Affluent Shoppers Going Mobile, Says Unity Marketing
STEVENS, Pa.-Wealthier shoppers have increased their use of mobile technologies in their shopping, according to a study from Unity Marketing.
In its survey, which queried 1,000 consumers whose annual incomes average $248,900, the research firm found that their use of mobile devices for shopping research, travel and dining reservations, news and information, social networking, banking and videos more than doubled from 2011 to 2012. Nearly 40 percent of these consumers used their mobile devices to make a purchase in 2012, compared to 22 percent in 2011.
Using mobile in shopping trends higher among younger affluents in the survey. A majority of those younger than 45 with incomes of $100,000 and more told the firm that they had used mobile devices for the above-mentioned purchase activities.
Pam Danziger, Unity Marketing's president, said, "The message for marketers that want to attract the affluent customer to their brand, their store, their restaurant, travel destination or service is to make mobile media an integral part of their marketing and branding strategy. Affluent shoppers aren't about to go backwards; rather, they will continue to rapidly integrate mobile into their luxury lifestyles."