The Affluent Consumer Market in the U.S.

The 2009 edition of Packaged Facts The Affluent Consumer Market in the U.S. provides a timely, in-depth analysis of how affluent consumers are responding to the most profound economic crisis since the Great Depression. The report uses multi-year data from Experian Simmons National Consumer Studies to track affluent consumer attitudes and behavior from the years preceding the onset of the Great Recession into 2009. This trend analysis gives marketers an insightful, up-to-date view of what’s changed and what’s stayed the same in the psyche and behavior of affluent consumers, who account for 22% of the nation’s households but still generate more than half of the household income of the country and remain responsible for more than one-third of all consumer spending.

This Packaged Facts report begins with an assessment of the strategic trends shaping the affluent consumer market today, including a data-driven analysis of how affluent consumers are coping—or not—with the Great Recession. The next chapter describes how marketers are adapting to change in the affluent consumer market and highlights key opportunities in what remains the single most attractive market segment in the American consumer economy. Following a chapter that includes an in-depth demographic profile of affluent consumers, the report assesses the size of the affluent market today and projects its growth through 2014.

The second section of the report examines how affluent consumers manage and spend money. It includes a chapter offering insights into changes in the attitudes of financial consumers toward risk and includes an analysis of credit card use and ownership of insurance policies and investments. The next chapter explores affluent consumer spending and shopping patterns. It includes a trend analysis of affluent consumer expenditures from 2005 through 2008 that demonstrates where affluent consumers are cutting back and in some cases adding to their household budgets. It also provides an overview of the behavior of affluent shoppers—in stores, online and from catalogs.

The third section of the report includes separate chapters highlighting key aspects of affluent consumer behavior. These include chapters on health and well-being, affluent consumers and their homes and cars, how affluent consumers spend leisure time and affluent consumers and the media.

Chapter 1 Executive Summary

Background

Introduction

Overview of the Report

Scope and Methodology

Scope of the Market

Methodology

Strategic Trends in the Affluent Consumer Market

Research Suggests Affluent May Feel the Recession More

Average Income of Super-Affluent Subject to More Ups and Downs

Pessimism Reigns among Super-Affluent Consumers

Affluent More Afflicted by Feelings of Financial Insecurity

Even the Super-Affluent Lose Their Mojo

Spending Plans Reined In

Dividend Income Down, Unemployment Compensation Up

Increase in Household Net Worth for First Time in Two Years Fosters Optimism

Wall Street Bonuses Expected to Rebound in 2009

Optimism Starts to Return among Affluent Consumers

More Affluent Shoppers in High-End Stores

Taking Advantage of Affluent Consumer Market Opportunities

The New Normal Challenges Marketers

Affluent Buyers Search for Value

Marketers Combat “Luxury Shame”

