Industry Research Reports and Market Analysis at MindBranch.com

The Affluent Market

Published By: Packaged Facts
July 1998
R567-262
Online Download   $2,062.50
Description

Now 25% off the original sale price of $2,750.
This report includes comprehensive, in-depth information on affluent consumer segments and their behavior patterns, along with up-to-date demographics, market projections and an examination of advertising strategies and media use. It also offers a complete look at spending patterns, including detailed information on luxury spending categories. According to this report's estimates, in 1998 approximately 9.1 million affluent households had an aggregate income of nearly $2 trillion.
Table of Contents
  1. Executive Summary
    • Demographics
      • Introduction: Who Is Affluent?
      • Market Definition
      • Affluent Mindset
      • Affluent Household Population Increasing
      • Where the Affluent Live
      • Home Ownership
      • Affluents Are Well-Educated
      • Affluents and Employment
    • The Market
      • 1997 Affluent Income Nears $2 Trillion
      • Figure 1-1: U.S. Aggregate Affluent Household Income, 1993-1997 (dollars)
      • Affluents Earn Half of Nation's Income
      • "Emerging Affluents" Include Generation X, Boomers
      • The Affluent and the Economy
    • Affluents as Consumers
      • Spending Patterns and Affluent Mindsets
      • Affluents Spend Twice the National Average
      • Table 1-1: Share of Income by Household Expenditure: Affluent vs. Overall U.S. (dollars and percent): 14 Household Expenditures
      • Wealthy Americans Spend More in Nearly All Consumer Categories
      • Affluents Demand Products with Quality, Value, Reliability
      • A Full Mailbox: Affluents Shop by Catalog
    • Affluent Media
      • Affluents Desire Information Over Entertainment
      • Affluents Are Readers
      • Affluents Are Discriminating Television Viewers
      • Affluent Listeners Tune In to Radio
      • Affluents Embracing the Internet
    • Marketing to Affluents
      • Standard Marketing Assumptions May Not Apply
      • Understanding the Affluent Consumer—Who Is Wealthy?
      • Affluent Behavioral Types, Mindsets
      • Traditional Marketing Tools May Not Be Effective
      • Psychographics Offer More Detailed Profiles
      • Common Traits and Shared Values
      • Successful Marketing Embraces Themes of Quality and Value, Family
    • Scope and Methodology
      • Scope of Report
      • Methodology

  2. Demographics
    • Introduction
      • Who Is Affluent?
      • Market Definition
    • Income
      • Sources Used for Measuring Income
      • Household vs. Individual Income
      • Income Segmentation by U.S. Census Bureau
      • Income Segmentation by Other Analysts
      • Packaged Facts Focuses on Affluents with Household Income of $100,000+
      • Disposable vs. Discretionary Income
    • Net Worth
      • Net Worth as a Measure of Wealth
      • Table 2-1: Distribution of Net Worth by Household Income Quintile, 1993 (dollars and percent): 5 Income Quintiles
      • Use of Net Worth to Determine Affluence
      • Stanley and Danko's "Millionaires Next Door" Have High Net Worth
      • Strategic Directions Group Also Uses Net Worth Measure
      • U.S. Trust, PSI, and Roper Use Both Income and Net Worth as Measures
    • Affluent Mindset
      • As Much a State of Mind as of Bank Account
      • Affluents Share Some Common Traits, Values
      • They Work Hard for the Money
      • Financial Security a Major Concern
      • Affluents Embrace Technology
      • Affluents Want to Look and Feel Good
      • Market Segmentation by Mindset: The Rich Are Different from Each Other
      • Figure 2-1: Number of U.S. Affluent Households, 1990-2002
    • Population
      • Affluent Households Increasing in Number
      • Affluent Household Growth Expected to Continue
      • Table 2-2: Number of U.S. Households: Affluent vs. Total U.S., 1990-2002 (number and percent)
      • Top Fifth of U.S. Households Earn Half of Nation's Income
      • Figure 2-2: Affluent Share of U.S. Aggregate Household Income by Quintile, 1990 vs. 1996 (percent): Lowest, Second, Third, Fourth, Highest Quintile
      • Table 2-3: Affluent Share of U.S. Aggregate Household Income by Quintile, 1990 vs. 1996 (percent): Lowest, Second, Third, Fourth, Highest Quintile
      • Affluent Majority Is Middle Aged
      • Table 2-4: Median Age Distribution and Income: Affluents vs. Overall U.S. Population, 1996 (number, percent, and dollars): From Age 15 to Age 65 and Over
      • Younger, Older Affluents Have Different Mindsets
      • Generation Xers Already a Trillion-Dollar Market
    • Gender and Race
      • Affluents Predominantly White
      • Table 2-5: Median Income by Race, 1995 vs. 1996 (dollars): Asian/Pacific Islander, White, Hispanic, Black, All Races
      • And Predominantly Male
      • Table 2-6: Median Earnings of Full-Time, Year-Round Workers by Gender, 1995 vs. 1996 (dollars): Men and Women
      • Affluent Gender Differences and Similarities
      • The Affluent Gay Market
    • Geographic Distribution
      • Geography and Wealth
      • Where the Affluent Live
      • Table 2-7: Top 10 States in Per Capita Income, 1990 vs. 1996 (dollars)
      • Median Income of States
      • Table 2-8: Top 10 States in Median Household Income, 1990 vs. 1995 (dollars)
      • Buying Power Also Determines State's Wealth
      • Most Affluents Found in or Near Major Cities
    • Family and Home
      • Most Affluents Are Married, Own Their Own Home
      • Half of Affluents Have Children at Home
      • Children's Well-Being Important to Affluents
      • Children of Affluents Less Likely to Make, Save Money
      • Home Ownership
    • Education
      • Affluents Are Well-Educated
      • Table 2-9: Median Educational Attainment and Income: Affluents vs. Overall U.S. Population, 1996 (percent and dollars): 3 Levels
      • Large Majority of Millionaires Are College Graduates
    • Employment and Occupation
      • Affluents and Employment
      • Affluents Are Professionals and Entrepreneurs
      • Most Millionaires' Occupations Lack Glamour

