Market Research Logo

The U.S. Affluent Market: The New Luxury Consumer


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

In the wake of bull and bear markets, this Packaged Facts report explores the full range of affluent American consumers, from high-net-worth individuals to the “mass” or “emerging” affluent. Historical and projected market quantifications are provided for 1999 to 2008, including breakouts by factors such as age (from Gen X to senior citizens), gender, and race/ethnicity. The report includes four focus sections—Financial Management; Home, Auto, & Technology; Personal Shopping; and Travel & Leisure—that draw on recent Simmons Market Research Bureau demographic and psychographic data. A final section summarizes the strategic shopping and emotional brand relationships that characterize the new luxury consumer.

Report Methodology
The information in The U.S. Affluent Market is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in demographic market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for spring 2004.

What You’ll Get in this Report
Find out how the growing number of affluent families is providing attractive opportunities for marketers in a wide range of industries. Learn why affluent women are an increasingly attractive segment of the U.S. consumer market. Understand the impact of affluent youth on general-market consumer tastes and preferences.

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

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the affluent market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the affluent market, as well as market growth and trends through 2008. Contributing to that understanding will be a complete analysis of data from published and trade sources, a detailed discussion of the affluent market based on Simmons data, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of largest minority group in the country.

This report will help:

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


  • Executive Summary
    • Scope And Methodology
      • Market Parameters
      • Report Methodology
    • Statistical Overview
      • Market Definition
      • Overview Of Market Size
      • Affluent Spending
      • Market Size And Growth
        • Table Affluent Market Size And Growth: Number Of Households And Aggregate Income, 1997-2006
    • Financial Management
      • Investment And Banking
      • High Indexes For Online Trading, International Investments
      • Home Mortgages And Home Equity
      • Higher Indexes For American Express
      • Insurance Patterns
    • Home, Auto, And Electronics
      • Home Improvement, Appliances, And Furnishings
      • Inside And Out
      • Automotive Products & Services
      • Attitudes On Domestic Vs. Foreign
      • Computers And The Internet
      • Audio-Visual Electronics
    • Personal Shopping
      • Direct Shopping And The Internet
      • Apparel And Sporting Goods
      • Accessories And Toiletries
      • Food And Alcohol
    • Travel & Entertainment
      • Travel Spending And Attitudes
      • Foreign Travel
      • Domestic Travel
      • Resorts, Cruises, And Casinos
      • Entertainment
    • Looking Ahead
      • A New Breed
      • Benefits Not Badges
      • Bipolar Shopping And Marketing
      • Services And Experiences
  • Statistical Overview
    • Market Size And Growth
      • Defining Affluent
      • Mass Affluent Vs. Highly Affluent
      • 21.4% Of Adults Are Affluent
      • 16.5% Of Households Are Affluent
      • 28 Million Households Earn $75K Plus
      • More To Spend, More Left Over
      • Affluent Income Approaches $3 Trillion
        • Table Number Of U.S. Households: Total U.S. Vs. $75K+ Households, 1993-2002 (In Thousands)
        • Table Share Of Aggregate Income: Top 20% And Top 5% Of U.S. Households, 1993-2002 (Percent)
        • Table Expenditures In Major Categories: Total U.S. Households Vs. Top Quintile, 2002 (In Dollars)
        • Table Affluent Market Size And Growth: Number Of Households, Average Household Income, And Aggregate Income, 1997-2006
    • Market Focus: Personal Demographics