“Stealth Sales” On the Increase

Some Marketers Focus on Protecting the Brand

Discount High Fashion Websites Thrive

Affluent Consumers Continue to Offer Most Attractive Opportunities

The Demographics of Affluence

Population of Affluent Consumers Tops 61 Million

Affluent Consumers Disproportionately Non-Hispanic White

Education Differentiates Affluent Consumers

Few Retirees among Affluent Consumer Population

Multiple Earners Common in Affluent Households

Marriage More Common

Affluent Households Are Larger

Northeast Has the Most Super-Affluent

Affluent More Likely to Congregate in Urban Centers

Looking Ahead: The Affluent Consumer Market in 2010 and Beyond

Number of Affluent Households Tops 25 Million

Affluent Generate More than Half of U.S. Household Income

Affluent Consumer Market Will Grow 23% by 2014

How Affluent Consumers Manage Their Money

Affluent Lose Appetite for Risk

Super-Affluent Show Increasing Interest in Getting Financial Information

Choice of Banking Institutions Differs across Income Lines

Frequent Credit Card Use a Hallmark of Affluence

Even Affluent Carry Balances on Credit Cards

Debit Cards Used Frequently

Paying Bills Online Popular among Affluent

Affluent Taxpayers Look to CPAs

How Affluent Consumers Spend Their Money

Affluent Consumers Wield Ever-Increasing Influence

Huge Spending Gap between Affluent and Non-Affluent Consumers

Expenditure Patterns Reflect Differences in Available Choices

Highly Affluent Consumers Cut Expenditures in Great Recession

Affluent Shoppers Attuned to Brand Names

Affluent Consumers Are Careful Shoppers

Incentive Offers Appeal to Affluent Consumers

Super-Affluent Are Big Online Spenders

Affluent Consumers Turn to Catalogs More Often

Keeping up with Fashion More Important to Affluent Consumers

Taking Care of Themselves: Health and Well-Being in the Affluent Consumer Market

Exercise Has High Priority

Fewer Wimps among the Affluent

Affluent Healthier than Other Americans

Visits to Doctors More Common

Trust in Physicians Lower

Super-Affluent Will Pay More for Medications

Healthy Eating Important to Affluent Consumers

Losing Weight a High Priority for Affluent Consumers

Affluent Consumers and Their Homes and Cars

Home Décor of Interest to the Affluent

Affluent Lead Way in Home Improvement Market

Affluent Big Spenders in Household Furnishings Stores

Organic Food a Must for Many Super-Affluent Chefs

New Cars More Likely to Be Found in Affluent Owners’ Garages

Foreign Cars Highly Rated

Multiple Vehicles More Common

One in Four Affluent Consumers Plans to Buy New Vehicle in Next Year

How Affluent Consumers Spend Their Leisure Time

Affluent Consumers More Active in Their Spare Time

Audio Books Favored by Super-Affluent Readers

Affluent Households Filled with Electronics Gear

Affluent Prove Tough Customers for Wireless Service Providers

Affluent Heavy Users of Internet

Live Entertainment Events Attract More Affluent Consumers

Affluent Consumer Segment Includes More Frequent Moviegoers

Super-Affluent Consumers Are Frequent Travelers

Interest in Cruise Ship Vacations Rebounds among Top Tiers of Affluent Consumers

Affluent Consumers and the Media

Newspapers Maintain Hold on Super-Affluent

Affluent Viewers less Likely to Turn to TV for Information

Premium Cable a Fixture in Affluent Homes

TV More Popular among Affluent Men than Women

Radio Important Information Source for Affluent Men

Internet Changes Media Habits of Affluent

Cellphone Important Media Platform for Affluent

Affluent Consumers Pay Attention to Out-of-Home Ads

Product Placement Effective Way to Reach Super-Affluent Consumers

Section I Overview of the Market

Chapter 2 Strategic Trends in the Affluent Consumer Market

Affluent Consumers in the Great Recession

Affluent Consumer Population Peaked in 2007

Table 2-1: Growth in the Population of Affluent Consumers by Selected Time Periods, 2005-2009

Table 2-2: Number of Affluent Households Identified by Experian Simmons National Consumer Study, Selected Time Periods 2005-2009

Survey Details Global Decline in Population of the Very Rich

Wealthy in the U.S. Share the Pain of Their Counterparts around the World

Research Suggests Affluent May Feel the Recession More

Average Income of Super-Affluent Subject to More Ups and Downs

Figure 2-1: Average Household Income of Super-Affluent Consumers, 2000-2008

Table 2-3: Mean Household Income 2000-2008, Super-Affluent vs. All Other Consumers

Affluent More Likely to Claim to Be Worse Off Financially

Table 2-4: Financial Status of Affluent and Non-Affluent Consumers, Fall 2008 vs. Spring 2009

Pessimism Reigns among Super-Affluent Consumers

Table 2-5: Economic Outlook of Affluent and Non-Affluent Consumers, Fall 2008 vs. Spring 2009

Affluent More Afflicted by Feelings of Financial Insecurity

Table 2-6: Percent of Affluent and Non-Affluent Consumers Who Feel Financially Secure by Selected Time Periods, 2005-2009

Even the Super-Affluent Lose Their Mojo

Table 2-7: Percent of Affluent and Non-Affluent Consumers Expressing Low Level of Consumer Confidence by Selected Time Periods, 2005-2009

Table 2-8: Percent of Affluent and Non-Affluent Consumers Expressing High Level of Consumer Confidence by Selected Time Periods, 2005-2009

