The Affluent Market Michigan BLUE is specifically targeted to consumers who enjoy a lifestyle afforded by waterfront living with household incomes of $100,000 or greater. On the whole, consumers in this income bracket represent less than 20 percent of U.S. households but account for over 42 percent of U.S. household spending. The latest U.S. Consumer Expenditure Survey illustrates the purchasing power of these consumers in contrast to those earning under $100,000 in household income.

  Less than $100,000 $100,000 or more Index
Avg. HH Income $42,167 $164,452 3.90
Avg. Home Value $135,866 $433,337 3.19
Attended College 54% 84% 1.55
Total Annual Expenditures $38,463 $100,386 2.61
Average Annual Expenditures Food at Home $3,041 $5,269 1.73
Average Annual Expenditures Food Away From Home $2,180 $5,278 2.42
Average Annual Expenditures Alcoholic Beverages $385 $1,059 2.75
Average Annual Expenditures Housing $13,362 $32,157 2.40
Average Annual Expenditures Home Furnishings & Equipment $1,268 $3,990 3.14
Average Annual Expenditures New & Used Vehicles $2,610 $7,706 2.95
Average Annual Expenditures Health Care $2,486 $4,244 1.70
Average Annual Expenditures Concerts, Events, Theatre $381 $1,796 4.71
Average Annual Expenditures Personal Care Products/Services $483 $1,107 2.29
Average Annual Expenditures Personal Insurance/Pensions $3,436 $14,956 4.35

Source: 2006 U.S. Bureau of Labor Statistics, Consumer Expenditure Survey Consumers with household income of $100,000-plus outearn their counterparts by a 4-to-1 margin and outspend them by a nearly 3-to-1 margin.


Comparative Data on Household Income Households with Income $100,000+ Ave. HH Income of $100,000 + Households
U.S. Consumer Expenditure survey (2006) 16% $164,452
Mendelsohn Affluent survey (2008) 19% $195,600
Grand Rapids Magazine (2006) 50% $212,300
Michigan BLUE CVC Audit (2008) 58% $228,400*