Abstract
While the percentage of affluent households in the US remains relatively
steady, eMarketer projects that the number of affluent Internet users will
grow from 43.7 million in 2006 to 57.1 million in 2011.
The Affluent Internet Users report tracks the growth of
$100,000-income-level users online and projects the affect these prosperous
consumers will have on online sales, marketing and merchants.
The rise of affluent Internet users is not only creating opportunities for
marketers that traditionally cater to this demographic, but as this
“mass affluent” group grows the range of companies that caters to
them is also expanding.
For every luxury goods or financial services company that targets customers
with ample resources, there is a social network or new media site that is also
aimed at young, active and affluent online consumers.
Key questions the "Affluent Internet Users" report addresses:
- How do researchers, marketers and the media define affluence?
- How many affluent Internet users are there in the US, and how will the
number change over the next five years?
- Why is the percentage of US affluent Internet users higher than the
percentage of affluent households in the population as a whole?
- What categories of e-commerce cater to predominantly wealthy audiences?
- Which companies are selling and advertising their products online to
affluent Internet users?
- And many others....
eMarketer Reports- On Target and Up to Date
The Affluent Internet Users report aggregates the latest data from
marketing and communications researchers with eMarketer analysis to provide
the information you need to make the right business decisions- right now.
Table of Contents
Executive Summary
- US Affluent* Internet Users, 2006-2011 (millions and % of total Internet
users)
- Issues & Questions
The eMarketer View
- Key eMarketer Numbers - US Affluent* Internet Users
The Affluent at a Glance
- Definitions of the US Affluent Market, September 2004-October 2007
- US Affluent* Internet Users, 2006-2011 (millions and % of total Internet
users)
- Demographic Profile of US Internet Users, September 2001 & September 2006
(% of population)
- US Affluent (1) Households, 1999-2006 (millions and % of total US
households)
- Affluent Internet Users* in the US, Australia and Select Countries in
Western Europe, June 2007 (% of total Internet population per country)
- US Affluent Households, by Net Worth*, 1996-2006 (millions)
- Millionaire Households in the US, 2001-2006 (millions and % change vs.
prior year)
- Demographic Profile of US Adult Internet Users, March-April 2006 (% of
respondents in each group)
Internet Use
- US Household Broadband Penetration, by Income, 2006 & 2007 (% of
households in each group)
- US Household Internet Penetration, by Income, 2007 (% of households in
each group)
- Online Activities of Wealthy* US Internet Users, December 2005 & January
2007 (% of respondents)
- Select Online Activities of US Affluent* vs. Non-Affluent Internet Users,
2007 (% of respondents)
- Time Spent Online per Week by US Affluent* vs. Non-Affluent Internet
Users, 2007 (median hours)
- US Non-Affluent vs. Affluent* Internet Users Who Trust Advertising
Regardless of the Channel, 2007 (% of respondents in each group)
- Select Online Sources that US Affluent* vs. Non-Affluent Internet Users
Trust When Researching a Product, 2007 (% of respondents in each group)
- Demographic Profile of US Adults by Advertising Medium Used Most
Frequently to Check Out Ads for Things They Might Want to Buy, March-April
2006 (% of respondents in each group)
- US Daily* Newspaper Readers, by Income, 2006 (% of each group)
- Demographic Profile of US Adult Internet Users Who Visit Wikipedia for
Information, February-March 2007 (% of respondents in each group)
- US Podcast Listeners, by Household Income, January-February 2007 (% of
respondents)
- Demographic Profile of US Adult Internet Users Who Download Podcasts,
February-April 2006 & August 2006
- Weekly US Internet Radio Listeners, by Household Income, January-February
2007 (% of respondents)
- Household Income of US Adult Internet Users Who Regularly or Occasionally*
Download or Stream Video or Television Content, by Gender, July-August 2006 (%
of respondents)
- Demographic Profile of US Visitors to Broadcast Media Web Sites, July 2006
(thousands of unique visitors and % of total audience)
- Demographic Profile of US Internet Users Who Visit Automotive Web Sites,
January 2007 (thousands of unique visitors and % of total audience)
- US Adult Internet Users Who Have Watched an Online Video of an Automobile
Considered for Purchase or Lease, by Household Income, April 2007 (% of
respondents in each group)
- Demographic Profile of US Internet Users Who Visit Sports Web Sites,
December 2006 (thousands of unique visitors and % of total audience)
- Demographic Profile of US Internet Users Who Viewed Display Advertisements
on Select Sports Web Sites, June 2007 (% of total)
- Casual Gamers Worldwide, by Household Income, August 2006 (% of
respondents)
- US Affluent* vs. Non-Affluent Internet Users Who Use Instant Messenging
and/or Blogs, 2007 (% of respondents in each group)
- Demographic Profile of US Search Engine Users, by Search Engine, October
2006
- US Visitors to Select Internet Portals, by Household Income, December 2006
(indexed by visitors to all Web sites)
- Demographic Profile of US MySpace and Facebook Users, November 2006
(millions and % of total)
- Demographic Profile of US Adult Internet Users Who Have
Categorized/Tagged* Online Content**, November-December 2006 (% of respondents
in each group)
- Demographic Profile of US Internet Users Who Visit Personals Web Sites,
December 2006 (thousands of unique visitors and % of total audience)
- Demographic Profile of US Visitors to Shopping and Classifieds Web Sites,
January 2007 (% of total)
Online Spending
- US Luxury E-Commerce Sales, 2007 & 2010 (billions)
- Monthly Bill Payment Methods Used by US Adults, by Demographic Profile,
October-November 2006 (% of respondents)
- Planned Holiday Spending by US Adult Internet Users vs. Last Year, by
Household Income, September 2007 (% of respondents)
- Household Income of US Online Video Viewers Who Made an Online and/or
Offline Purchase in the Past Six Months, by Product/Service Category, Q2
2006-Q2 2007 (% of respondents)
- US Consumer Electronics Sales Growth, by Household Income, 2006 (%
increase vs. prior year)
- Select Consumer Electronics that US Consumers and Affluent Consumers Are
Currently in the Market to Purchase, 2006 (% of respondents)
- HDTV Households in the US, by Household Income, September-October 2006 (%
of respondents in each group)
- Consumer Electronics that US Affluent* Consumers Plan to Purchase Online
Rather Than from a Retail Store, 2006 (% of respondents)
- Consumer Electronics that US Affluent* Consumers Plan to Purchase from a
Retail Store Rather Than Purchasing Online, 2006 (% of respondents)
- Locations Where US Consumers Plan to Purchase Flat-Panel TVs, 2006 (% of
respondents)
- Sources that US Consumers Plan to Use to Research Flat-Panel TVs, 2006 (%
of respondents)
- Online Sources Used by US Affluent* Consumers to Research Their Upcoming
Consumer Electronics Purchases, 2006 (% of respondents)
- Online Jewelry Sales in the US, 2006 & 2010 (% of total jewelry sales)
- Online Jewelry Sales in the US, 2005 & 2006 (billions and % increase vs.
