Mobile captured 18.5% of Black Friday and Cyber Monday digital spending, comScore says.
Paid search and text ads are the best ways to reach affluent online users
Retailers targeting affluent online users—those with household incomes of $100,000 or more—should focus on paid Internet search and text ads rather than on display advertising, according to a new report from research and advisory firm JupiterResearch.
Chief Technology Editor
Retailers targeting affluent online users-those with household incomes of $100,000 or more-should focus on paid search and text advertising rather than on display advertising, according to “Affluents Online,” a new report from JupiterResearch.
When asked what sources they found trustworthy when researching a product, 77% of affluents cited a review on a known web site and 70% cited opinion on a company web site, Jupiter says. That compares with 75% and 66% of non-affluents, respectively.
Only 41% of affluents say they trust advertising, regardless of the channel, compared with 51% of non-affluents, according to the report.
“Marketing dollars will be better spent on paid search, product reviews posted on companies’ web sites, and content posted on social media sites than on pop-up and banner ads,” Jupiter says.
The survey also found that women account for 52% of the affluent online population; 34% of affluent users are under age 35, and affluent users show a disproportionate weighting among ages 18 to 24 years.