Higher Internet Usage, Computer Enthusiasm Among Affluent Americans.

The percentage of those who turn to the Internet as their first source of information rises dramatically when comparing adults overall with affluent adults, according to “The U.S. Affluent Market: The New Luxury Consumer,” a new report by market research publisher Packaged Facts. Data presented in the report from a survey of nearly 30,000 respondents shows that 32% of adults overall use the Internet as their primary source of information, versus 42% among mass affluent, and 50% among highly affluent.

Moreover, the report finds that only 34% of adults overall have made a purchase online in the past 12 months, compared with 50% of mass affluent consumers and 57% of highly affluent. Those defined as “mass” affluent are either one-person households with an income of $75,000-$149,000, or a two-or-more person household with an income of $100,000-$149,000. Highly affluent consumers are defined as those with incomes above $150,000,
regardless of household composition.

“When you examine this market, what strikes you is that the mass affluent – not necessarily the highly affluent – are the consumers who are spending more on luxury goods,” said Don Montuori, Acquisitions Editor for Packaged Facts. “For high-ticket items that may be a notch below the most premium notch, aiming marketing dollars at the well off but not extremely rich may be more effective.”

For more information at http://www.packagedfacts.com