• 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
• Figure 2-2: Share of U.S. Affluent Population by Region, 2004 (percent)
• Skews by Educational Attainment
• The Work and Marriage Mix
• Affluents More Likely to Live in Family Households
• 22 Million Mass Affluent Homeowners
• Table 2-5: Demographics by Gender: Mass Affluent vs. Highly Affluent Adults, 2004 (U.S. adults)
• Table 2-6: Demographics by Age Bracket: Mass Affluent vs. Highly Affluent Adults, 2004 (U.S. adults)
• Table 2-7: Demographics by Race/Ethnicity: Mass Affluent vs. Highly Affluent Adults, 2004 (U.S. adults)
• Table 2-8: Demographics by Region: Mass Affluent vs. Highly Affluent Adults, 2004 (U.S. adults)
• Table 2-9: Affluent Populations for Selected States: Mass Affluent, Highly Affluent, and Total Affluent, 2004 (U.S. adults in thousands)
• Table 2-10: Affluent Populations for Top DMAs: Mass Affluent, Highly Affluent, and Total Affluent, 2004 (U.S. adults in thousands)
• Table 2-11: Demographics by Highest Level of Educational Attainment: Mass Affluent vs. Highly Affluent Adults, 2004 (U.S. adults)
• Table 2-12: Demographics by Employment Status: Mass Affluent vs. Highly Affluent Adults, 2004 (U.S. adults)
• Table 2-13: Demographics by Marital Status: Mass Affluent vs. Highly Affluent Adults, 2004 (U.S. adults)
• Table 2-14: Demographics by Household Size: Mass Affluent vs. Highly Affluent Adults, 2004 (U.S. adults)
• Table 2-15: Demographics by Number of Children in Household: Mass Affluent vs. Highly Affluent Adults, 2004 (U.S. adults)
• Table 2-16: Demographics by Age of Children in Household: Mass Affluent vs. Highly Affluent Adults, 2004 (U.S. adults)
• Table 2-17: Demographics by Type of Residence: Mass Affluent vs. Highly Affluent Adults, 2004 (U.S. adults)
• Table 2-18: Demographics by Value of Residence: Mass Affluent vs. Highly Affluent Adults, 2004 (U.S. adults)

• 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 2-19: Demographics by Type of Job: Affluent Adults, 2004 (U.S. adults)
• Table 2-20: Number of Affluent Adults by Executive/Managerial Job Title, 2004 (U.S. adults)
• Table 2-21: Demographics by Nature of Self Employment: Mass Affluent vs. Highly Affluent Adults, 2004 (U.S. adults)
• Table 2-22: Demographics by Type of Employer: Mass Affluent vs. Highly Affluent Adults, 2004 (U.S. adults)
• Table 2-23: Demographics by Size of Employer: Mass Affluent vs. Highly Affluent Adults, 2004 (U.S. adults)
• Table 2-24: Demographics by Length of Service with Company/Employer: Mass Affluent vs. Highly Affluent Adults, 2004 (U.S. adults)
• Table 2-25: Demographics by Industry in Which Employed: Mass Affluent vs. Highly Affluent Adults, 2004 (U.S. adults)

Chapter 3: Financial Management

• Investment and Banking
  
• Only Half of Highly Affluent Feel Financially Secure
• Figure 3-1: Percentage Who Feel Financially Secure: Adults Overall, Mass Affluent Adults, and Highly Affluent Adults, 2004 (U.S. adults)
• $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 3-1: Affluent Adults as Consumers of Financial Products: Financial Attitudes, 2004 (U.S. adults)
• Table 3-2: Average Income from Interest, Dividends, Rent, and Property: Total U.S. Households vs. Top Quintile, 1993-2002 (in dollars)
• Table 3-3: Affluent Adults as Consumers of Financial Products: Types of Investments Currently Held, 2004 (U.S. adults)
• Table 3-4: Affluent Adults as Prime Consumers of Financial Products: By Types of Investments Currently Held, 2004 (U.S. adults)
• Table 3-5: Affluent Adults as Consumers of Financial Products: Mutual Funds/Brokerage Accounts Currently Held, 2004 (U.S. adults)
• Table 3-6: Affluent Adults as Prime Consumers of Financial Products: By Mutual Funds/Brokerage Accounts Currently Held, 2004 (U.S. adults)
• Table 3-7: Affluent Adults as Consumers of Financial Products: Banking Accounts and Instruments Currently Held, 2004 (U.S. adults)
• Table 3-8: Affluent Adults as Prime Consumers of Financial Products: By Banking Accounts and Instruments Currently Held, 2004 (U.S. adults)

