AFFLUENT SUBURBIA

America's Wealthiest

Mosaic® is the leading customer segmentation system available. It is a flexible tool that lets you get an accurate picture of your target audience, see how they behave, understand how they correlate with or differ from other markets, and identify their position on a map. When marketing to the wealthy, watch your response rate grow when you target your message more effectively with finely tuned mailing lists. For instance, we know that "Enterprising Couples" drive midsize luxury cars, are big savers, like to travel and keep fit. Here is some more information on this segment.

Overview

The nation's most wealthy households are financially secure with expensive tastes, living the most luxurious lifestyles in the most affluent and exclusive communities.

1.14 percent of U.S. households

Demographics

• Live in established suburban communities, such as Beverly Hills, Calif.
• Represent both old and new wealth and earn incomes well above the national average
• Are more than six times likely to be earning $250,000 or more
• Most of the adults are married, middle-aged and college-educated
• Are predominantly white, with a high concentration of Asians
• Hold executive and management positions in finance, real estate and professional services
• Nearly half of the households contain couples who both work
• About one-third have just one highly paid breadwinner in the family

Lifestyles

• Love to vacation abroad, belong to country clubs, and drive luxury cars and high-end SUVs
• Are early tech adopters - were among the first to buy BlackBerries, iPods and satellite radios
• Support philanthropic and environmental causes, human rights groups and art associations
• Frequent the theater, classical music concerts and movies - all at high rates
• Prefer yoga, tennis and skiing at exotic locales as their exercises of choice
• Hold executive and management positions in finance, real estate and professional services
• Shop at Nordstrom and Williams-Sonoma and are concerned more about quality than price
• Invest actively and own a range of stocks, mutual funds, government bonds and Treasury bills

Media

• The nation's premier newshounds
• Avid readers, perusing daily and Sunday newspapers for business, science, fashion and travel
• Readers of financial magazines (i.e., Fortune) at more than triple the national average
• Viewers of network news, weekly news shows and cable news (i.e., CNN, CNBC and MSNBC)
• Users of the Internet, logging on to shop, book airline tickets and gather financial information
• Self-described "careful money managers," frequently going online to trade stocks themselves
• Willing to pay any price for good financial advice