So The Rich Are Different

They spend more online. Here's how to find--and keep--wealthy Web surfers

From Robin Leach's grandiloquent descriptions, we learn that lifestyles of the rich and famous are supposed to overflow with champagne. But millionaires, it turns out, are more technology hogs than caviar fanatics. North America's wealthiest consumers--people with assets of $1 million or more--are more active Internet users than we common folk. Some 56% of affluent households, about 2.3 million, are online, vs. 43% of the general population, according to Forrester Research Inc. And these high rollers are not just sending e-mail. Rich cybernauts are 13% more likely than the rest of us to buy online. Says Forrester's Ekaterina Walsh: "They are Web addicts."

To continue reading this article you must be a Bloomberg Professional Service Subscriber.