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The U.S. Affluent Market

This Packaged Facts report focuses on the "affluent" market, defined as consumers with household income of $100,000+, who currently have an aggregate household income of approximately $2.6 trillion. The number of these affluents has grown exponentially in the past few years, largely as a result of consumers becoming wealthier at a younger age by exercising IT stock options. As marketers scramble to find out how these newly minted affluents want to spend their money, hard data on affluence, financial management, and the effect of the Internet on affluents' habits is more important than ever. This updated report provides key data and analysis regarding this burgeoning new class of consumers, as well as information on more "traditional" affluents: what they like, what they want, and most importantly, where they put their hard-earned wealth. Report includes focus sections on Home, Auto & Electronics, Financial Management, Travel & Leisure, Personal Shopping, and Information Technology, based largely on recent Simmons Market Research Bureau data on U.S. consumer purchasing, ownership, and product usage patterns.


Scope And Methodology

Market Parameters

This report examines the affluent market in the United States, with affluents defined as households with an income of $100,000 or more annually. Where appropriate, coverage extends to the moderately affluent segment of the population, defined as households with an income of $75,000-$99,999 annually. Following a "Statistical Overview" chapter on the affluent demographic, this report provides focus chapters: Home, Auto, Electronics; Financial Management; Travel, Entertainment, Leisure; Personal Shopping (focusing on representative segments in the food and beverage, apparel and accessories, and health and personal care categories); and Information Technology.

Report Methodology

The information contained in this report was obtained from primary data and secondary research. The analysis of consumer demographics primarily derives from the Simmons Market Research Bureau (New York, NY) fall 2000 consumer survey, based on 31,576 respondents. Secondary research entailed data-gathering from relevant trade, business, and government sources, including the U.S. Census Bureau.

Press Release

13% of U.S. Households Deemed Affluent, Up From 5% Twenty Years Ago

New York, December 20/PRNewswire - According to The U.S. Affluent Market, a new market research study published by Packaged Facts and released by MarketResearch.com, the number of affluent American households - defined as those with an income exceeding $100,000 — is growing at a much faster rate than the total number of U.S. households. There are 22% more affluent households in the United States now than there were in 1997, and in spite of the current economic slowdown, the number of affluents should only dip by about 3% in 2001.

As marketers scramble to find out how these growing numbers of affluent Americans want to spend their money, hard data on the demographics of the market and the effect of the Internet on affluents’ habits is more important than ever. The U.S. Affluent Market provides market data and analysis on this consumer demographic, including what they like, what they want, and most importantly, where they spend their hard earned wealth. The report focuses on several markets upon which affluents have a tremendous impact, including the automotive, electronics, financial management, and travel and leisure industries.

The U.S. Affluent Market also provides a demographic overview of the affluent market. This snapshot of the market shows an important shift in the ethnic make up of American affluents. As ethnic groups are steadily edging up their share of affluent households, women also make up a growing percentage of affluents.

“Women and minorities head up a growing number of affluent households,” said Meg Hargreaves, VP of Research Publishing for MarketResearch.com. “The fact that the demographic profile of these decision makers is shifting presents unquestionably powerful ramifications for the marketing efforts directed at this market segment.”

