The Affluent Consumer Market in the U.S., 6th Edition

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $3,080	180 Pages	Packaged Facts	December, 2011	LA6135732

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

Best Price Guarantee
Price	from $3,080
Length	180 Pages
Publisher	Packaged Facts
Published Date	December, 2011
SKU	LA6135732

This completely new edition of Packaged Facts The Affluent Consumer Market in the U.S. finds an affluent consumer population that is considerably more upbeat than in 2009 when the last edition of the report was published. Experian Simmons National Consumer Study data show that affluent consumer confidence was on the rise in 2011. Compared to 2009, the proportion of affluent consumers reporting that they were financially better off than 12 months before had doubled. Spending among the affluent was up, and a wide range of consumer research organizations foresaw even more robust spending by affluent consumers in the coming year.

Packaged Facts The Affluent Consumer Market in the U.S. provides marketers with crucial insights into the mindset and behavior of affluent consumers. Affluent consumers remain the driving force of the American economy and play an outsized role in creating opportunities for marketers. The average income of households with an income of $150,000 or more remains 10 times higher than that of non-affluent households. Those in this income bracket make up only 7% of all consumer units but account for 17% of all consumer expenditures.

The first chapter of the report provides an in-depth analysis of the evolution of the mindset of affluent consumers from 2008 through 2011 and highlights opportunities generated by the shopping and spending patterns of affluent consumers. After a chapter that measures the current size and future growth of the affluent consumer market, the report presents a demographic profile of affluent consumers. The next chapter contains an assessment of the behavior of affluent consumers across generations. Another chapter demonstrates how affluent consumers have changed their post-recession spending priorities. Following an overview of how affluent consumers use financial services, the report tracks the behavior of affluent shoppers in the areas of food, the home, consumer electronics and automotive. The final chapter of the report analyzes the media consumption habits of affluent consumers with an emphasis on their involvement with social media.

Packaged Facts divides the affluent consumer market into three segments. Mass affluent consumers are adults who live in households with a household income of $100,000-$149,999. Highly affluent consumers are those living in households with a household income of $150,000-$249,999. Super-affluent consumers are adults in households with a household income of $250,000 or more.

The principal primary research source is the Experian Simmons National Consumer Study (NCS). The report includes data tracking the attitudes of affluent NCS respondents from 2007 through 2011. The report cites survey research data from a wide range of firms specializing in the affluent consumer market and includes a comprehensive analysis of relevant industry and trade publications. U.S. Government data sources include the American Community Survey and Current Population Survey of the U.S. Census Bureau and the Consumer Expenditure Survey of the Bureau of Labor Statistics.

Chapter 1 Executive Summary
Background: Introduction; Overview of the Report
Scope and Methodology: Scope of the Market; Methodology
