Want Another View Of Consumer Confidence, Check Out This Index

Affluent shoppers are 15% more likely to make an online purchase across all categories than less affluent shoppers, and on average spent 19% more per purchase, according to an analysis of ecommerce behavior between Black Friday and Cyber Monday by Martini Media and comScore.

The analysis, which is part of a new Martini Media Affluent Online Shopper Index that will report on the segment's behavior over time, also found that affluent users spent 19% more, on average, per online purchase.
In key sales categories like apparel and accessories and jewelry and watches, affluent shoppers spent 80% more than average shoppers. 
Not surprisingly, they also indexed extremely high (+41%) when it came to buying something on a luxury brand's site (e.g., Bloomingdales.com, Sephora.com and Tiffany.com).

The index defines the online affluent audience has people living in households earning $100,000 or more. Based on comScore data, the index identified several other key affluent consumer insights for the Black Friday-Cyber Monday period, including
  • Affluent users outspent across categories. Persons with HHI $100K+ were 15 percent more likely to make on online purchase than those with HHI < $100K, and on average, those that made an online purchase spent $113 (119 index). 

  • In the apparel, accessories and jewelry category, on average affluent shoppers spent $141 (180 index). 

  • Martini Media worked with comScore to create a "custom category" of affluent retailers, including Bloomingdales, Coach, Lululemon, Macys, Neiman Marcus, Nordstrom, Ralph Lauren, REI, Saks Fifth Avenue, Sephora, Talbots, Tiffany & Co., Victoria's Secret and others. Among affluent shoppers who purchased online at these e-commerce sites, they spent an average of $295 (182 index). 

  • In addition to e-commerce, affluent shoppers are researching online for offline purchases. 17 percent of affluent users visited one of these luxury retailers' websites during the five days measured around Thanksgiving. Users with HHI $100K+ were 14x more likely to visit one of the 70 luxury retailer websites measured by comScore than they were to make an online purchase from one of those domains. In addition, a larger percentage searched for "luxury" retail terms including these retailers and brands like Armani, David Yurman and Gucci. Affluent users were 6x more likely to search for a luxury brand term than to make an online purchase from one of the measured domains in the analysis.
Recommend (2) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.
  • Appeals Court Revives Safari-Hack Lawsuit Against Google

    In a blow to Google, a federal appellate court has revived a lawsuit accusing the company of violating Safari users' privacy by circumventing their no-tracking settings. "A reasonable jury could conclude that Google’s alleged practices constitute the serious invasion of privacy contemplated by California law," the 3rd Circuit Court of ...
  • Court Reverses Itself, Says Amazon's Search Results Don't Infringe Trademark

    Amazon doesn't infringe watch manufacturer Multi-Time Machine's trademark by returning links to different brands, like Luminox and Chase-Durer, in response to searches for Multi-Time Machine, a divided panel of the 9th Circuit Court of Appeals said on Wednesday. The decision reversed an earlier appellate ruling in the same case. That ...
  • Google Book Scanning Project Protected By Fair Use, Appeals Court Says

    Handing Google a victory, the 2nd Circuit Court of Appeals said on Friday that the company's book scanning project is protected by fair use principles. The ruling upheld U.S. Circuit Court Denny Chin's decision to award Google summary judgement in the long-running case. "The purpose of the copying is highly ...
  • TVEyes Infringes Copyright By Letting Users Download Clips, Judge Rules

    Handing television monitoring company TVEyes a partial defeat, a federal judge ruled on Tuesday that the service infringes copyright by letting its subscribers download clips. But U.S. District Court Judge Alvin Hellerstein in Manhattan also said in Tuesday's ruing that other components of the company's service are protected by fair ...
  • Mississippi Officials Planned To Enlist MPAA In 'Media Blitz' Against Google

    An official from the Mississippi Attorney General's office proposed that the Motion Picture Association of America help coordinate a "media blitz" against Google -- which would include arranging for bad press on NBC's Today Show and in News Corp's The Wall Street Journal -- according to new court documents. The ...
  • FCC Chairman Backs AT&T's Merger With DirecTV

    AT&T's $49 billion merger with DirecTV appears to be headed for regulatory approval, Federal Communications Commission Chairman Tom Wheeler indicated on Tuesday. "An order recommending that the AT&T/DirecTV transaction be approved with conditions has circulated to the Commissioners," Wheeler said in a statement. The proposed order includes two conditions related ...
  • Google Wins Reprieve From Mississippi Attorney General

    A federal judge has granted Google's request for an order enjoining Mississippi Attorney General Jim Hood from following enforcing a subpoena for “millions” of documents relating to copyright infringement by outside companies. The preliminary injunction, issued on Monday by U.S. District Court Judge Henry Wingate in Jackson, Miss., stays Hood's ...
  • FCC Enacts Sweeping Open Internet Rules

    The Federal Communications Commission voted on Thursday to impose net neutrality rules that prohibit broadband providers from blocking or degrading traffic and from creating online fast lanes. “Today history is being made by a majority of this commission as we vote for a fast, fair and open internet,” Chairman Tom ...
  • Nick.com Visitors Seek To Revive Privacy Case Against Google And Viacom

    Representatives for a group of young children are appealing a judge's decision to dismiss a lawsuit accusing Google and Viacom of violating a federal video privacy law. The notice of appeal, which was filed this week with the 3rd Circuit Court of Appeals, doesn't offer details about the potential arguments ...
  • Coca-Cola Talks "Total Market" Multicultural Marketing

    Segmenting remains a natural component of multicultural marketing. Yet, top brands increasingly want separate units to share insights, and a broader strategy. It’s a “total market” according to Juan Pablo Gonzalez, Senior Brand Manager of Hispanic Marketing at Coca-Cola. Among other benefits, “It gives up an opportunity to share resources,” ...
>> Raw Archives