Figure 2-2: Percent Expressing Low Consumer Confidence, Super-Affluent vs. Non-Affluent Consumers

Figure 2-3: Percent Expressing High Consumer Confidence, Super-Affluent vs. Non-Affluent Consumers

Spending Plans Reined In

Table 2-9: Spending Plans of Affluent vs. Other Consumers, Fall 2008 vs. Spring 2009

Affluent More Concerned about Their Financial Future in the Event of Job Loss

Affluent Consumers Surprisingly Hard Hit by Job Losses and Business Failures

Table 2-10: Percent of Affluent and Non-Affluent Consumers Reporting They Lost Job, Were Laid Off or Went Out of Business by Selected Time Periods, 2005-2009

Dividend Income Down, Unemployment Compensation Up

Figure 2-4: Average Income from Interest, Dividends, Rental Income and Other Property Income, Highly and Super-Affluent Consumer Units, 2005-2008

Figure 2-5: Aggregate Income from Unemployment Compensation and Veterans Benefits, Highly and Super-Affluent Consumer Units, 2005-2008

Affluent Living in Trophy Houses Feel Pinch

Figure 2-6: Average Market Value of Homes Owned by Highly and Super- Affluent Consumers by Selected Periods, 2004-2008

Figure 2-7: Number of Affluent Consumers Living in Houses Worth $1 Million or More by Selected Periods, 2005-2009

A Glimmer of Hope in the Affluent Consumer Market

Affluent Consumer Market Starts to Stabilize

Increase in Household Net Worth for First Time in Two Years Fosters Optimism

Wall Street Bonuses Expected to Rebound in 2009

Optimism Starts to Return among Affluent Consumers

More Affluent Shoppers in High-End Stores

Table 2-11: Number of Highly and Super-Affluent Consumers Shopping in Selected High-End Retail Stores in Last Three Months, 2007-2009

Chapter 3 Taking Advantage of Affluent Consumer Market Opportunities

How Marketers Are Adapting to Change in the Affluent Consumer Market

The New Normal Challenges Marketers in Affluent Consumer Market

Affluent Buyers Search for Value

Table 3-1: Changes in Shopping Behavior of Super-Affluent Consumers by Selected Time Periods, 2005-2009

Table 3-2: Number of Highly and Super-Affluent Consumers Shopping at Nordstrom and Nordstrom Rack, April 2008-December 2008 vs. November 2008-June 2009

Figure 3-1: Percent of Super-Affluent Consumers Shopping at Costco in Last Three Months by Selected Time Periods, 2008-2009

Marketers Combat “Luxury Shame”

“Stealth Sales” On the Increase

Some Marketers Focus on Protecting the Brand

Luxury Marketers Move Online

Discount High Fashion Websites Thrive

Customization Used as Strategy to Lure Affluent Buyers

Selected Opportunities in the Affluent Consumer Market

Affluent Consumers Continue to Offer Most Attractive Opportunities

Table 3-3: Average Household Income, Affluent vs. Other Households

Table 3-4: Average Annual Expenditures, Affluent vs. Other Consumer Units

Affluent Provide Bulk of Shoppers for Many Retailers

Table 3-5: Selected Affluent Consumer Market Opportunities Related to Shopping in Stores in Last Three Months

Table 3-6: Selected Affluent Consumer Market Opportunities Related to Catalog Shopping

Affluent Consumers Biggest Spenders Online

Table 3-7: Selected Affluent Consumer Market Opportunities Related to Online Shopping

Affluent Consumers Prime Targets for Consumer Electronics Marketers

Table 3-8: Selected Affluent Consumer Market Opportunities Related to Ownership of Cellphones

Table 3-9: Selected Affluent Consumer Market Opportunities Related to Consumer Electronics

Leisure Pursuits of Affluent Provide Multiple Opportunities

Table 3-10: Selected Affluent Consumer Market Opportunities Related to Leisure Activities

Affluent Consumers Vital to Travel Industry

Table 3-11: Selected Affluent Consumer Market Opportunities Related to Travel

Affluent Critical Element in Home Improvement Market

Table 3-12: Selected Affluent Consumer Market Opportunities Related to Home Improvements and Furnishings

