Mastercard has unveiled intriguing insights into the financial habits of affluent consumers, revealing that 73% prefer to manage their finances closely, with nearly half (48%) employing what they call “financial gymnastics” to optimize rewards. These individuals, representing the top 10% of household incomes, skillfully navigate a range of payment methods, meticulously plan their expenditures, and rely on diverse information sources—ranging from word of mouth to proactive research. Their financial strategies include using credit for travel and debit for daily necessities, all aimed at maximizing incentives while ensuring comfort and security for their families.
Bending Over Backwards for Maximum Returns
In a study surveying over 29,500 consumers across 23 global markets, including affluent demographics in Australia, Hong Kong SAR, and India, Mastercard found that affluent individuals pursue a “perfect wallet.” Their careful payment choices enable them to earn points, rewards, and discounts, with 69% trusting that they can leverage opportunities from their financial services providers. This includes perks like rebates on purchases and discounted rates for dining and entertainment.
The study highlighted that while convenience is paramount in their payment methods, affluent consumers are equally concerned about safety. They prefer payment options that are widely accepted, dependable, and portable. Interestingly, emotional connection also plays a role, with many affluent individuals feeling respected through their varied payment choices—credit cards being a clear favorite.
Credit Cards Reign Supreme
Among affluent consumers, credit cards are preferred for several reasons. Approximately 47% cite perks like cashback and air miles as major motivators for usage, while 31% appreciate the feeling of being valued by credit options, and 27% are drawn to the purchase protection that credit provides. Affluent consumers typically carry more credit cards (an average of 2.1) and more overall payment methods (6) compared to the average consumer, who has just 1.7 credit cards and 5 payment methods. In the Asia-Pacific region, this number rises to an impressive 7.5 payment methods per person.
In contrast, mass consumers predominantly favor debit cards, particularly for everyday purchases. The trend is especially pronounced in Australia (83% using debit vs. 58% using credit) and India (85% vs. 64%), while Hong Kong shows a greater inclination towards credit (79% vs. 42%).
Prioritizing Experiences Over Possessions
While career advancement is a goal for 30% of affluent individuals globally, it’s not the highest priority. The study revealed that 52% aim to travel more in the next five years. In Australia, 58% of affluent respondents prioritize travel over career goals, while in India, there is a more balanced focus (48% career, 56% travel). Hong Kong’s affluent demographic stands in the middle, with 30% focused on career and 40% on travel.
Embracing Risk for Greater Returns
Affluent consumers are also more willing to embrace new payment technologies, with 38% identifying as early adopters of fintech solutions, compared to just 25% of mass consumers. Their higher risk tolerance—45% are open to taking financial risks—sets them apart from the broader population, where 65% prefer to avoid risk. This adventurous spirit enables affluent consumers to explore innovative payment methods, such as mobile payments and digital wallets, long before they become mainstream.
However, once a new payment method is added to their wallet, affluent individuals expect a seamless onboarding process. Remarkably, 45% would pay a premium for time-saving convenience, compared to 37% of mass consumers.
Planning for a Legacy
Mastercard’s findings reveal that 59% of affluent consumers value experiences over material possessions. With a solid financial foundation in place, they seek to enjoy life through dining, entertainment, and travel. Their focus on family and intentional financial management reflects a longer-term desire to lead a meaningful life, ultimately aiming to leave a legacy for their loved ones. Notably, affluent individuals are 1.3 times more likely than the general population to prioritize saving for legacy, and 1.4 times more likely to have a financial goal centered around building an inheritance. Beyond personal legacies, they aspire to improve their communities and leave the world in a better place.
