Rich attracted to 'spiritual' values

More than half of the surveyed Chinese rich went overseas at least once in 2013, spending an average of 64,000 yuan.

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Reading is regarded as the best form of self-education for the super-affluent. On average, they read 10 hours every week, and the very richest among them read 15 hours per week.

The second most popular form of continuing education includes graduate programs in business, followed by attending exhibitions and participating in forums and seminars.

"Chinese millionaires are setting aside more time than I expected toward reading and learning, as well as exercise. Mental balance will help them withstand more stress," said Rupert Hoogewerf, chairman and chief researcher of the Hurun Report.

"High net worth individuals focus mainly on social responsibility and green finance when it comes to spiritual investment, both of which are the focuses of private banking.

"In this sense, having a better understanding of spiritual investment will help with the sustained development of private banking," said Xue Ruifeng, general manager of the private banking department at Industrial Bank.

As of the end of 2013, there were about 2.9 million high net worth individuals, up 3.6 percent year-on-year. Hurun has forecast their ranks will reach 3.35 million within three years.

Super-rich Chinese, defined as those with assets exceeding 100 million yuan, increased by 4 percent to reach 67,000.