Marketing: Online Packaging Is Everything

By Christopher Zoukis

Affluent customers are eager to spend their money on luxury goods and services. Yet as eager as they are, they do not simply spend their money willy-nilly. They do research, read reviews and recommendations, and seek advice. The advice they accept and trust the most comes from two sources: word-of-mouth referrals, and suggestions presented by the media. In other words, affluent customers are influenced in making luxury purchases.

According to Helen Leggatt, 43% of affluent Americans are influenced by the internet in their buying decisions. Another 30% are influenced by magazines, 29% by experts, and 19% by radio, television, and direct mail.  Image courtesy of

Ipsos Mendelsohn performed a survey of affluent customers in 2011. The results were summarized by e-Marketer:

Affluent customers who made more than $250,000 per year spent the most time online. In fact, the survey found that the higher the income level, the more time spent online. Those in the $250,000 category spent 27.4 hours per week on the internet, 17.8 hours per week watching television, and 10.9 hours per week listening to the radio.

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