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Published by: eMarketer
Published: May. 1, 2009 - 22 Pages
Table of Contents
- Executive Summary
- US Affluent* Internet Users, by Age, March 2009 (thousands and % of total)
- Key Questions
- The eMarketer View
- The Demographics of Affluence
- US Affluent Households, 2001-2008 (millions)
- Income Metrics for US Affluent Households, March-July 2008
- US Affluent* Population, by Gender and Age, 2007 (thousands and % of total)
- US Affluent* Households, by Race/Ethnicity of Head of Household, 2007 (thousands and % of total)
- US Affluent Households, by Income and Race/Ethnicity of Head of Household, 2007 (thousands)
- Affluent Internet Users
- US Affluent* Internet Users, by Gender, March 2009 (thousands and % of total Internet users in each group)
- US Affluent* Internet Users, by Age, March 2009 (thousands and % of total)
- US Affluent* Internet Users, by Region, March 2009 (thousands and % of total)
- Access Technology
- US Consumers with Home Broadband Access, by Income, 2005-2008 (% of respondents in each group)
- Demographic Profile of US Internet Users and Non-Internet Users, by Home Access Technology, April-May 2008 (% of respondents in each group)
- US At-Home Internet Users, by Income and Access Technology, 2008 (% of respondents)
- Device Ownership
- Ownership* of Computers and Mobile Phones Among US Affluents**, March-July 2008 (% of respondents)
- Consumer Electronics Owned by US Adult Internet Users, by Household Income, April 2008 (% of respondents in each group)
- Internet Access Devices Used by US Affluents*, March-July 2008 (% of respondents)
- Average Number of Times per Week US Affluent* Internet Users Go Online, by Access Device, March-July 2008
- Media Usage and Frequency
- Average Time Spent with Select Media According to US Affluents*, by Household Income, March-July 2008 (hours per week)
- US Live vs. Online Primetime Network TV Content Viewers, by Income, Fall 2007 & Spring 2008 (% of each group)
- Major Media Reach* Among US Consumers, by Household Income, January 2008 (% of respondents in each group)
- Mobile Internet Usage
- US Affluents Who Access the Internet via Mobile Phone, by Household Income, March-July 2008 (% of respondents)
- Select Mobile Phone Activities of US Affluent* Internet Users**, March-July 2008 (% of respondents)
- Mobile Internet Purchases of US Affluent* Internet Users**, March-July 2008 (% of respondents)
- Interaction with Online Advertising
- Top 10 Search Engines in the US, Ranked by Searches, March 2009
- Demographic Profile of US Internet Users, by Search Engine Used Most Frequently, November 2008 (% of respondents in each group)
- Demographic Profile of US Internet Users Who Are Likely to Click on Online Ads, by Format, August 2008 (% of respondents)
- Growth of Organic vs. Paid Clicks for US Online Retailers, by Retail Category, Q2 2008 (% change vs. Q2 2007)
- US Internet Users Who Are Likely to Read and Take Action After Receiving E-Mail Offers, by Household Income, March 2009 (% of respondents)
- US Internet Users Who Are Likely to Read Online Articles that Include Brand Information and Take Action Afterward, by Household Income, March 2009 (% of respondents)
- Online Activities
- Online Activities of US Affluent Internet Users*, by Access Device, March-July 2008 (% of respondents)
- US Internet Users Searching with the Term "Unemployment," by Age and Household Income, December 2008 (% share of clicks following search)
- Online Shopping and Spending
- US Retail E-Commerce Sales, 2008-2013 (billions and % change)
- US Retail E-Commerce Spending, by Household Income, Q4 2008 (% change* and % of total spending)
- Consumers Who Are Cutting Back on Spending due to Concerns About the Economy, by Income, April 2008-January 2009 (% of respondents)
- Growth in Number of Unique Visitors to Online Coupon Sites, by Income, Q3 2007 vs. Q3 2008 (% change)
- US Internet Users Who Have Ever Redeemed a Coupon Online*, by Household Income, October 2007-December 2008 (% of respondents)
- Online Purchases of US Affluent Internet Users*, March-July 2008 (% of respondents)
- Products or Services that US Affluent* Consumers Will Not Purchase Online, 2008 (% of respondents)
- Factors that Influence the Choice of Online Stores Among US Online Shoppers, by Income, 2008 (% of respondents)
- US Ultra-Affluent* Online Buyers Who Agree or Strongly Agree with Statements Regarding Online Shopping, June 2008 (% of respondents)
- Leading Ways that the Internet Influenced Most Recent Purchase According to US Ultra-Affluent* Consumers, Online Buyers vs. In-Store Buyers, June 2008 (% of respondents)
- Methods for Finding Websites for Purchases, US Ultra-Affluent Consumers vs. Millionaires, June 2008 (% of respondents in each group)
- US Ultra-Affluent* Online Buyers Who Use Online Customer Reviews for Luxury Goods and Services, by Frequency, June 2008 (% of respondents)
- Online Retail Features Rated Extremely/Very Important by US Ultra-Affluent* Online Buyers, June 2008 (% of respondents)
- US Online Shoppers Who Abandoned* Shopping Carts, by Household Income and Size of B2C E-Commerce Site, March-April 2008 (% of respondents)
- Social Media and Networks
- Bloggers Worldwide, by Income, July-August 2008 (% of respondents in each group)
- US Affluent* Adult Internet Users Who Participate in Online Social Networks, 2007 & 2008 (% of respondents)
- US Internet Users Who Have Ever Used a Social Networking Site, by Household Income, November-December 2008 (% of respondents in each group)
- US Social Network Users Who Are Active on Facebook and/or MySpace, by Income, September-October 2008 (% of respondents)
- Conclusion
- Endnotes
- 099026
- Methods for Finding Websites for Purchases, US Ultra-Affluent Consumers vs. Millionaires, June 2008 (% of respondents in each group)
- 101900
- US Retail E-Commerce Sales, 2008-2013 (billions and % change)
- Related Information and Links
- Related Links
- Contact
- Report Contributors
AbstractOn 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.
Get Full Details About This Report >>
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