Affluent Hold Key to Automotive Market

Table 3-13: Selected Affluent Consumer Market Opportunities Related to Automotive Vehicles

Affluent Main Driver of Financial Services

Table 3-14: Selected Affluent Consumer Market Opportunities Related to Financial Services

Table 3-15: Selected Affluent Consumer Market Opportunities Related to Investments Owned

Chapter 4: The Demographics of Affluence

Demographic Profile of Affluent Consumers

Population of Affluent Consumers Tops 61 Million

Table 4-1: Number of Affluent U.S. Adults, 2009

Gen-Xers and Younger Boomers Predominate

Table 4-2: Affluent Consumers by Gender and Age Group

Affluent Consumers Disproportionately Non-Hispanic White

Table 4-3: Households with Income of $100,000 or More by Race and Hispanic Origin, 2008

Education Differentiates Affluent Consumers

Table 4-4: Affluent Consumers by Educational Achievement

Few Retirees among Affluent Consumer Population

Table 4-5: Employment Profile of Affluent Consumers

Multiple Earners Common in Affluent Households

Table 4-6: Number of Employed Adults in Household, Affluent vs. Other Consumers

Vast Majority of Affluent Consumers Own Homes

Table 4-7: Affluent Consumers by Homeownership Status

Vacation Homes Part of Super-Affluent Lifestyle

Table 4-8: Ownership of Vacation Homes, Affluent vs. Other Consumers

Marriage More Common

Table 4-9: Affluent Consumers by Marital Status

Affluent Households Are Larger

Table 4-10: Affluent Households by Size of Household and Presence of Children

Where Affluent Consumers Live

Northeast Has the Most Super-Affluent

Table 4-11: Affluent Consumers by Region of Residence

Affluent More Likely to Congregate in Urban Centers

Table 4-12: Percent of Affluent Consumers Living in Selected Metro Markets

New York Metro Area Tops List of Affluent Metro Areas

Table 4-13: 40 Largest Metropolitan Areas Ranked by Number of Affluent Households

Silicon Valley and Suburban Connecticut Have Highest Concentration of Affluent Households

Table 4-14: 40 Largest Metropolitan Areas Ranked by Affluent Households as Percent of All Households in Area

Chapter 5 Looking Ahead: The Affluent Consumer Market in 2010 and Beyond

Size of the Affluent Market

Defining the Affluent Market

Number of Affluent Households Tops 25 Million

Table 5-1: Number of Affluent Households by Amount of Household Income, 2008

Table 5-2: Affluent Consumer Segments as Percentage of Affluent Consumer Households

Affluent Generate More than Half of U.S. Household Income

Table 5-3: Aggregate Household Income, Affluent vs. Non-Affluent by Category of Affluent Household, 2008

Super-Affluent Have Super Impact on Affluent Consumer Market

Table 5-4: Aggregate Income of Affluent Households by Category of Affluent Household

Factors Affecting the Growth of the Affluent Market

Optimism Gradually Returning amidst Uncertainty about the Future

Slow Economic Growth Expected in Near Term

Forecasters See Gradual Uptick in Global Luxury Market

American Affluent Consumers Expected to Lose Ground in Global Shift

Projected Growth of the Affluent Consumer Market

Forecasting Assumptions Analyzed

Affluent Consumer Market Will Grow 23% by 2014

Table 5-5: Projected Size and Growth of Affluent Market, 2009-2014

Section II How Affluent Consumers Manage and Spend Money

Chapter 6 How Affluent Consumers Manage Their Money

Key Trends in Attitudes toward Personal Finances

Affluent Lose Appetite for Risk

Table 6-1: Attitudes toward Risk, Affluent vs. Non-Affluent Consumers by Selected Time Periods 2005-2009

Super-Affluent Show Increasing Interest in Getting Financial Information

Table 6-2: Interest in Obtaining Financial Information, Affluent vs. Non-Affluent Consumers by Selected Time Periods 2005-2009

Financial Management Practices

Choice of Banking Institutions Differs across Income Lines

Table 6-3: Percent Owning Bank Accounts by Type of Account and Institution, Affluent vs. Other Consumers

