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The Financial Services Market: Affluent and High Net Worth Consumers, 8th Edition

The Financial Services Market: Affluent and High Net Worth Consumers, 8th Edition

The Financial Services Market: Affluent and High Net Worth Consumers, 8th Edition segments affluent and high-net worth consumers and households, drilling down into their household finances, banking relationships and financial products and services usage and attitudes, digital engagement, payment usage and preferences, and credit card usage and preferences. The report emphasizes 5-year and 10-year trends over time, including market sizing, attitudes, usage, and other metrics.


  • Executive Summary
    • Report Scope
    • Report Summary
      • Affluent and High Net Worth Wealth Trends
      • Affluent and High Net Worth Asset and Debt Trends
      • Affluent Attitudes Toward the Economy, Money, and Financial Institutions
      • Affluent Consumers and Banking Relationships
      • Digital Engagement of Affluent Consumers
      • Payment Choices Among Affluent and High Net Worth Consumers
      • Affluent and High Net Worth Credit Card Usage Analysis
  • Affluent and High Net Worth Wealth Trends
    • Household Growth Trends Inflate Affluent & High Net Worth Ranks
      • Table Number of U.S. Households: Affluent vs. Non-Affluent by Household Income Bracket, 2010-2019
      • Table Number of U.S. Households: Non-High Net Worth vs. High Net Worth, 2010-2019
    • Affluent and High Net Worth Market Size
      • Table Total Household Net Worth, Number of Households, and Mean Household Net Worth, 2010-2019
      • Affluent vs. Non-Affluent Households
        • Table Total HH Net Worth, Number of HHs, and Mean HH Net Worth: Non-Affluent vs. Affluent HHs, 2010-2019
      • High Net Worth vs. Non-High Net Worth Households
        • Table Total HH Net Worth, Number of HHs, and Mean HH Net Worth: Non-High vs. High Net Worth, 2010-2019
    • Affluent Segmentation: Trends over Time
      • Household Growth Trends, by HH Income
        • Table Number of Households: Affluent vs. Non-Affluent by Household Income Bracket, 2010-2019
        • Table Share of Affluent vs Non-Affluent Households: By Household Income Bracket, 2010-2019
      • Mean Household Net Worth Trends
        • Table Mean Household Net Worth: Affluent vs. Non-Affluent by HH Income Bracket, 2010-2019 ($1,000s)
      • Total Household Net Worth Trends
        • Table Total Household Net Worth: Affluent vs. Non-Affluent by HH Income Bracket, 2010-2019 ($tril)
        • Table Share of Total Household Net Worth: Affluent vs. Non-Affluent by HH Income Bracket, 2010-2019
    • Net Worth Segmentation: Trends over Time
      • Household Net Worth Growth Trends
        • Table Number of Households: Non-High Net Worth vs. High Net Worth, 2010-2019
        • Table Share of Households: Non-High Net Worth vs. High Net Worth, 2010-2019
      • Mean Household Net Worth Growth Trends
        • Table Mean Household Net Worth: Non-High Net Worth vs. High Net Worth, 2010-2019 ($1,000s)
      • Total Household Net Worth Growth Trends
        • Table Total Household Net Worth: Non-High Net Worth vs. High Net Worth, 2010-2019 ($tril)
        • Table Share of Total Household Net Worth: Non-High Net Worth vs. High Net Worth, 2010-2019
    • Generational Analysis
      • Overall Net Worth Trends by Generation
        • Table Total Household Net Worth by Generation, 2010-2019 ($tril)
      • Affluent and High Net Worth Wealth Trends by Generation
        • Table Total Affluent Household Net Worth by Generation, 2010-2019 ($tril)
        • Table Total Net Worth of High Net Worth Households by Generation, 2010-2019 ($tril)
      • Millennials
        • Table Number of Millennial Households: Non-Affluent vs. Affluent by Household Income Bracket, 2010-2019
        • Table Millennial HHs Total and Mean Wealth: Non-Affluent vs. Affluent by HH Income Bracket, 2010-2019
        • Table Millennial HHs Total Wealth, Mean Wealth, and Number of HHs: By Non-High vs. High Net Worth, 2010-2019
      • Generation X
