Marketers Targeting Affluent Internet Users

By Mike Sachoff

Over 50 million users 

According to comScore, there are more than 50 million unique wealthy Internet users with annual household incomes of at least $100,000 that visited websites in March.

Affluent Internet users accounted for 26.1 percent of the entire Internet population for the month of March.

Broken down by gender, wealthy men represented 53 percent of affluent Internet users while women trailed slightly accounting for 47 percent.

Attracting affluent Internet users is a key strategy for luxury brand marketers. “Many of the luxury brands do e-mail marketing,” professor Xavier Drze of the Wharton School of Business,” told eMarketer.

“Especially now, because as the customer base shrinks, you want to re-target them and e-mail is the best way to target.”

Regionally, 18.1 percent of affluent Internet users lived in the Pacific (West Coast), followed by the South Atlantic (17.5%), East North Central (16.3%) and Mid-Atlantic (15.1%).

Those 45-54 year olds accounted for 21.6 percent of affluent Internet users or 10.8 million. The second largest in number were 35-44 year olds (19.9% of affluent Internet users) or 9.9 million, followed by teens and older users.