• Home Mortgages and Home Equity
• $24,541 in Housing Expenditures
• New Twists in Mortgages
• Higher Indexes for American Express
• Figure 3-2: Percentage of the Affluent Who Have Used Selected Credit Card Classifications in the Last 12 Months, 2004 (U.S. adults)
• Attacking in a Level Playing Field
• Table 3-9: Affluent Adults as Consumers of Financial Products: Loans Currently Carried, 2004 (U.S. adults)
• Table 3-10: Affluent Adults as Prime Consumers of Financial Products: By Loans Currently Carried, 2004 (U.S. adults)
• Table 3-11: Average Expenditures on Housing: Total U.S. Households vs. Top Quintile, 1993-2002 (in dollars)
• Table 3-12: Market Value of Home: Total U.S. Households vs. Top Quintile, 1993-2002 (in dollars)
• Table 3-13: Affluent Adults as Consumers of Financial Products: Credit Cards Used in Last 12 Months, 2004 (U.S. adults)
• Table 3-14: Affluent Adults as Prime Consumers of Financial Products: By Credit Cards Used in Last 12 Months, 2004 (U.S. adults)

• 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 3-15: Affluent Adults as Consumers of Financial Products: Life & Health Insurance Held, 2004 (U.S. adults)
• Table 3-16: Average Expenditures on Health Insurance: Total U.S. Households vs. Top Quintile, 1993-2002 (in dollars)
• Table 3-17: Affluent Adults as Consumers of Financial Products: Source of Medical Insurance Policy, 2004 (U.S. adults)
• Table 3-18: Average Expenditures on Life and Other Personal Insurance: Total U.S. Households vs. Top Quintile, 1993-2002 (in dollars)
• Table 3-19: Affluent Adults as Consumers of Financial Products: Value of Life Insurance Currently Held, 2004 (U.S. adults)
• Table 3-20: Affluent Adults as Prime Consumers of Financial Products: By Value of Life Insurance Currently Held, 2004 (U.S. adults)
• Table 3-21: Affluent Adults as Consumers of Financial Products: Companies Providing Current Life/Health Insurance, 2004 (U.S. adults)
• Table 3-22: Affluent Adults as Consumers of Financial Products: Property & Vehicle Insurance Currently Held, 2004 (U.S. adults)
• Table 3-23: Average Expenditures on Vehicle Insurance: Total U.S. Households vs. Top Quintile, 1993-2002 (in dollars)
• Table 3-24: Affluent Adults as Consumers of Financial Products: Companies Providing Current Auto Insurance, 2004 (U.S. adults)
• Table 3-25: Affluent Adults as Consumers of Financial Products: Companies Providing Current Homeowner’s Insurance, 2004 (U.S. adults)
• Table 3-26: Affluent Adults as Consumers of Financial Products: By Specialty Insurance Carried, 2004 (U.S. adults)

