The U.S. Affluent Market

Published: Jan 1, 2002 - 389 Pages

Table of Contents:

  1. Executive Summary
    Scope and Methodology
    • Market Parameters
    • Report Methodology
    • Statistical Overview
    • Who Is Affluent?
    • 13% of U.S. Households Earn $100,000 or More
    • Affluent Household Income Increases with Age
    • Figure 1-1: Average Affluent Household Income by Age Bracket, 1999 (dollars): From Age 25 to Age 65+
    • Affluent Income More Likely to Come from Self-Employment, Investments
    • Affluent Household Growth to Stall in Short Term
    • Overview of Affluent Demographics
    • Affluent Market to Exceed $3 Trillion in 2006
    • Table 1-1: Aggregate Income of U.S Affluent Market, 1997-2006 (dollars)
    • Affluents Spend Twice the National Average

    Home, Auto, Electronics
    • Affluent Housing Expenditures Nearly Double the Average
    • Stronger Purchasing Rates for Household Furnishings, Especially Discretionary Items
    • Affluent Households More Likely to Engage in Home Improvement, And at Higher Spending Levels
    • Affluents Spend More Than Twice the Norm in New and "Other" Vehicle Categories
    • Foreign Luxury Cars and Sport-Utility Vehicles Are Apples of Affluents' Eyes
    • Affluents More Likely to Research Auto Purchases Via Magazines, Buying Guides
    • More Expensive Equipment Holds Appeal
    • Affluents Prime Consumers of Premium Television Equipment and Services

    Financial Management
    • Who Says Money Can't Buy Happiness?
    • Affluents Confident But Careful Investors, Willing to Seek Financial Advice
    • Nationwide Financial Survey Pegs Women as More Cautious, Less Knowledgeable Investors
    • Insurance Is Most Common Financial Holding
    • The Money Pie
    • Affluents Lead in Credit Card Ownership, But Also More Careful

    Travel, Entertainment, Leisure
    • Affluents Spend $3,649 Per Year on Travel, 143% More Than the National Average
    • Wealthiest Affluents Are Strongest Market Participants
    • Affluents Travel Abroad More Often and Spend More
    • Affluents Big Domestic Travelers, More Likely to Stay Overnight
    • Luxury Air Travel a Promising Niche
    • Affluents Spend Double the Average on Entertainment
    • Dining Out Is Number-One Leisure Activity for Affluent Households and Households Overall
    • Heavy Book Purchasing Rates Among Affluents Correlate with Higher Education, Travel Rates

    Personal Shopping
    • Affluents Big Food and Beverage Spenders Across the Board
    • Affluents Like Their Liquor
    • Affluents Households Spend $3,625 Per Year on Apparel
    • Affluents Up to 95% Above Average in Their Purchasing of Certain Women's Apparel Types
    • Dress Clothes Are Stand-Out Men's Apparel Types
    • Affluents' Presence in Watch Market Notches Up with Price
    • Affluents 72%-114% Above Average in CES Categories of Cosmetics/Perfume/Bath Preparations and Shaving Needs
    • Affluents Over One-Fifth of the Market for Certain Women's Cologne Prestige Brands

    Information Technology
    • Affluent Household Computer Expenditures at Over Twice the National Norm
    • Affluents 20%-40% of Home Computer Consumer Base
    • More Time on Work Computers Correlates with Less Time on Home Computers
    • Three-Fourths of Affluent Adults Online, One-Fourth with America Online
    • 19% of Affluents Make Online Purchases in 30-Day Period
    • Cell Phones, Multiple Home Numbers Characterize Affluents
    • The New IT Crowd
    • The Silicon Valley Effect
  2. Statistical Overview
    Introduction
    • Who Is Affluent?
    • Packaged Facts' Market Definition: Households with an Annual Income of $100,000 or More

    Income
    • Sources Used for Measuring Income
    • Household vs. Individual Income
    • Disposable vs. Discretionary Income
    • Affluent Income Segmentation by U.S. Census Bureau
    • 13% of U.S. Households Earn $100,000 or More
    • Affluent Household Income Increases with Age
    • Figure 2-1: Average Affluent Household Income by Age Bracket, 1999 (dollars): From Age 25 to Age 65+
    • Affluent Income More Likely to Come from Self-Employment, Investments
    • Table 2-1: Distribution of U.S. Households by Income Bracket, 2000 (% U.S. Households): 10 Classifications
    • Table 2-2: Distribution of U.S. Affluent Households by Income Bracket, 2000 (% U.S. Households): 3 Classifications
    • Table 2-3: Before-Tax Money Income by Source: Total U.S. Households vs. Affluent Households, 1999 (dollars and index): 5 Types

    Population
    • Number of Affluent Households on the Rise
    • Affluent Household Growth to Stall in Short Term
    • Table 2-4: Number of U.S. Households: Total U.S. vs. Affluent, 1990-2006 (number and percent)

