MarketLooks: The Affluent Market in the U.S.
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Title: The Affluent Market in the U.S.
Published: April 2007
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The following is the abstract from the full report:
The Affluent Market in the U.S., a new Packaged Facts report, offers an in-depth look at the attitudes, aspirations, and spending habits of the 52 million Americans who live in affluent households. The report segments the affluent market into three major consumer groups: the mass affluent (single individuals with an income of $75,000-$99,999 and all adults with a household income of $100,000-$149,999); the highly affluent (with a household income of $150,000-$249,999); and the super-affluent (those with a household income of $250,000 or more).
As America evolves toward becoming a winner-take-all society, the affluent have begun to control a larger and larger share of the consumer economy and have come to represent an increasingly important and lucrative target for marketers. While affluent households comprise only 18% of all households, they now control nearly half of aggregate household income in the United States. The super-affluent segment of the market wields even more leverage over the consumer economy. With an average annual household income of $435,000, super-affluent Americans account for only 1.2% of households but generate 12% of household income.
The information in The Affluent Market in the U.S. is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in affluent population market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.
About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 30 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.
What You’ll Get in this Report
The Affluent Market in the U.S. begins with an overview of the affluent market, including an assessment of the size and growth of the market and a demographic profile of affluent consumers. A separate chapter analyzes the core values and aspirations that drive the consumer behavior of affluent Americans.
The next section of the report provides a detailed assessment of the attitudes and behavior of affluent consumers and includes chapters on how the affluent manage their money and how their spending patterns differ from those of other consumers. Another chapter focuses on the home as a reflection of the affluent lifestyle and autos as a marker of the identity of affluent consumers. The report then takes an in-depth look at how the affluent spend their leisure time and includes an analysis of the leisure-time activities and entertainment choices of the affluent. Another chapter of the report highlights consumer attitudes and behavior within key segments of the affluent market— including affluent men and women and affluent parents and their children—and analyzes generational differences among affluent consumers. A separate chapter concentrates on how super-affluent consumers manage and spend their money.
The report concludes with a section analyzing emerging trends in the affluent market. It contains a chapter on trends in advertising and marketing to affluent consumers and a chapter on strategic trends and marketing opportunities in the affluent market.
Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.
How You Will Benefit from this Report
If your company is interested in effectively reaching the affluent consumer, you will find this report invaluable, as it provides a comprehensive package of information and insight about affluent consumers - from the perspective of degrees of affluence- not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the U.S. affluent adult population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population.