Trends and Opportunities in the Affluent Consumer Market: Affluent Consumer Confidence on the Rise; Highly and Super-Affluent Consumers Feel Better about Their Finances; Affluent Consumer Spending Picks Up; More Spending Seen on the Horizon; Stabilizing Home Values Bolster Hopes of Affluent Homeowners; Rising Income Inequality Increases Clout of Affluent Consumers; Affluent Exercise Disproportionate Spending Power
Overview of the Affluent Consumer Market: Number of Affluent Households Hits 24 Million; Vast Differences in Household Income Levels; Boomers Generate Bulk of Affluent Household Income; Affluent Consumer Market Expected to Show Moderate Growth; One in Five Affluent Households Found in Just Four Metro Areas; Affluent Spending Power of New York Metro Area Dwarfs All Others
The Demographics of Affluence: 55 Million Americans Live in Affluent Households; Affluence Extends to Young Adults; High Correlation between Education and Affluence; Super-Affluent More Likely to Put in Long Hours on the Job; Affluent Point to “Hard Work” as Source of Wealth; Health Care and Other Professional Services Generate Major Share of Affluent Consumers; Stable Employment a Marker of Affluence; Affluent More Likely to Work for Large Companies; Multi-Income Families Key to Affluence
A Generational View of Affluent Consumers: Differences in Life Stages Affect Spending Choices of Affluent Consumers; Gen-X Affluent Consumers Keep Pace with Online Spending of Their Gen-Y Counterparts; Gen-Y and Gen-X Affluent Consumers Top Targets for Mobile Marketers; Mall Shopping Peaks with Gen-X Affluent Consumers; Sales Less Likely to Attract Older Affluent Shoppers; Lives of Affluent Millennials Entwined with Social Media; Affluent Millennials on Leading Edge of New Media; Major Generational Differences in Consumption of Legacy Media
How Affluent Consumers Spend Their Money: Affluent Consumers Play Outsized Economic Role; Affluent Responsible for Increasingly Large Share of Spending; Mass Affluent Consumers Provide Post-Recession Lift; Overall Spending by Affluent Consumers Declined between 2008 and 2010; Downward Mobility Affects Affluent Consumer Spending; Wide Gap Remains between Annual Spending of Affluent and Other Consumers; Changes in Spending Patterns Reveal How Highly and Super-Affluent Consumers Made Do with Less in 2010 than in 2008
How Affluent Consumers Manage Their Money: Aura of Financial Success Important to Affluent Consumers; Super-Affluent Less Adverse to Risk; Online Trading Popular among Highly and Super-Affluent; Super-Affluent Favor CPAs for Tax Preparation; Credit Cards Differentiate Affluent from Other Consumers; Affluent Consumers Far Less Likely to Carry Credit Card Balances; Online Bill Paying More Popular among Affluent; Data Show Concentration of Wealth; Commercial Banks Get Lion’s Share of Affluent Consumers Business; Super-Affluent Turn to High-Value Life Insurance Policies
Overview of Affluent Shoppers: Affluent Buyers Look for Respect from Others; Affluent Shoppers Impressed by Store Environment; Specialty Stores Highly Regarded by Super-Affluent; Super-Affluent Unfazed by Price, Mass Affluent Not So Much; Affluent Open to Using Cell Phones for Store Purchases; Incentive Offers Intrigue Highly and Super-Affluent Consumers; Highly and Super-Affluent Consumers Are Frequent Shoppers; Super-Affluent Are Avid Online Buyers; Super-Affluent Consumers Are Frequent Catalog Shoppers
Highlights of Affluent Consumer Behavior: Super-Affluent Focus on Keeping Trim; Gourmet Foods Attract Affluent; Super-Affluent Look for Organic Foods at Grocery Store; Affluent Big Spenders on Household Furnishings; Home Improvement Projects Part of Affluent Lifestyle; Many DIYers among Affluent Consumers; Super-Affluent Consumers Are Early Adopters of Electronics Products; Many Affluent Household Garages Contain Multiple Vehicles; Highly and Super-Affluent Consumers Fixate on Foreign Cars