        • Table Number of Generation X Households: Non-Affluent vs. Affluent by HH Income Bracket, 2010-2019
        • Table Generation X HHs Total and Mean Wealth: Non-Affluent vs. Affluent by HH Income Bracket, 2010-2019
        • Table Generation X HHs Total Wealth, Mean Wealth, and Number of HHs: By Non-High vs. High Net Worth, 2010-2019
      • Baby Boomers
        • Table Number of Baby Boomer Households: Non-Affluent vs. Affluent by HH Income Bracket, 2010-2019
        • Table Baby Boomer HHs Total and Mean HH Wealth: Non-Affluent vs. Affluent by HH Income Bracket, 2010-2019
        • Table Baby Boomer HHs Total Wealth, Mean Wealth, and Number of HHs: By Non-High vs. High Net Worth, 2010-2019
      • Silent Generation
        • Table Number of Silent Generation Households: Non-Affluent vs. Affluent by HH Income Bracket, 2010-2019
        • Table Silent Generation HHs Total and Mean Wealth: Non-Affluent vs. Affluent by HH Income Bracket, 2010-2019
        • Table Silent Generation HHs Total Wealth, Mean Wealth, and Number of HHs: By Non-High vs. High Net Worth, 2010-2019
  • Affluent and High Net Worth Asset and Debt Trends
    • The U.S. Household Balance Sheet: Trends over Time
      • Table U.S. Households: Mean and Total Net Worth:Assets & Debt by Financial vs. Non-Financial, 2010-2019
      • Stocks, Bonds, and Other Managed Assets Now More Than Half of Financial Assets
      • Home Values Still Largest Non-Financial Asset, but Business Assets Close Gap
        • Table U.S. Households: Mean Financial and Non-Financial Assets by Type, 2010-2019 ($1,000s)
      • Total Value of Stocks/Bonds/Managed Assets Tops $26 Trillion
        • Table U.S. Households: Total Financial and Non-Financial Assets by Type, 2010-2019 ($tril)
      • Consumer Debt Trends Converge from Overall Debt Trends
        • Table U.S. Households: Mean and Total Debts by Type of Debt, 2010-2019
    • Affluent Asset Share Analysis: Trends over Time
      • Stocks, Bonds, and Other Managed Assets: Upper Affluent Share Rises to 49%
        • Table U.S. HH Stocks, Bonds, & Other Managed Assets: Total Assets and Share by Affluent Segment, 2010-2019 ($bi)
      • Principal Residence: Affluent Household Gains; Non-Affluent Household Stagnation
        • Table U.S. Household Principal Residence Assets: Total Assets and Share by Affluent Segment, 2010-2019 ($bil)
      • Business Assets: Upper Affluent Households Strengthen Their Grip
        • Table U.S. Household Business Assets: Total Assets and Share by Affluent Segment, 2010-2019 ($bil)
      • Retirement Assets: A Growing Base Affluent Stronghold
        • Table U.S. Household Retirement Assets: Total Assets and Share by Affluent Segment, 2010-2019 ($bil)
      • Investment Real Estate Assets: Upper Affluent Strength; Base Affluent Weakness
        • Table U.S. Household Investment Real Estate Assets: Total Assets and Share by Affluent Segment, 2010-2019 ($bil)
      • Transaction Accounts
        • Table U.S. Household Transaction Account/CD Assets: Total Assets and Share by Affluent Segment, 2010-2019 ($bil)
    • Affluent and High Net Worth Asset and Debt Trends over Time
      • Base Affluent Households
        • Table Base Affluent HHs Mean Net Worth: By Assets, Debt, and Assets-to-Debt Ratio, 2010-2019 ($1,000s)
        • Table Base Affluent Households: Mean Financial Assets by Type, 2010-2019 ($1,000s)
        • Table Base Affluent Households: Mean Non-Financial Assets by Type, 2010-2019 ($1,000s)
        • Table Base Affluent Households: Mean Debts by Type, 2010-2019 ($1,000s)
      • Middle Affluent Households
        • Table Middle Affluent Households Mean Net Worth: By Assets, Debt, and Assets-to-Debt Ratio, 2010-2019 ($1,000s)
        • Table Middle Affluent Households: Mean Financial Assets by Type, 2010-2019 ($1,000s)
        • Table Middle Affluent Households: Mean Non-Financial Assets by Type, 2010-2019 ($1,000s)
        • Table Middle Affluent Households: Mean Debts by Type, 2010-2019 ($1,000s)
      • Upper Affluent Households
        • Table Upper Affluent Households Mean Net Worth: By Assets, Debt, and Assets-to-Debt Ratio, 2010-2019 ($1,000s)