Frequent Credit Card Use a Hallmark of Affluence

Table 6-4: Use of Credit Cards, Affluent vs. Other Consumers

Even Affluent Carry Balances on Credit Cards

Table 6-5: Percent of Credit-Card Holders Paying Off Entire Credit-Card Balance Each Month, Affluent vs. Other Consumers

Debit Cards Used Frequently

Table 6-6: Ownership and Use of ATM/Debit Cards, Affluent vs. Other Consumers

Paying Bills Online Popular among Affluent

Table 6-7: Methods Used to Pay Bills, Affluent vs. Other Consumers

Affluent Taxpayers Look to CPAs

Table 6-8: Methods of Preparing Tax Returns in Last 12 Months, Affluent vs. Other Consumers

Ownership of Investments and Insurance

Investment Ownership Analyzed

Table 6-9: Ownership of Investments, Affluent vs. Other Consumers

Insurance Vital Part of Affluent Lifestyle

Table 6-10: Ownership of Property and Vehicle Insurance, Affluent vs. Other Consumers

Table 6-11: Value of Life Insurance Owned, Affluent vs. Other Consumers

Table 6-12: Percent with Health Insurance by Type Owned, Affluent vs. Other Consumers

Chapter 7 How Affluent Consumers Spend Their Money

Overview

Consumer Units Defined

Affluent Consumers Have Disproportionate Impact on American Economy

Table 7-1: Expenditures of Consumer Units as Percent of Aggregate Consumer Expenditures in the United States in 2008, Affluent vs. Non-Affluent

Affluent Consumers Wield Ever-Increasing Influence

Table 7-2: Expenditures of Consumer Units as Percent of Aggregate Consumer Expenditures in the United States 2003-2008, Affluent vs. Non-Affluent

Huge Spending Gap between Affluent and Non-Affluent Consumers

Figure 7-1: Average Annual Expenditures in 2008, Affluent vs. Other Consumers

Many Differences between Affluent and Other Consumer Units

Table 7-3: Profile of Affluent and Other Consumer Units

Expenditure Patterns Reflect Differences in Available Choices

Table 7-4: Percent of Aggregate Consumer Expenditures, Affluent vs. Other Consumer Units

How the Great Recession Has Affected the Way the Most Affluent Consumers Spend Money

Latest Government Data Show Profound Shifts in Spending by Top Ranks of Affluent Consumer Units

Highly Affluent Consumers Cut Expenditures

Restaurant Meals More Popular but Alcohol Consumption Down

Less Spent on Travel and Vacations

More of the Most Affluent Consumers Living in Rented Homes

Figure 7-2: Aggregate Expenditures on Rented Dwellings by Highly and Super-Affluent Consumer Units, 2005-2008

Spending on Phone Service Stays Constant

Child Care Expenditures Drop Dramatically but Spending on Housekeeping and Lawn-Care Services Stays the Same

Spending on Household Furnishings Declines Precipitously

Affluent Women Spend Less for Clothing, Men Spend about the Same

Affluent Spending on New Cars Drops off Cliff

Figure 7-3: Aggregate Expenditures on New Vehicles by Highly and Super- Affluent Consumer Units, 2005-2008

Affluent Spend More on Car Repairs

Affluent Consumers Cut Back on Medical Spending

Spending on Pets Goes Up

Spending on Personal Care Shows Steady Increase

Table 7-5: Trends in Spending by Highly and Super-Affluent Consumer Units, 2005-2008

When Affluent Consumers Go Shopping in Stores

Super-Affluent Shoppers Have Different Profile

Table 7-6: Shopping Profile, Affluent vs. Other Consumers

Affluent Shoppers Attuned to Brand Names

Table 7-7: Attitudes toward Brands, Affluent vs. Other Consumers

Affluent Consumers Are Careful Shoppers

Table 7-8: Attitudes toward Prices and Sales, Affluent vs. Other Consumers

Incentive Offers Appeal to Affluent Consumers

Figure 7-3: Percent Using Cents-Off Coupons, Affluent vs. Other Consumers

Table 7-9: Percent Responding to Incentive Offers, Affluent vs. Other Consumers

Affluent Consumers Frequent Mall Visitors

Table 7-10: Percent Visiting Malls in Last 4 Weeks , Affluent vs. Other Consumers

