High income, high pressure – Insights into British adults earning £70,000+

Recent data from YouGov Profiles provides insights into the demographics and attitudes of British adults who earn more than £70,000 annually. According to the tool, 4% of British adults fall into this income bracket. When broken down by age, 3% of those aged 18-34 earn over £70,000, while this percentage rises to 6% for those aged 35-54. Gender disparities are also evident, with 6% of men earning over £70,000 compared to just 2% of women.

Examining the attitudes of high earners towards their current income, three in 10 Britons say they are merely coping, which is slightly lower than two-fifth of all adults (30% vs. 42%). Additionally, 6% of high earners find it difficult on their present income, compared to 18% of the general population.

High-income earners also display distinct attitudes towards advertising and media. Among those earning over £70,000, 26% trust products recommended by celebrities and influencers, which is notably higher than the 14% of all British adults. Moreover, 30% of high earners are always aware of pop-events near them, compared to 18% of the general population. Advertising plays a significant role in their purchasing decisions, with 47% stating that ads help them choose what to buy, compared to 32% of all British adults.

Social media engagement is also higher among high earners, with 29% frequently commenting on things seen on posters and billboards, versus 16% of the general population. Additionally, 36% of high earners pay attention to ads at events, compared to 22% of all adults. Economic news significantly influences their purchasing decisions, with 67% of high earners following economic news for this purpose, in contrast to 36% of the general population.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race.