      • 14.1% Of Men Are Mass Affluent
      • 45-54 Is Top Age Bracket
      • Asians Twice As Likely To Be Highly Affluent
      • Northeast Remains Affluent Stronghold
      • Skews By Educational Attainment
      • The Work And Marriage Mix
      • Affluents More Likely To Live In Family Households
      • 22 Million Mass Affluent Homeowners
        • Table Demographics By Gender: Mass Affluent Vs. Highly Affluent Adults, 2004 (U.S. Adults)
        • Table Demographics By Age Bracket: Mass Affluent Vs. Highly Affluent Adults, 2004 (U.S. Adults)
        • Table Demographics By Race/Ethnicity: Mass Affluent Vs. Highly Affluent Adults, 2004 (U.S. Adults)
        • Table Demographics By Region: Mass Affluent Vs. Highly Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Populations For Selected States: Mass Affluent, Highly Affluent, And Total Affluent, 2004 (U.S. Adults In Thousands)
        • Table Affluent Populations For Top Dmas: Mass Affluent, Highly Affluent, And Total Affluent, 2004 (U.S. Adults In Thousands)
        • Table Demographics By Highest Level Of Educational Attainment: Mass Affluent Vs. Highly Affluent Adults, 2004 (U.S. Adults)
        • Table Demographics By Employment Status: Mass Affluent Vs. Highly Affluent Adults, 2004 (U.S. Adults)
        • Table Demographics By Marital Status: Mass Affluent Vs. Highly Affluent Adults, 2004 (U.S. Adults)
        • Table Demographics By Household Size: Mass Affluent Vs. Highly Affluent Adults, 2004 (U.S. Adults)
        • Table Demographics By Number Of Children In Household: Mass Affluent Vs. Highly Affluent Adults, 2004 (U.S. Adults)
        • Table Demographics By Age Of Children In Household: Mass Affluent Vs. Highly Affluent Adults, 2004 (U.S. Adults)
        • Table Demographics By Type Of Residence: Mass Affluent Vs. Highly Affluent Adults, 2004 (U.S. Adults)
        • Table Demographics By Value Of Residence: Mass Affluent Vs. Highly Affluent Adults, 2004 (U.S. Adults)
    • Market Focus: Professional Demographics
      • Managers Vs. Professionals
      • One Million Work-At-Home Self-Employeds Are Mass Affluent
      • Affluent Demographics By Company Type And Size
      • Trade Vs. Trading: Patterns By Industry
        • Table Demographics By Type Of Job: Affluent Adults, 2004 (U.S. Adults)
        • Table Number Of Affluent Adults By Executive/Managerial Job Title, 2004 (U.S. Adults)
        • Table Demographics By Nature Of Self Employment: Mass Affluent Vs. Highly Affluent Adults, 2004 (U.S. Adults)
        • Table Demographics By Type Of Employer: Mass Affluent Vs. Highly Affluent Adults, 2004 (U.S. Adults)
        • Table Demographics By Size Of Employer: Mass Affluent Vs. Highly Affluent Adults, 2004 (U.S. Adults)
        • Table Demographics By Length Of Service With Company/Employer: Mass Affluent Vs. Highly Affluent Adults, 2004 (U.S. Adults)
        • Table Demographics By Industry In Which Employed: Mass Affluent Vs. Highly Affluent Adults, 2004 (U.S. Adults)
  • Financial Management
    • Investment And Banking
      • Only Half Of Highly Affluent Feel Financially Secure
      • $2,570 In Investment Income
      • High Indexes For Online Trading, International Investments
      • Skew To Check/Debit Cards, Cash Management Accounts
      • Client-Centrism
      • The Mass-Affluent Market
        • Table Affluent Adults As Consumers Of Financial Products: Financial Attitudes, 2004 (U.S. Adults)
        • Table Average Income From Interest, Dividends, Rent, And Property: Total U.S. Households Vs. Top Quintile, 1993-2002 (In Dollars)
        • Table Affluent Adults As Consumers Of Financial Products: Types Of Investments Currently Held, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Consumers Of Financial Products: By Types Of Investments Currently Held, 2004 (U.S. Adults)
        • Table Affluent Adults As Consumers Of Financial Products: Mutual Funds/Brokerage Accounts Currently Held, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Consumers Of Financial Products: By Mutual Funds/Brokerage Accounts Currently Held, 2004 (U.S. Adults)
