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The Affluent Consumer Market in the U.S.

In early 2007, when the last edition of Packaged Facts The Affluent Consumer Market in the U.S. was published, affluent consumers in America as well as wealthy individuals around the globe were going about their business of making, borrowing and spending money in blissful ignorance of the perfect financial storm that lay ahead. At the time, it was unimaginable that the housing bubble would deflate and leave behind a wreckage of foreclosures and worthless subprime mortgage securities. It was unthinkable that the stock market would collapse, financial markets would come close to imploding and a storied institution such as Lehman Brothers would simply disappear from the Wall Street landscape. Practically no one could foresee the onset of the most severe recession in more than 70 years.

The 2009 edition of Packaged Facts The Affluent Consumer Market in the U.S. provides a timely, in-depth analysis of how affluent consumers are responding to the most profound economic crisis since the Great Depression. The report uses multi-year data from Experian Simmons National Consumer Studies to track affluent consumer attitudes and behavior from the years preceding the onset of the Great Recession into 2009. This trend analysis gives marketers an insightful, up-to-date view of what’s changed and what’s stayed the same in the psyche and behavior of affluent consumers, who account for 22% of the nation’s households but still generate more than half of the household income of the country and remain responsible for more than one-third of all consumer spending.

This Packaged Facts report begins with an assessment of the strategic trends shaping the affluent consumer market today, including a data-driven analysis of how affluent consumers are coping—or not—with the Great Recession. The next chapter describes how marketers are adapting to change in the affluent consumer market and highlights key opportunities in what remains the single most attractive market segment in the American consumer economy. Following a chapter that includes an in-depth demographic profile of affluent consumers, the report assesses the size of the affluent market today and projects its growth through 2014.

The second section of the report examines how affluent consumers manage and spend money. It includes a chapter offering insights into changes in the attitudes of financial consumers toward risk and includes an analysis of credit card use and ownership of insurance policies and investments. The next chapter explores affluent consumer spending and shopping patterns. It includes a trend analysis of affluent consumer expenditures from 2005 through 2008 that demonstrates where affluent consumers are cutting back and in some cases adding to their household budgets. It also provides an overview of the behavior of affluent shoppers—in stores, online and from catalogs.

The third section of the report includes separate chapters highlighting key aspects of affluent consumer behavior. These include chapters on health and well-being, affluent consumers and their homes and cars, how affluent consumers spend leisure time and affluent consumers and the media.

Read an excerpt from this report below.


Market Insights: A Selection From The Report


New York Metro Area Tops List of Affluent Metro Areas

The New York metropolitan area contains more affluent households by far than any other metro area in the United States. The 2.1 million affluent households in the New York metro area represent 9% of all affluent households. New York has an even higher proportion of super-affluent households. The approximately 600,000 households with an income of $200,000 or more account for 12% of all super-affluent households in the United States. There are more super-affluent households in the New York metro area alone than there are households of all kinds in metro areas such as Richmond, Virginia (467,000 households) and Raleigh-Cary, North Carolina (401,000 households). Other metro areas with a significant number of affluent households include Los Angeles (1.2 million), Chicago (920,000), Washington, D.C. (835,000), Philadelphia (610,000) and San Francisco (601,000). [Table 4-13]

Affluent Generate More than Half of U.S. Household Income

In 2008 affluent households made up only 22% of all households but were responsible for generating 52% of aggregate household income in the United States, or a total of $4.2 trillion. Mass affluent households accounted for 23% of all household income, while 17% of household income accrued to highly affluent households. With an average income of $415,000, super-affluent households were responsible for 13% of aggregate household income. [Table 5-3]

Frequent Credit Card Use a Hallmark of Affluence

Compared to other consumers, affluent consumers are much more likely to have used a credit card 15 or more times in the past 30 days (47% vs. 21%), with super-affluent consumers standing out as the most likely to use a card this frequently (61%). In terms of types of cards owned, the widest disparity occurs in the case of American Express cards. The affluent are nearly three times as likely to have an American Express Card (25% vs. 9%). The gap is narrower in the case of MasterCard (42% vs. 28%) and Visa (53% vs. 37%). [Table 6-4]

In the News


Anticipated Turnaround of U.S. Economy Marks Gradual Return to Optimism for Nation’s Affluent Consumers

New York, November 2, 2009 With the widely anticipated turnaround of the U.S. economy looming, the unbridled pessimism that has afflicted affluent American consumers since the onset of the Great Recession is dwindling. In its place is a sense of gradually returning optimism, according to The Affluent Consumer Market in the U.S., the latest report by leading market research publisher Packaged Facts.

