Affluent shoppers were 47% more likely than shoppers earning less than $100K annually to make an online purchase in the first quarter of 2013, and on average they spent 41% more on individual purchases, according to a recent report by Martini Media and comScore.

The gap between affluent and non-affluent spending grew in 1Q13 compared with the December 2012 holiday period, when affluent consumers were only 31% more likely to buy and spent only 15% more.

Below, additional key findings from the Affluent Online Shopper Index, which tracked of the online shopping behavior of those with household incomes greater than $100K annually in 4Q12 and 1Q13.

A Taste for Luxury 

  • Affluent consumers in 1Q13 were 7% more likely to visit luxury retail sites and made 16% more visits per visitor than those earning under $100K.
  • Affluent shoppers were 74% more likely to make a purchase on a luxury site, and they spent an average of $184 per purchase—51% more than those earning under $100K.
  • These gaps were much smaller during the 2012 holiday period, when affluent users were only 47% more likely to buy on a luxury site and spent only 25% more than non-affluent shoppers.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji