Martini Media Affluent Online Shopper Index(TM) Powered by comScore
Finds Affluent Shoppers 40 Percent More Likely to Make a Purchase on
Luxury Retail Sites; Spend 80 Percent More on Average
Study Also Reveals 1 in 6 Affluent Internet Users Also Visited a
Luxury Retail Website From Black Friday to Cyber Monday
SAN FRANCISCO, CA and NEW YORK, NY and LONDON -- (Marketwire) --
12/13/12 -- 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 the latest wave of the Martini Media
Affluent Online Shopper Index(TM) 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 (11/23-11/26, 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(TM) 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
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
-- 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. 17 percent of affluent users visited one of
these luxury retailers' websites during the five days measured around
Thanksgiving. Users with HHI $100K+ were 14x 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 like Armani, David Yurman and Gucci. Affluent
users were 6x more likely to search for a luxury brand term than to
make an online purchase from one of the measured domains in the
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
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."
Each phase of the Martini Media-comScore index will provide insights
and infographics aimed at helping marketers apply the findings to
drive more business. We will publish additional results on affluent
purchasing throughout the holiday period and on a quarterly basis
For more information about the study or to speak to a member of the
team, please contact email@example.com.
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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