Results of New Martini Affluent Online Shopper Index(TM) Powered by
comScore Clearly Show Consumers Shop and Spend More Online During
Next Phase of Research to Provide Complete Year-to-Year Activity and
SAN FRANCISCO, CA and NEW YORK, NY and LONDON -- (Marketwire) --
11/20/12 -- 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, today
announced the results of a collaborative study that examines the
online holiday shopping behaviors of the online affluent audience
(HHI $100K+). By indexing(1) these affluent users (reached on Martini
Media's network) against the non-affluent online users (HHI < $100K),
marketers now have a precise picture of the how this coveted segment
acts online during the all-important holiday season.
The new Martini Affluent Online Shopper Index(TM) Powered by comScore
study leveraged comScore's passively measured online panel of 1
million U.S. Internet users to understand e-commerce activity for
holiday season 2011 in order to provide a baseline comparison for the
upcoming 2012 holiday season. The specific dates covered in the first
part of this analysis include the week of Thanksgiving ending on
Cyber Monday and the month leading up to the Christmas holiday. The
next phase of this research will detail online shopping, search and
site visitation data for the affluent audience during the holiday
time period in 2012, as well as quarterly through 2013.
According to independent research expert Michele Madansky, "Each
year, comScore studies the likelihood of shoppers to seek out
information on specific goods and services online. In this indexing
studying, we compared that data with the activities of Martini
Media's audience of affluent households. The results clearly show
that affluent audiences are more likely to make online purchases
during the critical holiday shopping period across all purchase
Martini Media CEO Skip Brand said, "It makes complete sense. The
audience studied is always wired and has very little time and more
disposable income than any other segment. So, while they may
ultimately purchase a luxury item online or offline, this study shows
that exposing them to ads online is a no-brainer. They are highly
receptive and engaged. They simply spend money to save time, and
online is the best way to do that."
Each phase of the comScore Martini index will provide insights and
infographics aimed at helping marketers apply the findings to drive
During the month leading up to
Christmas 2011 (11/23-12/20), the affluent audience was more likely
to make online purchases:
-- Over half made an online purchase (132 index compared to those with
HHI The average dollars spent online per buyer was higher than the
average for the $0-99K segment (index of 119).
-- Affluent households were more likely to make online purchases across
all gifting categories, including: apparel & jewelry, books,
movies & videos, computers and electronics, event and movie
tickets, flowers, home products, toys and video games.
-- Affluent consumers were 28 percent more likely to make an electronics
or computer purchase during the holidays, and on average spent
$252/buyer (141 index).
During Thanksgiving week (through Cyber Monday) in 2011 -- 11/23-11/29,
the affluent audience was 26 percent more likely to make an online
purchase, with each buyer spending $121 on average across these
categories (131 index).
-- Among buyers, the average spending during that one week time period
-- Computer/electronics - $250 (119 index)
-- Event and movie tickets - $201 (119 index)
-- Home and living (which includes furniture, kitchenware, bed &
bath and art) - $142 (166 index)
-- Apparel, accessories and jewelry - $106 (121 index)
-- Video games and consoles - $106 (112 index)
About comScore Inc.
comScore (NASDAQ: SCOR) is a global leader in
measuring the digital world and preferred source of digital business
analytics. For more information, please visit
About Martini Media:
Martini Media is the digital media and content
platform for engaging the audience with the most money and influence
online. With more than 1,000 publishers organized across multiple
lifestyle and business verticals, Martini Media has helped the
world's leading brands reach over 125 million consumers across the
globe that invest in their passions at work and play. Martini Media's
full-service marketing capabilities encompass display, video, mobile,
social, and audience targeting to effectively engage the most
valuable audience online at scale. Since 2008, Martini Media has been
the premier media destination where influence meets affluence.
Headquartered in San Francisco, Martini Media has offices in New
York, Chicago, Detroit, Los Angeles, and London. Got Affluencers? We
Do. Visit www.martinimediainc.com to learn more.
(1) Indices are calculated using the comparative audience's metric as
a baseline to understand the propensity of the $100K segment to buy
or spend within a certain category. Indices above 120 indicate a
notable propensity and those under 80 indicate the audience
under-indexed relative to the other income segment in terms of
penetration and/or dollars spent per buyer.
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