Notably, the study, based on data from Experian Simmons National Consumer Study, reveals that half of affluent consumers have previously claimed to be worse off financially than they were 12 months ago. The aftermath of life in the new economy created a radical shift in the thinking and behavior of affluent consumers, who increasingly favored belt-tightening over extravagance and risk taking.

Economic analysts and social commentators remain divided in their views about whether the Great Recession has caused a permanent change in spending habits on the part of American consumers—be they affluent or otherwise. Nevertheless, Packaged Facts predicts the affluent cohort will continue to wield considerable economic clout for the foreseeable future as the returning optimism leads to increased, but careful spending.

“Although the affluent may feel less wealthy than before, as a group they remain in a privileged position in relative terms and represent the most attractive opportunity for marketers in the American consumer economy,” says Don Montuori, publisher of Packaged Facts. “Affluent household income is nearly four times larger than that of non-affluent households, and the average affluent consumer unit spends nearly three times more than those with an income of $70,000 and less."

In 2008 affluent households—single person households with a $75,000+ income and multiple person households with a $100,000+ income—made up 22% of all households, yet were responsible for generating 52% of aggregate household income in the U.S., or a total of $4 trillion. Packaged Facts projects that the number of affluent households will grow from 26 million in 2009 to around 29 million in 2014, with aggregate income reaching $5 trillion by the end of the forecast period.

The Affluent Consumer Market in the U.S. provides a timely, in-depth analysis of how affluent consumers are responding to the most profound economic crisis since the Great Depression. The report uses multi-year data from Simmons studies to track affluent consumer attitudes and behavior from the years preceding the onset of the Great Recession into 2009. Besides an in-depth demographic profile of affluent consumers, the report assesses the size of the affluent market today and projects its growth through 2014.

About Packaged Facts - Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products. Packaged Facts also offers a full range of custom research services.

