Please accept all cookies to ensure proper website functionality. Set my cookie preferences

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.

What They're Buying

Affluent spending in 1Q13 indexed especially high in the apparel, accessories and jewelry, general services, and event and movie tickets categories; that was consistent with previous-quarter data. 

In 1Q13, affluent consumers spent on average...

  • $171 on event and movie tickets
  • $163 on apparel, accessories and jewelry
  • $155 on electronics and computing
  • $122 on home and living
  • $113 on general services

About the research: The Affluent Online Shopper Index was based on comScore data. It examined the behavior of the online affluent audience (defined as those with a household income greater than $100K) by indexing affluent users (across the Internet) against non-affluent online users (HHI < $100K).

Sign up for free to read the full article. Continue reading "The Rich Are Different: How Affluent Shoppers Behave Online" ... Read the full article

Subscribe today...it's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Sign in with your preferred account, below.


ABOUT THE AUTHOR

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

Customer Behavior Articles

You may like these other MarketingProfs articles related to Customer Behavior: