News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Portrait of an affluent consumer
We're still a few months away from the busy holiday shopping season, but new data out from comScore and Martini Media may help brands better target affluent shoppers once the season is upon us.
Researchers from comScore and Martini Media found that, not surprisingly, affluent shoppers are still spending more than non-affluents (Q1 2013 vs. Q4 2012); they are about 47% more likely to make an online purchase and are spending about 41% more on purchases than their non-affluent counterparts (Q1 2013). This is a slight change from Q4 when affluents spent only about 15% more than non-affluents.
And, on luxury-specific sites 3 in 4 are spending an average of $184 per purchase.
"The affluent audience can consistently be found online for both work and play," said Skip Brand, CEO of Martini Media. You can learn more about the study here. "This study demonstrates how steady the digital affluent footprint is throughout the year, whereas other segments' spending wanes after the holiday period. Brand success is dependent on focusing digital ad dollars toward the affluent audience and effectively reaching and engaging them online."
"While the holiday season spurs gains in e-commerce spending across income segments, affluent consumers also exhibit strong online spending patterns throughout the year," said Kent Parmington, Manager, comScore. "This study highlights the overall significance of affluents to the e-commerce sector, and helps demonstrate why it's important for brands - and particularly luxury brands - to connect with them effectively."
According to the report affluents are most likely to shell out additional cash on events/tickets ($171) and apparel ($163) or electronics ($155).
Image via Shutterstock
- Report IDs differences in how people use social
- Ad Roundup: Platform expansions and a partnership
- Survey: Hispanic SMBs show strong optimism
- Ad Roundup: Partnership, integration to bring brands more
- Report: Super Bowl ads drove traffic into stores
- Top tips to reduce involuntary churn
- Smart Glasses that look like regular specs will invigorate market
- Less than 1 in 5 CRM managers feel they contribute to business revenues
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...