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    Affluent Consumer Market in the U.S., The Affluent Consumer Market in the U.S., The Document Transcript

    •    Get more info on this report!The Affluent Consumer Market in the U.S.November 1, 2009In early 2007, when the last edition of Packaged Facts The Affluent Consumer Market inthe U.S. was published, affluent consumers in America as well as wealthy individualsaround the globe were going about their business of making, borrowing and spendingmoney in blissful ignorance of the perfect financial storm that lay ahead. At the time, itwas unimaginable that the housing bubble would deflate and leave behind a wreckageof foreclosures and worthless subprime mortgage securities. It was unthinkable that thestock market would collapse, financial markets would come close to imploding and astoried institution such as Lehman Brothers would simply disappear from the Wall Streetlandscape. Practically no one could foresee the onset of the most severe recession inmore than 70 years.The 2009 edition of Packaged Facts The Affluent Consumer Market in the U.S. providesa timely, in-depth analysis of how affluent consumers are responding to the mostprofound economic crisis since the Great Depression. The report uses multi-year datafrom Experian Simmons National Consumer Studies to track affluent consumer attitudesand behavior from the years preceding the onset of the Great Recession into 2009. Thistrend analysis gives marketers an insightful, up-to-date view of what’s changed andwhat’s stayed the same in the psyche and behavior of affluent consumers, who accountfor 22% of the nation’s households but still generate more than half of the householdincome of the country and remain responsible for more than one-third of all consumerspending.This Packaged Facts report begins with an assessment of the strategic trends shapingthe affluent consumer market today, including a data-driven analysis of how affluentconsumers are coping—or not—with the Great Recession. The next chapter describeshow marketers are adapting to change in the affluent consumer market and highlightskey opportunities in what remains the single most attractive market segment in theAmerican consumer economy. Following a chapter that includes an in-depthdemographic profile of affluent consumers, the report assesses the size of the affluentmarket today and projects its growth through 2014.
    • The second section of the report examines how affluent consumers manage and spendmoney. It includes a chapter offering insights into changes in the attitudes of financialconsumers toward risk and includes an analysis of credit card use and ownership ofinsurance policies and investments. The next chapter explores affluent consumerspending and shopping patterns. It includes a trend analysis of affluent consumerexpenditures from 2005 through 2008 that demonstrates where affluent consumers arecutting back and in some cases adding to their household budgets. It also provides anoverview of the behavior of affluent shoppers—in stores, online and from catalogs.The third section of the report includes separate chapters highlighting key aspects ofaffluent consumer behavior. These include chapters on health and well-being, affluentconsumers and their homes and cars, how affluent consumers spend leisure time andaffluent consumers and the media.Table of ContentsChapter 1 Executive SummaryBackground Introduction Overview of the ReportScope and Methodology Scope of the Market MethodologyStrategic 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 StoresTaking 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 OpportunitiesThe 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 CentersLooking 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 2014How 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 CPAsHow 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 ConsumersTaking Care of Themselves: Health and Well-Being in the Affluent ConsumerMarket 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 ConsumersAffluent 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 YearHow 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 ConsumersSection I Overview of the MarketChapter 2 Strategic Trends in the Affluent Consumer MarketAffluent 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, 2005-2009A 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, 2007-2009Chapter 3 Taking Advantage of Affluent Consumer Market OpportunitiesHow 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 BuyersSelected 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 AffluenceDemographic 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 ChildrenWhere 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 AreaChapter 5 Looking Ahead: The Affluent Consumer Market in 2010 and BeyondSize 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 HouseholdFactors 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 ShiftProjected 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, 2009-2014Section II How Affluent Consumers Manage and Spend MoneyChapter 6 How Affluent Consumers Manage Their MoneyKey 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 2005-2009Financial 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 ConsumersOwnership 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 ConsumersChapter 7 How Affluent Consumers Spend Their MoneyOverview 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 UnitsHow the Great Recession Has Affected the Way the Most Affluent ConsumersSpend 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, 2005-2008When 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 MenOnline 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 ConsumersFollowing 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 MenSection III Highlights of Affluent Consumer BehaviorChapter 8 Taking Care of Themselves: Health and Well-Being in the AffluentConsumer 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 WomenStaying 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 ConsumersChapter 9 Affluent Consumers and Their Homes and CarsAffluent 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 ConsumersEating 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 ConsumersThe 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 ConsumersChapter 10 How Affluent Consumers Spend Their Leisure TimeOverview 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 ConsumersHome 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 ConsumersKeeping 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 ConsumersThe 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 ConsumersGoing 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 ConsumersThe 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, 2007-2009Chapter 11 Affluent Consumers and the MediaPrint 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 MenTelevision 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 WomenNew 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 ConsumersReceptivity 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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