  • Executive Summary
    • Background
      • Introduction
      • Overview of the Report
    • Scope and Methodology
      • Scope of the Market
      • Methodology
    • Strategic Trends in the Affluent Consumer Market
      • Research Suggests Affluent May Feel the Recession More
      • Average Income of Super-Affluent Subject to More Ups and Downs
      • Pessimism Reigns among Super-Affluent Consumers
      • Affluent More Afflicted by Feelings of Financial Insecurity
      • Even the Super-Affluent Lose Their Mojo
      • Spending Plans Reined In
      • Dividend Income Down, Unemployment Compensation Up
      • Increase in Household Net Worth for First Time in Two Years Fosters Optimism
      • Wall Street Bonuses Expected to Rebound in 2009
      • Optimism Starts to Return among Affluent Consumers
      • More Affluent Shoppers in High-End Stores
    • Taking Advantage of Affluent Consumer Market Opportunities
      • The New Normal Challenges Marketers
      • Affluent Buyers Search for Value
      • Marketers Combat "Luxury Shame"
      • "Stealth Sales" On the Increase
      • Some Marketers Focus on Protecting the Brand
      • Discount High Fashion Websites Thrive
      • Affluent Consumers Continue to Offer Most Attractive Opportunities
    • The Demographics of Affluence
      • Population of Affluent Consumers Tops 61 Million
      • Affluent Consumers Disproportionately Non-Hispanic White
      • Education Differentiates Affluent Consumers
      • Few Retirees among Affluent Consumer Population
      • Multiple Earners Common in Affluent Households
      • Marriage More Common
      • Affluent Households Are Larger
      • Northeast Has the Most Super-Affluent
      • Affluent More Likely to Congregate in Urban Centers
    • Looking Ahead: The Affluent Consumer Market in 2010 and Beyond
      • Number of Affluent Households Tops 25 Million
      • Affluent Generate More than Half of U.S. Household Income
      • Affluent Consumer Market Will Grow 23% by 2014
    • How Affluent Consumers Manage Their Money
      • Affluent Lose Appetite for Risk
      • Super-Affluent Show Increasing Interest in Getting Financial Information
      • Choice of Banking Institutions Differs across Income Lines
      • Frequent Credit Card Use a Hallmark of Affluence
      • Even Affluent Carry Balances on Credit Cards
      • Debit Cards Used Frequently
      • Paying Bills Online Popular among Affluent
      • Affluent Taxpayers Look to CPAs
    • How Affluent Consumers Spend Their Money
      • Affluent Consumers Wield Ever-Increasing Influence
      • Huge Spending Gap between Affluent and Non-Affluent Consumers
      • Expenditure Patterns Reflect Differences in Available Choices
      • Highly Affluent Consumers Cut Expenditures in Great Recession
      • Affluent Shoppers Attuned to Brand Names
      • Affluent Consumers Are Careful Shoppers
      • Incentive Offers Appeal to Affluent Consumers
      • Super-Affluent Are Big Online Spenders
      • Affluent Consumers Turn to Catalogs More Often
      • Keeping up with Fashion More Important to Affluent Consumers
    • Taking Care of Themselves: Health and Well-Being in the Affluent Consumer Market
      • Exercise Has High Priority
      • Fewer Wimps among the Affluent
      • Affluent Healthier than Other Americans
      • Visits to Doctors More Common
      • Trust in Physicians Lower
      • Super-Affluent Will Pay More for Medications
      • Healthy Eating Important to Affluent Consumers
      • Losing Weight a High Priority for Affluent Consumers
    • Affluent Consumers and Their Homes and Cars
      • Home Décor of Interest to the Affluent
      • Affluent Lead Way in Home Improvement Market
      • Affluent Big Spenders in Household Furnishings Stores
      • Organic Food a Must for Many Super-Affluent Chefs
      • New Cars More Likely to Be Found in Affluent Owners' Garages
      • Foreign Cars Highly Rated
      • Multiple Vehicles More Common
      • One in Four Affluent Consumers Plans to Buy New Vehicle in Next Year
    • How Affluent Consumers Spend Their Leisure Time
      • Affluent Consumers More Active in Their Spare Time
      • Audio Books Favored by Super-Affluent Readers
      • Affluent Households Filled with Electronics Gear
      • Affluent Prove Tough Customers for Wireless Service Providers
      • Affluent Heavy Users of Internet
      • Live Entertainment Events Attract More Affluent Consumers
      • Affluent Consumer Segment Includes More Frequent Moviegoers
      • Super-Affluent Consumers Are Frequent Travelers
      • Interest in Cruise Ship Vacations Rebounds among Top Tiers of Affluent Consumers
    • Affluent Consumers and the Media
      • Newspapers Maintain Hold on Super-Affluent
      • Affluent Viewers less Likely to Turn to TV for Information
      • Premium Cable a Fixture in Affluent Homes
      • TV More Popular among Affluent Men than Women
      • Radio Important Information Source for Affluent Men