    Demographics
    • Overview of Affluent Demographics
    • Affluents Younger Than U.S. Householders Overall … But Getting Older
    • Affluent Households Still Predominantly White and Male
    • Females Dominate Affluent Households, But to Lesser Degree Than in Households Overall
    • Geographic Aspects of Affluence: South and Midwest Are Under-Represented
    • Alaska Top-Ranked State in Median Income
    • California, New York Lead in Buying Power
    • Northeastern States Lead in Per Capita Personal Income
    • Most Affluents Live in or Near Major Cities
    • Affluents More Likely to Live in Family Households
    • Half of Affluents Have Children at Home
    • Affluents More Likely to Live in Houses, Own Homes
    • High Level of Education Is Common Denominator
    • Affluents and Employment/Occupation
    • Table 2-5: Selected Classifications of U.S. Affluent Households, 2000 (percent and number): 28 Classifications
    • Table 2-6: Age Distribution of Affluent Households vs. Total U.S. Households, 1999 (number and percent): From Age 15 to Age 65 and Over
    • Table 2-7: Share of U.S. Affluent Households by Age Bracket, 2000 (% U.S. Households): 7 Classifications
    • Table 2-8: Share of U.S. Households by Racial/Ethnic Origin: Total U.S. vs. Affluent, 2000 (% U.S. Households): White, Black, Not White or Black, Asian
    • Table 2-9: Median Household Income by Race/Ethnicity, 1998 vs. 2000 (dollars): Asian/Pacific Islander, White, Hispanic, Black
    • Table 2-10: Share of U.S. Households by Gender: Total U.S. vs. Affluent, 2000 (% U.S. Households)
    • Table 2-11: Share of U.S. Households by Census Region: Total U.S. vs. Affluent, 2000 (% U.S. Households): South, Northeast, West, Midwest
    • Table 2-12: State Ranking by Median Household Income, 2000
    • Table 2-13: Top 10 States with Highest Disposable Income, 1998-2000 (dollars and percent)
    • Table 2-14: Top 10 States in Per Capita Personal Income, 2000
    • Table 2-15: Share of U.S. Households by Marital Status: Total U.S. vs. Affluent, 2000 (% U.S. Households): Married, Single, Divorced/Separated, Widowed
    • Table 2-16: Share of U.S. Households by Presence of Children in Household: Total U.S. vs. Affluent, 2000 (% U.S. Households): Children of Any Age vs. No Children
    • Table 2-17: Share of U.S. Households by Age of Children in Household: Total U.S. vs. Affluent, 2000 (% U.S. Households): From Children Under Age 2 to Age 17
    • Table 2-18: Share of U.S. Households by Type of Residence: Total U.S. vs. Affluent, 2000 (% U.S. Households): House, Condo/Co-Op/Apartment, Mobil Home
    • Table 2-19: Share of U.S. Households by Kind of Residence: Total U.S. vs. Affluent, 2000 (% U.S. Households): Owned, Rented, Other
    • Table 2-20: Share of U.S. Households by Educational Level Attained: Total U.S. vs. Affluent, 2000 (% U.S. Households): 6 Educational Levels
    • Table 2-21: Share of U.S. Households by Employment Status: Total U.S. vs. Affluent, 2000 (% U.S. Households): 5 Types of Employment Status
    • Table 2-22: Share of U.S. Households by Occupation: Total U.S. vs. Affluent, 2000 (% U.S. Households): 13 Types of Occupation

    Market Size and Growth
    • Affluent Income Approaches $2.3 Billion in 2001
    • Table 2-23: Affluent Market Size and Growth: 1997-2006 (dollars): Number of Households, Average Household Income, Aggregate Income
    • Affluent Market to Exceed $3 Trillion in 2006
    • Affluent Market Buffeted by Worrisome Economy
    • The Bad News
    • The Goods News
    • Superwealthy More Insulated from Financial Pitfalls
    • Those Aging Boomers
    • Affluents Earn Half of Nation's Aggregate Income
    • Table 2-24: Affluent Share of U.S. Aggregate Household Income 1996-2000 (percent and dollars)
    • Table 2-25: Share of U.S. Aggregate Household Income by Quintile: 1980, 1990, and 2000 (percent): 5 Income Quintiles