Affluent Consumers and Media: Affluent Tied to Social Media; Affluent Heavily Engaged with Social Media; Affluent Use Multiple Devices to Access Social Media; Opinions of Friends More Important than What Companies Claim on Social Sites; Social Media Influence Retail Choices of Super-Affluent Consumers; Highly and Super-Affluent Most Involved with Online Media; Super-Affluent Readers Stay Loyal to Newspapers; Television Less Important to Affluent; Affluent Most Likely to Listen to News/Talk Radio Formats
Chapter 2 Trends and Opportunities in the Affluent Consumer Market
Market Trends: Affluent Consumer Confidence on the Rise; Table 2-1: Percent of Affluent and Non-Affluent Consumers Expressing Low Level of Consumer Confidence by Selected Time Periods, 2006-2011; Table 2-2: Percent of Affluent and Non-Affluent Consumers Expressing High Level of Consumer Confidence by Selected Time Periods, 2006-2011; Self-Employed Affluent Consumers More Cautious about the Future; Table 2-3: Levels of Consumer Confidence in 2011, Self-Employed Affluent Consumers vs. Those Employed by Others; Highly and Super-Affluent Consumers Feel Better about Their Finances; Table 2-4: Perceptions of Financial Well-Being of Highly and Super-Affluent Consumers, December 2008-June 2011; Affluent Consumer Spending Picks Up; Table 2-5: Trends in Purchasing Behavior of Highly and Super-Affluent Consumers, December 2008-June 2011; Highly and Super-Affluent Consumers See More Spending on the Horizon; Table 2-6: Spending Plans of Highly and Super-Affluent Consumers, December 2008-June 2011; Wealthiest Consumers May Postpone New Car Purchases; Table 2-7: Plans of Highly and Super-Affluent Consumers for Next Vehicle Purchase, December 2008-June 2011; Stabilizing Home Values Bolster Hopes of Affluent Homeowners; Figure 2-1: Average Household Income of Super-Affluent Consumers, 2000-2010; Figure 2-2: Average Market Value of Homes Owned by Highly and Super-Affluent Consumers by Selected Periods, 2004-2010; Highly and Super-Affluent Consumers Unhappy about Standard of Living; Table 2-8: Indicators of Sense of Financial Security among Highly and Super-Affluent Consumers, December 2008-June 2011; Market Volatility Seen as “New Normal” by Many Affluent Consumers; Luxury Retailers Stick to Full-Price Selling; Other Marketers Turn to Deal Sites to Lure Affluent Consumers
Market Opportunities: Rising Income Inequality Continues to Increase Relative Clout of Affluent Consumers; Table 2-9: Growth in Real After-Tax Income by Income Bracket, 1979-2007; Affluent Exercise Disproportionate Spending Power in Wide Range of Areas; Table 2-10: Where Affluent Consumers Have the Biggest Impact on Consumer Spending; Opportunities in Affluent Consumer Market Highlighted; Table 2-11: Highlights of Opportunities in Affluent Consumer Market
Chapter 3 Overview of the Affluent Consumer Market
Current Size of the Affluent Consumer Market: Measuring the Size the Affluent Market; Number of Affluent Households Hits 24 Million; Table 3-1: Number of Affluent Households by Amount of Household Income, 2011; Table 3-2: Affluent Consumer Segments as Percentage of Affluent Consumer Households; Table 3-3: Aggregate Household Income, Affluent vs. Non-Affluent by Category of Affluent Household, 2008; Table 3-4: Aggregate Income of Affluent Households by Category of Affluent Household; Vast Differences in Household Income Levels; Figure 3-1: Mean Household Income of Affluent and Other Households, 2010; Boomers Generate Bulk of Affluent Household Income; Table 3-5: Aggregate Income of Affluent Households by Age Group; Figure 3-2: Mean Income of Affluent Households by Age of Household Head
