Auto Owner
        • Table Ownership of Automotive Vehicles, Affluent vs. All Consumer Units, 2005
        • Table Number of Vehicles Owned, Affluent vs. Other Consumers
        • Table Attitudes toward Buying New Cars, Affluent vs. Other Consumers
        • Table Average Annual Expenditures for Vehicle Purchases and Related Expenses, Affluent vs. All Consumer Units
        • Table Self-image and Cars, Affluent vs. Other Consumers
        • Table Criteria for Buying a Car, Affluent vs. Other Consumers
        • Table Ownership of Satellite Radio Systems, Affluent vs. Other Consumers
        • Table Attitudes toward Vehicle Performance, Affluent vs. Other Consumers
        • Table Attitudes toward Vehicle Safety and Functionality, Affluent vs. Other Consumers
        • Table Attitudes toward Foreign Cars, Affluent vs. Other Consumers
        • Table Vehicle Use, Affluent vs. Other Consumers
        • Table Type of Vehicles Most Recently Acquired, Affluent vs. Other Consumers
    • How the Affluent Spend Their Leisure Time
      • Overview of Leisure Activities
        • Table Percent Participating in Leisure Activity/Hobby in Last 12 Months, Affluent vs. Other Consumers by Type of Activity/Hobby
        • Table Ownership of Camcorders and Video Cameras
        • Table Ownership of Still Cameras
        • Table Number of Pictures Taken on Digital Cameras in Last 12 Months, Affluent vs. Other Consumers
        • Table Percent with Memberships, Affluent vs. Other Consumers
        • Table Memberships, Affluent vs. Other Consumers
        • Table Profile of Physical Fitness Program Participants, Affluent vs. Other Consumers
        • Table Most Popular Sports Activities, Affluent vs. Other Consumers
        • Table Book Purchasing, Affluent vs. Other Consumers
        • Table Type of Hardcover/Paperback Books Bought in the Last 12 Months, Affluent vs. Other Consumers
      • The Home as an Entertainment Center for the Affluent
        • Table Attitudes toward Spending Time at Home, Affluent vs. Other Consumers
        • Table Ownership of TV Sets Most Recently Purchased by Type and Size, Affluent vs. Other Consumers
        • Table Amount Spent on Most Recently Purchased TV Set, Affluent vs. Other Consumers
        • Table Brand of TV Set Most Recently Purchased, Affluent vs. Other Consumers
        • Table Ownership of DVD Players and Digital Video Recorders (DVRs), Affluent vs. Other Consumers
        • Table Home Electronics Stores Shopped in Last 3 Months, Affluent vs. Other Consumers
        • Table Purchase of CDs and Music Downloads in Last 12 Months, Affluent vs. Other Consumers
        • Table Videocassette Tapes/DVDs Bought in Last 3 Months, Affluent vs. Other Consumers
      • Technology and the Affluent Household
        • Table Ownership of Home Computers, Affluent vs. Other Consumers
        • Table Purchase of Home Computers, Affluent vs. Other Consumers
        • Table Profile of Home Internet Users, Affluent vs. Other Consumers by Method of Access
        • Table Internet Activity, Affluent vs. Other Consumers
        • Table 40 websites Most Popular with Affluent Consumers
        • Table Differences in Web Sites Popular with Affluent and Other Consumers
        • Table Ownership of Cellphones, Affluent vs. Other Consumers
        • Table Additional Cellphone Services, Affluent vs. Other Consumers
        • Table Ownership of Personal Digital Assistant (PDA) by Major Brands, Affluent vs. Other Consumers
      • When Affluent Consumers Go Out
        • Table Average Annual Expenditures for Food away from Home and Alcoholic Beverages, Affluent vs. All Consumer Units
        • Table Percent Drinking Beer and Spirits by Category, Affluent vs. Other Consumers
        • Table Family Restaurants Visited Most Often, Affluent vs. Other Consumers
        • Table Fast Food and Drive-In Restaurants Visited Most Often, Affluent vs. Other Consumers
        • Table Average Annual Expenditures for Entertainment by Amount and Percent of Total Expenditures, Affluent vs. All Consumer Units
        • Table Live Performances Attended in the Last 12 Months, Affluent vs. Other Consumers by Type of Performance