    Overview of Affluents as Consumers
    • Affluents Spend Twice the National Average
    • Greater Proportion of Affluent Income Directed to Education, Insurance/Pensions
    • Boomer Wealth Reflected in Lower Income, Expenditure Indices
    • Senior Affluents More Exceptional in Earning and Spending
    • Affluent Spending Preferences Determined by Life Stage
    • Income Level Also Determines Spending Preferences
    • Regional Variations in Consumer Spending
    • Table 2-26: Expenditures in Major Categories: Total U.S. Households vs. Affluent Households (dollars and index): Before-Tax Income, After-Tax Income, 12 Household Expenditures, Total Average Annual Expenditures
    • Table 2-27: Share of After-Tax Income by Category Expenditure: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 12 Household Expenditures
    • Table 2-28: Affluent Indices for Selected Consumer Expenditure Categories: By Age, 1999 (indices): From Age 25 to Age 65 and Over, Before- and After-Tax Income, Total Average Annual Expenditures, 12 Household Expenditures
  3. Home, Auto, Electronics
    Home
    • Affluent Housing Expenditures Nearly Double the Average
    • Affluents Homes Are Bigger Ticket, But Housing Costs Take Smaller Budget Bite
    • Two-Thirds of Affluent Households Own Home Valued at $100,000 or More
    • Affluents Are Stand-Out Spenders Across All Household Furnishings/Equipment Categories
    • Stronger Purchasing Rates for Household Furnishings, Especially Discretionary Items
    • Image Positioning May Need to Be Tweaked as Household Furnishings Sales Slow Down
    • Discretionary Items Also Stand-Outs Among Household Appliances/Durables
    • Affluent Households More Likely to Engage in Home Improvement, And at Higher Spending Levels
    • Affluent Home Improvement Rates Up to 67% Above Average
    • Affluent Purchasing Rates Up to 90% Above Average for Home Improvement Items
    • Table 3-1: Annual Housing Expenditures by Type: Total U.S. Households vs. Affluent Households, 1999 (dollars and index): 7 Types
    • Table 3-2: Current Value of Residence: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): From Under $25,000 to $500,000 or More
    • Table 3-3: Annual Household Furnishings and Equipment Expenditures by Type: Total U.S. Households vs. Affluent Households, 1999 (dollars and index): 4 Types
    • Table 3-4: Household Furnishing Items Purchased in Last 12 Months: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 19 Classifications
    • Table 3-5: Household Appliances/Durables Purchased in Last 12 Months: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 25 Classifications
    • Table 3-6: Affluent Households as Prime Household Appliances/Durables Consumers: By Items Purchased in Last 12 Months, 2000 (number, percent, index): 25 Classifications
    • Table 3-7: Amount Spent in Last 12 Months on Home Improvements: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): From Under $250 to $5,000 or more
    • Table 3-8: Major Home Improvement Projects Undertaken in Last 12 Months: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 8 Classifications
    • Table 3-9: Affluent Households as Prime Home Improvers: By Projects Undertaken in Last 12 Months, 2000 (number, percent, index): 7 Classifications
    • Table 3-10: Home Improvement Items Purchased in Last 12 Months: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 27 Classifications
    • Table 3-11: Affluent Households as Prime Home Improvers: By Home Improvement Items Purchased in Last 12 Months, 2000 (number, percent, index): 25 Classifications

    Automobiles
    • Affluents Spend More Than Twice the Norm in New and "Other" Vehicle Categories
    • Affluents More Likely to Buy Newer, Foreign Vehicles
    • Foreign Luxury Cars and Sport-Utility Vehicles Are Apples of Affluents' Eyes
    • New Approaches for Luxury Automakers
    • Luxury Domestics Feeling the Heat from Imports
    • Lincoln, Cadillac Sets Sights on Younger Demographic
    • A Temporary Soft Spot for Luxury SUVs
    • The Automotive Industry's "Faberge Eggs"
    • Luxury Features, Product Information Important to Affluents
    • Affluents More Likely to Research Auto Purchases Via Magazines, Buying Guides
    • Table 3-12: Annual Transportation Expenditures by Type: Total U.S. Households vs. Affluent Households, 1999 (dollars and percent): 4 Types
    • Table 3-13: Model Year Vehicle Owned: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 1997, 1998, 1999, and 2000 Models
    • Table 3-14: Affluent Households as Prime Auto Consumers: By Model Year Vehicle Owned, 2000 (number, percent, index): 1997, 1998, 1999, and 2000 Models
    • Table 3-15: Plans for Next Household Vehicle to Be Purchased: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 11 Classifications
    • Table 3-16: Affluent Households as Prime Auto Consumers: By Plans for Next Household Vehicle to Be Purchased, 2000 (number, percent, index): 9 Classifications
    • Table 3-17: Model Type Vehicle Owned: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 14 Classifications
    • Table 3-18: Affluent Households as Prime Auto Consumers: By Model Type Vehicle Owned, 2000 (number, percent, index): 10 Classifications
    • Table 3-19: Domestic or Foreign Model Type of Most Recently Acquired Vehicle: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 24 Classifications
    • Table 3-20: Affluent Households as Prime Auto Consumers: By Domestic or Foreign Model Type of Most Recently Acquired Vehicle, 2000 (number, percent, index): 11 Classifications
    • Table 3-21: Features of Most Recently Acquired Vehicle: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 12 Classifications
    • Table 3-22: Affluent Households as Prime Auto Consumers: By Features of Most Recently Acquired Vehicle, 2000 (number, percent, index): 12 Classifications
    • Table 3-23: Product Information Sources for Vehicles Owned: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 8 Classifications
    • Table 3-24: Affluent Households as Prime Auto Consumers: By Product Information Sources for Vehicles Owned, 2000 (number, percent, index): 7 Classifications

    Electronics
    • More Expensive Equipment Holds Appeal
    • Affluents Prime Consumers of Premium Television Equipment and Services
    • Hitachi Courting Deep-Pocketed HDTV Fans
    • Flat-Screen TVs Are the Big News in Print
    • Premium Stereo Equipment Appeals to Affluents
    • Digital Cameras Hold Disproportionate Appeal, But 35 ML Cameras Still the Norm
    • Moderately Affluent Households Are Biggest Spenders on Photographic Equipment
    • Affluents 50% or More Above Average in Ownership of Other Types of Audio/Video Equipment
    • High-End Electronics Retailer Bang & Olufsen Targets Exclusive Audience of Male Shoppers
    • Print Ads Focus on Sound Quality, Reputation
    • Table 3-25: Television Ownership Patterns: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 14 Classifications
    • Table 3-26: Affluent Households as Prime Electronics Consumers: By TV Ownership Patterns, 2000 (number, percent, index): 12 Classifications
    • Table 3-27: Stereo Ownership Patterns: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 23 Classifications
    • Table 3-28: Affluent Households as Prime Electronics Consumers: By Stereo Ownership Patterns, 2000 (number, percent, index): 23 Classifications
    • Table 3-29: Camera Ownership Patterns: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 7 Classifications
    • Table 3-30: Affluent Households as Prime Electronics Consumers: By Camera Ownership Patterns, 2000 (number, percent, index): 5 Classifications
    • Table 3-31: Ownership Patterns for Selected Other Audio/Video Equipment: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 14 Classifications
    • Table 3-32: Affluent Households as Prime Electronics Consumers: By Ownership Patterns for Selected Other Audio/Visual Equipment, 2000 (number, percent, index): 12 Classifications

