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State of the Affluent 2014
WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
FEBRUARY 2014

The State of the Affluent 2014
We’ll Explore:
• Who the Affluent Are
• The Finances of the Affluent
• The Interests and the Lifestyles of the Affluent
• How the Affluent Give
Based on data and analytics from WealthEngine

Who the Affluent Are
We will explore three distinct levels of affluence as shown above. For many,
the ‘Affluent’ with $1M to $5M in Investable Assets represent the ‘sweet
spot’ for clients and prospects

Who the Affluent Are
The Affluent segment is by far the largest segment, with 92.7%
of all affluent households.

The Affluent Are Baby Boomers
All three groups consist primarily of baby boomers (born between 1946 and 1964)
or older. In the Affluent group, more than nine out of ten (91.7 percent) are 50 years
of age or older.

The Affluent are Married
Nearly 3 in 4 Affluents is married, while that ratio climbs to 4 in 5 for
Super and Ultra Affluents. Within the general population, just over half
(56%) of adults are married.

The Affluent Don’t Have Children at Home
Affluent households are less likely to have children present in
the home compared with the general population.

The Affluent are Educated
The proportion of the affluent that have at least some graduate education stands higher than
the population overall. According to U.S. Census records for 2010, 27.36 percent of all people
25 and older in the U.S. had only a high school diploma, while 36.3 percent had some college
or a college degree and 16.8 percent had some graduate school or a graduate degree.

Where the Affluent Live
San Francisco is home to Affluents with the highest median
level of investable assets.

The Finances of the Affluent
Within the Affluent category, there is a median of just under $1.5M in
Investable Assets, growing to a whopping $64M within the Ultra
Affluent category.

The Finances of the Affluent
The median net worth of households in the three categories, essentially adds in
the value of real estate to the investable assets figures. It tells us that among the
Super and Ultra Affluent, the real estate slice is a relatively small portion of
overall net worth. Among the Affluent, it is proportionately higher.

The Affluent Own Businesses
An important part of the wealth of the affluent can be attributed to business
ownership. One-third of the affluent, three quarters of the super affluent and
nearly nine out of ten of the ultra affluent own businesses.

The Affluent Own Businesses
The size of businesses owned in each of the three categories shows
striking contrast. With median average revenues of $750K, many in the
Affluent group are small or very small business owners.

More Affluent Individuals Have Higher
Owner Equity
Median value of owner equity reinforces the picture of those in the
Affluent category being true small business owners. Super and Ultra
Affluents, however, are the ones to watch for large potential equity events.

The Interests and Lifestyles of the Affluent
– Boating and Sailing
“Boating interest” to someone in the affluent category may mean the motorboat
used for pulling water skiers at the lake, but a luxury oceangoing yacht to
someone in the ultra affluent group.

- Golf
While a substantial portion of affluent individuals are golfers,
many more are not. This calls into question the conventional
wisdom.

- Travel
Interest in travel has a very broad definition, including interest in domestic
travel or international travel, recreational vehicles, family vacations or
cruise vacations.

- Other
Sizable proportions of each affluent group express an interest
in gourmet cooking, collectibles and antiques, and arts.

The Affluent Give to Charity
Giving to charity is widespread in all three groups, from just under two-thirds (65.7
percent) of the affluent donating to charities up to just under three-quarters (74.1
percent) of the ultra affluent group.

And Give Substantially
The dollar amount given to charitable causes varies substantially by level of affluence.
The estimated median amount given by individuals in a given year ranges from $4,662
for those in the affluent category up to $71,550 for those in the ultra affluent group.

The Affluent Participate in Charity
Leadership
Many of the affluent are interested not only in supporting
charitable causes financially but also assisting them by
providing leadership.

Key Types of Nonprofits Served by the
Affluent
Philanthropy, voluntarism and grant-making organizations lead
the list of organizations served by affluent individuals.

Political Giving by the Affluent
The rate of political giving is at 50.7 percent in the affluent group, 55.8
percent among the super affluent and 58.3 percent among the ultra
affluent.

Political Giving Split Relatively Evenly
The total average amounts individuals have contributed to
political causes at both the federal and state level over their
lifetimes.

About WealthEngine Data
Influenced by more than 60 data sources, WealthEngine offers the most
comprehensive wealth and lifestyle profiles available. These include popular
and unique data from the following sources:
• Acxiom household profiles
• D&B business information
• Hoover’s
• State business registrations
• DataQuick real estate
• Lexis Nexis
• SEC daily stock transactions
• Reuters Market Guide
• GuideStar directors and trustees
• Federal and state political donations
• WealthEngine philanthropic donations
• Marquis Who’s Who
• Airplane and boat ownership
• And more…..
Depending on the source, WealthEngine data may be self-reported, regulatory
or modeled. To view WealthEngine’s privacy policy, please visit this page.

WealthEngine
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Bethesda, MD 20814
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info@wealthengine.com
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State of the Affluent

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