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.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

Never miss a post

By subscribing you confirm you’re happy for us to send you our latest articles.

You’ve read our blog, now see our platform

Every business has questions about its audiences, GWI has answers. Powered by consistent, global research, our platform is an on-demand window into their world.