  • Travel, Entertainment, Leisure
    • Travel
      • Affluents Spend $3,649 Per Year On Travel, 143% More Than The National Average
      • Wealthiest Affluents Are Strongest Market Participants
      • Hertz Launches Prestige Collection Rental Car Fleet
      • Affluents Travel Abroad More Often And Spend More
      • Affluents Big Domestic Travelers, More Likely To Stay Overnight
      • Affluents Also Weigh In For Vacation/Personal Trips
      • Domestic Travel Spending Highest Among Affluents
      • Luxury Air Travel a Promising Niche
      • Luxury Hotels Hard Hit By Travel Slump Fallout From Terrorist Attacks
      • How Millionaires Define Hospitality
      • Ritz Adds Upscale Movie Theater
      • Nearly One-Quarter Of All U.S. Households Taking Cruises Are Affluent
      • Carnival Sells Luxury Seabourn Line, To Be Relaunched As The Seadream Yacht Club
      • Crystal Luxury Line Posts Strong Performance
      • Carnival Cruise Lines Offers Bon Voyage Gift Packs
      • Sky's The Limit For Luxury Cruise Line Advertisers
      • Affluents Post Double The Average Rate Of Resort Patronage
      • Affluents Lead Online Travel Ranks, But Surveys Show Marketers Could Do Better
      • Affluent Travel Websites
        • Table Annual Travel Expenditures By Type: Affluent Households Vs. Total U.S. Households, 1999
        • Table Round Trips Taken Outside Continental U.S. In Last 3 Years: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Travel Consumers: By Round Trips Taken Outside Continental U.S. In Last 3 Years, 2000
        • Table Plane Trips Taken Outside Continental U.S. In Last 3 Years: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Travel Consumers: By Plane Trips Taken Outside Continental U.S. In Last 3 Years, 2000
        • Table Total Amount Spent On Last Trip Taken Outside Continental U.S.: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Travel Consumers: By Total Amount Spent On Last Trip Taken Outside Continental U.S., 2000
        • Table Round Trips Taken Within Continental U.S. In Last Year: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Travel Consumers: By Round Trips Taken Within Continental U.S. In Last Year, 2000
        • Table Plane Trips Taken Within Continental U.S. In Last Year: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Travel Consumers: By Plane Trips Taken Within Continental U.S. In Last Year, 2000
        • Table Vacation/Personal Trips Taken By Plane Within Continental U.S. In Last Year: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Travel Consumers: By Vacation/Personal Trips Taken By Plane Within Continental U.S. In Last Year, 2000
        • Table Total Amount Spent On Last Trip Taken Within Continental U.S.: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Travel Consumers: By Total Amount Spent On Last Trip Taken Within Continental U.S., 2000
        • Table Cruise Ship Vacations Taken In Last 3 Years: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Travel Consumers: By Cruise Ship Vacations Taken In Last 3 Years, 2000
        • Table Lines Chosen For Cruise Ship Vacations In Last 3 Years: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Travel Consumers: By Lines Chosen For Cruise Ship Vacations In Last 3 Years, 2000
        • Table Resort Stays In Last Year: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Travel Consumers: By Resort Stays In Last Year, 2000
    • Entertainment And Leisure
      • Affluents Spend Double The Average On Entertainment
      • Affluent Expenditures On Restaurant Meals Are 88% Above The Norm
      • Fine Restaurants Take Brunt Of Economic Slump
      • Dining Out Is Number-One Leisure Activity For Affluent Households And Households Overall
      • Affluent Participation Rates Rise With Their Wealth
      • Live Theater/Concert/Dance Events Appeal More To Affluents Than Consumers In General
      • Affluents a Large Chunk Of Movie Market
      • Heavy Book Purchasing Rates Among Affluents Correlate With Higher Education, Travel Rates
      • Sales Of Gardening Supplies Up 50% Since 1996, With Affluents Spending More Than Double The Average
      • Gardening Sixth On Affluents' List Of Leisure Activities
      • Affluents Strong Purchasers Of Lawn And Garden Power And Hand Equipment
      • Millionaire Lifestyle Activities a Healthy Mix Of Business And Pleasure
        • Table Annual Entertainment Expenditures By Type: Affluent Households Vs. Total U.S. Households, 1999
        • Table Annual Restaurant Expenditures By Meal: Affluent Households Vs. Total U.S. Households, 1999
        • Table Leisure Activities Participated In Within Last 12 Months: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Leisure Consumers: By Leisure Activities Participated In Within Last 12 Months, 2000
        • Table Attendance At Live Theater/Concert/Dance In Past 12 Months: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Leisure Consumers: By Attendance At Live Theater/Concert/Dance In Past 12 Months, 2000
        • Table Movie Attendance In Past 6 Months: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Leisure Consumers: By Movie Attendance In Past 6 Months, 2000
