There are 13 million households in the U.S. with income-producing assets of $250,000 to $1 million, aside from real estate, according to Nielsen. These "mass affluents" had an average household income of $105,000 last year, compared with the national average income of about $63,000, the market research firm noted. Marketers must craft more sophisticated, specific messages for this segment, which is quick to adopt high-tech gadgets, Nielsen said.

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