  3. The Market
    • Figure 3-1: Estimated U.S. Aggregate Affluent Household Income, 1993-1997 (dollars)
    • Market Size and Growth
      • 1997 Affluent Income Nears $2 Trillion
      • Table 3-1: Estimated U.S. Aggregate Affluent Household Income, 1993-1997 (number of households and dollar income)
      • Affluents Earn Half of Nation's Total Income
      • Table 3-2: Affluent Share of U.S. Aggregate Household Income 1990-1996 (percent and dollars)
      • California, New York Lead in Buying Power
      • Table 3-3: Top 10 States with Highest Disposable Income (dollars and percent)
    • Factors Affecting Market Growth
      • "Emerging Affluents" Include Generation X, Boomers
      • The Affluent and the Economy
      • Healthy Business Climate Tempers Stock Market's Influence
      • The "Wealth Effect" Theory
      • Wealthier Affluents Reducing Household Debt
      • America's Wealthy: The Next Generation
      • Figure 3-2: Projected U.S. Aggregate Affluent Household Income, 1997-2002 (dollars)
    • Projected Market Growth
      • Affluent Market to Near $2.9 Trillion in 2002
      • Table 3-4: Projected U.S. Aggregate Affluent Household Income, 1997-2002 (number of households and dollar income)

  4. Affluents as Consumers
    • Overview
      • Spending Patterns and Affluent Mindsets
      • Affluents Spend Twice the National Average
      • Table 4-1: Share of Income by Household Expenditure: Affluent vs. Overall U.S. (dollars and percent): 14 Household Expenditures
      • Wealthy Americans Spend More in Nearly All Consumer Categories
      • Several Indicators Show Luxury Purchases on the Rise
      • Savvy Affluents Opt for Understated Luxury
      • Affluents Demand Products with Quality, Value, Reliability
      • But Seek Innovation and Expressions of Individuality
      • Boutiques and Discount Stores: Affluents Shop at Both
      • A Full Mailbox: Affluents Shop by Catalog
      • Trend Towards Customization
    • Affluent Consumer Focus: Housing
      • Affluents Spend Twice the National Average on Housing
      • Table 4-2: Annual Housing Expenditures by Type: Affluent vs. All U.S. Households (dollars and percent): 7 Types
      • Affluents Homes Bigger, Newer, But Housing Costs Take Smaller Budget Bite
      • Table 4-3: Home Value, Age, and Monthly Cost: Affluent vs. Overall U.S.
      • Affluent Buyers Prefer Large, Single-Family Homes
      • Affluent Homeowners Want Innovation, Amenities
      • Also Wanted: Older Single-Family Homes in Established Neighborhoods
      • Older Homes Prompt Renovation Activity
      • Condominiums and Apartments Enjoying New Popularity
      • Affluents Own Second Homes and Recreational Real Estate
    • Affluent Consumer Focus: Vehicles
      • Affluents Own More Cars and Spend More on Them
      • Table 4-4: Annual Automobile Expenditures by Type: Affluent vs. All U.S. Households (dollars and percent): 4 Types
      • Luxury Automobile Market Shifting
      • Used Cars Attractive to Thrifty Affluents
      • Wildly Popular SUVs Move Affluents Through Suburban Jungles
    • Affluent Consumer Focus: Financial Services
      • Affluents Are Prime Consumers of Financial Products
      • Investment Activity on the Rise
      • Millionaires Own Stock, Are Long-Term Investors
      • Affluents Like to Trade
      • Table 4-5: U.S. Adult Investors by Annual Number of Stock Transactions, 1997 (total number, median age, median household income)