Projected Growth of the Affluent Consumer Market: Affluent Households Maintain Pivotal Role in American Economy; Table 3-6: Number of Affluent Households, 2001-2010; Affluent Consumer Market Expected to Show Moderate Growth; Table 3-7: Projected Size and Growth of Affluent Market, 2011-2016
Major Affluent Consumer Markets: One in Five Affluent Households Found in Just Four Metro Areas; Table 3-8: Metropolitan Areas Ranked by Number of Affluent Households; Top 20 Metro Areas Account for Bulk of Highly and Super Affluent Households; Table 3-9: Number of Affluent Households, Top 20 Metropolitan Areas vs. All Other Areas; Affluent Spending Power of New York Metro Area Dwarfs All Others; Table 3-10: Metropolitan Areas Ranked by Aggregate Income of Affluent Households; Table 3-11: Aggregate Household Income, Super/Highly Affluent Households in New York Metro Area vs. Selected States; Silicon Valley Has Highest Concentration of Affluent Households; Table 3-12: Metropolitan Areas Ranked by Affluent Households as Percent of All Households in Area
Chapter 4 The Demographics of Affluence
Demographic Profile of Affluent Consumers: 55 Million Americans Live in Affluent Households; Table 4-1: Number of Affluent U.S. Adults, 2011; Number of Affluent Consumers Retreats to 2007 Level; Table 4-2: Population of Affluent Consumers, 2007-2011; Affluence Extends to Young Adults; Table 4-3: Selected Demographic Characteristics, Affluent vs. Other Consumers; Affluence an Urban Phenomenon; Table 4-4: Place of Residence, Affluent vs. Other Consumers; High Correlation between Education and Affluence; Table 4-5: Educational Achievement, Affluent vs. Other Consumers; Super-Affluent More Likely to Put in Long Hours on the Job; Table 4-6: Employment Profile, Affluent vs. Other Consumers; Affluent Point to “Hard Work” as Source of Wealth; Health Care and Other Professional Services Generate Major Share of Affluent Consumers; Table 4-7: Industry and Occupational Profile, Affluent vs. Other Consumers; Stable Employment a Marker of Affluence; Figure 4-1: Percent Working Five or More Years for Current Employer, Affluent vs. Other Consumers; Affluent More Likely to Work for Large Companies; Table 4-8: Size of Company Employing Affluent vs. Other Consumers; Figure 4-2: Percent Employed by Fortune 500 Companies, Affluent vs. Other Consumers; Multi-Income Families Key to Affluence; Table 4-9: Marital and Family Status, Affluent vs. Other Consumers; Vacation and Weekend Homes More Common among Super-Affluent; Table 4-10: Homeownership Profile, Affluent vs. Other Consumers; Figure 4-3: Percent Owning Vacation or Weekend Home, Affluent vs. Other Consumers
Social and Political Profile: Data Throw Country Club Stereotype into Question; Table 4-11: Memberships, Affluent vs. Other Consumers; Super-Affluent Consumers More Likely to Espouse Liberal Values; Table 4-12: Social Values, Affluent vs. Other Consumers; Affluent as Likely to Be Democrat as Republican; Table 4-13: Political Profile, Affluent vs. Other Consumers
Chapter 5 A Generational View of Affluent Consumers
Demographic Differences: Overview; Substantial Demographic Differences across Age Groups in Affluent Consumer Segment; Table 5-1: Demographic Profile of Affluent Consumers by Age Group; Political Views of Affluent Change with Age; Table 5-2: Political and Social Profile, Affluent vs. Other Consumers by Age Group
Financial Profile: Older Affluent Consumers Most Likely to Feel Secure, Least Likely to Feel Confident about the Future; Table 5-3: Measures of Consumer Confidence, Affluent vs. Other Consumers by Age Group; Affluent Millennials Better Off Than Non-Affluent Boomers; Table 5-4: Financial Profile, Affluent vs. Other Consumers by Age Group; Millennials Seen as “Emerging Affluents”; Affluent Millennials Have Different Views of Wealth