Target the Top Choice of Super-Affluent and Highly Affluent Women

Table 7-11: Department/Discount Stores Shopped in Last 3 Months, Affluent vs. Other Women

Table 7-12: Department/Discount Stores Shopped in Last 3 Months, Affluent vs. Other Men

Online and Catalog Shopping

Affluent Shoppers Depend on Internet

Table 7-13: Impact of the Internet on Shopping Behavior, Affluent vs. Other Consumers

Super-Affluent Are Big Online Spenders

Table 7-14: Total Amount Spent on Internet Orders in Last 12 Months, Affluent vs. Other Consumers

Table 7-15: Items Ordered from the Internet in Last 12 Months, Affluent vs. Other Consumers

Affluent Consumers Turn to Catalogs More Often

Table 7-16: Profile of Catalog Shoppers, Affluent vs. Other Consumers

Following Fashion

Keeping up with Fashion More Important to Affluent Consumers

Table 7-17: Attitudes toward Fashion, Affluent vs. Other Consumers

Affluent Women More Likely to Buy Clothes

Table 7-18: Clothing Items and Accessories Bought in Last 12 Months, Affluent vs. Other Women

Table 7-19: Clothing Items and Accessories Bought in Last 12 Months, Affluent vs. Other Men

Watches Important to Super-Affluent

Table 7-20: Percent Buying Watches in Last 12 Months, Affluent vs. Other Consumers

Affluent Women Use More Personal-Care Products

Table 7-21: Use of Personal-Care Products, Affluent vs. Other Women

Table 7-22: Use of Personal-Care Products, Affluent vs. Other Men

Section III Highlights of Affluent Consumer Behavior

Chapter 8 Taking Care of Themselves: Health and Well-Being in the Affluent Consumer Market

Keeping Fit

Exercise Has High Priority

Table 8-1: Attitudes toward Exercise, Affluent vs. Other Consumers

Frequent Workouts Common

Table 8-2: Participation in Physical Fitness Programs, Affluent vs. Other Men

Table 8-3: Participation in Physical Fitness Programs, Affluent vs. Other Women

Top Sports Linked to Fitness

Table 8-4: Sports Played in Last 12 Months, Affluent vs. Other Men

Table 8-5: Sports Played in Last 12 Months, Affluent vs. Other Women

Staying Healthy

Fewer Wimps among the Affluent

Table 8-6: Attitudes toward Personal Health, Affluent vs. Other Consumers

Affluent Healthier than Other Americans

Table 8-7: Ailments in Last 12 Months, Affluent vs. Other Consumers

Visits to Doctors More Common

Table 8-8: Healthcare Professionals Consulted in Last 12 Months, Affluent vs. Other Consumers

Trust in Physicians Lower

Table 8-9: Trust in Physicians, Affluent vs. Other Consumers

Super-Affluent Will Pay More for Medications

Table 8-10: Attitudes toward Brand-Name Medications, Affluent vs. Other Consumers

Fewer Cigarette Smokers among the Affluent but Cigars More Popular

Table 8-11: Use of Tobacco Products, Affluent vs. Other Consumers

Healthy Eating Important to Affluent Consumers

Table 8-12: Attitudes toward Healthy Eating, Affluent vs. Other Consumers

Losing Weight a High Priority for Affluent Consumers

Table 8-13: Reasons for Watching Diet, Affluent vs. Other Consumers

Table 8-14: Attitudes toward Dieting, Affluent vs. Other Consumers

Chapter 9 Affluent Consumers and Their Homes and Cars

Affluent Consumers and Their Homes

Affluent Consumers Like to Entertain at Home

Table 9-1: Attitudes toward the Home, Affluent vs. Other Consumers

Home Décor of Interest to the Affluent

Table 9-2: Attitudes toward Home Improvement, Affluent vs. Other Consumers

Affluent Lead Way in Home Improvement Market

Table 9-3: Profile of Home Improvers, Affluent vs. Other Consumers

Affluent Big Spenders in Household Furnishings Stores

Table 9-4: Percent Purchasing Household Furnishings, Bed, Bath, Linens and Appliances in Last 12 Months, Affluent vs. Other Consumers

