US Affluents 2017: Looking Beyond 'the 1%' - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

US Affluents 2017: Looking Beyond 'the 1%'

eMarketer Report

By: eMarketer

Published: January 17, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Most affluents bear little resemblance to “the 1%.” They are not throwing their money around on luxuries and are not habitués of high-end stores. But they do use their financial wherewithal to do more discretionary spending than others can.

  • Most people categorized as affluents are not super-rich. Nor do most regard themselves as “upper class.” A majority grew up middle class and still see themselves that way.
  • Affluents tend to buy from the same sorts of mass-market retailers that non-affluents patronize. And they are as likely to aim at getting the most for their money, by using coupons, waiting for sales and so on. The convenience of digital shopping has strong appeal for them.
  • They buy a lot, but they don’t necessarily buy fancy. For instance, affluents spend more than others on cars and trucks, but much of their spending is for used vehicles.
  • Because they typically have more slack in their budgets than others do, affluents are in a stronger position to make discretionary purchases. Travel is high on the list of such indulgences
  • Their media usage (digital and otherwise) makes them reachable by marketers. But affluents are not big fans of the advertising they encounter.

"Most US affluents feel they worked hard for their money, and they want to get the most for it when shopping. Bargain hunting is the norm for them."

Table of Contents

More Lucrative Than Glamorous

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Sizing the Affluent Population

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

How They See Themselves and Their Finances

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Where the Money Goes

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Affluents as Consumers of Luxuries—or Not

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

How They’re Potentially Reachable by Marketers

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Conclusions

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

22 charts are included in the full report:

US Affluents 2017: Looking Beyond ‘the 1%’

Attitudes Toward Sales and Coupons Among US Affluent vs. Total Consumers, by Income, Aug 2016 (% of affluents and % of total population)

How They See Themselves and Their Finances

US Affluent* vs. Total Internet Users Who Are Happy with Their Life, June 2016 (% of respondents in each group)

A Wealth of Financial Worries

US Affluent* vs. Total Internet Users Who Are Worried About Losing Their Job, Nov 2016 (% of respondents in each group)

Where the Money Goes

Amount that US Affluent Internet Users Expect to Spend This Holiday Season, Nov 2016 (% of respondents)

Delving into the Federal Data

Select Expenditures of US Affluent vs. Total Households, by Income, 2015

Where They Spend

Leading Retailers for Holiday Shopping* According to US Affluent Internet Users, Sep 2016 (% of respondents)

Visitors to the Top 5* US Retail Websites, by Income, March 2016 (% of total)

US Amazon Prime Household Penetration, by Household Income, Aug 2013 & Aug 2016 (% of households in each group)

Attitudes Toward Digital Shopping Among US Affluent vs. Total Consumers, by Income, Aug 2016 (% of affluents and % of total population)

Affluents and Cheapskating

Types of Grocery Trips for Which US Affluent* vs. Total Internet Users Use Coupons, June 2016 (% of respondents in each group)

Attitudes Toward Sales and Coupons Among US Affluent vs. Total Consumers, by Income, Aug 2016 (% of affluents and % of total population)

Affluents as Consumers of Luxuries—or Not

Frequency with Which US Affluent Internet Users Purchase Luxury Products/Services, by Generation, Nov 2016 (% of respondents)

US Luxury Goods Total Media Ad Spending, by Media, 2012-2017 (millions)

US Luxury Brand Site Visitor Share, by Household Income, Nov 2016 (% of total)

Travel as an Affluent Indulgence

Household Spending Share Among US Affluent Internet Users, by Product/Service Category, July 2016 (% of total)

How They’re Potentially Reachable by Marketers

US Internet User Penetration, by Income, Spring 2016 (% of population in each group)

Primary Attitude Toward Exploring New Technology Among Affluent* Internet Users in North America, July 2016 (% of respondents)

Attitudes Toward Mobile Phones Among US Affluent vs. Total Consumers, by Income, Aug 2016 (% of affluents and % of total population)

Weekly Time Spent Online by US Affluent Internet Users, by Generation, July 2016 (hours)

Unenamored with Advertising

US Affluent* vs. Total Internet Users Who Like Advertising, May 2016 (% of respondents in each group)

Attitudes Toward Mcommerce/Mobile Ads Among US Affluent vs. Total Consumers, by Income, Aug 2016 (% of affluents and % of total population)

Activities/Sources from Which US Affluent* Millennial vs. Baby Boomer Internet Users Get Holiday Shopping Ideas/Inspiration, Nov 2016 (% of respondents in each group)