        • Table Book Purchasing Patterns In Last 12 Months: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Leisure Consumers: By Book Purchasing In Last 12 Months, 2000
        • Table Power Lawn And Garden Equipment Purchased In Last 12 Months: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Lawn & Garden Product Consumers: By Power Equipment Items Purchased In Last 12 Months, 2000
        • Table Hand Lawn And Garden Equipment Purchased In Last 12 Months: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Lawn & Garden Product Consumers: By Hand Equipment Items Purchased In Last 12 Months, 2000
  • Personal Shopping
    • Food And Beverages
      • Discussion Focuses On Alcoholic Beverages
      • Affluents Big Food And Beverage Spenders Across The Board
      • Northeast The Top Region
      • Affluents a Pillar Of Gourmet/Specialty Foods Market
      • Gourmet/Specialty Foods a $20 Billion Market
      • Gourmet/Specialty Foods Marketer Base Expanding
      • Gourmet/Specialty Foods Marketing Tactics Cover Bases From In-Store Sampling To Mass Advertising
      • Affluents Like Their Liquor
      • Affluents Roughly One-Fifth Of Imported Beer Market
      • Affluent Beer Advertising More Mass Than Class
      • Affluents Stand-Out Consumers Of Imported Wine
      • Champagne/Cold Duck/Sparkling Wine Consumption Also Shows Affluent Skew
      • More Than One In Ten Affluent Households Buy Scotch Whiskey, Dewar's Is Stand-Out Brand
      • Tasting Events Target Young Affluents For Upscale Liquor
      • Magazine Ads For Premium Liquors Take Minimalist Approach
      • Affluents Also Out Front In Consumption Of Sparkling Water, Seltzer, And Natural Soda
        • Table Annual Food Expenditures By Type: Affluent Households Vs. Total U.S. Households, 1999
        • Table Annual Alcoholic Beverage Expenditures By Type: Affluent Households Vs. Total U.S. Households, 1999
        • Table Imported Beer Consumption: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Personal Shoppers: By Imported Beer Consumption, 2000
        • Table Imported Beer Brand Preferences: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Personal Shoppers: By Imported Beer Brand Preferences, 2000
        • Table Imported Wine Consumption: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Personal Shoppers: By Imported Wine Consumption, 2000
        • Table Imported Wine Brand Preferences: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Personal Shoppers: By Imported Wine Brand Preferences, 2000
        • Table Champagne/Cold Duck/Sparkling Wine Consumption: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Personal Shoppers: By Champagne/Cold Duck/Sparkling Wine Consumption, 2000
        • Table Champagne/Cold Duck/Sparkling Wine Brand Preferences: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Personal Shoppers: By Champagne/Cold Duck/Sparkling Wine Brand Preferences, 2000
        • Table Scotch Whisky Consumption: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Personal Shoppers: By Scotch Whisky Consumption, 2000
        • Table Scotch Whisky Brand Preferences: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Personal Shoppers: By Scotch Whisky Brand Preferences, 2000
        • Table Sparkling Water/Seltzer/Natural Soda Consumption: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Personal Shoppers: By Sparkling Water/Seltzer/Natural Soda Consumption, 2000
        • Table Sparkling Water/Seltzer/Natural Soda Brand Preferences: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Personal Shoppers: By Sparkling Water/Seltzer/Natural Soda Brand Preferences, 2000
    • Apparel And Accessories
      • Affluents Households Spend $3,625 Per Year On Apparel, 94% More Than The National Average
      • Index Of 232 For The Northeast
      • Affluents Up To 95% Above Average In Their Purchasing Of Certain Women's Apparel Types
      • Dress Clothes Are Stand-Out Men's Apparel Types
      • Affluent Presence In Jewelry Market Rises With Price
      • Affluent Presence Also Notches Up With Price For Watches
      • Watch Purchasing By Brand: Affluents Lag Only In Purchase Of Timex For Self
      • Sharp Skew To The $200,000 Plus Households
        • Table Annual Apparel Expenditures By Type: Affluent Households Vs. Total U.S. Households, 1999
        • Table Affluent Households As Personal Shoppers: By Purchasing Of Women's Apparel In Last 12 Months, 2000
        • Table Affluent Households As Personal Shoppers: By Purchasing Of Men's Apparel In Last 12 Months, 2000
        • Table Jewelry Purchasing Patterns In Last 12 Months: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Personal Shoppers: By Jewelry Purchasing Patterns In Last 12 Months, 2000
        • Table Watch Purchasing Patterns In Last 12 Months: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Personal Shoppers: By Watch Purchasing Patterns In Last 12 Months, 2000
        • Table Watch Brand Preferences: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Personal Shoppers: By Watch Preferences, 2000
    • Personal Care
      • Discussion Focuses On Perfume/Cologne/Aftershave
      • Affluents 72%-114% Above Average In Ces Categories Of Cosmetics/Perfume/Bath Preparations And Shaving Needs
      • The Not So Rugged West
      • Aramis Men's Cologne Rates Highest Among Affluents