        • Table Upper Affluent Households: Mean Financial Assets by Type, 2010-2019 ($1,000s)
        • Table Upper Affluent Households: Mean Non-Financial Assets by Type, 2010-2019 ($1,000s)
        • Table Upper Affluent Households: Mean Debts by Type, 2010-2019 ($1,000s)
      • High Net Worth Households
        • Table High Net Worth Households Mean Net Worth: By Assets, Debts, and Assets-to-Debt Ratio, 2010-2019 ($1,000s)
        • Table High Net Worth Households: Mean Financial Assets by Type, 2010-2019 ($1,000s)
        • Table High Net Worth Households: Mean Non-Financial Assets by Type, 2010-2019 ($1,000s)
        • Table High Net Worth Households: Mean Debts by Type, 2010-2019 ($1,000s)
    • Consumer Debt Analysis
      • Consumer Lending Need Diminishes as Affluence Increases
        • Table Mean Household Consumer Debt: Affluent vs. Non-Affluent by Household Income Bracket, 2010-2019 ($1,000s)
      • $1 million+ Income HHs: 30% of Wealth; 0.6% of Consumer Debt
        • Table Share of Total Consumer Debt, Number of HHs, and Wealth: Affluent vs. Non-Affluent by HH Income Bracket, 2019
  • Affluent Attitudes Toward The Economy, Money Management, and Financial Institutions
    • Consumer Confidence and Economic Outlook
      • Consumer Confidence
        • Table High Consumer Confidence by HH Income Bracket, 2009 vs. 2018 (% of respondents)
      • Personal Economic Perspective and Outlook
        • Table Percent Who Say They Are Better Off Financially Now vs. 12 Months Ago: By HH Income Bracket, 2009-2018
        • Table Percent Who Say They Will Be Better Off Financially in Coming 12 Months vs. Now: By HH Income Bracket, 2009-2018
      • General Economic Perspective and Outlook
        • Table Percent Who Say American Economy Will Be Better Off in Coming 12 Months vs. Now: By HH Income Bracket, 2009-2018
      • Purchasing Perspective
        • Table Likelihood of Purchasing a Big-Ticket Item Within the Next 30 Days: By HH Income Bracket, 2009-2018 (% of respondents)
    • Financial Services Attitudes
      • Attitudes Toward Money Management and Financial Risk
        • Table Attitudes Toward Money Management and Financial Risk: By HH Income Bracket, 2009 vs. 2018 (% of respondents)
      • Financial Services Pricing and Consumer Attitudes
        • Table Consumer Attitudes About Financial Services Pricing: By HH Income Bracket, 2009 vs. 2018 (% of respondents)
    • Spending and Borrowing Habits
      • Affluent Households Are a Better Pre-Recesison Bet
        • Table Prior-Year Household Spending: Exceed, Same, or Less Than Household Income, By HH Income Bracket, 2016 (% of respondents)
        • Table Method Chosen to Address Financial Emergency Leaving Household Unable To Pay Bills, By HH Income Bracket, 2016 (% of respondents)
  • Affluent Consumers and Banking Relationships
    • National Bank, Credit Union, Local Bank, and Internet Bank Usage
      • Choice of Primary Banking Institution
        • Table Financial Institutions Used as Primary Bank, 2014 vs. 2018 (% of respondents)
      • The Affluent Connection
        • Table Financial Institutions Used as Primary Bank: By HH Income Bracket, 2014 vs. 2018 (% of respondents)
      • Chase Draws Affluent Millennials
        • Table Financial Institution Affluent Consumers Use as Primary Bank: By Generation, 2018 (% of respondents)
    • Reasons for Choosing Primary Bank
      • Location, Location, Location
        • Table Rationales for Choosing Primary Bank, 2014 vs. 2018 (% of respondents)
      • Affluent Rationales
        • Table Rationales for Choosing Primary Bank: By HH Income Bracket, 2018 (% of respondents)
      • Affluent Generational Analysis
        • Table Rationales of Affluent Consumers for Choosing Primary Bank: By Generation, 2018 (% of respondents)
  • Digital Engagement of Affluent Consumers
    • Smartphone and Internet Usage Trends
      • Table Smartphone and Internet Usage by HH Income Bracket, 2014 vs. 2018 (% of respondents)
      • Internet Attitudes over Time
        • Table Perceptions on How Internet Has Changed Information Gathering & Media Habits: By HH Income Bracket, 2018 (% of respondents)