    Financial Management
    • Figure 4-1: Percent of Affluent Households with Selected Types of Financial Accounts and Holdings, 2000 (percent): 19 Classifications

    Overview
    • Who Says Money Can't Buy Happiness?
    • Affluents Savvy, Tax-Averse Money Managers
    • Affluents Confident But Careful Investors, Willing to Seek Financial Advice
    • Planning for Posterity
    • Nationwide Financial Survey Pegs Women as More Cautious, Less Knowledgeable Investors
    • Insurance Is Most Common Financial Holding
    • The Money Pie: Financial Services Providers Battle for Bigger Piece

    Affluents and Insurance
    • Affluents Big on Home Owners, Life Insurance
    • Table 4-1: Types of Insurance Accounts Held: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 4 Classifications
    • Table 4-2: Affluent Households as Prime Financial Customers: By Types of Insurance Held, 2000 (number, percent, index): 4 Classifications
    • Phoenix Variable Insurance Targeting High-Net-Worth Investors
    • Schwab Pitches Affluent with New Signature Annuity Featuring "Click-to-Close" Online Capabilities
    • Banks Increasingly Offering Life Insurance Services

    Affluents and Credit Cards
    • Affluents Lead in Credit Card Ownership, But Also More Careful
    • Strong Ownership Rates for AmEx, Business Cards
    • Card Issuers Go Upscale—Again
    • MBNA Launches No-Fees Quantum Card
    • Nordstrom Bullish on Department Cards
    • Table 4-3: Types of Credit Card Accounts Held: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 25 Classifications
    • Table 4-4: Affluent Households as Prime Financial Customers: By Types of Credit Cards Held, 2000 (number, percent, index): 28 Classifications

    Affluents and Banking
    • Affluents More Prone to Place Savings with Investors
    • Interest-Bearing Checking Accounts Hold Appeal
    • High Rate of Home Ownership Among Affluents Is Favorable to Lenders
    • Affluents Not Afraid to Borrow, At Top of Heap in Home Equity Loans
    • Traditional Banks Challenged by E-Brokerages
    • Private Banks Lining Up for Web-Era Wealthy
    • Print Advertising Advises Staying the Course
    • Morgan Online in a League of Its Own
    • AmEx Private Bank Offers Online Clients New High-Security Messaging Service
    • Table 4-5: Types of Savings Accounts Held: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 7 Classifications
    • Table 4-6: Affluent Households as Prime Financial Customers: By Types of Savings Accounts Held, 2000 (number, percent, index): 7 Classifications
    • Table 4-7: Types of Checking Accounts Held: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 14 Classifications
    • Table 4-8: Affluent Households as Prime Financial Customers: By Types of Checking Accounts Held, 2000 (number, percent, index): 13 Classifications
    • Table 4-9: Types of First Mortgages Held: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 5 Classifications
    • Table 4-10: Affluent Households as Prime Financial Customers: By Types of First Mortgages Held, 2000 (number, percent, index): 5 Classifications
    • Table 4-11: Types of Home Equity Loans: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 7 Classifications
    • Table 4-12: Affluent Households as Prime Financial Customers: By Types of Home Equity Loans Held, 2000 (number, percent, index): 6 Classifications