      • Internet Changes Media Habits of Affluent
      • Cellphone Important Media Platform for Affluent
      • Affluent Consumers Pay Attention to Out-of-Home Ads
      • Product Placement Effective Way to Reach Super-Affluent onsumers
  • Overview of the Market
    • Strategic Trends in the Affluent Consumer Market
    • Affluent Consumers in the Great Recession
      • Affluent Consumer Population Peaked in 2007
        • Table Growth in the Population of Affluent Consumers by Selected Time Periods, 2005-2009 (in thousands)
        • Table Number of Affluent Households Identified by Experian Simmons National Consumer Study by Selected Time Periods, 2005-2009 (in thousands)
      • Survey Details Global Decline in Population of the Very Rich
      • Wealthy in the U.S. Share the Pain of Their Counterparts around the World
      • Research Suggests Affluent May Feel the Recession More
      • Average Income of Super-Affluent Subject to More Ups and Downs
        • Table Mean Houshold Income 2000-2008, Super-Affluent vs. All Other Consumers\ (in thousands)
      • Affluent More Likely to Claim to Be Worse Off Financially
        • Table Financial Status of Affluent and Non-Affluent Consumers, Fall 2008 vs. Spring 2009
      • Pessimism Reigns among Super-Affluent Consumers
        • Table Economic Outlook of Affluent and Non-Affluent Consumers, Fall 2008 vs. Spring 2009
      • Affluent More Afflicted by Feelings of Financial Insecurity
        • Table Percent of Affluent and Non-Affluent Consumers Who Feel Financially Secure by Selected Time Periods, 2005-2009 (in thousands)
      • Even the Super-Affluent Lose Their Mojo
        • Table Percent of Affluent and Non-Affluent Consumers Expressing Low Level of Consumer Confidence by Selected Time Periods, 2005-2009 (in thousands)
        • Table Percent of Affluent and Non-Affluent Consumers Expressing High Level of Consumer Confidence by Selected Time Periods, 2005-2009 (in thousands)
      • Spending Plans Reined In
        • Table Spending Plans of Affluent vs. Other Consumers, Fall 2008 vs. Spring 2009
      • Affluent More Concerned about Their Financial Future in the Event of Job Loss
      • Affluent Consumers Surprisingly Hard Hit by Job Losses and Business Failures
        • Table Percent of Affluent and Non-Affluent Consumers Reporting They Lost Job, Were Laid Off or Went Out of Business by Selected Time Periods, 2005-2009 (in thousands)
      • Dividend Income Down, Unemployment Compensation Up
      • Affluent Living in Trophy Houses Feel Pinch
    • A Glimmer of Hope in the Affluent Consumer Market
      • Affluent Consumer Market Starts to Stabilize
      • Increase in Household Net Worth for First Time in Two Years Fosters Optimism
      • Wall Street Bonuses Expected to Rebound in 2009
      • Optimism Starts to Return among Affluent Consumers
      • More Affluent Shoppers in High-End Stores
        • Table Number of Highly and Super-Affluent Consumers Shopping in Selected High-End Retail Stores in Last Three Months, 2007-2009 (in thousands)
  • Taking Advantage of Affluent Consumer Market Opportunities
    • How Marketers Are Adapting to Change in the Affluent Consumer Market
      • The New Normal Challenges Marketers in Affluent Consumer Market
      • Affluent Buyers Search for Value
        • Table Changes in Shopping Behavior of Super-Affluent Consumers by Selected Time Periods, 2005-2009
        • Table Number of Highly and Super-Affluent Consumers Shopping at Nordstrom and Nordstrom Rack, April 2008-December 2008 vs. November 2008-June 2009
      • Marketers Combat "Luxury Shame"
      • "Stealth Sales" On the Increase
      • Some Marketers Focus on Protecting the Brand
      • Luxury Marketers Move Online
      • Discount High Fashion Websites Thrive
      • Customization Used as Strategy to Lure Affluent Buyers
    • Selected Opportunities in the Affluent Consumer arket
      • Affluent Consumers Continue to Offer Most Attractive pportunities
        • Table Average Household Income, Affluent vs. Other Household
        • Table Average Annual Expenditures, Affluent vs. Other Consumer Units
      • Affluent Provide Bulk of Shoppers for Many Retailers
        • Table Selected Affluent Consumer Market Opportunities Related to Shopping in Stores in Last Three Months (in thousands)
        • Table Selected Affluent Consumer Market Opportunities Related to Catalog Shopping (in thousands)
      • Affluent Consumers Biggest Spenders Online
        • Table Selected Affluent Consumer Market Opportunities Related to Online Shopping (in thousands)
      • Affluent Consumers Prime Targets for Consumer Electronic Marketers
        • Table Selected Affluent Consumer Market Opportunities Related to Ownership of Cellphones (in thousands)
        • Table Selected Affluent Consumer Market Opportunities Related to Consumer Electronics (in thousands)
      • Leisure Pursuits of Affluent Provide Multiple Opportunities
        • Table Selected Affluent Consumer Market Opportunities Related to Leisure Activities (in thousands)
