Introduction

This MacroMonitor Affluent analysis volume provides a unique perspective on the financials and demographics of the more than 28 million U.S. households that qualify as Affluent (that is, U.S. households with either a total annual income of at least $100,000 or total assets, excluding the primary residence, of $500,000 or more). Using trend information from the 2002–03, 2004–05, and 2006–07 MacroMonitor surveys, this report provides baseline information about the changes in demographic composition and the shift in financial activities for the Affluent market as a whole and for the two mutually exclusive subsegments: Mass Affluent (Affluent households with a total net worth of less than $1 million) and Millionaires (Affluent households with a total net worth of $1 million or more).

This report also includes alternative segmentation strategies that financial institutions can use to understand some of the crucial differences among Affluent households. Together, the key wealth indicators, demographic data, and segmentation framework options in this report serve as a guide for financial marketers in identifying and serving the Affluent market more effectively and profitably.

Table of Contents

Introduction	1
Executive Summary	2
The Total Affluent Market	8
The Mass Affluent and Millionaires	29
Twenty-First-Century Marketing to the Affluent	56
Appendixes
A. MacroMonitor Survey Methodology	A-1
B. Survey Weighting Procedures	B-1
C. Affluent Segment Definitions	C-1