Overview of Consumer Behavior: Differences in Life Stages Affect Spending Choices of Affluent Consumers; Gen-X Affluent Consumers Keep Pace with Online Spending of Their Gen-Y Counterparts; Table 5-5: Use of the Internet for Shopping, Affluent vs. Other Consumers by Age Group; Gen-Y and Gen-X Affluent Consumers Top Targets for Mobile Marketers; Table 5-6: Percent Interested in Using Cell Phone for Purchases, Affluent vs. Other Consumers by Age Group; Millennials Turned Off by Catalogs, Affluent GenXers Like Them; Table 5-7: Percent Purchasing Items from Catalog in Last 12 Months, Affluent vs. Other Consumers by Age Group; Mall Shopping Peaks with Gen-X Affluent Consumers; Table 5-8: Shopping Patterns, Affluent vs. Other Consumers by Age Group; Sales Less Likely to Attract Older Affluent Shoppers; Table 5-9: Attitudes toward Sales and Bargains, Affluent vs. Other Consumers by Age Group; Brand Awareness Highest among Millennials; Table 5-10: Brand Awareness, Affluent vs. Other Consumers by Age Group
Impact of Social Media on Consumer Behavior: Lives of Affluent Millennials Entwined with Social Media; Table 5-11: Use of Social Media, Affluent vs. Other Consumers by Age Group; Younger Consumers at All Income Levels More Likely to Follow Favorite Brands on Social Sites; Table 5-12: Impact of Social Media on Consumer Behavior, Affluent vs. Other Consumers by Age Group
Media Usage and Receptivity to Advertising: Affluent Millennials on Leading Edge of New Media; Table 5-13: Online Media Activities in Last 30 Days, Affluent vs. Other Consumers by Age Group; Major Generational Differences in Consumption of Legacy Media; Table 5-14: Attitudes toward Legacy Media, Affluent vs. Other Consumers by Age Group; Affluent Gen-X Consumers More Open to Advertising; Table 5-15: Attitudes toward Advertising, Affluent vs. Other Consumers by Age Group; Affluent Consumers Less Likely to Respond to Product Placement; Table 5-16: Attitudes toward Product Placement, Affluent vs. Other Consumers by Age Group
Chapter 6 How Affluent Consumers Spend Their Money
Overview: Consumer Units Defined; Affluent Consumers Play Outsized Economic Role; Table 6-1: Expenditures of Consumer Units as Percent of Aggregate Consumer Expenditures in the United States in 2010, Affluent vs. Other Consumer Units; Affluent Responsible for Increasingly Large Share of Spending; Table 6-2: Expenditures of Consumer Units as Percent of Aggregate Consumer Expenditures in the United States 2003-2010, Affluent vs. Non-Affluent; Mass Affluent Consumers Provide Post-Recession Lift; Table 6-3: Average Annual Consumer Expenditures by Level of Income, 2007-2010; Overall Spending by Affluent Consumers Declined between 2008 and 2010; Table 6-4: Aggregate Annual Consumer Expenditures by Level of Income, 2008-2010; Downward Mobility Affects Affluent Consumer Spending; Table 6-5: Number of Consumer Units, Affluent vs. Other; Wide Gap Remains between Annual Spending of Affluent and Other Consumers; Figure 6-1: Average Annual Expenditures in 2010, Affluent vs. Other Consumers; Changes in Spending Patterns Reveal How Highly and Super-Affluent Consumers Made Do with Less in 2010 than in 2008; Eating Out Gives Way to Eating at Home; Spending on Men’s Apparel Nosedives; Spending on Entertainment Shifts; Travel Spending Down; Renting Becomes More Common; Affluent Spend More on the Home and Less on Personal Services; Spending on Used Cars Increases, New Car Expenditures Drop; Healthcare Spending Rises; Personal Care Spending Down, Education Spending Continues Upward Path; Table 6-6: Trends in Spending by Highly and Super-Affluent Consumer Units, 2008-2010
Chapter 7 How Affluent Consumers Manage Their Money
