Luxury buyers prize online purchases for their convenience
It seems that affluents in the US are some of the most digitally connected people in the country. An April 2013 poll by Google and Ipsos MediaCT found that among the survey base—those with an annual household income of at least $100,000 who had purchased at least two luxury items in the past two years—98% went online daily. Traditional media was not nearly as popular on a daily basis—54% of respondents read a newspaper every day, and 37% read a magazine daily.
Affluents, unsurprisingly, also use digital devices with greater frequency than the overall public. The survey found that luxury buyers used an average of 3.1 digital devices, compared with 2.9 devices for the general population. These high-income purchasers were most likely to own PCs over any other device—96% of affluents said they used a PC, laptop or notebook, vs. 74% who used a smartphone and 62% on a tablet.
When it came to where luxury shoppers made purchases online, brand websites won out over both general multibrand sites and luxury-oriented multibrand sites. While 39% of luxury buyers said they used brand sites, 36% made purchases on multibrand sites not solely focused on luxury goods. Luxury sites that contained inventory from various brands came in last, used by a still significant 22% of respondents.
Convenience was the leading reason that affluents purchased luxury goods online, cited by 69% of luxury goods buyers. Shopping on the go, finding good deals and accessing a wider variety of products were also significant reasons affluents preferred to shop online.
Corporate subscribers have access to all eMarketer analyst reports, articles, data and more. Join the thousands of marketers who already benefit from eMarketer’s approach. Learn more.