      • Affluent Consumers Vital to Travel Industry
        • Table Selected Affluent Consumer Market Opportunities Related to Travel (in thousands)
      • Affluent Critical Element in Home Improvement Market
        • Table Selected Affluent Consumer Market Opportunities Related to Home Improvements and urnishings (in thousands)
      • Affluent Hold Key to Automotive Market
        • Table Selected Affluent Consumer Market Opportunities Related to Automotive Vehicles (in thousands)
      • Affluent Main Driver of Financial Services
        • Table Selected Affluent Consumer Market Opportunities Related to Financial Services (in thousands)
        • Table Selected Affluent Consumer Market Opportunities Related to Investments Owned (in thousands)
  • The Demographics of Affluence
    • Demographic Profile of Affluent Consumers
      • Population of Affluent Consumers Tops 61 Million
        • Table Number of Affluent U.S. Adults, 2009
      • Gen-Xers and Younger Boomers Predominate
        • Table Affluent Consumers by Gender and Age Group
      • Affluent Consumers Disproportionately Non-Hispanic White
        • Table Households with Income of $100,000 or More by Race and Hispanic Origin, 2008
      • Education Differentiates Affluent Consumers
        • Table Affluent Consumers by Educational Achievement
      • Few Retirees among Affluent Consumer Population
        • Table Employment Profile of Affluent Consumers
      • Multiple Earners Common in Affluent Households
        • Table Number of Employed Adults in Household, Affluent vs. Other Consumers
      • Vast Majority of Affluent Consumers Own Homes
        • Table Affluent Consumers by Homeownership Status
      • Vacation Homes Part of Super-Affluent Lifestyle
        • Table Ownership of Vacation Homes, Affluent vs. Other Consumers
      • Marriage More Common
        • Table Affluent Consumers by Marital Status
      • Affluent Households Are Larger
        • Table Affluent Households by Size of Household and Presence of Children
    • Where Affluent Consumers Live
      • Northeast Has the Most Super-Affluent
        • Table Affluent Consumers by Region of Residence
      • Affluent More Likely to Congregate in Urban Centers
        • Table Percent of Affluent Consumers Living in Selected Metro Markets
      • New York Metro Area Tops List of Affluent Metro Areas
        • Table 40 Largest Metropolitan Areas Ranked by Number of Affluent Households
      • Silicon Valley and Suburban Connecticut Have Highest Concentration of Affluent Households
        • Table 40 Largest Metropolitan Areas Ranked by Affluent Households as Percent of All Households in Area
  • Looking Ahead: The Affluent Consumer Market in 2010 and Beyond
    • Size of the Affluent Market
      • Defining the Affluent Market
      • Number of Affluent Households Tops 25 Million
        • Table Number of Affluent Households by Amount of Household Income, 2008 (in thousands)
        • Table Affluent Consumer Segments as Percentage of Affluent Consumer Households (in thousands)
      • Affluent Generate More than Half of U.S. Household Income
        • Table Aggregate Household Income, Affluent vs. Non-Affluent by Category of Affluent Household, 2008
      • Super-Affluent Have Super Impact on Affluent Consumer Market
        • Table Aggregate Income of Affluent Households by Category of Affluent Household
    • Factors Affecting the Growth of the Affluent Market
      • Optimism Gradually Returning amidst Uncertainty about the Future
      • Slow Economic Growth Expected in Near Term
      • Forecasters See Gradual Uptick in Global Luxury Market
      • American Affluent Consumers Expected to Lose Ground in Global Shift
    • Projected Growth of the Affluent Consumer Market
      • Forecasting Assumptions Analyzed
      • Affluent Consumer Market Will Grow 23% by 2014
        • Table Projected Size and Growth of Affluent Market, 2009-2014
  • How Affluent Consumers Manage and Spend Money
    • How Affluent Consumers Manage Their Money
    • Key Trends in Attitudes toward Personal Finances
      • Affluent Lose Appetite for Risk
        • Table Attitudes toward Risk, Affluent vs. Non-Affluent Consumers by Selected Time Periods, 2005-2009
      • Super-Affluent Show Increasing Interest in Getting Financial Information
        • Table Interest in Obtaining Financial Information, Affluent vs. Non-Affluent Consumers bySelected Time Periods 2005-2009
    • Financial Management Practices
      • Choice of Banking Institutions Differs across Income Lines
        • Table Percent Owning Bank Accounts by Type of Account and Institution, Affluent vs. Other Consumers
      • Frequent Credit Card Use a Hallmark of Affluence
        • Table Use of Credit Cards, Affluent vs. Other Consumers
      • Even Affluent Carry Balances on Credit Cards
        • Table Percent of Credit-Card Holders Paying Off Entire Credit-Card Balance Each Month, Affluent vs. Other Consumers
