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Affluents Online: A Luxury Trend Report on How Affluent Consumers Use theInternet, Social Media, and Mobile DevicesTable of ContentsResearch objectivesTake Action Research methodologyA year in the life of the affluent internet user -- Major FindingsAbout Internet UseOverview internet, social media, mobile device usageDemographics of affluent internet usersTake Action Spending on the Internet, including heavy usersTake Action Special consideration for crafting an online luxury websiteHow affluents use and access the internet, via computer and/or mobile deviceMobile device online usage by ageDifferent ways affluents access internet via computer or mobileTake Action Internet activites detail by computer only, mobile only, both computer and mobileTrends in what affluents shop for onlineWhat products and services affluents shop for onlineTrends in use of internet by activityHow affluents use internetHow affluents use FacebookWhere affluents shop onlineTake Action Websites that attract more young affluentsTake Action What affluents say about their favorite websitesTrends in hours affluents spend online and for shopping-related activitiesTrends in spending on the Internet, demographic detailServices that luxury consumers value about internet shoppingTake Action Features and services important for a luxury shopping siteTake Action What most influences online purchasesHow affluents discover websitesTake Action How affluents use internet and in-store shopping strategiesTake Action Affluents and whether they enjoy online or instore shopping moreTake Action Unity Marketing, 2012p. 43537383940414244
About Social MediaSocial media usageTake Action Most active social networking siteTake Action Demographic profile of affluent social media usersTake Action How affluents use FacebookSocial media by the numbersTime spent on FacebookTake Action Why affluents use social mediaFacebook is part of their luxury lifestyleTake Action LinkedIn is a professional siteTwitter is for newsMen and women use social media differentlySocial media used to connect with brandsTake Action Why affluents friend brands via social mediaTake Action The brands affluents friendTake Action How affluents use social media adsTake Action Success stories from FacebookWays to intergrate social media and traditional advertisingTake Action About Mobile Devices & Mobile AppsUse of mobile devicesTake Action Type of appsMore on apps for affluentsUse of shopping appsLuxury brand appsTake Action Unity Marketing, 73747678798182838485868788
Analyze the results of the Unity Marketing most recent special investigation into theaffluent consumers and how they use the internet and social media in pursuit of theirluxury lifestyles. Research included focus groups and a quantitative survey. This analysis coversprimarily the results of the quantitative survey, though some insights gathered in thefocus groups are included. A detail report on the results of the focus groups,including transcripts, are available upon request to Unity Marketing.We compare the results off the 2012 survey with similar surveys conducted in 2011 and2010 in order to provide a trend perspective. Unity Marketing, 201212/12/20122
This study reveals how affluents use internet, socialmedia and mobile apps in support of their luxurylifestyles so that marketers can develop strategies touse these marketing and branding tools mosteffectively. It answers these critical questions forplanners and managers: How often do affluent consumers use the Internet in support of luxury goods and services purchases,purchaseswhat they buy online, how much they spend?When do they turn to the Internet and why they useit?What are their favorite luxury websites and whatspecifically do they value about their favoritewebsites?b it ?How do affluent luxury shoppers use social mediato learn about luxury brands, share informationabout luxury brands, and connect with people withsimilar outlooks on luxury brands?What turns them on about usingg the Internet forluxury purchasing and research?What is the opportunity for luxury marketers toconnect with their customers through mobilemedia? Unity Marketing, 201212/12/20123
A total of 831 affluent consumers with incomes of 100,000 or more and who bought luxury in the thirdquarter 2012 were surveyed from October 9-15, 2012. They were asked about their use of the Internet, socialmedia and mobile devices in support of their luxury lifestyles. This survey is compared with that conducted inJanuary 2011 among 1,2371 237 affluent luxury consumers ; and a survey conducted in January 2010 among 1,6141 614affluent consumers to track trends and shifts in internet usage.The insights into how affluents use the internet is broaden by qualitative research. Unity Marketing conducteda series of focus groups held among men and women who actively use the internet to shop. These focus groupswere held in November 2009. Highlights from those focus groups are included in this report.The special investigation questions designed to help luxury marketers and brands better use their websites toattract and retain the affluent shoppers,pp , included:How affluents use the internet (e.g. shopping, researching purchases, getting gift ideas, connecting withfriend, travel plans, etc.); total hours on a weekly basis they use the internet for personal interests andshopping-related activities.More about internet shopping,, such as what attracts them to a website to shop; how much they spentonline; features of importance when shopping online; what features a website devoted to luxury brandsmust offer its customers.We asked how online shopping compares to in-store, whether the affluents surveyed like online better thanin-store or vice versa. The results will surprise you!On social media, we asked about whether they have profiles on any social media site; which social media sitethey use most often; how frequently they long on; how many people they are connected with; why they usesocial media, such as to reconnect with old friends, professional networking, to learn ducts, etcetc.We asked if they were connected or friends with any brand and if they were likely to become friends in thefuture.; about use of advertising on social media sites; and use of social shopping sites., such as Gilt.com,Hautelook, Rue LaLa.And mobile devices, how they use them, do they shop with them, have they downloaded any luxury apps. Unity Marketing, 201212/12/20124
Why are you connected with a brand or product on asocial networking site (like Facebook or Twitter)?Base: Affluents who are fans or like a bran0%Getting coupons,coupons discounts andspecial offers is the #1 reasonwhy affluents friend brands.Other reasons of lesserimportance include enteringsweepstakes; because one is acustomer of the brand; to showothers that they like the brand; togain access to exclusive contentsand to find out about newproducts.Given the relative importanceamong affluents to announcetheir relationship with brands totheir network of friends via socialmedia and to show their supportof those brands, it points toopportunities for brands to usethese committed friends toconnect with their establishednetwork; in other words, usingsocial media in friend-get-afriend promotions.10%20%30%40%46%To get coupons, discounts and special 34%To enter sweepstakes, contents33%Because I am a customer of the 31%To show others that I like/support this 29%To gain access to exclusive content28%To find out about new products24%To learn more about the brand/company22%To provide customer feed-back19%To sign up for company emails15%To shop13%To interact with others who like the 11%To rate productsOther reason50%5% Unity Marketing, 201212/11/201267
614January 2011 among 1 , 237 affluent luxury consumers ; and a survey conducted in January 2010 among 1 , 614 trends broaconducted ac to groups from th report. lu to sho pp, ers, : x research with weekly internet and activities. x attrac spent online;