prior year)
- Retail E-Commerce Sales in the US, by Select Categories, 2006 (% increase
vs. prior year)
- US Retail E-Commerce Sales Growth for Select Categories, Q2 2007 (%
increase vs. prior year)
- US Retail E-Commerce Holiday Sales* Growth, by Category, November
1-December 26, 2006 (% increase vs. prior year)
- Breakdown of Sales at the Top 500 US Retail Web Sites, by Category, 2006
- Online Purchases by US Household Online Christmas Gift Buyers, 2006 (% of
respondents)
- Top Five Retail E-Commerce Categories, Ranked by Average Order Value,
November 1-December 3, 2006
- Valentine' s Day-Related Retail E-Commerce for Select Categories, January
8-February 11, 2007 (millions and % increase vs. prior period)
- Online Advertising Impressions for US Consumer Goods Companies, by
Product, March-November 2006 (millions)
- Top 10 Segments in the US Retail Goods and Services Industry, Ranked by
Online Advertising Impressions, January 2007 (billions and % market share)
- Top 10 Segments in the US Retail Goods and Services Industry, Ranked by
Online Advertising Impressions, February 2007 (millions)
- Online Sources that US Online Holiday Shoppers Turn to First for Product
Information, November 2006 (% of respondents)
- Demographic Profile of US Internet Users Who Visited Travel Web Sites,
April 2007 (% of total)
- Demographic Profile of US Internet Users Who Visit Travel Web Sites,
February 2007 (thousands of unique visitors and % of total audience)
- US Adult Internet Users Who Will Use the Internet to Research and/or
Purchase Their Upcoming* Travel Reservations, by Household Income, January
2007 (% of respondents)
- US Luxury Travelers* Who Used the Internet to Research and/or Purchase a
Vacation, 2006 (% of respondents)
- US Adult Internet Users Who Will Use the Internet As the Primary Resource
to Research Their Upcoming* Travel Plans, by Household Income, January 2007 (%
of respondents)
- Web Sites that Are Used by US Luxury Travelers* to Research Vacations, by
Category, 2006 (% of respondents)
- Demographic Profile of US At-Home and At-Work Internet Users Who Visit
Financial News and Information Web Sites, August 2006 (thousands of unique
visitors and % of total audience)
- Two Most Preferred Methods of Interacting with Financial Services
Providers among US Generation Millennial* Internet Users, 2007 (% of
respondents)
Marketing to the Affluent Online
- Online Sales of the Top 50 US Retail Web Sites, 2006 (millions and % of
total company sales)
- E-Business Profile: SonyStyle.com, 2005 & 2006
- E-Business Profile: Apple Inc., 2005 & 2006
- E-Business Profile: Saks Direct, 2005 & 2006
- E-Business Profile: The Neiman Marcus Group Inc., 2005 & 2006
- E-Business Profile: Blue Nile Inc., 2005 & 2006
- Top 20 Online Advertisers in the US, Ranked by Spending, June 2007
(thousands)
Around the World
- Top 10 Web Sites among UK At-Home and At-Work Internet Users, Ranked by
Share of Affluent* Households, June 2007
- Top 10 Web Sites among UK At-Home Internet Users, Ranked by Share of
Affluent* Households, June 2007
- Growth in Select Retail Web Site Categories in Canada, Ranked by Change in
Unique Visitors, Q3 2005 & Q3 2006 (thousands and % change vs. prior year)
- Leading Online Purchase Categories among Online Buyers in France,
November-December 2005 & November-December 2006 (% of respondents)
- Affluent Consumers in India Who Own Handheld PCs or PDAs, Q2 2005 & Q2
2006 (% of respondents)
- Affluent Consumers in India Who Own Mobile Phones with Internet Access, Q2
2005 & Q2 2006 (% of respondents)
- Affluent Desktop Owners in the Asia-Pacific Region, 1997 & 2006 (% of
respondents)
Conclusion
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