Affluents Average $295 Per Transaction With Luxury e-Tailers

Press enter to search
Close search
Open Menu

Affluents Average $295 Per Transaction With Luxury e-Tailers

12/18/2012
Martini Media, the digital media and content platform for engaging the audience with the most money and influence online, and comScore, a global leader in measuring the digital world, released the results of the latest wave of the Martini Media Affluent Online Shopper Index Powered by comScore.

By examining the online holiday shopping behaviors and engagement levels of the online affluent audience (HHI $100K+) from Black Friday to Cyber Monday (Nov. 23-26, 2012), the study found: affluent shoppers are 15 percent more likely to make an online purchase across all categories than less affluent shoppers, and on average spent 19 percent more per purchase. In key sales categories like apparel and accessories and jewelry and watches, the affluent shoppers spent 80 percent more than the average shopper. Affluent consumers were 41 percent more likely to make a purchase on luxury retail sites (e.g., Bloomingdales.com, Sephora.com and Tiffany.com) and on average spent $295 (182 index compared to those with HHI < $100K).

This Martini Media Affluent Online Shopper Index Powered by comScore measured behaviors and engagement levels of the online affluent audience (HHI $100K+) by indexing(1) affluent users (reached on Martini Media's network) against non-affluent online users (HHI < $100K) to provide a precise picture of how this coveted segment acts online during the all-important holiday season. It then employed comScore's passively measured online panel of 1 million U.S. Internet users to detail online shopping, search and site visitation data for the affluent audience.

The chief trend revealed by the study's latest findings indicates that affluent shoppers out-research and outspend other online shopping segments.

During the critical Black Friday-Cyber Monday time period:

Affluent users outspent across categories. Persons with HHI $100K+ were 15 percent more likely to make on online purchase than those with HHI < $100K, and on average, those that made an online purchase spent $113 (119 index).

In the apparel, accessories and jewelry category, on average affluent shoppers spent $141 (180 index).

Martini Media worked with comScore to create a "custom category" of affluent retailers, including Bloomingdales, Coach, Lululemon, Macys, Neiman Marcus, Nordstrom, Ralph Lauren, REI, Saks Fifth Avenue, Sephora, Talbots, Tiffany & Co., Victoria's Secret and others. Among affluent shoppers who purchased online at these e-commerce sites, they spent an average of $295 (182 index).

In addition to e-commerce, affluent shoppers are researching online for offline purchases. Seventeen percent of affluent users visited one of these luxury retailers' websites during the five days measured around Thanksgiving. Users with HHI $100K+ were 14 times more likely to visit one of the 70 luxury retailer websites measured by comScore than they were to make an online purchase from one of those domains. In addition, a larger percentage searched for "luxury" retail terms including these retailers and brands such as Armani, David Yurman and Gucci. Affluent users were six times more likely to search for a luxury brand term than to make an online purchase from one of the measured domains in the analysis.

According to independent research expert Michele Madansky, "It's nice to verify that affluent users are shopping online, and over-index to online purchases. However, these data imply that online research is triggering offline purchases at a much larger scale in the luxury retail category."

Martini Media CEO Skip Brand said, "The results of this study deliver yet another proof point that the affluent simply spend money to save time, and online is the best way to do that. Affluent audiences are always wired, have very little 'free' time and more disposable income than any other segment."

"These study results highlight the importance of affluent consumers to the fast-growing e-commerce sector," said Andrew Lipsman, VP, marketing and industry analysis for comScore. "With greater amounts of disposable income but a desire for convenience, affluent consumers have increasingly turned to the online channel for their shopping needs -- particularly during the holiday season. Given the strength in e-commerce sales we observed during the Black Friday-to-Cyber Monday period, it is not surprising to see that affluent consumers played a significant role in propelling this growth."

American Express taps into Gen Y luxury spending trends
American Express recently released new actual aggregated spending data that provides a deeper look at Gen Y fashion spending habits over the past year, compared to older demographics. This consumer group posted significant spending increases in the first half of 2012, compared to the first half of 2011, catching the eyes of many retailers amidst a still recovering economy.

Find the full detailed infographic here.