        • Table Perceptions on How Internet Has Changed Information Gathering & Media Habits: By HH Income Bracket, 2009 vs. 2018 (% of respondents)
    • Digital Purchasing Trends
      • Online and Mobile Purchasing Frequency
        • Table Online Purchasing Frequency in Last 30 Days: By HH Income Bracket, 2014 vs. 2018 (% of respondents)
      • Online Purchases per Adult
        • Table Online Purchasing Frequency in Last 30 Days, and Online Purchases per Adult & per Online Purchaser, by HH Income Bracket, 2018 (% of respondents)
    • Digital Banking Trends
      • Online Banking
        • Table Used Online Banking in Last 30 Days by Household Income Bracket, 2010-2018 (% of respondents)
      • Mobile Banking
        • Table Used Mobile Banking in Last 30 Days by Household Income Bracket, 2014 vs. 2018 (% of respondents)
      • Banking/Financial App Usage
        • Table Use of Smartphones and Banking Apps by HH Income Bracket, 2014 vs. 2018
  • Payment Choices Among Affluent and High Net Worth Consumers
    • Consumer Payments by Payment Instrument
      • Table Per-Person Consumer Payments by Payment Instrument: Payments per Month, Monthly and Annual Payment Value, Share of All Payments, and Average Value per Payment, 2017 ($)
      • Table Total Annual Consumer Payment Volume and Value: By Payment Instrument, 2017
    • Per-Person Payment Value and Volume: Affluent Segmentation
      • Table Annual Per-Person Payment Value: By Payment Instrument and HH Income Bracket, 2017 ($)
      • Table Annual Per-Person Payment Volume: By Payment Instrument and HH Income Bracket, 2017 (#)
      • Table Average Value per Payment Transaction: By Payment Instrument and HH Income Bracket, 2017 ($)
    • Per-Person Payment Value and Volume: Net Worth Segmentation
      • Table Annual Per-Person Payment Value by Payment Instrument: All Adults vs. High Net Worth Adults, 2017
      • Table Annual Per-Person Payment Volume by Payment Instrument: All Adults vs. High Net Worth Adults, 2017 (#)
      • Table Average Value per Payment Transaction by Payment Instrument: All Adults vs. High Net Worth Adults, 2017 ($)
  • Affluent and High Net Worth Credit Card Usage Analysis
    • Credit Card Usage Volume Over Time
      • Table Share of Adult Population and Credit Card Use Volume: By HH Income Bracket, 2009-2018
    • Credit Card Users, Cards Per User, and Wallet Share
      • Credit Card Wallet Share: American Express Exhibits Affluent Strength
        • Table Share of Credit Card Ownership: By Card Network/Type, HH Income Bracket, and Net Worth, 2017
        • Table Number of Credit Cards in Wallet: By Card Network/Type, HH Income Bracket, and Net Worth, 2017
        • Table Credit Card Wallet Share: By Card Network/Type, HH Income Bracket, and Net Worth, 2017
      • Active Credit Card Wallet Share
        • Table Number of Active Credit Cards per Credit Card User and Wallet Share: By Card Network/Type and HH Income Bracket, 2017
        • Table Number of Active Credit Card Cards Per User and Wallet Share by Card Network/Type: Non-High vs. High Net Worth, 2017
    • Revolvers vs. Transactors
      • Affluent Credit Card Holders
        • Table Percent of Active Credit Cards Having Unpaid Balance for First Most Used Card Through Fifth Most Used Card, by HH Income Bracket, 2017
        • Table Active Credit Cards: Number and Share of Revolvers vs. Transactors by HH Income Bracket, 2017
      • High Net Worth Credit Card Holders
        • Table Percent of Active Credit Cards Having Unpaid Balance for First Most Used Card Through Fifth Most Used Card: High Net Worth vs. Non-High Net Worth Credit Card Users, 2017
        • Table Credit Card Revolvers vs. Transactors Active Credit Card Wallet Share: Non-High vs. Non-High Net Worth, 2017
  • Appendix
    • Methodology
      • Consumer Survey Methodology
      • Key Sources
      • Population Estimates
      • Generations
        • Table U.S. Generations, 2019
        • Table U.S. Generations: Report Applications, 2019
      • Abbreviations
        • Table Report Abbreviations and Acronyms, 2017
      • Terms and Definitions

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