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The Affluent Consumer Market in the U.S.
November 1, 2009
In early 2007, when the last edition of Packaged Facts The Affluent Consumer Market in
the U.S. was published, affluent consumers in America as well as wealthy individuals
around the globe were going about their business of making, borrowing and spending
money in blissful ignorance of the perfect financial storm that lay ahead. At the time, it
was unimaginable that the housing bubble would deflate and leave behind a wreckage
of foreclosures and worthless subprime mortgage securities. It was unthinkable that the
stock market would collapse, financial markets would come close to imploding and a
storied institution such as Lehman Brothers would simply disappear from the Wall Street
landscape. Practically no one could foresee the onset of the most severe recession in
more than 70 years.
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.

2. 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.
Table of Contents
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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

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