Chapter 4: 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
• Figure 4-1: Percent Who Have Shopped in Selected Home Improvement/Home Furnishing Stores in the Last Three Months: Adults Overall vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-1: Attitudes About the Home: Total U.S. Adults vs. Affluent Adults, 2004 (percent)
• Table 4-2: Amount Spent on Home Improvements in Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-3: Affluent Households as Prime Household Consumers: By Amount Spent on Home Improvements in Last 12 Months, 2004 (U.S. adults)
• Table 4-4: Home Improvements Made in Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-5: Interior Remodeling Done in Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-6: Affluent Households as Prime Home Product Consumers: By Interior Remodeling Done in Last 12 Months, 2004 (U.S. adults)
• Table 4-7: Average Expenditures on Household Furnishings and Equipment: Total U.S. Households vs. Top Quintile, 1993-2002 (in dollars)
• Table 4-8: 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 4-9: Amount Spent on Household Furnishings in Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-10: Affluent Households as Prime Household Consumers: By Amount Spent on Furnishings in Last 12 Months, 2004 (U.S. adults)
• Table 4-11: Household Furnishings Bought in Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-12: 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 4-13: Household Appliances Bought in Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-14: Kitchen Appliances Bought in Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-15: Lawn & Garden Equipment Owned: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-16: Home Improvement & Home Furnishing Stores Shopped in Last Three Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)

• More Is More
• $6,288 on Annual Vehicle Expenditures
• Attitudes on Domestic vs. Foreign
• Figure 4-2: Percent of Consumers Who Consider Foreign Cars Higher Quality: Mass Affluent, Highly Affluent, and Overall, 2004 (U.S. adults)
• Purchasing of SUVs vs. BMWs
• Stretching the Market
• Safety and Service
• Table 4-17: Attitudes About Automobiles: Total U.S. Adults vs. Affluent Adults, 2004 (percent)
• Table 4-18: Average Expenditures on Vehicle Purchases: Total U.S. Households vs. Top Quintile, 1993-2002 (in dollars)
• Table 4-19: Vehicles Owned or Leased: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-20: Affluent Households as Prime Automotive Consumers: By Vehicles Owned or Leased, 2004 (U.S. adults)
• Table 4-21: Foreign and Domestic Vehicle Types: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-22: Affluent Households as Prime Automotive Consumers: By Foreign and Domestic Vehicle Types, 2004 (U.S. adults)
• Table 4-23: Vehicle Makes: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-24: Affluent Households as Automotive Consumers: By Vehicle Makes, 2004 (U.S. adults)
• Table 4-25: Features of New Vehicle Purchased: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-26: Auto Service Provider and Auto Club Membership: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)

• The Affluent as Avid Computer Users
• The Affluent and the Internet
• The Affluent and Computer Retailers
• Figure 4-3: Percent Who Have Shopped in Selected Office Supply/Computer Stores in the Last Three Months: Adults Overall vs. Affluent Adults, 2004 (U.S. adults)
• Samsung Grabs for Big Apple
• Table 4-27: Amount Spent on Personal Computer for Home Use: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-28: Affluent Households as Prime Computer Consumers: By Amount Spent on Personal Computer for Home Use, 2004 (U.S. adults)
• Table 4-29: Computer Peripherals & Accessories: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-30: PDA Ownership by Type: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-31: Affluent Households as Prime Computer Consumers: By PDA Ownership by Type, 2004 (U.S. adults)
• Table 4-32: Amount Spent on Software in Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-33: Affluent Households as Prime Computer Consumers: By Amount Spent on Software in Last 12 Months, 2004 (U.S. adults)
• Table 4-34: Software Types Owned: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-35: Attitudes about Internet: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-36: Internet Usage: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-37: Affluent Households as Prime Computer Consumers: By Internet Usage and Method of Access, 2004 (U.S. adults)
• Table 4-38: Types of Internet Services Used in Last 30 Days: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-39: Home Computer Networks: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-40: Affluent Households as Prime Computer Consumers: By Home Computer Networks, 2004 (U.S. adults)
• Table 4-41: Office Supply & Computer Stores Shopped in Last Three Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)