    Affluents and Investing
    • Affluents Lead the Ranks of Investors
    • Affluent Rates More Than Double the Average for International Investments, Collectibles, Common Stock
    • Affluents Likely to Hold Securities Valued at Over $100,000
    • Figure 4-2: Number of Affluent Households by Value of Securities Owned, 2000
    • 10 or Fewer Stock Trades Per Year is the Norm
    • Figure 4-3: Number of Affluent Households by Number of Stock Transactions in Company Other than Employer in Last 12 Months, 2000
    • Investment Collectibles…for Love and Money
    • Affluents Seek Advice Coupled with "Open Architecture" of Diversified Products
    • Younger Affluents an Elusive But Worthwhile Target for Investment Planners
    • Women an Important, Growing Market
    • Online Millionaires Value Ease of Web-Based Financial Tasks
    • Growing Use of Internet by Affluent Investors Flags Opportunities for Human Advisers
    • Online Millionaires Seeking Online Financial Advice—Live
    • Forrester's Millionaires Rank Financial Firms on the Web
    • Table 4-13: Types of Individual Retirement, Brokerage, and Mutual Fund Accounts Held: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 17 Classifications
    • Table 4-14: Affluent Households as Prime Financial Customers: By Types of Individual Retirement, Brokerage, and Mutual Fund Accounts Held, 2000 (number, percent, index): 16 Classifications
    • Table 4-15: Types of Securities Held: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 15 Classifications
    • Table 4-16: Affluent Households as Prime Financial Customers: By Types of Securities Held, 2000 (number, percent, index): 14 Classifications
    • Table 4-17: Collectibles Purchased for Self in Last 12 Months: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 18 Classifications
    • Table 4-18: Affluent Households as Prime Collectibles Consumers: By Collectibles Purchased for Self in Last 12 Months, 2000 (number, percent, index): 8 Classifications
  4. Travel, entertainment, leisure
    Travel
    • Affluents Spend $3,649 Per Year on Travel, 143% More Than the National Average
    • Wealthiest Affluents Are Strongest Market Participants
    • Hertz Launches Prestige Collection Rental Car Fleet
    • Affluents Travel Abroad More Often and Spend More
    • Affluents Big Domestic Travelers, More Likely to Stay Overnight
    • Affluents Also Weigh in for Vacation/Personal Trips
    • Domestic Travel Spending Highest Among Affluents
    • Luxury Air Travel a Promising Niche
    • American Airlines Targets Premium-Class Passenger with New Terminal Building
    • Star Alliance Unites Fifteen Airlines
    • Luxury Hotels Hard Hit by Travel Slump Fallout from Terrorist Attacks
    • How Millionaires Define Hospitality
    • Ritz Adds Upscale Movie Theater
    • Nearly One-Quarter of All U.S. Households Taking Cruises Are Affluent
    • Carnival Sells Luxury Seabourn Line, To Be Relaunched as the SeaDream Yacht Club
    • Crystal Luxury Line Posts Strong Performance
    • Carnival Cruise Lines Offers Bon Voyage Gift Packs
    • Sky's the Limit for Luxury Cruise Line Advertisers
    • Affluents Post Double the Average Rate of Resort Patronage
    • Affluents Lead Online Travel Ranks, But Surveys Show Marketers Could Do Better
    • Affluent Travel Websites
    • Table 5-1: Annual Travel Expenditures by Type: Affluent Households vs. Total U.S. Households, 1999 (dollars and index): 10 Types
    • Table 5-2: Round Trips Taken Outside Continental U.S. in Last 3 Years: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 6 Classifications
    • Table 5-3: Affluent Households as Prime Travel Consumers: By Round Trips Taken Outside Continental U.S. in Last 3 Years, 2000 (number, percent, index): 6 Classifications
    • Table 5-4: Plane Trips Taken Outside Continental U.S. in Last 3 Years: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 6 Classifications
    • Table 5-5: Affluent Households as Prime Travel Consumers: By Plane Trips Taken Outside Continental U.S. in Last 3 Years, 2000 (number, percent, index): 6 Classifications
    • Table 5-6: Total Amount Spent on Last Trip Taken Outside Continental U.S.: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 4 Classifications
    • Table 5-7: Affluent Households as Prime Travel Consumers: By Total Amount Spent on Last Trip Taken Outside Continental U.S., 2000 (number, percent, index): 4 Classifications
    • Table 5-8: Round Trips Taken Within Continental U.S. in Last Year: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 9 Classifications
    • Table 5-9: Affluent Households as Prime Travel Consumers: By Round Trips Taken Within Continental U.S. in Last Year, 2000 (number, percent, index): 8 Classifications
    • Table 5-10: Plane Trips Taken Within Continental U.S. in Last Year: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 9 Classifications
    • Table 5-11: Affluent Households as Prime Travel Consumers: By Plane Trips Taken Within Continental U.S. in Last Year, 2000 (number, percent, index): 9 Classifications
    • Table 5-12: Vacation/Personal Trips Taken by Plane Within Continental U.S. in Last Year: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 9 Classifications
    • Table 5-13: Affluent Households as Prime Travel Consumers: By Vacation/Personal Trips Taken by Plane Within Continental U.S. in Last Year, 2000 (number, percent, index): 8 Classifications
    • Table 5-14: Total Amount Spent on Last Trip Taken Within Continental U.S.: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 6 Classifications
    • Table 5-15: Affluent Households as Prime Travel Consumers: By Total Amount Spent on Last Trip Taken Within Continental U.S., 2000 (number, percent, index): 5 Classifications
    • Table 5-16: Cruise Ship Vacations Taken in Last 3 Years: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 4 Classifications
    • Table 5-17: Affluent Households as Prime Travel Consumers: By Cruise Ship Vacations Taken in Last 3 Years, 2000 (number, percent, index): 4 Classifications
    • Table 5-18: Lines Chosen for Cruise Ship Vacations in Last 3 Years: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 6 Classifications
    • Table 5-19: Affluent Households as Prime Travel Consumers: By Lines Chosen for Cruise Ship Vacations in Last 3 Years, 2000 (number, percent, index): 6 Classifications
    • Table 5-20: Resort Stays in Last Year: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 4 Classifications
    • Table 5-21: Affluent Households as Prime Travel Consumers: By Resort Stays in Last Year, 2000 (number, percent, index): 4 Classifications

