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.