        • Table Percent Regular Moviegoers, Affluent vs. Other Consumers
        • Table Profile of Movie Attendance, Affluent vs. Other Consumers
      • The Affluent Traveler
        • Table Domestic Overnight Round Trips Taken in Last 12 months, Affluent vs. Other Consumers
        • Table Percent Staying at Motel or Hotel in Last 12 Months
        • Table Amount Spent on Domestic Travel in Last 12 months, Affluent vs. Other Consumers
        • Table Trips by Plane Taken in Last 12 months, Affluent vs. Other Consumers
        • Table Percent with Passport, Affluent vs. Other Consumers
        • Table Foreign Travel by Plane in Last 3 Years, Affluent vs. Other Consumers
        • Table Reasons for Foreign Travel in Last 3 Years, Affluent vs. Other Consumers
        • Table Amount Spent on Foreign Travel in Last 12 months, Affluent vs. Other Consumers
        • Table Percent Taking Cruise Ship Vacation in Last 3 Years, Affluent vs. Other Consumers
        • Table Cruise Ship Vacation Destinations, Affluent vs. Other Consumers
    • Affluent Consumer Segments
      • Affluent Men
        • Table Profile of Affluent Men
      • Affluent Women
        • Table Profile of Affluent Women
      • Affluent Families and Their Children
        • Table Attitudes toward Spending Time with Their Family, Affluent vs. Other Parents
        • Table Attitudes toward Eating at Home, Affluent vs. Other Parents
        • Table Attitudes toward Shopping, Affluent vs. Other Parents
        • Table Attitudes toward Materialism, Affluent vs. Other Parents
        • Table Attitudes toward Money, Affluent vs. Other 6 to 11-Year-Olds
        • Table Attitudes toward Money and Materialism, Affluent vs. Other 12 to 17-Year-Olds
        • Table Sources and Amount of Income, Affluent vs. Other 6 to 11-Year-Olds
        • Table Sources and Amount of Income, Affluent vs. Other 12 to 17-Year-Olds
        • Table Attitudes toward Success and Hard Work, Affluent vs. Other 6 to 11-Year-Olds
        • Table Attitudes toward Success and Hard Work, Affluent vs. Other 12 to 17-Year-Olds
      • A Generational View of the Affluent Market
        • Table Generational Profile, Affluent vs. Other Consumers
      • Affluent Consumers in Big Cities and Small Towns
        • Table Affluent Consumer Profile by Size of Metropolitan Area
    • The Super-Affluent Consumer
      • Overview
        • Table Economic Profile, Super-Affluent vs. Other Affluent Consumers
        • Table Demographic Profile, Super-Affluent vs. Other Affluent Consumers
        • Table Region of Residence, Super-Affluent vs. Other Affluent Consumers
        • Table Residence in Metro Markets by Size of Market, Super-Affluent vs. Other Affluent Consumers
        • Table 25 Metropolitan Areas Ranked by Number of Super-Affluent Households, 2005
        • Table Selected Values, Super-Affluent vs. Other Affluent Consumers
        • Table Memberships and Selected Philanthropic Contributions, Super-Affluent vs. Other Affluent Consumers
      • How the Super-Affluent Manage Their Wealth
        • Table Attitudes toward Money, Super-Affluent vs. Other Affluent Consumers
        • Table Percent Feeling Financially Secure, Super-Affluent vs. Other Affluent Consumers
        • Table Employment Profile, Super-Affluent vs. Other Affluent Consumers
        • Table Sources of Aggregate Pre-Tax Income of Consumer Units by Income Level, 2005
        • Table Key Differences in Financial Profile, Super-Affluent vs. Other Affluent Consumers
      • Highlights of Consumer Behavior
        • Table Health and Self-Image, Super-Affluent vs. Other Affluent Consumers
        • Table Attitudes toward Spending, Super-Affluent vs. Other Affluent Consumers
        • Table Reasons for Choosing Stores, Super-Affluent vs. Other Affluent Consumers
        • Table Attitudes toward Fashion, Super-Affluent vs. Other Affluent Consumers
        • Table Purchase of Watches, Super-Affluent vs. Other Affluent Consumers
        • Table Online and Catalog Shopping, Super-Affluent vs. Other Affluent Consumers
        • Table Profile of Vehicle Owners, Super-Affluent vs. Other Affluent Consumers
