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Affluent Internet Users:
How the Rich Live Online
While the percentage of affluent households in the US remains relatively steady, eMarketer projects that the number of affluent Internet users will grow from 43.7 million in 2006 to 57.1 million in 2011.
The Affluent Internet Users report tracks the growth of $100,000-income-level users online and projects the affect these prosperous consumers will have on online sales, marketing and merchants.
The rise of affluent Internet users is not only creating opportunities for marketers that traditionally cater to this demographic, but as this “mass affluent” group grows the range of companies that caters to them is also expanding.
For every luxury goods or financial services company that targets customers with ample resources, there is a social network or new media site that is also aimed at young, active and affluent online consumers.
Key questions the "Affluent Internet Users" report addresses:
- How do researchers, marketers and the media define affluence?
- How many affluent Internet users are there in the US, and how will the number change over the next five years?
- Why is the percentage of US affluent Internet users higher than the percentage of affluent households in the population as a whole?
- What categories of e-commerce cater to predominantly wealthy audiences?
- Which companies are selling and advertising their products online to affluent Internet users?
- And many others…
eMarketer Reports—On Target and Up to Date
The Affluent Internet Users report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make the right business decisions—right now.
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While the percentage of affluent households in the US remains relatively steady, eMarketer projects that the number of affluent Internet users will grow from 43.7 million in 2006 to 57.1 million in 2011.
Executive Summary
 US Affluent* Internet Users, 2006-2011 (millions and % of total Internet users)
Issues & Questions
The eMarketer View
Key eMarketer Numbers - US Affluent* Internet Users
The Affluent at a Glance
Definitions of the US Affluent Market, September 2004-October 2007
US Affluent* Internet Users, 2006-2011 (millions and % of total Internet users)
Demographic Profile of US Internet Users, September 2001 & September 2006 (% of population)
US Affluent (1) Households, 1999-2006 (millions and % of total US households)
Affluent Internet Users* in the US, Australia and Select Countries in Western Europe, June 2007 (% of total Internet population per country)
US Affluent Households, by Net Worth*, 1996-2006 (millions)
US Affluent Households, 2001-2006 (millions and % change)
Demographic Profile of US Adult Internet Users, March-April 2006 (% of respondents in each group)
Internet Use
US Household Broadband Penetration, by Income, 2006 & 2007 (% of households in each group)
US Household Internet Penetration, by Income, 2007 (% of households in each group)
Online Activities of Wealthy* US Internet Users, December 2005 & January 2007 (% of respondents)
Select Online Activities of US Affluent* vs. Non-Affluent Internet Users, 2007 (% of respondents)
Time Spent Online per Week by US Affluent* vs. Non-Affluent Internet Users, 2007 (median hours)
US Non-Affluent vs. Affluent* Internet Users Who Trust Advertising Regardless of the Channel, 2007 (% of respondents in each group)
Select Online Sources that US Affluent* vs. Non-Affluent Internet Users Trust When Researching a Product, 2007 (% of respondents in each group)
Demographic Profile of US Adults by Advertising Medium Used Most Frequently to Check Out Ads for Things They Might Want to Buy, March-April 2006 (% of respondents in each group)
US Daily* Newspaper Readers, by Income, 2006 (% of each group)
Demographic Profile of US Adult Internet Users Who Visit Wikipedia for Information, February-March 2007 (% of respondents in each group)
US Podcast Listeners, by Household Income, January-February 2007 (% of respondents)
Demographic Profile of US Adult Internet Users Who Download Podcasts, February-April 2006 & August 2006
Weekly US Internet Radio Listeners, by Household Income, January-February 2007 (% of respondents)