        • Table Affluent Adults As Consumers Of Financial Products: Banking Accounts And Instruments Currently Held, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Consumers Of Financial Products: By Banking Accounts And Instruments Currently Held, 2004 (U.S. Adults)
    • Loan Accounts And Credit Cards
      • Home Mortgages And Home Equity
      • $24,541 In Housing Expenditures
      • New Twists In Mortgages
      • Higher Indexes For American Express
      • Attacking In a Level Playing Field
        • Table Affluent Adults As Consumers Of Financial Products: Loans Currently Carried, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Consumers Of Financial Products: By Loans Currently Carried, 2004 (U.S. Adults)
        • Table Average Expenditures On Housing: Total U.S. Households Vs. Top Quintile, 1993-2002 (In Dollars)
        • Table Market Value Of Home: Total U.S. Households Vs. Top Quintile, 1993-2002 (In Dollars)
        • Table Affluent Adults As Consumers Of Financial Products: Credit Cards Used In Last 12 Months, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Consumers Of Financial Products: By Credit Cards Used In Last 12 Months, 2004 (U.S. Adults)
    • Personal And Property Insurance
      • Personal Insurance Patterns
      • $1,548 In Medical Insurance Expenditures
      • $903 In Life Insurance Expenditures
      • The Life Insurance Leaders
      • Property Insurance Patterns
      • Draw For Specialized Medical And Liability Insurance
        • Table Affluent Adults As Consumers Of Financial Products: Life & Health Insurance Held, 2004 (U.S. Adults)
        • Table Average Expenditures On Health Insurance: Total U.S. Households Vs. Top Quintile, 1993-2002 (In Dollars)
        • Table Affluent Adults As Consumers Of Financial Products: Source Of Medical Insurance Policy, 2004 (U.S. Adults)
        • Table Average Expenditures On Life And Other Personal Insurance: Total U.S. Households Vs. Top Quintile, 1993-2002 (In Dollars)
        • Table Affluent Adults As Consumers Of Financial Products: Value Of Life Insurance Currently Held, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Consumers Of Financial Products: By Value Of Life Insurance Currently Held, 2004 (U.S. Adults)
        • Table Affluent Adults As Consumers Of Financial Products: Companies Providing Current Life/Health Insurance, 2004 (U.S. Adults)
        • Table Affluent Adults As Consumers Of Financial Products: Property & Vehicle Insurance Currently Held, 2004 (U.S. Adults)
        • Table Average Expenditures On Vehicle Insurance: Total U.S. Households Vs. Top Quintile, 1993-2002 (In Dollars)
        • Table Affluent Adults As Consumers Of Financial Products: Companies Providing Current Auto Insurance, 2004 (U.S. Adults)
        • Table Affluent Adults As Consumers Of Financial Products: Companies Providing Current Homeowner's Insurance, 2004 (U.S. Adults)
        • Table Affluent Adults As Consumers Of Financial Products: By Specialty Insurance Carried, 2004 (U.S. Adults)
  • Home, Auto, And Electronics
    • Home Improvement, Appliances, And Furnishings
      • $5,000+ Spent On Annual Improvements
      • Inside And Out
      • $3,500 On Household Furnishings And Equipment
      • 30% Of Affluent Spend $1,000 Plus On Furniture
      • $400 In Annual Spending On Major Appliances
      • Keeping Up With The Kitchens
      • Spilling Into The Garden
      • 57% Shop At Home Depot
        • Table Attitudes About The Home: Total U.S. Adults Vs. Affluent Adults, 2004 (Percent)
        • Table Amount Spent On Home Improvements In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Households As Prime Household Consumers: By Amount Spent On Home Improvements In Last 12 Months, 2004 (U.S. Adults)
        • Table Home Improvements Made In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Interior Remodeling Done In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Households As Prime Home Product Consumers: By Interior Remodeling Done In Last 12 Months, 2004 (U.S. Adults)
        • Table Average Expenditures On Household Furnishings And Equipment: Total U.S. Households Vs. Top Quintile, 1993-2002 (In Dollars)