Attitudes toward Personal Finances: Aura of Financial Success Important to Affluent Consumers; Figure 7-1: Percent Who “Like Other People to Think I’m a Financial Success,” Affluent vs. Other Consumers; Super-Affluent Consumers More Alert to Financial News; Table 7-1: Knowledge of Personal Finance, Affluent vs. Other Consumers; Super-Affluent Shop for Deals for Financial Services; Table 7-2: Attitudes toward Financial Services, Affluent vs. Other Consumers; Room for Improvement in Financial Services Ads; Figure 7-2: Percent Finding Ads for Financial Services Interesting, Affluent vs. Other Consumers; Super-Affluent Less Adverse to Risk; Table 7-3: Attitudes toward Financial Risk, Affluent vs. Other Consumers
Use of Financial Services: Online Trading Popular among Highly and Super-Affluent; Figure 7-3: Percent Having an Online Trading Account, Affluent vs. Other Consumers; Figure 7-4: Percent Using Internet for Financial Information and Stock Trading, Affluent vs. Other Consumers; Super-Affluent Favor CPAs for Tax Preparation; Table 7-4: How Prepared Tax Return in Last 12 Months, Affluent vs. Other Consumers; Visa Wins Out over MasterCard Debit Cards; Table 7-5: Use of Debit/ATM Cards, Affluent vs. Other Consumers; Credit Cards Differentiate Affluent from Other Consumers; Figure 7-5: Percent Having or Using Credit Card, Affluent vs. Other Consumers; American Express Successfully Targets Super-Affluent; Table 7-6: Use of Credit Cards, Affluent vs. Other Consumers; Affluent Consumers Far Less Likely to Carry Credit Card Balances; Table 7-7: Portion of Bill Usually Paid, Affluent vs. Other Consumers; Online Bill Paying More Popular among Affluent; Table 7-8: Method of Paying Bills, Affluent vs. Other Consumers
Banking and Investments: Affluent More Likely to Own All Types of Investments; Table 7-9: Type of Investments Owned, Affluent vs. Other Consumers; Data Show Concentration of Wealth; Table 7-10: Selected Investments with a Value of $100,00 or More, Affluent vs. Other Consumers; Commercial Banks Get Lion’s Share of Affluent Consumers Business; Table 7-11: Banking and Investments by Type of Institution, Affluent vs. Other Consumers; Affluent Remain Prime Customers for Lenders; Table 7-12: Type of Loans, Affluent vs. Other Consumers
Ownership of Insurance: Super-Affluent Turn to High-Value Life Insurance Policies; Table 7-13: Ownership of Life Insurance, Affluent vs. Other Consumers; Substantial Amounts of Property and Vehicle Insurance Also Common; Table 7-14: Property and Vehicle Insurance, Affluent vs. Other Consumers; Umbrella Liability Insurance Attracts Super-Affluent Consumers; Table 7-15: Other Insurance, Affluent vs. Other Consumers; Relatively Few Affluent Consumers Lack Health Insurance; Table 7-16: Ownership of Health/Hospital Insurance, Affluent vs. Other Consumers; Table 7-17: Ownership of Health Insurance, Affluent vs. Other Consumers
Chapter 8 Overview of Affluent Shoppers
Shopping in Stores: Affluent Buyers Look for Respect from Others; Affluent Shoppers Impressed by Store Environment; Figure 8-1: Percent Agreeing a “Store’s Environment Makes a Difference in Whether I Shop There,” Affluent vs. Other Consumers; Specialty Stores Highly Regarded by Super-Affluent; Table 8-1: Shopping at Specialty Stores, Affluent vs. Other Consumers; Super-Affluent Unfazed by Price, Mass Affluent Not So Much; Table 8-2: Impact of Price on Shopping and Buying, Affluent vs. Other Consumers; Affluent Open to Using Cell Phones for Store Purchases; Figure 8-2: Percent Interested in Using Cell Phones for In-Store Purchases, Affluent vs. Other Consumers; Incentive Offers Intrigue Highly and Super-Affluent Consumers; Figure 8-3: Percent Responding to Incentive Offers, Affluent Vs. Other Consumers; Table 8-3: Percent Responding to Incentive Offers by Type of Offer, Affluent Vs. Other Consumers; Affluent Consumers Are Frequent Shoppers; Table 8-4: Visits to Shopping Malls and Strip Malls in Last Four Weeks, Affluent Vs. Other Consumers; Affluent Shopper Retail Preferences Starkly Different from Those of Other Consumers; Table 8-5: Department/Discount/Children’s/Clothing Stores with Highest Percentage of Affluent Shoppers; Table 8-6: Department/Discount/Children’s/Clothing Stores with Lowest Percentage of Affluent Shoppers
