Affluent shoppers now turning to Web, study finds

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Wealthy individuals, who used to depend on elegant boutiques for purchases, have began buying products and services on the Web, according to a study conducted by the Luxury Institute.

Ninety-six percent of Americans whose annual income is more than $150,000 buy products and services online. Fifty-five percent do this regularly and almost all (99 percent) use the Internet as a research tool prior to buying.

Sixty-nine percent of affluent Americans make hotel and resort reservations on the Internet.

More than half of the affluent (53 percent) prefer purchasing women's apparel via the Internet; 43 percent prefer the Internet for purchasing men's apparel.

The results of the study highlight the Internet's growth in importance as a sales channel for luxury goods marketing.

Google and Yahoo are the top sites visited by affluent Internet users. Almost three-quarters (73 percent) of the rich say finding companies through search engines is a good way to create a positive impression. Thirty percent off those polled found ads on a search engine site an effective marketing technique.

Once wealthy consumers get to a Web site, privacy, security and ease of navigation become important factors in keeping them there.

This article is part of the DMNPolitics site, in partnership with Fluent. Click on the footer to see all of our content about the 2016 Election

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