Fewer Affluent Households in the US

Dip in those with deep pockets

The number of households in the US with $500,000 in net worth, not including primary residences, decreased by 5% to an estimated 15.6 million in 2008, according to TNS. That is the first time in six years that the number of affluent households has fallen.

“After several years of strong gains, all three major stock market indices posted losses over the past year,” said Ellen Sills-Levy, senior vice president at TNS, in a statement. “Coupled with the impact of increasing inflation and a depreciating real estate market, even the affluent are feeling the strain.”

US Affluent Households, 2001-2008 (millions)

The affluent are of special interest to online marketers. The wealthy were among the earliest Internet adopters, and they have historically spent more time online than those with lower net worths.

Average Time Spent with Select Media According to US Affluents*, by Household Income, March-July 2008 (hours per week)