SAN FRANCISCO, CA and NEW YORK, NY and LONDON--(Marketwire - Nov 20, 2012) - Martini Media, the digital media and content platform for engaging the audience with the most money and influence online, and comScore, a global leader in measuring the digital world, today announced the results of a collaborative study that examines the online holiday shopping behaviors of the online affluent audience (HHI $100K+). By indexing1 these affluent users (reached on Martini Media's network) against the non-affluent online users (HHI < $100K), marketers now have a precise picture of the how this coveted segment acts online during the all-important holiday season.
The new Martini Affluent Online Shopper Index™ Powered by comScore study leveraged comScore's passively measured online panel of 1 million U.S. Internet users to understand e-commerce activity for holiday season 2011 in order to provide a baseline comparison for the upcoming 2012 holiday season. The specific dates covered in the first part of this analysis include the week of Thanksgiving ending on Cyber Monday and the month leading up to the Christmas holiday. The next phase of this research will detail online shopping, search and site visitation data for the affluent audience during the holiday time period in 2012, as well as quarterly through 2013.
According to independent research expert Michele Madansky, "Each year, comScore studies the likelihood of shoppers to seek out information on specific goods and services online. In this indexing studying, we compared that data with the activities of Martini Media's audience of affluent households. The results clearly show that affluent audiences are more likely to make online purchases during the critical holiday shopping period across all purchase categories."
Martini Media CEO Skip Brand said, "It makes complete sense. The audience studied is always wired and has very little time and more disposable income than any other segment. So, while they may ultimately purchase a luxury item online or offline, this study shows that exposing them to ads online is a no-brainer. They are highly receptive and engaged. They simply spend money to save time, and online is the best way to do that."
Each phase of the comScore Martini index will provide insights and infographics aimed at helping marketers apply the findings to drive more business.
During the month leading up to Christmas 2011 (11/23-12/20), the affluent audience was more likely to make online purchases:
- Over half made an online purchase (132 index compared to those with HHI < $100K).
- The average dollars spent online per buyer was higher than the average for the $0-99K segment (index of 119).
- Affluent households were more likely to make online purchases across all gifting categories, including: apparel & jewelry, books, movies & videos, computers and electronics, event and movie tickets, flowers, home products, toys and video games.
- Affluent consumers were 28 percent more likely to make an electronics or computer purchase during the holidays, and on average spent $252/buyer (141 index).
During Thanksgiving week (through Cyber Monday) in 2011 -- 11/23-11/29, the affluent audience was 26 percent more likely to make an online purchase, with each buyer spending $121 on average across these categories (131 index).
- Among buyers, the average spending during that one week time period was:
- Computer/electronics - $250 (119 index)
- Event and movie tickets - $201 (119 index)
- Home and living (which includes furniture, kitchenware, bed & bath and art) - $142 (166 index)
- Apparel, accessories and jewelry - $106 (121 index)
- Video games and consoles - $106 (112 index)
About comScore Inc.
About Martini Media:
Martini Media is the digital media and content platform for engaging the audience with the most money and influence online. With more than 1,000 publishers organized across multiple lifestyle and business verticals, Martini Media has helped the world's leading brands reach over 125 million consumers across the globe that invest in their passions at work and play. Martini Media's full-service marketing capabilities encompass display, video, mobile, social, and audience targeting to effectively engage the most valuable audience online at scale. Since 2008, Martini Media has been the premier media destination where influence meets affluence. Headquartered in San Francisco, Martini Media has offices in New York, Chicago, Detroit, Los Angeles, and London. Got Affluencers? We Do. Visit www.martinimediainc.com to learn more.
1 Indices are calculated using the comparative audience's metric as a baseline to understand the propensity of the $100K segment to buy or spend within a certain category. Indices above 120 indicate a notable propensity and those under 80 indicate the audience under-indexed relative to the other income segment in terms of penetration and/or dollars spent per buyer.