SAN FRANCISCO, CA and NEW YORK, NY and LONDON -- (Marketwire) -- 12/13/12 -- Martini Media, the digital media and content platform for engaging the audience with the most money and influence online, and comScore, a global leader in measuring the digital world, today announced the results of the latest wave of the Martini Media Affluent Online Shopper Index Powered by comScore.
By examining the online holiday shopping behaviors and engagement levels of the online affluent audience (HHI $100K+) from Black Friday to Cyber Monday (11/23-11/26, 2012), the study found: affluent shoppers are 15 percent more likely to make an online purchase across all categories than less affluent shoppers, and on average spent 19 percent more per purchase. In key sales categories like apparel and accessories and jewelry and watches, the affluent shoppers spent 80 percent more than the average shopper. Affluent consumers were 41 percent more likely to make a purchase on luxury retail sites (e.g., Bloomingdales.com, Sephora.com and Tiffany.com) and on average spent $295 (182 index compared to those with HHI < $100K).
This Martini Media Affluent Online Shopper Index Powered by comScore measured behaviors and engagement levels of the online affluent audience (HHI $100K+) by indexing(1) affluent users (reached on Martini Media's network) against non-affluent online users (HHI < $100K) to provide a precise picture of how this coveted segment acts online during the all-important holiday season. It then employed comScore's passively measured online panel of 1 million U.S. Internet users to detail online shopping, search and site visitation data for the affluent audience.
The chief trend revealed by the study's latest findings indicates that affluent shoppers out-research and outspend other online shopping segments.
During the critical Black Friday-Cyber Monday time period:
•Affluent users outspent across categories. Persons with HHI $100K+ were 15 percent more likely to make on online purchase than those with HHI < $100K, and on average, those that made an online purchase spent $113 (119 index).
•In the apparel, accessories and jewelry category, on average affluent shoppers spent $141 (180 index).
•Martini Media worked with comScore to create a "custom category" of affluent retailers, including Bloomingdales, Coach, Lululemon, Macys, Neiman Marcus, Nordstrom, Ralph Lauren, REI, Saks Fifth Avenue, Sephora, Talbots, Tiffany & Co., Victoria's Secret and others. Among affluent shoppers who purchased online at these e-commerce sites, they spent an average of $295 (182 index).
•In addition to e-commerce, affluent shoppers are researching online for offline purchases. 17 percent of affluent users visited one of these luxury retailers' websites during the five days measured around Thanksgiving. Users with HHI $100K+ were 14x more likely to visit one of the 70 luxury retailer websites measured by comScore than they were to make an online purchase from one of those domains. In addition, a larger percentage searched for "luxury" retail terms including these retailers and brands like Armani, David Yurman and Gucci. Affluent users were 6x more likely to search for a luxury brand term than to make an online purchase from one of the measured domains in the analysis.
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