• $1,140 on Equipment Expenditures
• Bigger TVs, More TIVO
• One-Fourth of Affluent Have Home Theater Systems
• A New Breed of Replica Appliances?
• Table 4-42: Average Expenditures on Television, Radios, and Sound Equipment: Total U.S. Households vs. Top Quintile, 1993-2002 (in dollars)
• Table 4-43: Amount Paid for Televisions: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-44: Affluent Households as Prime Electronics Consumers: By Amount Paid for Televisions, 2004 (U.S. adults)
• Table 4-45: TV Ownership: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-46: Digital Video Recorder Purchasing: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-47: Affluent Households as Prime Electronics Consumers: By Digital Video Recorder Purchasing, 2004 (U.S. adults)
• Table 4-48: Stereo Equipment Owned: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-49: Amount Spent on DVD Player: Percentage of Total U.S. Adults vs. Affluent Adults, 2004
• Table 4-50: Affluent Households as Prime Electronics Consumers: By Amount Spent on DVD Player, 2004 (U.S. adults)
• Table 4-51: Camera Ownership: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 4-52: Affluent Households as Prime Electronics Consumers: By Camera Ownership, 2004 (U.S. adults)

Chapter 5: Personal Shopping

• Direct Shopping
  
• 24% of Direct Shopping Heavy Spenders Are Mass Affluent
• Figure 5-1: Share of Consumers Who Spend $1,000 or More Annually on Direct Shopping: Mass Affluent, Highly Affluent, and Other, 2004 (U.S. adults)
• Internet vs. Catalogs
• Table 5-1: Attitudes Related to Shopping: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 5-2: 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 5-3: 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 5-4: Catalogs Purchased From in Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 5-5: Affluent Adults as Prime Consumers: By Catalogs Purchased From in Last 12 Months, 2004 (U.S. adults)

• 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 5-6: Attitudes Related to Apparel: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 5-7: 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 5-8: 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 5-9: Affluent Adults as Prime Consumers: By Purchasing of Women’s Apparel in Last 12 Months by Type, 2004 (U.S. adults)
• Table 5-10: 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 5-11: Affluent Adults as Prime Consumers: By Purchasing of Men’s Apparel in Last 12 Months by Type, 2004 (U.S. adults)
• Table 5-12: Purchasing of Jeans in Last 12 Months by Brand: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 5-13: Affluent Adults as Prime Consumers: By Purchasing of Jeans in Last 12 Months by Brand, 2004 (U.S. adults)
• Table 5-14: Average Expenditures on Footwear: Total U.S. Households vs. Top Quintile, 1993-2002 (in dollars)
• Table 5-15: 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 5-16: Affluent Adults as Prime Consumers: By Purchasing of Sports Shoes in Last 12 Months by Type and Brand, 2004 (U.S. adults)
• Table 5-17: Sporting Goods Purchased in Last 12 Months by Type: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 5-18: Affluent Adults as Prime Consumers: By Sporting Goods Purchased in Last 12 Months by Type, 2004 (U.S. adults)

• It’s About the Brand
• Top Quintile Approaches $1,000 in Personal Care Spending
• Sunscreen More Than Mascara
• Figure 5-2: Percent of Consumers Who Use Suntan/Sunscreen/Sunless Lotions: Mass Affluent, Highly Affluent, and Overall, 2004 (U.S. adults)
• For Women, Vitality Is the New Beauty
• For Men, Fit Is the New Rich
• Table 5-19: Watch Brands Purchased in Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 5-20: Affluent Adults as Prime Consumers: By Watch Brands Purchased in Last 12 Months, 2004 (U.S. adults)
• Table 5-21: Average Expenditures on Personal Care Products and Services: Total U.S. Households vs. Top Quintile, 1993-2002 (in dollars)
• Table 5-22: Use of Perfume/Cologne by Brand: Percentage of Total U.S. Women vs. Affluent Women, 2004 (U.S. adult women)
• Table 5-23: Affluent Adults as Prime Consumers: By Women’s Use of Perfume/Cologne in Last 12 Months by Brand, 2004 (U.S. adult women)
• Table 5-24: 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 5-25: Affluent Adults as Prime Consumers: By Men’s Use in Last 12 Months of Aftershave/Cologne by Brand, 2004 (U.S. adult men)
• Table 5-26: Women’s Use of Toiletries by Type: Percentage of Total U.S. Women vs. Affluent Women, 2004 (U.S. adult women)
• Table 5-27: Affluent Adults as Prime Consumers: By Women’s Use of Toiletries by Type, 2004 (U.S. adult women)

