Survey Says: The Rich Spend More Time Online
If it’s true the the Internet is nothing more than a waste of time, then who else has the most idle hours to kill?
A survey conducted by Ipsos Mendelsohn between March to July of this year revealed that the higher a person’s household income is, the more likely he is to spend his time online. Additionally, the Internet is by far the most preferred media by the rich, with television and radio coming trailing far behind.
Those in households with over $250,000 in annual income spend an average of 27.4 hours online in a week. In comparison, the average US adult Internet user spends over 6 hours less at 21 hours per week online, according to a separate study conducted by Illuminas last May.
More details about the study:
The 2008 Mendelsohn Affluent Survey focuses solely on the top fifth of U.S. households (currently 20%) based on current household incomes ($100,000 or higher in 2007). This select and vital group of households (approximately 23 million U.S. households in total) account for more than 50% of the total U.S. household incomes and are counted among the target markets for many affluent and luxury brand’s marketing and advertising campaigns throughout the year.
Planning to enter the luxury products and services arena for your new website? Might be a smart move. The study estimates that the affluent market is worth $974 billion annually, and that 88.4% of the heads of these households have purchased items online. The most popular ones to this segment are airline tickets, hotel reservations, event tickets, women’s apparel and accesories, books, men’s apparel and accesories, and computers/electronics. You can find more details of the study here in the Affluent Survey Brochure.
