Abstract
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 17% of all households, they
now control nearly half of aggregate household income in the United States.
The super-affluent segment of the market (the 2 million households with an
income of $250,000 or more) 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.
Report Methodology
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.
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.
This report will help:
- Marketing Managers identify market opportunities and develop targeted
promotion plans for affluent consumers.
- Research and development professionals stay on top of competitor
initiatives and explore demand for products targeting the affluent consumer,
whether they be mass affluent, highly affluent or super affluent.
- Advertising agencies to develop targeted messages and images that compel
affluent to purchase these products.
- Business development executives understand the dynamics of the market and
identify possible partnerships.
- Information and research center librarians provide market researchers,
brand and product managers and other colleagues with the vital information
they need to do their jobs more effectively.
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