• Stronger Attitudes Toward Food
• Rich and Thin
• Away From Home Spending Twice As High Among Top Quintile
• Shots and Beer
• Table 5-28: Attitudes Related to Food: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 5-29: Average Expenditures on Food at Home and Food Away From Home: Total U.S. Households vs. Top Quintile, 1993-2002
• Table 5-30: Average Weekly Grocery Expenditures: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 5-31: Affluent Adults as Prime Consumers: By Average Weekly Grocery Expenditures, 2004 (U.S. adults)
• Table 5-32: Alcoholic Beverage Consumption: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 5-33: Affluent Adults as Prime Consumers: By Alcoholic Beverage Consumption, 2004 (U.S. adults)

Chapter 6: Travel & Entertainment

• Travel Spending and Attitudes
  
• Curb in Spending
• Rebound Projected for 2005
• Travel as Adventure
• Table 6-1: Average Expenditures on Public Transportation: Total U.S. Households vs. Top Quintile, 1993-2002 (in dollars)
• Table 6-2: Attitudes Related to Travel: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)

• 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 6-3: Number of Foreign Trips Taken in Last Three Years: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-4: Affluent Adults as Prime Travel Consumers: By Number of Foreign Trips Taken in Last Three Years, 2004 (U.S. adults)
• Table 6-5: Purpose of Foreign Travel in Last Three Years: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-6: Affluent Adults as Prime Travel Consumers: By Purpose of Foreign Travel in Last Three Years, 2004 (U.S. adults)
• Table 6-7: Method of Transportation for Foreign Travel During Last Three Years: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-8: Affluent Adults as Prime Travel Consumers: By Method of Transportation for Foreign Travel During Last Three Years, 2004 (U.S. adults)
• Table 6-9: 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 6-10: 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 6-11: Countries Visited During Foreign Travel in Last Three Years: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-12: Affluent Adults as Prime Travel Consumers: By Countries Visited During Foreign Travel in Last Three Years, 2004 (U.S. adults)
• Table 6-13: Airlines Used for Foreign Travel During Last Three Years: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-14: Affluent Adults as Prime Travel Consumers: By Airlines Used for Foreign Travel During Last Three Years, 2004 (U.S. adults)
• Table 6-15: Type of Accommodation for Foreign Travel in Last Three Years: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-16: Affluent Adults as Prime Travel Consumers: By Type of Accommodation for Foreign Travel in Last Three Years, 2004 (U.S. adults)
• Table 6-17: Average Amount Spent During Foreign Trip: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-18: Affluent Adults as Prime Travel Consumers: By Average Amount Spent During Foreign Trip, 2004 (U.S. adults)

• 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 6-19: Number of Domestic Trips Taken in Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-20: Affluent Adults as Prime Travel Consumers: By Number of Domestic Trips Taken in Last 12 Months, 2004 (U.S. adults)
• Table 6-21: Purpose of Domestic Trips Taken in Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-22: Affluent Adults as Prime Travel Consumers: By Purpose of Domestic Trips Taken in Last 12 Months, 2004 (U.S. adults)
• Table 6-23: Method of Transportation for Domestic Travel During Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-24: Affluent Adults as Prime Travel Consumers: By Method of Transportation for Domestic Travel During Last 12 Months, 2004 (U.S. adults)
• Table 6-25: 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 6-26: 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 6-27: Frequent-Flyer Program Membership: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-28: Affluent Adults as Prime Travel Consumers: By Frequent-Flyer Program Membership, 2004 (U.S. adults)
• Table 6-29: 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 6-30: 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 6-31: Car Rental Club Membership: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-32: Affluent Adults as Prime Travel Consumers: By Car Rental Club Membership, 2004 (U.S. adults)
• Table 6-33: States of Destination: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-34: Affluent Adults as Prime Travel Consumers: By States of Destination, 2004 (U.S. adults)
• Table 6-35: 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 6-36: Affluent Adults as Prime Travel Consumers: By Number of Nights Spent in Domestic Travel in Last 12 Months, 2004 (U.S. adults)
• Table 6-37: Type of Accommodations During Domestic Trip: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-38: Affluent Adults as Prime Travel Consumers: By Type of Accommodations During Domestic Trip, 2004 (U.S. adults)
• Table 6-39: Average Amount Spent During Domestic Trips: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-40: Affluent Adults as Prime Travel Consumers: By Average Amount Spent During Domestic Trips, 2004 (U.S. adults)