    Entertainment and Leisure
    • Affluents Spend Double the Average on Entertainment
    • Affluent Expenditures on Restaurant Meals Are 88% Above the Norm
    • Fine Restaurants Take Brunt of Economic Slump
    • Dining Out Is Number-One Leisure Activity for Affluent Households and Households Overall
    • Affluent Participation Rates Rise with Their Wealth
    • Live Theater/Concert/Dance Events Appeal More to Affluents Than Consumers in General
    • Affluents a Large Chunk of Movie Market
    • Heavy Book Purchasing Rates Among Affluents Correlate with Higher Education, Travel Rates
    • Sales of Gardening Supplies Up 50% Since 1996, with Affluents Spending More Than Double the Average
    • Gardening Sixth on Affluents' List of Leisure Activities
    • Affluents Strong Purchasers of Lawn and Garden Power and Hand Equipment
    • Millionaire Lifestyle Activities a Healthy Mix of Business and Pleasure
    • Table 5-22: Annual Entertainment Expenditures by Type: Affluent Households vs. Total U.S. Households, 1999 (dollars and index): 4 Types
    • Table 5-23: Annual Restaurant Expenditures by Meal: Affluent Households vs. Total U.S. Households, 1999 (dollars and index): 9 Types
    • Table 5-24: Leisure Activities Participated in Within Last 12 Months: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 25 Classifications
    • Table 5-25: Affluent Households as Prime Leisure Consumers: By Leisure Activities Participated in Within Last 12 Months, 2000 (number, percent, index): 24 Classifications
    • Table 5-26: Attendance at Live Theater/Concert/Dance in Past 12 Months: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 25 Classifications
    • Table 5-27: Affluent Households as Prime Leisure Consumers: By Attendance at Live Theater/Concert/Dance in Past 12 Months, 2000 (number, percent, index): 21 Classifications
    • Table 5-28: Movie Attendance in Past 6 Months: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 16 Classifications
    • Table 5-29: Affluent Households as Prime Leisure Consumers: By Movie Attendance in Past 6 Months, 2000 (number, percent, index): 16 Classifications
    • Table 5-30: Book Purchasing Patterns in Last 12 Months: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 25 Classifications
    • Table 5-31: Affluent Households as Prime Leisure Consumers: By Book Purchasing in Last 12 Months, 2000 (number, percent, index): 25 Classifications
    • Table 5-32: Power Lawn and Garden Equipment Purchased in Last 12 Months: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 11 Classifications
    • Table 5-33: Affluent Households as Prime Lawn & Garden Product Consumers: By Power Equipment Items Purchased in Last 12 Months, 2000 (number, percent, index): 10 Classifications
    • Table 5-34: Hand Lawn and Garden Equipment Purchased in Last 12 Months: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 10 Classifications
    • Table 5-35: Affluent Households as Prime Lawn & Garden Product Consumers: By Hand Equipment Items Purchased in Last 12 Months, 2000 (number, percent, index): 10 Classifications
  5. Personal Shopping
    Food and Beverages
    • Discussion Focuses on Alcoholic Beverages
    • Affluents Big Food and Beverage Spenders Across the Board
    • Northeast the Top Region
    • Affluents a Pillar of Gourmet/Specialty Foods Market
    • Gourmet/Specialty Foods a $20 Billion Market
    • Gourmet/Specialty Foods Marketer Base Expanding
    • Gourmet/Specialty Foods Marketing Tactics Cover Bases from In-Store Sampling to Mass Advertising
    • Affluents Like Their Liquor
    • Affluents Roughly One-Fifth of Imported Beer Market
    • Affluent Beer Advertising More Mass Than Class
    • Affluents Stand-Out Consumers of Imported Wine
    • Champagne/Cold Duck/Sparkling Wine Consumption Also Shows Affluent Skew
    • More Than One in Ten Affluent Households Buy Scotch Whiskey, Dewar's Is Standout Brand
    • Tasting Events Target Young Affluents for Upscale Liquor
    • Magazine Ads for Premium Liquors Take Minimalist Approach
    • Affluents Also Out Front in Consumption of Sparkling Water, Seltzer, and Natural Soda
    • Table 6-1: Annual Food Expenditures by Type: Affluent Households vs. Total U.S. Households, 1999 (dollars and index): 10 Types
    • Table-6-2: Annual Alcoholic Beverage Expenditures by Type: Affluent Households vs. Total U.S. Households, 1999 (dollars and index): 9 Types
    • Table 6-3: Imported Beer Consumption: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 13 Classifications
    • Table 6-4: Affluent Households as Prime Personal Shoppers: By Imported Beer Consumption, 2000 (number, percent, index): 12 Classifications
    • Table 6-5: Imported Beer Brand Preferences: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 17 Classifications
    • Table 6-6: Affluent Households as Prime Personal Shoppers: By Imported Beer Brand Preferences, 2000 (number, percent, index): 17 Classifications
    • Table 6-7: Imported Wine Consumption: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 16 Classifications
    • Table 6-8: Affluent Households as Prime Personal Shoppers: By Imported Wine Consumption, 2000 (number, percent, index): 14 Classifications
    • Table 6-9: Imported Wine Brand Preferences: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 9 Classifications
    • Table 6-10: Affluent Households as Prime Personal Shoppers: By Imported Wine Brand Preferences, 2000 (number, percent, index): 5 Classifications
    • Table 6-11: Champagne/Cold Duck/Sparkling Wine Consumption: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 7 Classifications
    • Table 6-12: Affluent Households as Prime Personal Shoppers: By Champagne/Cold Duck/Sparkling Wine Consumption, 2000 (number, percent, index): 5 Classifications
    • Table 6-13: Champagne/Cold Duck/Sparkling Wine Brand Preferences: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 20 Classifications
    • Table 6-14: Affluent Households as Prime Personal Shoppers: By Champagne/Cold Duck/Sparkling Wine Brand Preferences, 2000 (number, percent, index): 14 Classifications
    • Table 6-15: Scotch Whisky Consumption: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 8 Classifications
    • Table 6-16: Affluent Households as Prime Personal Shoppers: By Scotch Whisky Consumption, 2000 (number, percent, index): 6 Classifications
    • Table 6-17: Scotch Whisky Brand Preferences: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 8 Classifications
    • Table 6-18: Affluent Households as Prime Personal Shoppers: By Scotch Whisky Brand Preferences, 2000 (number, percent, index): 8 Classifications
    • Table 6-19: Sparkling Water/Seltzer/Natural Soda Consumption: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 9 Classifications
    • Table 6-20: Affluent Households as Prime Personal Shoppers: By Sparkling Water/Seltzer/Natural Soda Consumption, 2000 (number, percent, index): 9 Classifications
    • Table 6-21: Sparkling Water/Seltzer/Natural Soda Brand Preferences: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 15 Classifications
    • Table 6-22: Affluent Households as Prime Personal Shoppers: By Sparkling Water/Seltzer/Natural Soda Brand Preferences, 2000 (number, percent, index): 12 Classifications

