Affluent Internet users are more active than ever on PCs and mobile devices -- but their spending zeal has been somewhat tempered by the recession, according to an analysis of recent data by eMarketer.
The number of "affluents" continues to grow, even in a severe recession. In March, 50.1 million people in households with incomes of $100,000 or more were online, up 3.4 percent from March 2008, per comScore.
In 2009, affluent households are evaluating future purchases carefully and have reined in spending. Investment strategies have switched to preservation of assets rather than acquiring new ones. Global sales of luxury goods are predicted to slide 10 percent in 2009 to $201 billion, according to Bain & Co. However, the habits and patterns acquired since the start of the recession are not expected to quickly revert to normal.
Luxury brand marketers must stay top-of-mind with wealthy Internet users by offering superior customer service, personalized products and exclusive offers and invitations.
Other marketers hoping to entice affluent consumers that are "trading down" must raise the bar in their online efforts, not by advertising so much as taking care to explain how their products or services fit in with the affluent lifestyle.
(the article was originally published at http://www.adweek.com/aw/content_display/news/agency/e3i4fb04ccd3a536c41bb519e44d941f41b)
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