      • Debit Cards Used Frequently
        • Table Ownership and Use of ATM/Debit Cards, Affluent vs. Other Consumers
      • Paying Bills Online Popular among Affluent
        • Table Methods Used to Pay Bills, Affluent vs. Other Consumers
      • Affluent Taxpayers Look to CPAs
        • Table Methods of Preparing Tax Returns in Last 12 Months, Affluent vs. Other Consumers
    • Ownership of Investments and Insurance
      • Investment Ownership Analyzed
        • Table Ownership of Investments, Affluent vs. Other Consumers
      • Insurance Vital Part of Affluent Lifestyle
        • Table Ownership of Property and Vehicle Insurance, Affluent vs. Other Consumers
        • Table Value of Life Insurance Owned, Affluent vs. Other Consumers
        • Table Percent with Health Insurance by Type Owned, Affluent vs. Other Consumers
  • How Affluent Consumers Spend Their Money
    • Overview
      • Consumer Units Defined
      • Affluent Consumers Have Disproportionate Impact on American Economy
        • Table Expenditures of Consumer Units as Percent of Aggregate Consumer Expenditures in the United States in 2008, Affluent vs. Non-Affluent
      • Affluent Consumers Wield Ever-Increasing Influence
        • Table Expenditures of Consumer Units as Percent of Aggregate Consumer Expenditures in the United States 2003-2008, Affluent vs. Non-Affluent
      • Huge Spending Gap between Affluent and Non-Affluent Consumers
      • Many Differences between Affluent and Other Consumer Units
        • Table Profile of Affluent and Other Consumer Units
      • Expenditure Patterns Reflect Differences in Available Choices
        • Table Percent of Aggregate Consumer Expenditures, Affluent vs. Other Consumer Units
    • How the Great Recession Has Affected the Way the Most Affluent Consumers Spend Money
      • Latest Government Data Show Profound Shifts in Spending by Top Ranks of Affluent Consumer Units
      • Highly Affluent Consumers Cut Expenditures
      • Restaurant Meals More Popular but Alcohol Consumption Down
      • Less Spent on Travel and Vacations
      • More of the Most Affluent Consumers Living in Rented Homes
      • Spending on Phone Service Stays Constant
      • Child Care Expenditures Drop Dramatically but Spending on Housekeeping and Lawn-Care Services Stays the Same
      • Spending on Household Furnishings Declines Precipitously
      • Affluent Women Spend Less for Clothing, Men Spend about the Same
      • Affluent Spending on New Cars Drops off Cliff
      • Affluent Spend More on Car Repairs
      • Affluent Consumers Cut Back on Medical Spending
      • Spending on Pets Goes Up
      • Spending on Personal Care Shows Steady Increase
        • Table Trends in Spending by Highly and Super-Affluent Consumer Units, 2005-2008
    • When Affluent Consumers Go Shopping in Stores
      • Super-Affluent Shoppers Have Different Profile
        • Table Shopping Profile, Affluent vs. Other Consumers
      • Affluent Shoppers Attuned to Brand Names
        • Table Attitudes toward Brands, Affluent vs. Other Consumers
      • Affluent Consumers Are Careful Shoppers
        • Table Attitudes toward Prices and Sales, Affluent vs. Other Consumers
      • Incentive Offers Appeal to Affluent Consumers
        • Table Percent Responding to Incentive Offers, Affluent vs. Other Consumers
      • Affluent Consumers Frequent Mall Visitors
        • Table Percent Visiting Malls in Last 4 Weeks , Affluent vs. Other Consumers
      • Target the Top Choice of Super-Affluent and Highly Affluent Women
        • Table Department/Discount Stores Shopped in Last 3 Months, Affluent vs. Other Women
        • Table Department/Discount Stores Shopped in Last 3 Months, Affluent vs. Other Men
    • Online and Catalog Shopping
      • Affluent Shoppers Depend on Internet
        • Table Impact of the Internet on Shopping Behavior, Affluent vs. Other Consumers
      • Super-Affluent Are Big Online Spenders
        • Table Total Amount Spent on Internet Orders in Last 12 Months, Affluent vs. Other Consumers
        • Table Items Ordered from the Internet in Last 12 Months, Affluent vs. Other Consumers
      • Affluent Consumers Turn to Catalogs More Often
        • Table Profile of Catalog Shoppers, Affluent vs. Other Consumers
    • Following Fashion
      • Keeping up with Fashion More Important to Affluent Consumers
        • Table Attitudes toward Fashion, Affluent vs. Other Consumers
      • Affluent Women More Likely to Buy Clothes
        • Table Clothing Items and Accessories Bought in Last 12 Months, Affluent vs. Other Women Other Women
        • Table Clothing Items and Accessories Bought in Last 12 Months, Affluent vs. Other Men Other Men
      • Watches Important to Super-Affluent
        • Table Percent Buying Watches in Last 12 Months, Affluent vs. Other Consumers
      • Affluent Women Use More Personal-Care Products
        • Table Use of Personal-Care Products, Affluent vs. Other Women
        • Table Use of Personal-Care Products, Affluent vs. Other Men Other Men