        • Table Home Improvement Projects, Super-Affluent vs. Other Affluent Consumers
        • Table Attitudes toward Food, Super-Affluent vs. Other Affluent Consumers
        • Table Highlights of Leisure Activities, Super-Affluent vs. Other Affluent Consumers
        • Table Highlights of Domestic and Foreign Travel, Super-Affluent vs. Other Affluent Consumers
        • Table Highlights of Internet Usage, Super-Affluent vs. Other Affluent Consumers
        • Table Highlights of Media Usage, Super-Affluent vs. Other Affluent Consumers
        • Table Receptivity to Advertising, Super-Affluent vs. Other Affluent Consumers
  • Emerging Trends in the Affluent Consumer Market
    • Advertising and Marketing Trends
      • Reaching Affluent Consumers through the Media
        • Table Attitudes toward Newspapers, Affluent vs. Other Consumers
        • Table Attitudes toward Magazines, Affluent vs. Other Consumers
        • Table Magazines with High Percentage of Affluent Readers
        • Table Attitudes toward Television, Affluent vs. Other Consumers
        • Table Profile of Subscribers to Premium Cable Channels, Affluent vs. All Consumers
        • Table Cable TV Outlets with High Percentage of Affluent Viewers
        • Table Attitudes toward Radio, Affluent vs. Other Consumers
        • Table Impact of Internet on Media Consumption Habits, Affluent vs. Other Consumers
        • Table Consumption of Internet-based Media, Affluent vs. Other Consumers
      • Receptivity to Advertising
        • Table Attitudes toward Advertising in General, Affluent vs. Other Consumers
        • Table Attitudes toward Advertising by Media Type, Affluent vs. Other Consumers
        • Table Percent Saying Internet Advertising Not Useful, Affluent vs. Other Consumers by Type of Internet Advertising
        • Table Receptivity to Out-of-Home Advertising, Affluent vs. Other Consumers
      • Marketing Trends
    • Strategic Trends and Opportunities
      • Strategic Trends
        • Table Percent of Aggregate Household Income by Quintile and Top 5% of Households, 1975 vs. 2005
        • Table Percent Increase in Mean Household Income by Quintile and Top 5% of Households, 1975 vs. 2005
        • Table Aggregate Expenditures of Highest Income Quintile as Percent of All Consumer Expenditures, 1984 vs. 2005
        • Table Growth in Number of Affluent Households by Income Level, 2001 vs. 2006 (in thousands)
        • Table Growth in Number of Affluent One-Person Households by Income Level, 2001 vs. 2006 (in thousands)
        • Table Growth in Number of Households with Income of $100,000 or More by Race and Hispanic Origin, 1999 vs. 2006 (in thousands)
        • Table Multicultural Households as Percent of Increase in Number of Households with Income of $100,000 or More, 1999 vs. 2006
      • Opportunities in the Affluent Market
        • Table Aggregate Annual Expenditures by Affluent Consumer Units for Household Furnishings and Equipment and Home Entertainment Products and Services (in millions)
        • Table Affluent Market Opportunity Indicators, Home-Centered Purchasing Decisions
        • Table Aggregate Annual Expenditures by Affluent Consumer Units for Food at Home (in millions)
        • Table Affluent Market Opportunity Indicators, Purchasing Supermarket Items
        • Table Affluent Market Opportunity Indicators, Physical Fitness Activities
        • Table Aggregate Annual Expenditures by Affluent Consumer Units for Restaurants, Entertainment Events, and Alcoholic Beverages (in millions)
        • Table Affluent Market Opportunity Indicators, Travel and Entertainment
        • Table Affluent Market Opportunity Indicators, Fashion and Personal-Care Purchasing Decisions
        • Table Aggregate Annual Expenditures by Affluent Consumer Units for Apparel and Personal Care Products and Services (in millions)
        • Table Aggregate Annual Expenditures by Affluent Consumer Units for Vehicle Purchases and Related Expenses (in millions)
  • Appendix Addresses of Selected Affluent Market Resources

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