According to Martini Media, announcing the results of their latest Affluent Online Shopper Index Powered by comScore, examining the online holiday shopping behaviors of the online affluent audience, affluent shoppers are 40% more likely to make a purchase on luxury retail sites; spend 80% more on average; are 15% more likely to make an online purchase across all categories than less affluent shoppers; and, on average, spent 19% more per purchase.
In key sales categories like apparel and accessories and jewelry and watches, the affluent shoppers spent 80% more than the average shopper. Affluent consumers were 41% more likely to make a purchase on luxury retail sites (e.g., Bloomingdales.com, Sephora.com and Tiffany.com) and on average spent $295 (182 index compared to those with HHI < $100K).
This study measured behaviors and engagement levels of the online affluent audience (HHI $100K+) by indexing affluent users against non-affluent online users (HHI < $100K) to provide a precise picture of how this coveted segment acts online during the all-important holiday season. It then integrated comScore's passively measured online panel of 1 million U.S. Internet users to detail online shopping, search and site visitation data for the affluent audience.
The chief trend revealed by the study's latest findings indicates that affluent shoppers out-research and outspend other online shopping segments. During the critical Black Friday-Cyber Monday time period:
According to independent research expert Michele Madansky, "... these data imply that online research is triggering offline purchases at a much larger scale in the luxury retail category..."
Martini Media CEO, Skip Brand, said "... the affluent simply spend money to save time, and online is the best way to do that... affluent audiences are always wired, have very little 'free' time and more disposable income than any other segment...”
Andrew Lipsman, VP, marketing and industry analysis for comScore, says that “.... with greater amounts of disposable income, but a desire for convenience, affluent consumers have increasingly turned to the online channel for their shopping needs... “