        • Table Average Expenditures On Household Furnishings And Equipment By Type: Furniture And Household Textiles, Total U.S. Households Vs. Top Quintile, 1993-2002 (In Dollars)
        • Table Amount Spent On Household Furnishings In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Households As Prime Household Consumers: By Amount Spent On Furnishings In Last 12 Months, 2004 (U.S. Adults)
        • Table Household Furnishings Bought In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Average Expenditures On Household Furnishings And Equipment By Type: Major Appliances And Small Appliances, Total U.S. Households Vs. Top Quintile, 1993-2002 (In Dollars)
        • Table Household Appliances Bought In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Kitchen Appliances Bought In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Lawn & Garden Equipment Owned: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Home Improvement & Home Furnishing Stores Shopped In Last Three Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
    • Automotive Products & Services
      • More Is More
      • $6,288 On Annual Vehicle Expenditures
      • Attitudes On Domestic Vs. Foreign
      • Purchasing Of Suvs Vs. Bmws
      • Stretching The Market
      • Safety And Service
        • Table Attitudes About Automobiles: Total U.S. Adults Vs. Affluent Adults, 2004 (Percent)
        • Table Average Expenditures On Vehicle Purchases: Total U.S. Households Vs. Top Quintile, 1993-2002 (In Dollars)
        • Table Vehicles Owned Or Leased: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Households As Prime Automotive Consumers: By Vehicles Owned Or Leased, 2004 (U.S. Adults)
        • Table Foreign And Domestic Vehicle Types: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Households As Prime Automotive Consumers: By Foreign And Domestic Vehicle Types, 2004 (U.S. Adults)
        • Table Vehicle Makes: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Households As Automotive Consumers: By Vehicle Makes, 2004 (U.S. Adults)
        • Table Features Of New Vehicle Purchased: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Auto Service Provider And Auto Club Membership: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
    • Computers And The Internet
      • The Affluent As Avid Computer Users
      • The Affluent And The Internet
      • The Affluent And Computer Retailers
      • Samsung Grabs For Big Apple
        • Table Amount Spent On Personal Computer For Home Use: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Households As Prime Computer Consumers: By Amount Spent On Personal Computer For Home Use, 2004 (U.S. Adults)
        • Table Computer Peripherals & Accessories: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Pda Ownership By Type: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Households As Prime Computer Consumers: By Pda Ownership By Type, 2004 (U.S. Adults)
        • Table Amount Spent On Software In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Households As Prime Computer Consumers: By Amount Spent On Software In Last 12 Months, 2004 (U.S. Adults)
        • Table Software Types Owned: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Attitudes About Internet: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Internet Usage: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Households As Prime Computer Consumers: By Internet Usage And Method Of Access, 2004 (U.S. Adults)
        • Table Types Of Internet Services Used In Last 30 Days: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Home Computer Networks: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Households As Prime Computer Consumers: By Home Computer Networks, 2004 (U.S. Adults)
        • Table Office Supply & Computer Stores Shopped In Last Three Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
    • Audio-Visual Electronics
      • $1,140 On Equipment Expenditures
      • Bigger Tvs, More Tivo
      • One-Fourth Of Affluent Have Home Theater Systems
      • A New Breed Of Replica Appliances?