Internet and Catalog Shopping by Affluent Consumers: Internet Has Had Greatest Impact on Affluent Buyer Behavior; Table 8-7: Impact of the Internet on Shopping Behavior, Affluent vs. Other Consumers; Super-Affluent Are Avid Online Buyers; Figure 8-4: Made Online Purchase in Last 30 Days, Affluent vs. Other Consumers; Figure 8-5: Spent $2,000 or More on the Internet in Past 12 Months, Affluent vs. Other Consumers; Table 8-8: Items Ordered on the Internet in Past 12 Months, Affluent vs. Other Consumers; Super-Affluent Consumers Are Frequent Catalog Shoppers; Table 8-9: Number of Catalog Purchases Made in Last 12 Months, Affluent vs. Other Consumers; Table 8-10: Type of Merchandise Purchased from Catalogs in Last 12 Months, Affluent vs. Other Consumers; Leading Catalog Retailers Listed; Table 8-11: Most Popular Catalogs, Affluent vs. Other Consumers
Chapter 9 Highlights of Affluent Consumer Behavior
Eating at Home: Super-Affluent Focus on Keeping Trim; Table 9-1: Attitudes toward Dieting, Affluent vs. Other Consumers; Healthy Eating Has High Priority for Affluent Consumers; Table 9-2: Attitudes toward Healthy Eating, Affluent vs. Other Consumers; Gourmet Foods Attract Affluent; Table 9-3: Meal Choices, Affluent vs. Other Consumers; Super-Affluent Look for Organic Foods at Grocery Store; Table 9-4: Priorities When Shopping for Food, Affluent vs. Other Consumers
Shopping for the Home: Super-Affluent Consumers Place High Priority on Home Decorating; Figure 9-1: Percent Agreeing “Home Décor Is of Particular Interest to Me,” Affluent vs. Other Consumers; Highly and Super-Affluent Prime Customers of Home Furnishings Stores; Figure 9-2: Percent Shopping at Home Furnishing Stores in Last Three Months, Affluent vs. Other Consumers; Table 9-5: Percent Shopping at Home Furnishing Stores in Last Three Months by Name of Store, Affluent vs. Other Consumers; Affluent Big Spenders on Household Furnishings; Table 9-6: Percent Purchasing Household Furniture and Appliances in Last 12 Months, Affluent vs. Other Consumers; Home Improvement Projects Part of Affluent Lifestyle; Figure 9-3: Percent Shopping at Home Improvement Stores in Last Three Months, Affluent vs. Other Consumers; Table 9-7: Percent Shopping at Home Improvement Stores in Last Three Months by Name of Store, Affluent vs. Other Consumers; Table 9-8: Home Improvement Expenditures in Last 12 Months; Many DIYers among Affluent Consumers; Table 9-9: Home Remodeling Projects Performed in Last 12 Months; Table 9-10: Home Improvement Projects in Last 12 Months by Who Performed the Work, Affluent vs. Other Consumers
Home Electronics: Super-Affluent Consumers Are Early Adopters; Table 9-11: Attitudes toward Home Electronics, Affluent vs. Other Consumers; Gadgets Abound in Affluent Households; Table 9-12: Ownership of Home Electronics, Affluent vs. Other Consumers; Shopping at Home Electronics Stores More Popular Among Affluent; Table 9-13: Percent Shopping at Home Electronics and Office Supply/Computer Stores in Last Three Months, Affluent vs. Other Consumers; Cell Phones Universal among Affluent Consumers; Table 9-14: Cell Phone Ownership, Affluent vs. Other Consumers
