Google Study on the Online Shopping Habits of Millionaires

Researching Google’s research projects are always illuminating about the priorities of the online ad giant. Here’s an excerpt on its new study, as reported by Advertising Age [sub. required]: The internet is a shopping destination of choice for the rich — and the one most preferred by the very rich, according to a study from Google.

The study…finds…millionaires vastly prefer online shopping to in-store and are much more likely to use the internet than their not-quite-as-wealthy brethren. In all, 95% of the 263 millionaires surveyed made their last luxury purchase online.

Ultra-affluents, as defined by Google, have net worths of $1 million or more and household incomes of at least $250,000 a year for married couples and at least $175,000 for singles. Millionaires are defined as those with an income of more than $1 million…Google said it looked at the 25-to-64 age bracket because that is the group most luxury marketers are interested in reaching…John McAteer, industry director-retail at Google, added that many chief marketers have misconceptions of their customers as “ladies who lunch.” In fact, he said, they are strapped for time and looking to the internet not only to shop but to find product reviews and information.

source: “Time Is Money: Wealthy Drop Dollars Online…
Google Study Finds Millionaires Prefer Efficiency of Web Shopping to Bricks-and-Mortar Stores for Luxury Purchases.” Natalie Zmuda and Abbey Klaassen. Ad Age. Oct. 20, 2008.

Author: jeff

Jeff Chester is executive director of the Center for Digital Democracy. A former journalist and filmmaker, Jeff's book on U.S. electronic media politics, entitled "Digital Destiny: New Media and the Future of Democracy" was published by The New Press in January 2007. He is now working on a new book about interactive advertising and the public interest.

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