• by Karl Greenberg , April 16, 2008

A new study by American Express Publishing and Harrison Group says that affluent consumers are responding to the economy's slide by going online to comparison-shop and purchase things. The study says the rich are salving "restlessness and anxiety" by, among other things, turning to the Web to evaluate price and value.

The bottom line, per the two organizations, is that 70% of the top tenth of American households are favoring Jeeves.com to Jeeves. "The Second Annual Survey of Affluence & Wealth in America" aims to tap into some 12 million households with $352,000 in discretionary annual income. Per the study, the group accounts for 50% of U.S. consumption and 70% of all assets.

"These customers are also searching for greater certainty in their shopping experiences--whether it's the certainty of excellent value or the certainty of quality," commented Ed Kelly, president and CEO, American Express Publishing Corp.

The study, which sampled over 1,800 individuals with a household discretionary income of $100,000 and above, said that shopping behavior among affluent consumers doesn't quite fit the stereotype of the fur-enshrouded matron strolling through Bergdorf Goodman's trailing sycophants like pilot fish, and saying, "I'll take that, that, that, that and that."

"Respondents consider spending money serious business," it says. Seventy-five percent of respondents said that "managing my family's finances requires strong business management skills."

The study found that 70% of respondents use the Internet to identify, price and compare and sometimes buy significant fashion and home purchases.

Also, in affluent houses, mothers depend on children for ideas on brands to buy, places to shop, technology to deploy, vacation ideas and even "home capital spending choices." The study says 53% of respondents tend to buy "brands that are preferred by my children"--particularly around recreation, vacation destinations, automotive and high-tech purchases.

Seventy percent of respondents prefer purchasing online over in-store. The affluent choose an in-person retail experience when it involves less than 30 minutes of travel time, when they want to savor the shopping experience, when they are searching for something unique, and when they believe a salesperson will add value.

About three-quarters of respondents were very optimistic about their own future, but only 30% said they felt that way about the U.S. Perhaps not surprisingly, the study found that the more money the respondents have, the less anxious they are.

When it comes to media influences, affluent consumers are most moved by the Internet (43%) and magazines (30%). Just over a quarter rely on experts and objective sources of information (29%), with only 19% going to radio, television, and direct mail for purchase punditry.