    Apparel and Accessories
    • Affluents Households Spend $3,625 Per Year on Apparel, 94% More Than the National Average
    • Index of 232 for the Northeast
    • Affluents Up to 95% Above Average in Their Purchasing of Certain Women's Apparel Types
    • Dress Clothes Are Stand-Out Men's Apparel Types
    • Affluent Presence in Jewelry Market Rises with Price
    • Affluent Presence Also Notches Up with Price for Watches
    • Watch Purchasing by Brand: Affluents Lag Only in Purchase of Timex for Self
    • Sharp Skew to the $200,000 Plus Households
    • Table 6-23: Annual Apparel Expenditures by Type: Affluent Households vs. Total U.S. Households, 1999 (dollars and index): 6 Types
    • Table 6-24: Affluent Households as Personal Shoppers: By Purchasing of Women's Apparel in Last 12 Months, 2000 (number, percent, index): 37 Classifications
    • Table 6-25: Affluent Households as Personal Shoppers: By Purchasing of Men's Apparel in Last 12 Months, 2000 (number, percent, index): 36 Classifications
    • Table 6-26: Jewelry Purchasing Patterns in Last 12 Months: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 27 Classifications
    • Table 6-27: Affluent Households as Prime Personal Shoppers: By Jewelry Purchasing Patterns in Last 12 Months, 2000 (number, percent, index): 25 Classifications
    • Table 6-28: Watch Purchasing Patterns in Last 12 Months: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 18 Classifications
    • Table 6-29: Affluent Households as Prime Personal Shoppers: By Watch Purchasing Patterns in Last 12 Months, 2000 (number, percent, index): 15 Classifications
    • Table 6-30: Watch Brand Preferences: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 10 Classifications
    • Table 6-31: Affluent Households as Prime Personal Shoppers: By Watch Preferences, 2000 (number, percent, index): 8 Classifications