      • Aramis Pushes The Envelope
        • Table Annual Health And Personal Care Expenditures By Type: Affluent Households Vs. Total U.S. Households, 1999
        • Table Affluent Households As Personal Shoppers: By Use Of Women's Perfume/Cologne/Toilet Water In Last 12 Months, 2000
        • Table Affluent Households As Personal Shoppers: By Women's Perfume/Cologne/Toilet Water Brand Preferences, 2000
        • Table Affluent Households As Personal Shoppers: By Use Of Men's Aftershave/Cologne In Last 12 Months, 2000
        • Table Affluent Households As Personal Shoppers: By Men's Aftershave/Cologne Brand Preferences, 2000
  • Information Technology
    • Computer Usage And Online Trends
      • Affluent Household Computer Expenditures At Over Twice The National Norm
      • Affluents 20%-40% Of Home Computer Consumer Base
      • Affluents Also Over-Represented For Computer Peripherals
      • Affluents More Than Twice As Likely To Buy Online, From Computer Brokers/Consultants, Or Direct
      • Affluent Spending On Home Computers Concentrated In Under-$3,000 Price Range
      • Affluents One-Third Of The Market For Micron, Dell Computers
      • More Time On Work Computers Correlates With Less Time On Home Computers
      • Word-Processing Is Top-Ranked Activity For Affluents Vs. Games For Households Overall
      • Affluent Software Choices Geared To Greater Productivity
      • Affluents Spend More Than Average On Computer Software; Spending Concentrated In Under-$200 Range
      • Three-Fourths Of Affluent Adults Online, One-Fourth With America Online
      • E-Mail And Internet Are Leading Online Activities
      • 19% Of Affluents Make Online Purchases In 30-Day Period
      • Hold The Bells
      • Yahoo Way Out Front For Affluents And Adults At Large
      • Cell Phones, Multiple Home Numbers Characterize Affluents
      • Mobility The Watchword In Communications Technology Product Advertising
      • The New It Crowd
      • The Silicon Valley Effect
        • Table Annual Home Computer Expenditures: Affluent Households Vs. Total U.S. Households, 1999
        • Table Personal Computers Used At Home: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Information Technology Consumers: By Personal Computers Used At Home, 2000
        • Table Personal Computers Used At Work: Total U.S Households Vs. Affluent Households, 2000
        • Table Year First Personal Computer For Home Use Purchased: Total U.S Households Vs. Affluent Households, 2000
        • Table Computer Peripherals Owned: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Information Technology Consumers: By Computer Peripherals Owned, 2000
        • Table Place Of Purchase Of Home Computer: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Information Technology Consumers: By Place Of Purchase Of Home Computer, 2000
        • Table Cost Of Most Recent Home Computer Purchased: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Information Technology Consumers: By Cost Of Most Recent Home Computer Purchased, 2000
        • Table Personal Computers Used At Home By Brand Line: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Information Technology Consumers: By Personal Computer Brands Used At Home, 2000
        • Table Hours Spent Weekly On Home Computer: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Information Technology Consumers: By Hours Spent Weekly On Home Computer, 2000
        • Table Hours Spent Weekly On Computer At Work: Total U.S Households Vs. Affluent Households, 2000
        • Table Activities On Home Personal Computer: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Information Technology Consumers: By Activities On Home Personal Computer, 2000
        • Table Activities On Personal Computer At Work: Total U.S Households Vs. Affluent Households, 2000
        • Table Computer Software Owned: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Information Technology Consumers: By Computer Software Owned, 2000
        • Table Number Of Computer Software Programs Purchased Last Year: Total U.S Households Vs. Affluent Households, 2000
        • Table Place Of Purchase Of Computer Software: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Information Technology Consumers: By Place Of Purchase Of Computer Software, 2000
        • Table Amount Spent Last Year On Computer Software: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Information Technology Consumers: By Amount Spent Last Year On Computer Software, 2000
        • Table Internet Service Usage: Total U.S Adults Vs. Affluent Adults, 2000
        • Table Internet Service Provider Used In Last 30 Days: Total U.S Adults Vs. Affluent Adults, 2000
        • Table Internet And Interactive Activities In Last 30 Days: Total U.S Adults Vs. Affluent Adults, 2000
        • Table Websites/Search Engines Used: Total U.S Adults Vs. Affluent Adults, 2000
        • Table Telephone Usage Patterns: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Information Technology Consumers: By Telephone Usage Patterns, 2000
  • Addresses Of Selected Marketers
  • Executive Summary
    • Scope And Methodology
      • Market Parameters
      • Report Methodology
    • Statistical Overview
      • Who Is Affluent?
