In a down economy, it is a wise strategy to find potential customers who actually have money.
According to comScore, they are still out there—and they are online.
Over 50 million unique affluent Internet users—those with annual household incomes of at least $100,000—visited Websites in March, making up over one-quarter of the entire Internet population for the month.
There were slightly more wealthy men (53% of affluent Web users) online than women (47%).
Most affluent Internet users lived in the Pacific (West Coast), South Atlantic (the East Coast from Delaware to Florida), East North Central (the eastern Midwest) and mid-Atlantic (New York, Pennsylvania and New Jersey) regions.
Not surprisingly, 45-to-54-year-olds made up the largest group of affluent Internet users, in terms of age, with 10.8 million. Next-highest in number were 35-to-44-year-olds, followed by teens and older users.
How can marketers attract affluent users?
“Many of the luxury brands do e-mail marketing,” said professor Xavier Drèze of the Wharton School of Business. “Especially now, because as the customer base shrinks, you want to re-target them and e-mail is the best way to target.”
For more insight and information on where the rich surf, watch for the new eMarketer report, Affluents Online: Living the Luxe Life in Private, publishing next week.