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.

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