Rich people buy online more than poor

Posted by Nermin Hajdarbegovic

Although there are thousands of penny pinching price comparison sites out there, it seems online shopping is pretty big among affluent consumers who really don’t need to save at all.

According to  research released by the Shullman Research Centre, the rich love to do their shopping online. Apparently they don’t want to mix with their serfs, for whatever reason.

The survey found that the vast majority of affluent consumers tend to research products online and make the purchase from an online device. Most of them still rely on desktops, at 64 percent, while tablets and smartphones are used by 18 and five percent respectively.

"I do not think luxury marketers are totally aware that [consumers] are using online for research and are getting comfortable buying that way," said Bob Shullman, founder and CEO of the Shullman Research Center. He added that consumers enjoy convenience and that is exactly what online shopping is supposed to deliver.

To some extent it sounds a bit counter intuitive, as one would expect people to actually touch and feel upmarket merchandise before reaching for their credit card, but in reality just 10 percent of affluent consumers said they prefer researching in-store as opposed to online. Furthermore, 62 percent said they are comfortable using online services to buy stuff, while just 33 percent said they felt comfortable buying in person at a brick and mortar store.

However, rich people don’t shy away from mass marketed products, either. The survey found that 73 percent of them made purchases on Amazon in the past year, which means Amazon is the top service for rich folk and proles alike.