  • Highlights of Affluent Consumer Behavior
    • Taking Care of Themselves: Health and Well-Beingin the Affluent Consumer Market
    • Keeping Fit
      • Exercise Has High Priority
        • Table Attitudes toward Exercise, Affluent vs. Other Consumers
      • Frequent Workouts Common
        • Table Participation in Physical Fitness Programs, Affluent vs. Other Men
        • Table Participation in Physical Fitness Programs, Affluent vs. Other Women
      • Top Sports Linked to Fitness
        • Table Sports Played in Last 12 Months, Affluent vs. Other Men Other Men
        • Table Sports Played in Last 12 Months, Affluent vs. Other Women Other Women
    • Staying Healthy
      • Fewer Wimps among the Affluent
        • Table Attitudes toward Personal Health, Affluent vs. Other Consumers
      • Affluent Healthier than Other Americans
        • Table Ailments in Last 12 Months, Affluent vs. Other Consumers
      • Visits to Doctors More Common
        • Table Healthcare Professionals Consulted in Last 12 Months, Affluent vs. Other Consumers
      • Trust in Physicians Lower
        • Table Trust in Physicians, Affluent vs. Other Consumers
      • Super-Affluent Will Pay More for Medications
        • Table Attitudes toward Brand-Name Medications, Affluent vs. Other Consumers
      • Fewer Cigarette Smokers among the Affluent but Cigars More Popular
        • Table Use of Tobacco Products, Affluent vs. Other Consumers
      • Healthy Eating Important to Affluent Consumers
        • Table Attitudes toward Healthy Eating, Affluent vs. Other Consumers
      • Losing Weight a High Priority for Affluent Consumers
        • Table Reasons for Watching Diet, Affluent vs. Other Consumers
        • Table Attitudes toward Dieting, Affluent vs. Other Consumers
  • Affluent Consumers and Their Homes and Cars
    • Affluent Consumers and Their Homes
      • Affluent Consumers Like to Entertain at Home
        • Table Attitudes toward the Home, Affluent vs. Other Consumers
      • Home Décor of Interest to the Affluent
        • Table Attitudes toward Home Improvement, Affluent vs. Other Consumers
      • Affluent Lead Way in Home Improvement Market
        • Table Profile of Home Improvers, Affluent vs. Other Consumers
      • Affluent Big Spenders in Household Furnishings Stores
        • Table Percent Purchasing Household Furnishings, Bed, Bath, Linens and Appliances in Last 12 Months, Affluent vs. Other Consumers
    • Eating at Home
      • Cooking Attracts Super-Affluent Consumers
        • Table Attitudes toward Cooking, Affluent vs. Other Consumers
      • Organic Food a Must for Many Super-Affluent Chefs
        • Table Importance of Natural and Organic Foods, Affluent vs. Other Consumers
      • Gourmet Foods Appeal
        • Table Attitudes toward Food Styles, Affluent vs. Other Consumers
      • Affluent Like to Experiment with New Foods
        • Table Attitudes toward Experimenting with New Foods, Affluent vs. Other Consumers
    • The Affluent Auto Owner
      • Affluent Drivers Like to Drive Fast
        • Table Driving Habits and Vehicle Use, Affluent vs. Other Consumers
      • Cars Tied to Self-Image
        • Table Self-Image and Cars, Affluent vs. Other Consumers
      • Affluent Want Cars to be Fun to Drive
        • Table Criteria for Buying a Car, Affluent vs. Other Consumers
      • Auto Safety Important
        • Table Importance of Auto Safety, Affluent vs. Other Consumers
      • New Cars More Likely to Be Found in Affluent Owners' Garages
        • Table Attitudes toward New and Used Cars, Affluent vs. Other Consumers
      • Foreign Cars Highly Rated
        • Table Attitudes toward Foreign Cars, Affluent vs. Other Consumers
      • Multiple Vehicles More Common
        • Table Number of Vehicles in Household, Affluent vs. Other Consumers
        • Table Vehicle Model Type Owned, Affluent vs. Other Consumers
      • One in Four Affluent Consumers Plans to Buy New Vehicle in Next Year
        • Table Next Vehicle Purchase, Affluent vs. Other Consumers
      • Dealer Finance Works for Super-Affluent Buyers
        • Table Method of Purchasing Most Recently Acquired Vehicle, Affluent vs. Other Consumers
  • How Affluent Consumers Spend Their Leisure Time
    • Overview
      • Affluent Consumers More Active in Their Spare Time
        • Table Hobbies and Leisure Activities in Last 12 Months, Affluent vs. Other Men
        • Table Hobbies and Leisure Activities in Last 12 Months, Affluent vs. Other Women
      • Audio Books Favored by Super-Affluent Readers
        • Table Books Purchased in Last 12 Months, Affluent vs. Other Consumers
    • Home Entertainment
      • Home Electronics Appeal to Affluent
        • Table Attitudes toward Consumer Electronics, Affluent vs. Other Consumers
      • Affluent Households Filled with Electronics Gear
        • Table Ownership of Selected Consumer Electronics Items, Affluent vs. Other Consumers
      • Digital Photography Enters Affluent Lifestyle