        • Table Average Expenditures On Television, Radios, And Sound Equipment: Total U.S. Households Vs. Top Quintile, 1993-2002 (In Dollars)
        • Table Amount Paid For Televisions: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Households As Prime Electronics Consumers: By Amount Paid For Televisions, 2004 (U.S. Adults)
        • Table Tv Ownership: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Digital Video Recorder Purchasing: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Households As Prime Electronics Consumers: By Digital Video Recorder Purchasing, 2004 (U.S. Adults)
        • Table Stereo Equipment Owned: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Amount Spent On Dvd Player: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004
        • Table Affluent Households As Prime Electronics Consumers: By Amount Spent On Dvd Player, 2004 (U.S. Adults)
        • Table Camera Ownership: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Households As Prime Electronics Consumers: By Camera Ownership, 2004 (U.S. Adults)
  • Personal Shopping
    • Direct Shopping
      • 24% Of Direct Shopping Heavy Spenders Are Mass Affluent
      • Internet Vs. Catalogs
        • Table Attitudes Related To Shopping: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Direct Order Shopping In Last 12 Months By Method, Type Of Product/Service, And Amount Spent: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Consumers: By Direct Order Shopping In Last 12 Months By Method, Type Of Product/Service, And Amount Spent, 2004 (U.S. Adults)
        • Table Catalogs Purchased From In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Consumers: By Catalogs Purchased From In Last 12 Months, 2004 (U.S. Adults)
    • Apparel And Sporting Goods
      • 62% Of Mass Affluent Choose Conservative Dress
      • Top Quintile Approaches $4,000 In Average Spending
      • Patterns By Gender
      • Lands' End, Eddie Bauer Steal On Levi's
      • Blahnik Vs. New Balance
      • Golf Keeps Its Grip
        • Table Attitudes Related To Apparel: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Average Overall, Women's And Girls, And Men's And Boys' Expenditures On Apparel And Related Services: Total U.S. Households Vs. Top Quintile, 1993-2002 (In Dollars)
        • Table Purchasing Of Women's Apparel In Last 12 Months By Type: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Consumers: By Purchasing Of Women's Apparel In Last 12 Months By Type, 2004 (U.S. Adults)
        • Table Purchasing Of Men's Apparel In Last 12 Months By Type: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Consumers: By Purchasing Of Men's Apparel In Last 12 Months By Type, 2004 (U.S. Adults)
        • Table Purchasing Of Jeans In Last 12 Months By Brand: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Consumers: By Purchasing Of Jeans In Last 12 Months By Brand, 2004 (U.S. Adults)
        • Table Average Expenditures On Footwear: Total U.S. Households Vs. Top Quintile, 1993-2002 (In Dollars)
        • Table Purchasing Of Sports Shoes In Last 12 Months By Type And Brand: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Consumers: By Purchasing Of Sports Shoes In Last 12 Months By Type And Brand, 2004 (U.S. Adults)
        • Table Sporting Goods Purchased In Last 12 Months By Type: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Consumers: By Sporting Goods Purchased In Last 12 Months By Type, 2004 (U.S. Adults)
    • Accessories And Toiletries
      • It's About The Brand
      • Top Quintile Approaches $1,000 In Personal Care Spending
      • Sunscreen More Than Mascara
      • For Women, Vitality Is The New Beauty
      • For Men, Fit Is The New Rich
        • Table Watch Brands Purchased In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Consumers: By Watch Brands Purchased In Last 12 Months, 2004 (U.S. Adults)
        • Table Average Expenditures On Personal Care Products And Services: Total U.S. Households Vs. Top Quintile, 1993-2002 (In Dollars)
        • Table Use Of Perfume/Cologne By Brand: Percentage Of Total U.S. Women Vs. Affluent Women, 2004 (U.S. Adult Women)
        • Table Affluent Adults As Prime Consumers: By Women's Use Of Perfume/Cologne In Last 12 Months By Brand, 2004 (U.S. Adult Women)
        • Table Use Of Aftershave/Cologne In Last 12 Months By Brand: Percentage Of Total U.S. Men Vs. Affluent Men, 2004 (U.S. Adult Men)
        • Table Affluent Adults As Prime Consumers: By Men's Use In Last 12 Months Of Aftershave/Cologne By Brand, 2004 (U.S. Adult Men)
        • Table Women's Use Of Toiletries By Type: Percentage Of Total U.S. Women Vs. Affluent Women, 2004 (U.S. Adult Women)
        • Table Affluent Adults As Prime Consumers: By Women's Use Of Toiletries By Type, 2004 (U.S. Adult Women)
    • Food And Alcohol
      • Stronger Attitudes Toward Food
      • Rich And Thin