      • Affluents Likely to Hold Securities Valued Over $100,000
      • Table 4-6: U.S. Adult Investors by Value of Securities Owned, 1997 (total number, median age, median household income)
      • Wealthiest Investors Hold Zero-Coupon Bonds, Company Stock
      • Table 4-7: U.S. Adult Investors by Type of Security Owned, 1997 (total number, median age, median household income)
      • Affluents Knowledgeable, Actively Interested in Financial Management Financial Service Providers in Demand, Especially by Women
      • Little Loyalty to Financial Service Providers
      • Affluents Most Likely to Use Brokerage Services
      • Financial Institutions Targeting Lower-Income Affluents
      • "One-Stop Shopping" Financial Services Also Wooing Affluents
      • Socially Responsible Investing and Philanthropy
      • Estate and Family Wealth Management Industries Grow as Affluents Age
      • Online Investing and the Affluent
    • Affluent Consumer Focus: Travel and Travel Services
      • Affluents Premium Consumers of Travel
      • Affluents Account for 75% of All Travel Dollars
      • Affluent Travelers Want Service, Amenities
      • Affluents Use Travel Agents, Follow Recommendations
    • Affluent Consumer Focus: Apparel, Jewelry, and Accessories
      • Affluents Strongest Apparel Consumers
      • Affluents Spend More Than Average on Apparel and Accessories
      • Table 4-8: Annual Apparel Expenditures by Type: Affluent vs. All U.S. Households (dollars and percent): 6 Types
      • Wealthy Affluents Spend More on Apparel
      • Affluents Spend More on Jewelry Purchases
      • Watches: Luxury Timepiece Sales Increasing
    • Affluent Consumer Focus: Health Services and Personal Care
      • Affluents Spend More on Health Care
      • Table 4-9: Annual Health and Personal Care Expenditures by Type: Affluent vs. All U.S. Households (dollars and percent): 6 Types
      • Health and Appearance Matter to Affluents
      • Table 4-10: Heavy Use of Facial Moisturizers by Household Income Bracket, 1997 (percent and index): From Less than $10,000 to $100,000+
      • Trend Towards "Boutique" Health Care
    • Affluent Consumer Focus: Food and Beverages
      • Affluents Spend Almost Double the National Average on Food
      • Table 4-11: Annual Food Expenditures by Type: Affluent vs. All U.S. Households (dollars and percent): 8 Types
      • Affluents Enjoy Gourmet Foods
      • Affluents Spend More on Dining Out
      • Affluents Spend Twice as Much on Alcoholic Beverages
    • Affluent Consumer Focus: Entertainment and Leisure Products
      • Affluents Spend More than Double on Home Furnishings and Equipment
      • Table 4-12: Annual Household Furnishings and Entertainment Expenditures by Type: Affluent vs. All U.S. Households (dollars and percent): 10 Types
      • Conveniences and Gadgets: Affluents Like Small Appliances
      • Home Electronics: Technology and Innovation Are Appealing Elements
      • Affluents Use Computers
      • Affluents and Entertainment: The $100,000 Bar Mitzvah
      • Affluents Pay Premium Prices for Quality Toys, Educational Products
    • At the Retail Level
      • Upscale Retail Centers Cater to Affluent Shoppers
      • Affluents Find Hard Sell Distasteful
      • Relationships with Retailers, Service Providers Valued by Affluents
      • Loyalty Programs, Frequent Shopper Rewards Popular with Affluents