      • 13% Of U.S. Households Earn $100,000 Or More
      • Affluent Household Income Increases With Age
      • Affluent Income More Likely To Come From Self-Employment, Investments
      • Affluent Household Growth To Stall In Short Term
      • Overview Of Affluent Demographics
      • Affluent Market To Exceed $3 Trillion In 2006
        • Table Aggregate Income Of U.S Affluent Market, 1997-2006
      • Affluents Spend Twice The National Average
    • Home, Auto, Electronics
      • Affluent Housing Expenditures Nearly Double The Average
      • Stronger Purchasing Rates For Household Furnishings, Especially Discretionary Items
      • Affluent Households More Likely To Engage In Home Improvement, And At Higher Spending Levels
      • Affluents Spend More Than Twice The Norm In New And "Other" Vehicle Categories
      • Foreign Luxury Cars And Sport-Utility Vehicles Are Apples Of Affluents' Eyes
      • Affluents More Likely To Research Auto Purchases Via Magazines, Buying Guides
      • More Expensive Equipment Holds Appeal
      • Affluents Prime Consumers Of Premium Television Equipment And Services
    • Financial Management
      • Who Says Money Can'T Buy Happiness?
      • Affluents Confident But Careful Investors, Willing To Seek Financial Advice
      • Nationwide Financial Survey Pegs Women As More Cautious, Less Knowledgeable Investors
      • Insurance Is Most Common Financial Holding
      • The Money Pie
      • Affluents Lead In Credit Card Ownership, But Also More Careful
    • Travel, Entertainment, Leisure
      • Affluents Spend $3,649 Per Year On Travel, 143% More Than The National Average
      • Wealthiest Affluents Are Strongest Market Participants
      • Affluents Travel Abroad More Often And Spend More
      • Affluents Big Domestic Travelers, More Likely To Stay Overnight
      • Luxury Air Travel a Promising Niche
      • Affluents Spend Double The Average On Entertainment
      • Dining Out Is Number-One Leisure Activity For Affluent Households And Households Overall
      • Heavy Book Purchasing Rates Among Affluents Correlate With Higher Education, Travel Rates
    • Personal Shopping
      • Affluents Big Food And Beverage Spenders Across The Board
      • Affluents Like Their Liquor
      • Affluents Households Spend $3,625 Per Year On Apparel
      • Affluents Up To 95% Above Average In Their Purchasing Of Certain Women's Apparel Types
      • Dress Clothes Are Stand-Out Men's Apparel Types
      • Affluents' Presence In Watch Market Notches Up With Price
      • Affluents 72%-114% Above Average In Ces Categories Of Cosmetics/Perfume/Bath Preparations And Shaving Needs
      • Affluents Over One-Fifth Of The Market For Certain Women's Cologne Prestige Brands
    • Information Technology
      • Affluent Household Computer Expenditures At Over Twice The National Norm
      • Affluents 20%-40% Of Home Computer Consumer Base
      • More Time On Work Computers Correlates With Less Time On Home Computers
      • Three-Fourths Of Affluent Adults Online, One-Fourth With America Online
      • 19% Of Affluents Make Online Purchases In 30-Day Period
      • Cell Phones, Multiple Home Numbers Characterize Affluents
      • The New It Crowd
      • The Silicon Valley Effect
  • Statistical Overview
    • Introduction
      • Who Is Affluent?
