On PCs and mobile devices, affluent Internet users are more active than ever. In early 2009, over 50 million people with household incomes of $100,000 or more were online. Too bad global sales of luxury goods are predicted to slide 10% this year.
The Affluents Online report analyzes the motivation and behavior of the elusive consumers who still have money to spend.
In 2008 the number of affluent households in the US (with a net worth over $500,000) dropped to 15.6 million from 16.4 million in 2007.
In 2009, affluence is as much a psychographic measure as it is demographic—that is, wealth is relative.
A household with $1 million in investments that has lost 30% in value has by no means slipped to middle-class status, but many of those households are reining in spending and evaluating purchases carefully.
Luxury brand marketers must stay top-of-mind with wealthy Internet users by offering superior customer service, personalized products, and exclusive offers and invitations. Other marketers hoping to catch the affluents who are “trading down” must raise the bar in their online efforts—not merely by advertising, but by explaining how their products or services fit in with the “new” affluent lifestyle.
Key questions the “Affluents Online” report answers:
- What is affluence, anyway?
- How are the wealthy using the Internet in 2009?
- Do the wealthy trust what they see online?
- How can marketers of nonluxury products attract affluents “trading down”?
- And many others…
eMarketer Reports—On Target and Up to Date
The Affluents Online report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make on-time, on-target business decisions.
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