Second Wave of Martini Media's Affluent Shopping Index(TM) Powered by comScore Reveals That Q1 Shopping Activity Across the

Second Wave of Martini Media's Affluent Shopping Index(TM) Powered by comScore 
Reveals That Q1 Shopping Activity Across the Wealthiest
Segments Comparably Strong 
In a Post-Election, Post-Holiday Season, the Affluent Continue to
Shop and Spend Online While Others Slow Down 
SAN FRANCISCO, CA and NEW YORK, NY -- (Marketwired) -- 06/18/13 -- 
Martini Media, a global media and advertising company, shared key
findings from its most recent Affluent Online Shopper Index(TM)
research study powered by comScore. The index measured the behavior
and engagement levels of the online affluent audience, and found
shopping activity across the wealthiest segments remains comparably
strong. The study is a continuation of an ongoing research series in
which Martini Media has partnered with comScore to keep steady track
of affluent shopping behaviors. The company's baseline study
conducted last holiday season confirmed assumptions that affluent
shoppers outspend other segments of consumers during an important
time for all retailers.  
In examining the overall shopping patterns of all online shoppers
during Q1 2013 versus Q4 2012, the study specifically revealed that
affluent consumers are both still shopping and further outpacing the
shopping activity of non-affluent shoppers, whose activity diminished
after the holiday season. In fact, affluent consumers were 47 percent
more likely than those earning under $100k to make an online purchase
in Q1 2013, and on average, they spent 41 percent more on purchases.
The gap between affluent and non-affluent spending grew in 2013
compared to the December holiday period, when affluent consumers were
31 percent more likely to buy and spent only 15 percent more than
their non-affluent counterparts. 
The gap is even greater on luxury retail sites, where three out of
four affluent consumers are more likely to make a purchase.
Additionally, affluent consumers spent an average of $184 per
purchase on these sites, which is more than half of what those
earning under $100k spent. These gaps were much smaller during the
holidays, when affluent users were 47 percent more likely to buy on a
luxury site and spent only 25 percent more. Additionally in Q1 2013,
affluent consumers were seven percent more likely to visit luxury
retail sites and made 16 percent more visits per visitor than those
earning under $100k. 
"The affluent audience can consistently be found online for both work
and play," said Skip Brand, CEO of Martini Media. "This study
demonstrates how steady the digital affluent footprint is throughout
the year, whereas other segments' spending wanes after the holiday
period. Brand success is dependent on focusing digital ad dollars
toward the affluent audience and effectively reaching and engaging
them online." 
The 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 (across
the Internet) against non-affluent online users (HHI < $100K) to
provide a precise picture of how this coveted segment shops, spends
and searches online during Q1 2013. It leverages comScore's passively
measured online panel of one million U.S. Internet users to detail
online shopping, search and site visitation data for the affluent
audience. 
"While the holiday season spurs gains in e-commerce spending across
income segments, affluent consumers also exhibit strong online
spending patterns throughout the year," said Kent Parmington,
Manager, comScore. "This study highlights the overall significance of
affluents to the e-commerce sector, and helps demonstrate why it's
important for brands -- and particularly luxury brands -- to connect
with them effectively." 
The study also found that affluent spending indexed especially high
in the apparel, accessories and jewelry, general services, and event
and movie tickets categories, which is consistent with the previous
holiday data. In Q1, the affluent spent on average: 


 
--  $171 on event and movie tickets
--  $163 on apparel, accessories and jewelry
--  $155 on electronics and computing
--  $122 on home and living
--  $113 on general services

  
The infographic can be viewed here. 
About comScore Inc.:
 comScore (NASDAQ: SCOR) is a global leader in
digital measurement and analytics, delivering insights on web, mobile
and TV consumer behavior that enable clients to maximize the value of
their digital investments. For more information, please visit
www.comscore.com/companyinfo. 
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. 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 
Media Contact:
Brook Terran
Blast PR for Martini Media 
(919) 480-4058
Brook@blastpr.com 
 
 
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