Household Income of US Adult Internet Users Who Regularly or Occasionally* Download or Stream Video or Television Content, by Gender, July-August 2006 (% of respondents)
Demographic Profile of US Visitors to Broadcast Media Websites, July 2006 (thousands of unique visitors and % of total audience)
Demographic Profile of US Internet Users Who Visit Automotive Websites, January 2007 (thousands of unique visitors and % of total audience)
US Adult Internet Users Who Have Watched an Online Video of an Automobile Considered for Purchase or Lease, by Household Income, April 2007 (% of respondents in each group)
Demographic Profile of US Internet Users Who Visit Sports Websites, December 2006 (thousands of unique visitors and % of total audience)
Demographic Profile of US Internet Users Who Viewed Display Ads on Select Sports Sites, June 2007 (% of total)
Casual Gamers Worldwide, by Household Income, August 2006 (% of respondents)
US Affluent* vs. Non-Affluent Internet Users Who Use Instant Messaging and/or Blogs, 2007 (% of respondents in each group)
Demographic Profile of US Search Engine Users, by Search Engine, October 2006
US Visitors to Select Internet Portals, by Household Income, December 2006 (indexed by visitors to all Websites)
Demographic Profile of US MySpace and Facebook Users, November 2006 (millions and % of total)
Demographic Profile of US Adult Internet Users Who Have Categorized/Tagged* Online Content**, November-December 2006 (% of respondents in each group)
Demographic Profile of US Internet Users Who Visit Personals Websites, December 2006 (thousands of unique visitors and % of total audience)
Demographic Profile of US Visitors to Shopping, Auctions and Classifieds Websites, January 2007 (% of total)
Online Spending
US Luxury E-Commerce Sales, 2007 & 2010 (billions)
Monthly Bill Payment Methods Used by US Adults, by Demographic Profile, October-November 2006 (% of respondents)
Planned Holiday Spending by US Adult Internet Users vs. Last Year, by Household Income, September 2007 (% of respondents)
Household Income of US Online Video Viewers Who Made an Online and/or Offline Purchase in the Past Six Months, by Product/Service Category, Q2 2006-Q2 2007 (% of respondents)
US Consumer Electronics Sales Growth, by Household Income, 2006 (% increase vs. prior year)
Select Consumer Electronics that US Consumers and Affluent Consumers Are Currently in the Market to Purchase, 2006 (% of respondents)
HDTV Households in the US, by Household Income, September-October 2006 (% of respondents in each group)
Consumer Electronics that US Affluent* Consumers Plan to Purchase Online Rather Than from a Retail Store, 2006 (% of respondents)
Consumer Electronics that US Affluent* Consumers Plan to Purchase from a Retail Store Rather Than Purchasing Online, 2006 (% of respondents)
Locations Where US Consumers Plan to Purchase Flat-Panel TVs, 2006 (% of respondents)
Sources that US Consumers Plan to Use to Research Flat-Panel TVs, 2006 (% of respondents)
Online Sources Used by US Affluent* Consumers to Research Their Upcoming Consumer Electronics Purchases, 2006 (% of respondents)
Online Jewelry Sales in the US, 2006 & 2010 (% of total jewelry sales)
Online Jewelry Sales in the US, 2005 & 2006 (billions and % increase vs. prior year)
Retail E-Commerce Sales in the US, by Select Categories, 2006 (% increase vs. prior year)
US Retail E-Commerce Sales Growth for Select Categories, Q2 2007 (% increase vs. prior year)
US Retail E-Commerce Holiday Sales* Growth, by Category, November 1-December 26, 2006 (% increase vs. prior year)
Breakdown of Sales at the Top 500 US Retail Websites, by Category, 2006
Online Purchases by US Household Online Christmas Gift Buyers, 2006 (% of respondents)
Top Five Retail E-Commerce Categories, Ranked by Average Order Value, November 1-December 3, 2006
Valentine's Day-Related Retail E-Commerce for Select Categories, January 8-February 11, 2007 (millions and % increase vs. prior period)
Online Advertising Impressions for US Consumer Goods Companies, by Product, March-November 2006 (millions)
Top 10 Segments in the US Retail Goods and Services Industry, Ranked by Online Advertising Impressions, January 2007 (billions and % market share)