      • Away From Home Spending Twice As High Among Top Quintile
      • Shots And Beer
        • Table Attitudes Related To Food: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Average Expenditures On Food At Home And Food Away From Home: Total U.S. Households Vs. Top Quintile, 1993-2002
        • Table Average Weekly Grocery Expenditures: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Consumers: By Average Weekly Grocery Expenditures, 2004 (U.S. Adults)
        • Table Alcoholic Beverage Consumption: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Consumers: By Alcoholic Beverage Consumption, 2004 (U.S. Adults)
  • Travel & Entertainment
    • Travel Spending And Attitudes
      • Curb In Spending
      • Rebound Projected For 2005
      • Travel As Adventure
        • Table Average Expenditures On Public Transportation: Total U.S. Households Vs. Top Quintile, 1993-2002 (In Dollars)
        • Table Attitudes Related To Travel: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
    • Foreign Travel
      • 50% Of Affluents Took Foreign Trip In Last Three Years
      • Business Travel Regaining Traction
      • 9.1 Million Mass Affluent Foreign Flyers
      • 32% Of Frequent Flyers For Foreign Business Are Highly Affluent
      • Mexico Is Most Common Foreign Destination
      • American Looks Abroad For Champagne Customers
      • Affluent Accommodations
      • Highly Affluent Account For 25% Of Big Spenders
        • Table Number Of Foreign Trips Taken In Last Three Years: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Number Of Foreign Trips Taken In Last Three Years, 2004 (U.S. Adults)
        • Table Purpose Of Foreign Travel In Last Three Years: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Purpose Of Foreign Travel In Last Three Years, 2004 (U.S. Adults)
        • Table Method Of Transportation For Foreign Travel During Last Three Years: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Method Of Transportation For Foreign Travel During Last Three Years, 2004 (U.S. Adults)
        • Table Number Of Foreign Plane Trips Taken In Last Three Years For Any, Business, Or Personal Travel: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Number Of Foreign Plane Trips Taken In Last Three Years For Any, Business, Or Personal Travel, 2004 (U.S. Adults)
        • Table Countries Visited During Foreign Travel In Last Three Years: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Countries Visited During Foreign Travel In Last Three Years, 2004 (U.S. Adults)
        • Table Airlines Used For Foreign Travel During Last Three Years: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Airlines Used For Foreign Travel During Last Three Years, 2004 (U.S. Adults)
        • Table Type Of Accommodation For Foreign Travel In Last Three Years: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Type Of Accommodation For Foreign Travel In Last Three Years, 2004 (U.S. Adults)
        • Table Average Amount Spent During Foreign Trip: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Average Amount Spent During Foreign Trip, 2004 (U.S. Adults)
    • Domestic Travel
      • 83% Of Affluents Took Domestic Trip In Last Year
      • Patterns In Purpose Of Trip
      • 19.8 Million Affluents Take Domestic Flights
      • Mass Affluents Comprise One-Fifth To One-Third Of Domestic Business Flyers
      • Frequent-Flyer Programs: Leveraging Loyalty
      • Mass Affluent Account For 34% Of Business Car Rentals
      • Heading To The Coasts
      • Luxury And Upper Upscale Hospitality
      • Heavier Users Of Hotels
      • Largest Segment Spend $500-$999 On Domestic Trips
        • Table Number Of Domestic Trips Taken In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Number Of Domestic Trips Taken In Last 12 Months, 2004 (U.S. Adults)
        • Table Purpose Of Domestic Trips Taken In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Purpose Of Domestic Trips Taken In Last 12 Months, 2004 (U.S. Adults)
        • Table Method Of Transportation For Domestic Travel During Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Method Of Transportation For Domestic Travel During Last 12 Months, 2004 (U.S. Adults)
        • Table Number Of Domestic Plane Trips Taken In Last 12 Months For Any, Business, Or Personal Travel: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Number Of Domestic Plane Trips Taken In Last 12 Months For Business Or Vacation/Personal Travel, 2004 (U.S. Adults)
        • Table Frequent-Flyer Program Membership: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Frequent-Flyer Program Membership, 2004 (U.S. Adults)
        • Table Number Of Car Rentals In Last 12 Months For Any, Business, Or Personal Use: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Number Of Car Rentals In Last 12 Months, For Business Or Personal Use, 2004 (U.S. Adults)
