The YouGov Affluent Perspective Global Study

The YouGov Affluent Perspective Global Study


With personal consumption increasingly concentrated at the top of the income and asset scale, it has never been more important to develop strategies to win over the hearts and minds of global affluent consumers. Building successful, profitable relationships with these purchasers has never been more critical, or more challenging. 

The YouGov Affluent Perspective Global Study offers in-depth access and perspective on how more than 5,000 of the Top 10% of consumers around the world live, save, spend and manage their households. At the core of this study are the U.S. Affluent—a sample of more than 2,500 consumers earning $150,000 or more annually. Our examination includes the analysis of four tiers:  the Base Affluent ($150,000 - $249,000 HHI); the Middle Affluent ($250,000 - $399,000 HHI), and the Upper Affluent ($400,000+ HHI). We also can further divide this top most tier to examine the Wealthy, those earning $1MM+ in household income annually.

Finally, we survey over 2,500 consumers at the upper end of the economy in the following countries: United Kingdom, France, Germany, China, Japan, South Korea, Singapore, the United Arab Emirates, Mexico, Canada and Australia. This Study offers unmatched insight into how this exclusive global population of consumers feels, purchases and navigates their ambitions of success and happiness.

The YouGov Wealth team has been studying the affluent since 2005, when we conducted 500 face-to-face interviews with wealthy consumers that produced the Worth-Harrison Taylor Study of the Status of Wealth in America. Our work today continues to provide clients with access to information on this elusive target via reports, webinars, and custom analyses built from quantitative research as well as focus groups. If you are interested in learning more, please contact us.

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