According to Marketing Daily, an online site, Google recently partnered with Unity Marketing to poll extremely well-heeled shoppers, between the ages of 24 and 64. They found some key differences between the ultra-affluent (earning at least $250,000 annually per household, or $125,000 individually, with a net worth of at least $1 million) and those who earn at least $1 million per year.
The most interests were:
- 94%–say they have made a luxury purchase online in the last six months. Further 56% of the millionaires prefer to shop at a retailers website. It is interesting to see the stores then still spending so much to create a great in-store experience. Millionaires are also more likely to use department store Web sites and luxury brand Web sites than affluents.
- Just over 90% of millionaires say they always or often read other customers’ reviews online, for example, compared with 68% of affluent shoppers. And online advertising had an impact on 93% of millionaires’ clothing purchases, compared to 62% of the affluents.
The bottomline here is that the important thing to know is where your customers are shopping. With the growing economic decline price will be the most important consideration. Keep this in mind as you decide on your marketing strategies.
For more information visit Marketing Daily.