Eating at Home

Cooking Attracts Super-Affluent Consumers

Table 9-5: Attitudes toward Cooking, Affluent vs. Other Consumers

Organic Food a Must for Many Super-Affluent Chefs

Table 9-6: Importance of Natural and Organic Foods, Affluent vs. Other Consumers

Gourmet Foods Appeal

Table 9-7: Attitudes toward Food Styles, Affluent vs. Other Consumers

Affluent Like to Experiment with New Foods

Table 9-8: Attitudes toward Experimenting with New Foods, Affluent vs. Other Consumers

The Affluent Auto Owner

Affluent Drivers Like to Drive Fast

Table 9-9: Driving Habits and Vehicle Use, Affluent vs. Other Consumers

Cars Tied to Self-Image

Table 9-10: Self-Image and Cars, Affluent vs. Other Consumers

Affluent Want Cars to be Fun to Drive

Table 9-11: Criteria for Buying a Car, Affluent vs. Other Consumers

Auto Safety Important

Table 9-12: Importance of Auto Safety, Affluent vs. Other Consumers

New Cars More Likely to Be Found in Affluent Owners’ Garages

Table 9-13: Attitudes toward New and Used Cars, Affluent vs. Other Consumers

Foreign Cars Highly Rated

Table 9-14: Attitudes toward Foreign Cars, Affluent vs. Other Consumers

Multiple Vehicles More Common

Table 9-15: Number of Vehicles in Household, Affluent vs. Other Consumers

Table 9-16: Vehicle Model Type Owned, Affluent vs. Other Consumers

One in Four Affluent Consumers Plans to Buy New Vehicle in Next Year

Table 9-17: Next Vehicle Purchase, Affluent vs. Other Consumers

Dealer Finance Works for Super-Affluent Buyers

Table 9-18: Method of Purchasing Most Recently Acquired Vehicle, Affluent vs. Other Consumers

Chapter 10 How Affluent Consumers Spend Their Leisure Time

Overview

Affluent Consumers More Active in Their Spare Time

Table 10-1: Hobbies and Leisure Activities in Last 12 Months, Affluent vs. Other Men

Table 10-2: Hobbies and Leisure Activities in Last 12 Months, Affluent vs. Other Women

Audio Books Favored by Super-Affluent Readers

Table 10-3: Books Purchased in Last 12 Months, Affluent vs. Other Consumers

Home Entertainment

Home Electronics Appeal to Affluent

Table 10-4: Attitudes toward Consumer Electronics, Affluent vs. Other Consumers

Affluent Households Filled with Electronics Gear

Table 10-5: Ownership of Selected Consumer Electronics Items, Affluent vs. Other Consumers

Digital Photography Enters Affluent Lifestyle

Table 10-6: Ownership of Cameras, Affluent vs. Other Consumers

Affluent Prime Customers for Home Electronics Retailers

Table 10-7: Home Electronic Stores Shopped in Last 3 Months, Affluent vs. Other Consumers

Table 10-8: Percent Shopping in Office Supply/Computer Stores in Last 3 Months, Affluent vs. Other Consumers

Table 10-9: Amount Spent on Software in Last 12 Months, Affluent vs. Other Consumers

Keeping in Touch

Affluent Depend on Cellphones to Stay Connected

Figure 10-1: Percent Owning Cellphones, Affluent vs. Other Consumers

Table 10-10: Use of Cellphone as a Social Tool, Affluent vs. Other Consumers

Landlines Still Important

Table 10-11: Use of Cellphones, Affluent vs. Other Consumers

Affluent Prove Tough Customers for Wireless Service Providers

Table 10-12: Attitudes toward Wireless Service Providers, Affluent vs. Other Consumers

