In these difficult economic times, the maxim of directing efforts where the money is becomes important and many studies reveal that in times of difficulty the wealthiest, who despite having lost part of their assets still maintain a certain purchasing power, migrate to the Internet, where the money and the offers are.
In this sense, an article from eMarketer points out that 99 acres data efforts to stretch the meager advertising budgets must be directed to a still dynamic market where the opportunities of sellers and consumers converge.
"A household with investments of 1 million dollars, which has lost 30% of its value, has not descended to middle class status," says Lisa E. Phillips, an analyst at eMarketer and author of the report Comfortable on the Net: Living a Private Life of Luxury . "However, many are cutting expenses and evaluating offers carefully."
"In computing and mobile devices, the Internet potentates are more active than ever," says Phillips. "Their purchases continue to rise, even in recession."
In the United States, the comScore consultancy found that nearly 50 million people with household incomes of more than $100,000 a year were online in March. This represents an increase of 3.4% compared to 2008 and, more importantly, this group constitutes a quarter of all Internet users in the country, meaning that it should not be too difficult for advertisers to reach them.
In January, Spectrem Group reported that 20% of households with incomes in the middle of the million had suffered losses of 40% of their assets and that they thought the recession would be prolonged and 55% thought they would have to restrict their lifestyle.
"Luxury brand advertisers must keep in mind the healthy finances of many Internet users by offering them a superior quality service, personalising products and offering exclusive offers and services," said Phillips. "Other online advertisers hoping to reach the affluent in their decline must raise the bar on their efforts and focus not just on advertising but also on explaining how their products fit into this class's new lifestyle."