Affluent Consumers in 2018: Demographics and Spending Habits - MDG

5 April 2018

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While the cliché of wealthy consumers may be that of living a life filled with trust fund-fueled spending sprees, the reality is often much different. Newly published research from eMarketer on affluent Americans reveals the makeup and behaviors of this segment are nuanced and complex. Specifically, the demographics and spending habits of the group vary significantly from how they're often portrayed. Here are some of the key insights from the report, which was based on a range of sources, including U.S. government data and recent surveys:


Contrary to the idea of inherited-wealth playboys and kept women, affluent Americans are in fact more likely to be married and more likely to live in households with two income-earning adults than the population at large, the analysis found.

A poll from Deseret News and the Center for the Study of Elections and Democracy at Brigham Young University, as cited by eMarketer, found that 70% of Americans with a household income of $100,000+ were married, compared with 55% of those with an income of $30,000-$99,999 and 25% of those with incomes under $30,000.

U.S. Bureau of Labor data cited by eMarketer shows that households in the top income bracket ($200,000+ annual income) have an average of 2.1 earners; this compares with 1.3 earners among total households.

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