Automotive: Many Affluent Household Garages Contain Multiple Vehicles; Table 9-15: Profile of Vehicle Ownership, Affluent vs. Other Consumers; Affluent View Cars as Part of Their Identity; Table 9-16: Attitudes toward Driving and Car Ownership, Affluent vs. Other Consumers; Affluent Want to Have Fun Driving; Table 9-17: Reasons for Buying a Vehicle, Affluent vs. Other Consumers; New Cars a Must for Many Super-Affluent; Table 9-18: Attitudes toward New vs. Used Cars, Affluent vs. Other Consumers; Highly and Super-Affluent Consumers Fixate on Foreign Cars; Table 9-19: Attitudes toward Foreign vs. Domestic Cars, Affluent vs. Other Consumers; Table 9-20: Vehicle Model Types Owned and Bought New, Affluent vs. Other Consumers; Table 9-21: Next Vehicle Purchase, Affluent vs. Other Consumers; Table 9-22: Car Brands with Highest Percentage of Highly and Super-Affluent Owners
Chapter 10 Affluent Consumers and Media
Social Media: Affluent Tied to Social Media; Figure 10-1: Percent Using Social Media, Affluent vs. Other Consumers; Figure 10-2: Percent Visiting Online Sharing Websites, Affluent vs. Other Consumers; Daily Use of Social Media More Common; Table 10-1: Use of Social Media, Affluent vs. Other Consumers; Affluent Heavily Engaged with Social Media; Table 10-2: Attitudes toward Online Sharing, Affluent vs. Other Consumers; Affluent Use Multiple Devices to Access Social Media; Figure 10-3: Percent Accessing Social Sites from Different Devices; More Millionaires Sign Up for Facebook; Table 10-3: Visits to Online Sharing Websites, Affluent vs. Other Consumers; Super-Affluent Consumers More Likely to Use Social Networks to Affiliate with Brands Rather than Look for Deals; Figure 10-4: Percent Who Like to Follow Favorite Brands or Companies on Social Sites, Affluent vs. Other Consumers; Opinions of Friends More Important than What Companies Claim on Social Sites; Table 10-4: Attitudes toward Online Sharing, Affluent vs. Other Consumers; Social Media Influence Retail Choices of Super-Affluent Consumers
Affluent Consumers and Online Media: Internet Has Greater Impact on Media Habits of Affluent Consumers; Table 10-5: Impact of the Internet on Media Usage, Affluent vs. Other Consumers; Highly and Super-Affluent Most Involved with Online Media; Table 10-6: Highlights of Online Media and Entertainment Use by Highly and Super-Affluent Consumers
Affluent Consumers and Legacy Media: Super-Affluent Readers Stay Loyal to Newspapers; Table 10-7: Attitudes toward Newspapers, Affluent vs. Other Consumers; Magazine Readership Dips among Affluent; Table 10-8: Attitudes toward Magazines, Affluent vs. Other Consumers; Magazines with Highest Proportion of Highly and Super-Affluent Readers Listed; Table 10-9: Magazines with Highest Percentage of Highly Affluent and Super-Affluent Readers; Television Less Important to Affluent; Table 10-10: Attitudes toward Television, Affluent vs. Other Consumers; Sports Channels Get Nod from Affluent Viewers; Table 10-11: Cable Television Networks with Highest Percentage of Highly Affluent and Super-Affluent Viewers; Affluent Listeners Important to Radio; Table 10-12: Attitudes toward Radio, Affluent vs. Other Consumers; Affluent Most Likely to Listen to News/Talk Radio Formats; Table 10-13: Radio Formats with Highest Percentage of Highly Affluent and Super-Affluent Listeners
Receptivity to Advertising: Super-Affluent Consumers Down on Advertising; Table 10-14: Attitudes toward Advertising, Affluent vs. Other Consumers; TV Advertising Gets Short Shrift from Super-Affluent Consumers; Table 10-15: Attitudes toward Television Advertising, Affluent vs. Other Consumers; Magazine Ads Get Less Attention; Table 10-16: Attitudes toward Magazine Advertising, Affluent vs. Other Consumers
Appendix Addresses of Selected Affluent Market Resources