        • Table Ownership of Cameras, Affluent vs. Other Consumers
      • Affluent Prime Customers for Home Electronics Retailers
        • Table Home Electronic Stores Shopped in Last 3 Months, Affluent vs. Other Consumers
        • Table Percent Shopping in Office Supply/Computer Stores in Last 3 Months, Affluent vs. Other Consumers
        • Table Amount Spent on Software in Last 12 Months, Affluent vs. Other Consumers
    • Keeping in Touch
      • Affluent Depend on Cellphones to Stay Connected
        • Table Use of Cellphone as a Social Tool, Affluent vs. Other Consumers
      • Landlines Still Important
        • Table Use of Cellphones, Affluent vs. Other Consumers
      • Affluent Prove Tough Customers for Wireless Service Providers
        • Table Attitudes toward Wireless Service Providers, Affluent vs. Other Consumers
      • Affluent Buy Additional Cellphone Services
        • Table Use of Cellphones, Affluent vs. Other Consumers
    • The Online Affluent Consumer
      • Internet Has Major Impact on the Way Affluent Work and Play
        • Table Impact of the Internet on Lifestyle , Affluent vs. Other Consumers
      • Affluent Heavy Users of Internet
        • Table Use of the Internet at Home, Affluent vs. Other Consumers
      • Online Activities Analyzed
        • Table Online Activities in Last 30 Days, Affluent vs. Other Men
        • Table Online Activities in Last 30 Days, Affluent vs. Other Women
      • Travel Sites Attract Affluent Consumers
        • Table Websites Visited in Last 30 Days, Affluent vs. Other Consumers
    • Going Out
      • Hard Times Do Not Keep Affluent Consumers from Going Out
        • Table Participation in Selected Entertainment Activities by Selected Time Periods, 2005-2007
      • Live Entertainment Events Attract More Affluent Consumers
        • Table Attendance at Live Entertainment Events in Last 12 Months, Affluent vs. Other Consumers
      • Affluent Consumer Segment Includes More Frequent Moviegoers
        • Table Movie Attendance, Affluent vs. Other Consumers
      • Super-Affluent Avoid Fast Food Restaurants
        • Table Use of Family and Fast Food Restaurants, Affluent vs. Other Consumers
    • The Affluent Traveler
      • Affluent Consumers More Likely to Use Travel Agents
      • Super-Affluent Consumers Are Frequent Travelers
        • Table Domestic Travel Profile in Last 12 Months, Affluent vs. Other Consumers
      • Most Affluent Consumers Travel Abroad
        • Table Foreign Travel Profile in Last 3 Years, Affluent vs. Other Consumers
      • Interest in Cruise Ship Vacations Rebounds among Top Tiers of Affluent Consumers
        • Table Cruise Ship Vacations, Affluent vs. Non-Affluent Consumers by Selected Time Periods 2007-2009
  • Affluent Consumers and the Media
    • Print Media
      • Print Media Maintain Hold on Super-Affluent
        • Table Attitudes toward Print Media, Affluent vs. Other Consumers
        • Table Readership of Newspapers, Affluent vs. Other Consumers
      • Many Magazine Choices Similar
        • Table Most Popular Magazines, Affluent vs. Other Women
        • Table Most Popular Magazines, Affluent vs. Other Men
    • Television and Radio
      • Affluent Viewers less Likely to Turn to TV for Information
        • Table Attitudes toward Television, Affluent vs. Non-Affluent Consumers
      • Premium Cable a Fixture in Affluent Homes
        • Table Access to Cable Television, Affluent vs. Non-Affluent Consumers
      • Fox Gets Nod from Affluent
        • Table Primetime Network Viewing Habits, Affluent vs. Non-Affluent Consumers
      • TV More Popular among Affluent Men than Women
        • Table Most Popular Cable Television Channels, Affluent vs. Other Women
        • Table Most Popular Cable Television Channels, Affluent vs. Other Men
        • Table Sports Events Watched Frequently on TV, Affluent vs. Other Men
      • Radio Important Information Source for Affluent Men
        • Table Attitudes toward Radio, Affluent vs. Other Consumers
        • Table Most Popular Radio Formats, Affluent vs. Other Men
        • Table Most Popular Radio Formats, Affluent vs. Other Women
    • New Media
      • Internet Changes Media Habits of Affluent
        • Table Impact of the Internet on Traditional Media Usage, Affluent vs. Non-Affluent Consumers
      • Cellphone Important Media Platform for Affluent
        • Table Use of Cellphones as Media Platform, Affluent vs. Other Consumers
    • Receptivity to Advertising
      • Super-Affluent Consumers Depend on Ads
        • Table Attitudes toward Advertising, Affluent vs. Non-Affluent Consumers
      • Affluent Consumers Pay Attention to Out-of-Home Ads
        • Table Impact of Out-of-Home Advertising, Affluent vs. Non-Affluent Consumers
      • Product Placement Effective Way to Reach Super-Affluent Consumers
        • Table Impact of Product Placement, Affluent vs. Non-Affluent Consumers
  • Addresses of Selected Affluent Market Resources

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