Affluent Buy Additional Cellphone Services

Table 10-13: Use of Cellphones, Affluent vs. Other Consumers

The Online Affluent Consumer

Internet Has Major Impact on the Way Affluent Work and Play

Figure 10-2: Percent Using the Internet at Home, Affluent vs. Other Consumers

Table 10-14: Impact of the Internet on Lifestyle , Affluent vs. Other Consumers

Affluent Heavy Users of Internet

Table 10-15: Use of the Internet at Home, Affluent vs. Other Consumers

Online Activities Analyzed

Table 10-16: Online Activities in Last 30 Days, Affluent vs. Other Men

Table 10-17: Online Activities in Last 30 Days, Affluent vs. Other Women

Travel Sites Attract Affluent Consumers

Table 10-18: Websites Visited in Last 30 Days, Affluent vs. Other Consumers

Going Out

Hard Times Do Not Keep Affluent Consumers from Going Out

Table 10-19: Participation in Selected Entertainment Activities by Selected Time Periods, 2005-2007

Live Entertainment Events Attract More Affluent Consumers

Table 10-20: Attendance at Live Entertainment Events in Last 12 Months, Affluent vs. Other Consumers

Affluent Consumer Segment Includes More Frequent Moviegoers

Table 10-21: Movie Attendance, Affluent vs. Other Consumers

Super-Affluent Avoid Fast Food Restaurants

Table 10-22: Use of Family and Fast Food Restaurants, Affluent vs. Other Consumers

The Affluent Traveler

Affluent Consumers More Likely to Use Travel Agents

Figure 10-3: Percent Using Travel Agents, Affluent vs. Other Consumers

Super-Affluent Consumers Are Frequent Travelers

Table 10-23: Domestic Travel Profile in Last 12 Months, Affluent vs. Other Consumers

Most Affluent Consumers Travel Abroad

Table 10-24: Foreign Travel Profile in Last 3 Years, Affluent vs. Other Consumers

Interest in Cruise Ship Vacations Rebounds among Top Tiers of Affluent Consumers

Table 10-25: Cruise Ship Vacations, Affluent vs. Non-Affluent Consumers by Selected Time Periods, 2007-2009

Chapter 11 Affluent Consumers and the Media

Print Media

Print Media Maintain Hold on Super-Affluent

Table 11-1: Attitudes toward Print Media, Affluent vs. Other Consumers

Table 11-2: Readership of Newspapers, Affluent vs. Other Consumers

Many Magazine Choices Similar

Table 11-3: Most Popular Magazines, Affluent vs. Other Women

Table 11-4: Most Popular Magazines, Affluent vs. Other Men

Television and Radio

Affluent Viewers less Likely to Turn to TV for Information

Table 11-5: Attitudes toward Television, Affluent vs. Non-Affluent Consumers

Premium Cable a Fixture in Affluent Homes

Table 11-6: Access to Cable Television, Affluent vs. Non-Affluent Consumers

Fox Gets Nod from Affluent

Table 11-7: Primetime Network Viewing Habits, Affluent vs. Non-Affluent Consumers

TV More Popular among Affluent Men than Women

Table 11-8: Most Popular Cable Television Channels, Affluent vs. Other Women

Table 11-9: Most Popular Cable Television Channels, Affluent vs. Other Men

Table 11-10: Sports Events Watched Frequently on TV, Affluent vs. Other Men

Radio Important Information Source for Affluent Men

Table 11-11: Attitudes toward Radio, Affluent vs. Other Consumers

Table 11-12: Most Popular Radio Formats, Affluent vs. Other Men

Table 11-13: Most Popular Radio Formats, Affluent vs. Other Women

New Media

Internet Changes Media Habits of Affluent

Table 11-14: Impact of the Internet on Traditional Media Usage, Affluent vs. Non-Affluent Consumers

Cellphone Important Media Platform for Affluent

Table 11-15: Use of Cellphones as Media Platform, Affluent vs. Other Consumers

Receptivity to Advertising

Super-Affluent Consumers Depend on Ads

Table 11-16: Attitudes toward Advertising, Affluent vs. Non-Affluent Consumers

Affluent Consumers Pay Attention to Out-of-Home Ads

Table 11-17: Impact of Out-of-Home Advertising, Affluent vs. Non-Affluent Consumers

Product Placement Effective Way to Reach Super-Affluent Consumers

Table 11-18: Impact of Product Placement, Affluent vs. Non-Affluent Consumers

Appendix Addresses of Selected Affluent Market Resources