      • Packaged Facts' Market Definition: Households With An Annual Income Of $100,000 Or More
    • Income
      • Sources Used For Measuring Income
      • Household Vs. Individual Income
      • Disposable Vs. Discretionary Income
      • Affluent Income Segmentation By U.S. Census Bureau
      • 13% Of U.S. Households Earn $100,000 Or More
      • Affluent Household Income Increases With Age
      • Affluent Income More Likely To Come From Self-Employment, Investments
        • Table Distribution Of U.S. Households By Income Bracket, 2000
        • Table Distribution Of U.S. Affluent Households By Income Bracket, 2000
        • Table Before-Tax Money Income By Source: Total U.S. Households Vs. Affluent Households, 1999
    • Population
      • Number Of Affluent Households On The Rise
      • Affluent Household Growth To Stall In Short Term
        • Table Number Of U.S. Households: Total U.S. Vs. Affluent, 1990-2006
    • Demographics
      • Overview Of Affluent Demographics
      • Affluents Younger Than U.S. Householders Overall - But Getting Older
      • Affluent Households Still Predominantly White And Male
      • Females Dominate Affluent Households, But To Lesser Degree Than In Households Overall
      • Geographic Aspects Of Affluence: South And Midwest Are Under-Represented
      • Alaska Top-Ranked State In Median Income
      • California, New York Lead In Buying Power
      • Northeastern States Lead In Per Capita Personal Income
      • Most Affluents Live In Or Near Major Cities
      • Affluents More Likely To Live In Family Households
      • Half Of Affluents Have Children At Home
      • Affluents More Likely To Live In Houses, Own Homes
      • High Level Of Education Is Common Denominator
      • Affluents And Employment/Occupation
        • Table Selected Classifications Of U.S. Affluent Households, 2000
        • Table Age Distribution Of Affluent Households Vs. Total U.S. Households, 1999
        • Table Share Of U.S. Affluent Households By Age Bracket, 2000
        • Table Share Of U.S. Households By Racial/Ethnic Origin: Total U.S. Vs. Affluent, 2000
        • Table Median Household Income By Race/Ethnicity, 1998 Vs. 2000
        • Table Share Of U.S. Households By Gender: Total U.S. Vs. Affluent, 2000
        • Table Share Of U.S. Households By Census Region: Total U.S. Vs. Affluent, 2000
        • Table State Ranking By Median Household Income, 2000
        • Table Top 10 States With Highest Disposable Income, 1998-2000
        • Table Top 10 States In Per Capita Personal Income, 2000
        • Table Share Of U.S. Households By Marital Status: Total U.S. Vs. Affluent, 2000
        • Table Share Of U.S. Households By Presence Of Children In Household: Total U.S. Vs. Affluent, 2000
        • Table Share Of U.S. Households By Age Of Children In Household: Total U.S. Vs. Affluent, 2000
        • Table Share Of U.S. Households By Type Of Residence: Total U.S. Vs. Affluent, 2000
        • Table Share Of U.S. Households By Kind Of Residence: Total U.S. Vs. Affluent, 2000
        • Table Share Of U.S. Households By Educational Level Attained: Total U.S. Vs. Affluent, 2000
        • Table Share Of U.S. Households By Employment Status: Total U.S. Vs. Affluent, 2000
        • Table Share Of U.S. Households By Occupation: Total U.S. Vs. Affluent, 2000
    • Market Size And Growth
      • Affluent Income Approaches $2.3 Billion In 2001
        • Table Affluent Market Size And Growth: 1997-2006
      • Affluent Market To Exceed $3 Trillion In 2006
      • Affluent Market Buffeted By Worrisome Economy
      • Superwealthy More Insulated From Financial Pitfalls
      • Those Aging Boomers
      • Affluents Earn Half Of Nation's Aggregate Income
        • Table Affluent Share Of U.S. Aggregate Household Income 1996-2000
        • Table Share Of U.S. Aggregate Household Income By Quintile: 1980, 1999, And 2000
    • Overview Of Affluents As Consumers
      • Affluents Spend Twice The National Average
      • Greater Proportion Of Affluent Income Directed To Education, Insurance/Pensions
      • Boomer Wealth Reflected In Lower Income, Expenditure Indices
      • Senior Affluents More Exceptional In Earning And Spending
      • Affluent Spending Preferences Determined By Life Stage
      • Income Level Also Determines Spending Preferences
      • Regional Variations In Consumer Spending
        • Table Expenditures In Major Categories: Total U.S. Households Vs. Affluent Households
        • Table Share Of After-Tax Income By Category Expenditure: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Indices For Selected Consumer Expenditure Categories: By Age, 1999
  • Home, Auto, Electronics
    • Home
      • Affluent Housing Expenditures Nearly Double The Average
      • Affluents Homes Are Bigger Ticket, But Housing Costs Take Smaller Budget Bite
      • Two-Thirds Of Affluent Households Own Home Valued At $100,000 Or More
      • Affluents Are Stand-Out Spenders Across All Household Furnishings/Equipment Categories