• Mass Affluents Make Up 25% of Water, Ski Resort Visitors
• Cruising to the Caribbean
• Mass Affluents as Frequent Gamblers
• Table 6-41: Resort Visits by Type in Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-42: Affluent Adults as Prime Travel Consumers: By Resort Visits by Type in Last 12 Months, 2004 (U.S. adults)
• Table 6-43: Cruise Ship Vacations Taken in Last Three Years: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-44: Affluent Adults as Prime Travel Consumers: By Cruise Ship Vacations Taken in Last Three Years, 2004 (U.S. adults)
• Table 6-45: Cruise Ship Vacation Lines Used in Last Three Years: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-46: Affluent Adults as Prime Travel Consumers: By Cruise Ship Vacation Lines Used in Last Three Years, 2004 (U.S. adults)
• Table 6-47: 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 6-48: Affluent Adults as Prime Travel Consumers: By Casino Gambling in Last 12 Months by Location and Number of Visits, 2004 (U.S. adults)

• 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 6-49: Average Expenditures on Entertainment: Total U.S. Households vs. Top Quintile, 1993-2002 (in dollars)
• Table 6-50: Attitudes Related to Leisure & Media: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-51: Leisure/Hobby Activities Participated in Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-52: Affluent Adults as Prime Leisure Consumers: By Leisure/Hobby Activities Participated in Last 12 Months, 2004 (U.S. adults)
• Table 6-53: Live Performances Attended in Last 12 Months by Type: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-54: Affluent Adults as Prime Leisure Consumers: By Live Performances Attended in Last 12 Months by Type, 2004 (U.S. adults)
• Table 6-55: Number of Times Movies Attended in Last 90 Days: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-56: Affluent Adults as Prime Leisure Consumers: By Number of Times Movies Attended in Last 90 Days, 2004 (U.S. adults)
• Table 6-57: Movie Genres Seen in Last 90 Days: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-58: Use of Cable/Satellite Television Services: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-59: Affluent Adults as Prime Leisure Consumers: By Use of Cable/Satellite Television Services, 2004 (U.S. adults)
• Table 6-60: Cable Television Services Viewed in Last Seven Days: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-61: Overview of Book Purchasing in Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-62: Affluent Adults as Prime Leisure Consumers: By Overview of Book Purchasing in Last 12 Months, 2004 (U.S. adults)
• Table 6-63: Types of Books Purchased in Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-64: Affluent Adults as Prime Leisure Consumers: By Types of Books Purchased in Last 12 Months, 2004 (U.S. adults)
• Table 6-65: Magazines Read/Looked Into in Last Six Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-66: Sections of Sunday Newspaper Read: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-67: 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 6-68: 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 6-69: Types of Games and Toys Purchased in Last 12 Months: Percentage of Total U.S. Adults vs. Affluent Adults, 2004 (U.S. adults)
• Table 6-70: Affluent Adults as Prime Leisure Consumers: By Types of Games and Toys Purchased in Last 12 Months, 2004 (U.S. adults)

• 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 7-1: Charitable Contributions in Last 12 Months: Overall Adults, Mass Affluent Adults, and Highly Affluent Adults, 2004 (U.S. adults)