Ninety percent of rich American consumers use smartphones, but only 5% of their applications are classified as "luxury," according to the Shullman Research Center. A majority of those making $250,000 a year or more did have a game app installed on their smartphones, and marketers are trying to target these apps for their ads, Tricia Carr writes. "Affluent and luxury consumers really want convenience. Everything relates to convenience and enjoyment," the Shullman Research Center's Bob Shullman says.

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