Audience Profiles

They’re a big cog in the U.S. economy. And they’re likely to surprise you in some ways.

They’re Affluents. And though they represent just 20% of U.S. households, they account for 50% of all household income.¹

Despite a still shaky economy, discretionary income by Affluents (households making over $100,000 annually) will grow by $56 billion this year.² And while they have a reputation for flaunting their wealth, many are actually quite sensible with their spending. In fact, 53% of them own a used vehicle.³

Yet even with their impressive income growth, some Affluents have developed a sense of unease due to the current state of the economy. As a result, Affluents are now saving about 13% of their annual income.⁴

When they do spend, Affluents have shown that they’re more passionate about certain categories than the general public. For example, Affluents tend to favor “Green” products (27% of Affluents vs. 21% of the general public), organic food items (24% vs. 17%, respectively), and timesaving products (31% vs. 23%, respectively).⁵

Demographic Info

20% of U.S. households fall into the Affluent category⁶
50% of all U.S. household income comes from the Affluent category⁷
63% say they have considerable or some interest in newspaper ads⁸
50% say they have considerable or some interest in online ads⁹
42% say they have considerable or some interest in direct mail¹⁰

Media Habits

80% read a newspaper in print or online each week¹¹
96% use the Internet¹²
86% research products online¹³
37% post product reviews online¹⁴ 
20% of Affluent mobile users make purchases from their mobile device¹⁵

Spending Habits

18.2% of their income goes toward automotive products and services¹⁶
12.9% of their income goes toward home & garden¹⁷
11.4% of their income goes toward groceries¹⁸

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