        • Table Car Rental Club Membership: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Car Rental Club Membership, 2004 (U.S. Adults)
        • Table States Of Destination: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By States Of Destination, 2004 (U.S. Adults)
        • Table Number Of Nights Spent In Domestic Travel In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Number Of Nights Spent In Domestic Travel In Last 12 Months, 2004 (U.S. Adults)
        • Table Type Of Accommodations During Domestic Trip: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Type Of Accommodations During Domestic Trip, 2004 (U.S. Adults)
        • Table Average Amount Spent During Domestic Trips: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Average Amount Spent During Domestic Trips, 2004 (U.S. Adults)
    • Resorts, Cruises, And Casinos
      • Mass Affluents Make Up 25% Of Water, Ski Resort Visitors
      • Cruising To The Caribbean
      • Mass Affluents As Frequent Gamblers
        • Table Resort Visits By Type In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Resort Visits By Type In Last 12 Months, 2004 (U.S. Adults)
        • Table Cruise Ship Vacations Taken In Last Three Years: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Cruise Ship Vacations Taken In Last Three Years, 2004 (U.S. Adults)
        • Table Cruise Ship Vacation Lines Used In Last Three Years: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Cruise Ship Vacation Lines Used In Last Three Years, 2004 (U.S. Adults)
        • Table Casino Gambling In Last 12 Months By Location And Number Of Visits: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Travel Consumers: By Casino Gambling In Last 12 Months By Location And Number Of Visits, 2004 (U.S. Adults)
    • Entertainment
      • Play Money Regains Momentum
      • Impact Of The Internet
      • Tivo Starts The Next Wave
      • Affluents And The Arts
      • A New Look At Cinema Advertising
      • It's Hbo For 8.3 Million Mass Affluents
      • Affluents And The Printed Word
      • Games And Toys
        • Table Average Expenditures On Entertainment: Total U.S. Households Vs. Top Quintile, 1993-2002 (In Dollars)
        • Table Attitudes Related To Leisure & Media: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Leisure/Hobby Activities Participated In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Leisure Consumers: By Leisure/Hobby Activities Participated In Last 12 Months, 2004 (U.S. Adults)
        • Table Live Performances Attended In Last 12 Months By Type: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Leisure Consumers: By Live Performances Attended In Last 12 Months By Type, 2004 (U.S. Adults)
        • Table Number Of Times Movies Attended In Last 90 Days: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Leisure Consumers: By Number Of Times Movies Attended In Last 90 Days, 2004 (U.S. Adults)
        • Table Movie Genres Seen In Last 90 Days: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Use Of Cable/Satellite Television Services: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Leisure Consumers: By Use Of Cable/Satellite Television Services, 2004 (U.S. Adults)
        • Table Cable Television Services Viewed In Last Seven Days: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Overview Of Book Purchasing In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Leisure Consumers: By Overview Of Book Purchasing In Last 12 Months, 2004 (U.S. Adults)
        • Table Types Of Books Purchased In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Leisure Consumers: By Types Of Books Purchased In Last 12 Months, 2004 (U.S. Adults)
        • Table Magazines Read/Looked Into In Last Six Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Sections Of Sunday Newspaper Read: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Game And Toy Purchasing In Last 12 Months By Recipient And Amount Spent: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Leisure Consumers: By Game And Toy Purchasing In Last 12 Months, By Recipient And Amount Spent, 2004 (U.S. Adults)
        • Table Types Of Games And Toys Purchased In Last 12 Months: Percentage Of Total U.S. Adults Vs. Affluent Adults, 2004 (U.S. Adults)
        • Table Affluent Adults As Prime Leisure Consumers: By Types Of Games And Toys Purchased In Last 12 Months, 2004 (U.S. Adults)
  • Looking Ahead
    • A New Breed
      • Benefits Not Badges
      • Bipolar Shopping
      • Something For Everyone
      • Diversity As The Rule
      • Raising The Ante On Service
      • Collaboration As Tactic
      • The Case For Customization
      • It's The Experience
        • Table Charitable Contributions In Last 12 Months: Overall Adults, Mass Affluent Adults, And Highly Affluent Adults, 2004 (U.S. Adults)
  • Addresses Of Selected Marketers

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report