  5. Affluent Media
    • Overview
      • Affluents Desire Information Over Entertainment
    • Print
      • Affluents Are Readers
      • Newspaper Readership Greatest Among Affluents
      • Magazines Enjoy Affluent Readership
      • Business Publications Attract Wealthiest Readers
      • Specialty and Trade Publications, Professional Journals Reach Specific Affluent Groups
      • In-Flight Magazine Readership Taking Off
      • Affluent Media Profile:Architectural Digest
      • Affluent Media Profile:Forbes
      • Affluent Media Profile:Fortune
      • Affluent Media Profile: The Ivy League Magazine Network
      • Affluent Media Profile:Travel and Leisure
    • Television, Radio, and Direct Marketing
      • Affluents Are Discriminating Television Viewers
      • Affluents More Likely to Have Cable
      • Affluent Listeners Tune In to Radio
      • Affluent Mailbox a Full Mailbox
    • Alternative Media
      • Affluents Embracing the Internet
      • Affluents Use Internet for Information, Recreation

  6. Marketing to Affluents
    • Marketing Fundamentals
      • Standard Marketing Assumptions May Not Apply
      • Understanding the Affluent Consumer—Who Is Wealthy?
      • Affluent Behavioral Types, Mindsets
      • Traditional Marketing Tools May Not Be Effective
      • Psychographics Offer More Detailed Profiles
      • Common Traits and Shared Values
      • Successful Marketing Embraces Themes of Quality and Value, Family
      • Provide a Rationale
      • Relationships Are Key
      • Value and Price Not Necessarily Related
    • Affluent Advertising
      • "Whisper" Campaigns More Effective Than Hard Sell
      • Information, Please
      • Establish Strong Product, Brand Identity
    • Promotion Strategies
      • Cultural, Other Sponsorships Successful
      • Partnering for Marketing Events Also Effective
      • Audi Uses Trend Influence Marketing
      • Other Promotional Strategies Also Work
      • Cyberspace Holds Great Potential
    • Examples of Advertising Targeted to Affluents
      • Housing and Furnishings
      • Fixtures
      • Furnishings
      • Vehicles
      • Acura TL
      • Jaguar XK8
      • Range Rover Sport Utility Vehicle
      • Lexus LX470 Sport Utility Vehicle
      • Volkswagen Passat
      • Financial Services
      • Mastercard International
      • American Express
      • Aetna Retirement Services
      • Lincoln Financial Services
      • Union Bank of Switzerland
      • Travel and Travel Services
      • Westin Hotels and Resorts
      • Virgin Atlantic Airways
      • Continental Airlines
      • British Airways
      • Apparel, Jewelry, and Accessories
      • Nautica Apparel
      • Gucci
      • Tiffany and Co
      • Patek Philippe
      • Ebel
      • Health Services and Personal Care
      • Food and Beverages
      • Entertainment and Leisure Products
      • Sony
      • Bose
      • Philips Flat TV
      • Barnesandnoble.com
      • Gund

    Appendix I: Advertising. This appendix appears in bound editions only.
    Appendix II: Addresses Of Selected Marketers
Order Form
       * Please reference product number R567-262 when ordering or inquiring.
PUBLICATION:   The Affluent Market
QTY. FORMAT PRICE TOTAL
  Online Download$2,062.50   
  SUBTOTAL   
SHIPPING CHARGES
 (U.S. $25, Canada $35, Int'l $65) 		 
TOTAL  

CONTACT INFORMATION
PAYMENT INFORMATION
Name ____________________________________________ MasterCard VISA AmEx Discover

__________________________________
Account number                 Exp. date

__________________________________
Signature

__________________________________
Email

Please invoice
      (shipment on receipt of payment)
Payment enclosed
*CHECKS / WIRE TRANSFERS:
Checks must be paid in U.S. funds.
Please call for details.
Company ____________________________________________
Job Title ____________________________________________
Address ____________________________________________
City ____________________________________________
Company ____________________________________________
State ______________________________   Zip__________
Country ____________________________________________
Phone ____________________________________________
MindBranch, Inc.,     131 Ashland St., Suite 200 North Adams, MA  01247       tel: 800-774-4410     fax: +1-413-664-9791     www.mindbranch.com