      • Stronger Purchasing Rates For Household Furnishings, Especially Discretionary Items
      • Image Positioning May Need To Be Tweaked As Household Furnishings Sales Slow Down
      • Discretionary Items Also Stand-Outs Among Household Appliances/Durables
      • Affluent Households More Likely To Engage In Home Improvement, And At Higher Spending Levels
      • Affluent Home Improvement Rates Up To 67% Above Average
      • Affluent Purchasing Rates Up To 90% Above Average For Home Improvement Items
        • Table Annual Housing Expenditures By Type: Total U.S. Households Vs. Affluent Households, 1999
        • Table Current Value Of Residence: Total U.S. Households Vs. Affluent Households, 2000
        • Table Annual Household Furnishings And Equipment Expenditures By Type: Total U.S. Households Vs. Affluent Households, 1999
        • Table Household Furnishing Items Purchased In Last 12 Months: Total U.S. Households Vs. Affluent Households, 2000
        • Table Household Appliances/Durables Purchased In Last 12 Months: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Household Appliances/Durables Consumers: By Items Purchased In Last 12 Months, 2000
        • Table Amount Spent In Last 12 Months On Home Improvements: Total U.S. Households Vs. Affluent Households, 2000
        • Table Major Home Improvement Projects Undertaken In Last 12 Months: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Home Improvers: By Projects Undertaken In Last 12 Months, 2000
        • Table Home Improvement Items Purchased In Last 12 Months: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Home Improvers: By Home Improvement Items Purchased In Last 12 Months, 2000
    • Automobiles
      • Affluents Spend More Than Twice The Norm In New And "Other" Vehicle Categories
      • Affluents More Likely To Buy Newer, Foreign Vehicles
      • Foreign Luxury Cars And Sport-Utility Vehicles Are Apples Of Affluents' Eyes
      • New Approaches For Luxury Automakers
      • Luxury Domestics Feeling The Heat From Imports
      • Lincoln, Cadillac Sets Sights On Younger Demographic
      • A Temporary Soft Spot For Luxury Suvs
      • The Automotive Industry's "Faberge Eggs"
      • Luxury Features, Product Information Important To Affluents
      • Affluents More Likely To Research Auto Purchases Via Magazines, Buying Guides
        • Table Annual Transportation Expenditures By Type: Total U.S. Households Vs. Affluent Households, 1999
        • Table Model Year Vehicle Owned: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Auto Consumers: By Model Year Vehicle Owned, 2000
        • Table Plans For Next Household Vehicle To Be Purchased: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Auto Consumers: By Plans For Next Household Vehicle To Be Purchased, 2000
        • Table Model Type Vehicle Owned: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Auto Consumers: By Model Type Vehicle Owned, 2000
        • Table Domestic Or Foreign Model Type Of Most Recently Acquired Vehicle: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Auto Consumers: By Domestic Or Foreign Model Type Of Most Recently Acquired Vehicle, 2000
        • Table Features Of Most Recently Acquired Vehicle: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Auto Consumers: By Features Of Most Recently Acquired Vehicle, 2000
        • Table Product Information Sources For Vehicles Owned: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Auto Consumers: By Product Information Sources For Vehicles Owned, 2000
    • Electronics
      • More Expensive Equipment Holds Appeal
      • Affluents Prime Consumers Of Premium Television Equipment And Services
      • Hitachi Courting Deep-Pocketed Hdtv Fans
      • Flat-Screen Tvs Are The Big News In Print
      • Premium Stereo Equipment Appeals To Affluents
      • Digital Cameras Hold Disproportionate Appeal, But 35 Ml Cameras Still The Norm
      • Moderately Affluent Households Are Biggest Spenders On Photographic Equipment
      • Affluents 50% Or More Above Average In Ownership Of Other Types Of Audio/Video Equipment
      • High-End Electronics Retailer Bang & Olufsen Targets Exclusive Audience Of Male Shoppers
      • Print Ads Focus On Sound Quality, Reputation
        • Table Television Ownership Patterns: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Electronics Consumers: By Tv Ownership Patterns, 2000
        • Table Stereo Ownership Patterns: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Electronics Consumers: By Stereo Ownership Patterns, 2000
        • Table Camera Ownership Patterns: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Electronics Consumers: By Camera Ownership Patterns, 2000
        • Table Ownership Patterns For Selected Other Audio/Video Equipment: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Electronics Consumers: By Ownership Patterns For Selected Other Audio/Visual Equipment, 2000
  • Financial Management
    • Overview
      • Who Says Money Can'T Buy Happiness?
