Affluent Americans comparison shop online

Even affluent Americans use the Internet to comparison shop, finds a new study by American Express Publishing and Harrison Group, especially during periods of economic downturn.

by Helen Leggatt

Affluent Americans will always enjoy shopping in-store when it’s convenient and when they want to savor the atmosphere. However, 70% of respondents to an American Express Publishing survey, all of whom had household discretionary incomes of $100,000 or more, said they preferred to shop online.

As well as making purchases, respondents went online to research products and prices. "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," said Ed Kelly, president and CEO, American Express Publishing Corp.

Affluent consumers lean most of all towards the Internet (43%) to influence their buying decisions followed by magazines (30%), experts (29%) and 19% on radio, TV and direct mail.