For Tuesday’s post, we draw on data from our brand new audience report on the Top 1% – the wealthiest consumers who have long been at the forefront of tech adoption.
This affluent group – all of whom own at least one house outright and have additional savings/investments/assets of 1 million USD or above – are most likely to be male (58%), married (67%) and be educated to university-level or higher (48% of them having a university degree, with a further 30% possessing a post-grad qualification).
Unsurprisingly, members of the Top 1% are twice as likely to think of themselves as more affluent than average. They are also 75% ahead for feeling proactive about investing money and are more likely to connect wealth with success. They’re appearance-conscious and brand-receptive too – wanting to keep up with the latest fashions, stand out in a crowd and being more likely to buy brands they see being advertised.
Interestingly, though, close to three quarters of the Top 1% say they always try to find the best deals on products they want to buy – indicating that the drive to save money or locate the most cost-effective options is not limited to lower wealth groups. In fact, the global economic crises of the late 00s/early 10s have “normalized” the money-saving mindset even among the wealthiest demographics.