      • Affluents Savvy, Tax-Averse Money Managers
      • Affluents Confident But Careful Investors, Willing To Seek Financial Advice
      • Planning For Posterity
      • Nationwide Financial Survey Pegs Women As More Cautious, Less Knowledgeable Investors
      • Insurance Is Most Common Financial Holding
      • The Money Pie: Financial Services Providers Battle For Bigger Piece
    • Affluents And Insurance
      • Affluents Big On Home Owners, Life Insurance
        • Table Types Of Insurance Accounts Held: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Financial Customers: By Types Of Insurance Held, 2000
      • Phoenix Variable Insurance Targeting High-Net-Worth Investors
      • Schwab Pitches Affluent With New Signature Annuity Featuring "Click-To-Close" Online Capabilities
      • Banks Increasingly Offering Life Insurance Services
    • Affluents And Credit Cards
      • Affluents Lead In Credit Card Ownership, But Also More Careful
      • Strong Ownership Rates For Amex, Business Cards
      • Card Issuers Go Upscale-Again
      • Mbna Launches No-Fees Quantum Card
      • Nordstrom Bullish On Department Cards
        • Table Types Of Credit Card Accounts Held: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Financial Customers: By Types Of Credit Cards Held, 2000
    • Affluents And Banking
      • Affluents More Prone To Place Savings With Investors
      • Interest-Bearing Checking Accounts Hold Appeal
      • High Rate Of Home Ownership Among Affluents Is Favorable To Lenders
      • Affluents Not Afraid To Borrow, At Top Of Heap In Home Equity Loans
      • Traditional Banks Challenged By E-Brokerages
      • Private Banks Lining Up For Web-Era Wealthy
      • Print Advertising Advises Staying The Course
      • Morgan Online In a League Of Its Own
      • Amex Private Bank Offers Online Clients New High-Security Messaging Service
        • Table Types Of Savings Accounts Held: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Financial Customers: By Types Of Savings Accounts Held, 2000
        • Table Types Of Checking Accounts Held: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Financial Customers: By Types Of Checking Accounts Held, 2000
        • Table Types Of First Mortgages Held: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Financial Customers: By Types Of First Mortgages Held, 2000
        • Table Types Of Home Equity Loans: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Financial Customers: By Types Of Home Equity Loans Held, 2000
    • Affluents And Investing
      • Affluents Lead The Ranks Of Investors
      • Affluent Rates More Than Double The Average For International Investments, Collectibles, Common Stock
      • Affluents Likely To Hold Securities Valued At Over $100,000
      • 10 Or Fewer Stock Trades Per Year Is The Norm
      • Investment Collectibles For Love And Money
      • Affluents Seek Advice Coupled With "Open Architecture" Of Diversified Products
      • Younger Affluents An Elusive But Worthwhile Target For Investment Planners
      • Women An Important, Growing Market
      • Online Millionaires Value Ease Of Web-Based Financial Tasks
      • Growing Use Of Internet By Affluent Investors Flags Opportunities For Human Advisers
      • Online Millionaires Seeking Online Financial Advice-Live
      • Forrester's Millionaires Rank Financial Firms On The Web
        • Table Types Of Individual Retirement, Brokerage, And Mutual Fund Accounts Held: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Financial Customers: By Types Of Individual Retirement, Brokerage, And Mutual Fund Accounts Held, 2000
        • Table Types Of Securities Held: Total U.S. Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Financial Customers: By Types Of Securities Held, 2000
        • Table Collectibles Purchased For Self In Last 12 Months: Total U.S Households Vs. Affluent Households, 2000
        • Table Affluent Households As Prime Collectibles Consumers: By Collectibles Purchased For Self In Last 12 Months, 2000

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