Targeting affluents? Don’t expect to reach them through texts. In Q1 2014, Luxury Institute found that just 17% of US affluent internet users, those with an income of $150,000 or more, had signed up or were somewhat/very likely to opt in to messages from a luxury brand.
Even tech-savvy affluent millennials weren’t interested in luxury brand messages popping up on their phones: Just around one-quarter said they had or would be interested in receiving such communications, a percentage similar to Generation Xers.
Instead, emails may be the way into affluents’ digital inboxes, with 49% of respondents saying they had or were somewhat/very likely to opt in to receiving emails from a luxury brand.
While this wasn’t a majority activity among the entire group, the total percentage was skewed lower by boomers, as over half of millennials and Gen Xers were interested in receiving messages this way.
Either way, digital didn’t appear to play a major role in US affluent internet users’ research or purchase processes when buying luxury items.
Just 22% of respondents said they researched online and then purchased in-store, indicating they may not get inspiration for luxury purchases during digital browsing. Meanwhile, only 15% of respondents researched in-store and then bought online, possibly because they didn’t feel comfortable making expensive purchases digitally—or maybe they just wanted their luxury items instantly.
August 2013 research by Shullman Research Center found that online channels were where US affluent internet users—those with a household income of at least $250,000—felt least comfortable making purchases, with half saying they did not feel OK buying something via a smartphone, tablet or computer. Meanwhile, just 7% said the same about making a purchase in-store.