    Personal Care
    • Discussion Focuses on Perfume/Cologne/Aftershave
    • Affluents 72%-114% Above Average in CES Categories of Cosmetics/Perfume/Bath Preparations and Shaving Needs
    • The Not So Rugged West
    • Affluents Over One-Fifth of the Market for Certain Women's Cologne Prestige Brands
    • Aramis Men's Cologne Rates Highest Among Affluents
    • Aramis Pushes the Envelope
    • Table 6-32: Annual Health and Personal Care Expenditures by Type: Affluent Households vs. Total U.S. Households, 1999 (dollars and index): 10 Types
    • Table 6-33: Affluent Households as Personal Shoppers: By Use of Women's Perfume/Cologne/Toilet Water in Last 12 Months, 2000 (number, percent, index): 7 Classifications
    • Table 6-34: Affluent Households as Personal Shoppers: By Women's Perfume/Cologne/Toilet Water Brand Preferences, 2000 (number, percent, index): 26 Classifications
    • Table 6-35: Affluent Households as Personal Shoppers: By Use of Men's Aftershave/Cologne in Last 12 Months, 2000 (number, percent, index): 3 Classifications
    • Table 6-36: Affluent Households as Personal Shoppers: By Men's Aftershave/Cologne Brand Preferences, 2000 (number, percent, index): 19 Classifications
  6. Information technology
    Computer Usage and Online Trends
    • Affluent Household Computer Expenditures at Over Twice the National Norm
    • Affluents 20%-40% of Home Computer Consumer Base
    • Affluents Also Over-Represented for Computer Peripherals
    • Affluents More Than Twice as Likely to Buy Online, from Computer Brokers/Consultants, or Direct
    • Affluent Spending on Home Computers Concentrated in Under-$3,000 Price Range
    • Affluents One-Third of the Market for Micron, Dell Computers
    • More Time on Work Computers Correlates with Less Time on Home Computers
    • Word-Processing Is Top-Ranked Activity for Affluents vs. Games for Households Overall
    • Affluent Software Choices Geared to Greater Productivity
    • Affluents Spend More Than Average on Computer Software; Spending Concentrated in Under-$200 Range
    • Three-Fourths of Affluent Adults Online, One-Fourth with America Online
    • E-mail and Internet Are Leading Online Activities
    • 19% of Affluents Make Online Purchases in 30-Day Period
    • Hold the Bells
    • Yahoo Way Out Front for Affluents and Adults at Large
    • Cell Phones, Multiple Home Numbers Characterize Affluents
    • Mobility the Watchword in Communications Technology Product Advertising
    • The New IT Crowd
    • The Silicon Valley Effect
    • Table 7-1: Annual Home Computer Expenditures: Affluent Households vs. Total U.S. Households, 1999 (dollars and index): 4 Types
    • Table 7-2: Personal Computers Used at Home: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 5 Classifications
    • Table 7-3: Affluent Households as Prime Information Technology Consumers: By Personal Computers Used at Home, 2000 (number, percent, index): 5 Classifications
    • Table 7-4: Personal Computers Used at Work: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 4 Classifications
    • Table 7-5: Year First Personal Computer for Home Use Purchased: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 6 Classifications
    • Table 7-6: Computer Peripherals Owned: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 10 Classifications
    • Table 7-7: Affluent Households as Prime Information Technology Consumers: By Computer Peripherals Owned, 2000 (number, percent, index): 10 Classifications
    • Table 7-8: Place of Purchase of Home Computer: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 9 Classifications
    • Table 7-9: Affluent Households as Prime Information Technology Consumers: By Place of Purchase of Home Computer, 2000 (number, percent, index): Classifications
    • Table 7-10: Cost of Most Recent Home Computer Purchased: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 6 Classifications
    • Table 7-11: Affluent Households as Prime Information Technology Consumers: By Cost of Most Recent Home Computer Purchased, 2000 (number, percent, index): 4 Classifications
    • Table 7-12: Personal Computers Used at Home by Brand Line: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 15 Classifications
    • Table 7-13: Affluent Households as Prime Information Technology Consumers: By Personal Computer Brands Used at Home, 2000 (number, percent, index): 14 Classifications
    • Table 7-14: Hours Spent Weekly on Home Computer: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 5 Classifications
    • Table 7-15: Affluent Households as Prime Information Technology Consumers: By Hours Spent Weekly on Home Computer, 2000 (number, percent, index): 5 Classifications
    • Table 7-16: Hours Spent Weekly on Computer at Work: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 5 Classifications
    • Table 7-17: Activities on Home Personal Computer: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 18 Classifications
    • Table 7-18: Affluent Households as Prime Information Technology Consumers: By Activities on Home Personal Computer, 2000 (number, percent, index): 16 Classifications
    • Table 7-19: Activities on Personal Computer at Work: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 13 Classifications
    • Table 7-20: Computer Software Owned: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 15 Classifications
    • Table 7-21: Affluent Households as Prime Information Technology Consumers: By Computer Software Owned, 2000 (number, percent, index): 15 Classifications
    • Table 7-22: Number of Computer Software Programs Purchased Last Year: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 4 Classifications
    • Table 7-23: Place of Purchase of Computer Software: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 10 Classifications
    • Table 7-24: Affluent Households as Prime Information Technology Consumers: By Place of Purchase of Computer Software, 2000 (number, percent, index): 10 Classifications
    • Table 7-25: Amount Spent Last Year on Computer Software: Total U.S Households vs. Affluent Households, 2000 (% U.S. Households): 6 Classifications
    • Table 7-26: Affluent Households as Prime Information Technology Consumers: By Amount Spent Last Year on Computer Software, 2000 (number, percent, index): 6 Classifications
    • Table 7-27: Internet Service Usage: Total U.S Adults vs. Affluent Adults, 2000 (% U.S. Households): 5 Classifications
    • Table 7-28: Internet Service Provider Used in Last 30 Days: Total U.S Adults vs. Affluent Adults, 2000 (% U.S. Households): 8 Classifications
    • Table 7-29: Internet and Interactive Activities in Last 30 Days: Total U.S Adults vs. Affluent Adults, 2000 (% U.S. Households): 13 Classifications
    • Table 7-30: Websites/Search Engines Used: Total U.S Adults vs. Affluent Adults, 2000 (% U.S. Households): 20 Classifications
    • Table 7-31: Telephone Usage Patterns: Total U.S. Households vs. Affluent Households, 2000 (% U.S. Households): 8 Classifications
    • Table 7-32: Affluent Households as Prime Information Technology Consumers: By Telephone Usage Patterns, 2000 (number, percent, index): 7 Classifications

    Appendix I: examples of consumer advertising
    Appendix II: addresses of selected marketers

Abstract:

This Packaged Facts report focuses on the "affluent" market, defined as consumers with household income of $100,000+, who currently have an aggregate household income of approximately $2.6 trillion. The number of these affluents has grown exponentially in the past few years, largely as a result of consumers becoming wealthier at a younger age by exercising IT stock options. As marketers scramble to find out how these newly minted affluents want to spend their money, hard data on affluence, financial management, and the effect of the Internet on affluents' habits is more important than ever. This updated report provides key data and analysis regarding this burgeoning new class of consumers, as well as information on more "traditional" affluents: what they like, what they want, and most importantly, where they put their hard-earned wealth. Report includes focus sections on Home, Auto & Electronics, Financial Management, Travel & Leisure, Personal Shopping, and Information Technology, based largely on recent Simmons Market Research Bureau data on U.S. consumer purchasing, ownership, and product usage patterns.

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