'They're not afraid to buy a $15,000 watch on the Internet'

High-net-worth consumers like shopping online because of the convenience and wealth of information available, a recent survey shows.

The survey, called “A Look into the Internet's Impact on the Shopping Behavior of the Ultra-Affluent” and conducted in June by Unity Marketing, polled 1,000 wealthy consumers ages 24-64.

Those included in the survey make more than $250,000 a year per couple (or $175,000 per person), or have a net worth of $1 million or greater.

The results of the survey show that 94 percent of these ultra-affluent consumers are online shoppers, according to Unity Marketing President Pam Danziger.

“What they lack is time, not money,” she said. “They are not afraid to buy a $15,000 watch online.”

The study also shows that online advertising is a useful tool in reaching the ultra-affluent, with 77 percent of respondents saying it is online advertising that most impacts their purchases, followed closely by magazine advertising at 76 percent.

Wealthy consumers like to do brand research online and make purchases on their own time, when it's convenient for them.“Not everyone is looking for that salesperson experience,” Danziger said. “The new customer experience for the future is about giving the customer control.”

Source: National Jeweler


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