Top 10 Segments in the US Retail Goods and Services Industry, Ranked by Online Advertising Impressions, February 2007 (millions)
Online Sources that US Online Holiday Shoppers Turn to First for Product Information, November 2006 (% of respondents)
Demographic Profile of US Internet Users Who Visit Travel Websites, April 2007 (% of total)
Demographic Profile of US Internet Users Who Visit Travel Websites, February 2007 (thousands of unique visitors and % of total audience)
US Adult Internet Users Who Will Use the Internet to Research and/or Purchase Their Upcoming* Travel Reservations, by Household Income, January 2007 (% of respondents)
US Luxury Travelers* Who Used the Internet to Research and/or Purchase a Vacation, 2006 (% of respondents)
US Adult Internet Users Who Will Use the Internet As the Primary Resource to Research Their Upcoming* Travel Plans, by Household Income, January 2007 (% of respondents)
Websites that Are Used by US Luxury Travelers* to Research Vacations, by Category, 2006 (% of respondents)
Demographic Profile of US At-Home and At-Work Internet Users Who Visit Financial News and Information Websites, August 2006 (thousands of unique visitors and % of total audience)
Two Most Preferred Methods of Interacting with Financial Services Providers among US Generation Millennial* Internet Users, 2007 (% of respondents)
Marketing to the Affluent Online
Online Sales of the Top 50 US Retail Websites, 2006 (millions and % of total company sales)
E-Business Profile: SonyStyle.com, 2005 & 2006
E-Business Profile: Apple Inc., 2005 & 2006
E-Business Profile: Saks Direct, 2005 & 2006
E-Business Profile: The Neiman Marcus Group Inc., 2005 & 2006
E-Business Profile: Blue Nile Inc., 2005 & 2006
Top 20 Online Advertisers in the US, Ranked by Spending, June 2007 (thousands)
Around the World
Top 10 Websites among UK At-Home and At-Work Internet Users, Ranked by Share of Affluent* Households, June 2007
Top 10 Websites among UK At-Home Internet Users, Ranked by Share of Affluent* Households, June 2007
Growth in Select Retail Website Categories in Canada, Ranked by Change in Unique Visitors, Q3 2005 & Q3 2006 (thousands and % change vs. prior year)
Leading Online Purchase Categories among Online Buyers in France, November-December 2005 & November-December 2006 (% of respondents)
Affluent Consumers in India Who Own Handheld PCs or PDAs, Q2 2005 & Q2 2006 (% of respondents)
Affluent Consumers in India Who Own Mobile Phones with Internet Access, Q2 2005 & Q2 2006 (% of respondents)
Affluent Desktop Owners in the Asia-Pacific Region, 1997 & 2006 (% of respondents)
Conclusion
Related Information and Links
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While the percentage of affluent households in the US remains relatively steady, eMarketer projects that the number of affluent Internet users will grow from 43.7 million in 2006 to 57.1 million in 2011.
Aite Group
American Marketing Association (AMA)
Arbitron
BIGresearch
Burst Media
Celent
comScore Inc.
comScore Media Metrix
Edison Research
eMarketer
Experian Hitwise
Fédération E-commerce et Vente à Distance (FEVAD)
Focalyst
Forrester Research
Information Solutions Group (ISG)
International Diamond Exchange (IDEX)
Internet Retailer
Journalism.org
JupiterResearch
Leichtman Research Group, Inc. (LRG)
Luxury Institute
MainStay Investments
MORI Research
Newspaper Association of America (NAA)
Nielsen//NetRatings
Nielsen//NetRatings AdRelevance
Online Publishers Association (OPA)
Opinion Research Corporation
OTX
Packaged Facts
Pew Internet & American Life Project
Pew Research Center
Phoenix Affluent Marketing Service (AMS)
PopCap Games
Quantcast
Russell Research
Scarborough Research
Spectrem Group
Synovate
The Conference Board
The Media Audit
The NPD Group
Thomas, Townsend & Kent (TTK)
Time Warner
TNS Global
TNS Media Intelligence
US Census Bureau
US Department of Commerce
Yahoo!
Yesawich, Pepperdine, Brown & Russell (YPB&R)
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Price: $695.00
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Price: $695.00
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