THE affluent in Singapore are mostly 'Executive Warriors' - typically middle-aged male, like golfing, and travel frequently for business purposes, a survey by global research company Synovate has found.

The regional survey of 11 Asian countries, tracked 1,700 Singaporeans with a minimum monthly household income of $6,500 and grouped them under five main consumer segments - the Executive Warriors, the Work to Live's, the Gimme's, the HUMmers (Hungry, Urban and Mobile) and the Luxury Loyalists.

The other affluent Asians polled were from Hong Kong, South Korea, Malaysia, Thailand, Indonesia, the Philippines, Taiwan, India, Australia and Japan.

About 36 per cent of the Singaporean respondents fell under the Executive Warriors category, dominated by well-educated, middle-aged males who command a high salary and work for big companies. On the move often for business, they stay current by getting their news and information about the region through PDAs and other mobile devices.

They are well connected, work hard and play hard, and are willing to pay extra for quality. And they are big wine drinkers.

The Gimme's came in second, forming 29.1 per cent of the lot. Fashion-conscious, acquisitive and privileged, this group, aged between 25 and 34, works full-time, and goes for luxury products, especially designer clothings and leather items. They also the least likely to care about the environment or contribute to society, interested only in their own privileged world.

Next comes the Work to Live's, who accounted for 1 in five of those polled. Mostly in their mid-40s, and imbued with strong work ethos, they live to work, cherish work-life balance and spending time with family and friends. They are also more green and socially conscious.

The HUMmers formed 8.2 per cent of the lot and are mostly aged between 25 to 34. They are ambitious, positive about life, well-educated, technology savvy and in a hurry to reach the top. Looking good is important to them as they spend more than all the other groups on cosmetics, perfumes or cologne. When it comes to sports, they like tennis and cricket.

They are savvy users of technology and travel more for leisure than for business.

The Luxury Loyalists has the least presence in Singapore, comprising only 5.7 per cent. This segment is dominated by women, mostly aged above 45, are married with children and they tend to not work. They travel more for leisure, are proud owners of many luxury products, especially jewellery and watches.