Mobile devices are rapidly being adopted as a favorite way to access the Internet but are not yet the preferred outlet for online shopping among affluents, a new study by Unity Marketing shows, according to www.nationaljeweler.com.
For the first time this year, Unity Marketing has included mobile devices in its trend report on Internet and social media usage among high-end consumers. The study, conducted between Jan. 6 and 13 and polling 1,237 affluents (average annual income of $308,700), shows that 57 percent of survey-takers use a mobile device to access the Internet.
However, computers remain the main way affluents shop on the Internet, while mobile devices are more often used for connecting with friends on Web sites such as Facebook and Twitter or researching local restaurants, the study shows.
When asked to rank their top five Internet activities on the computer, affluents ranked purchasing a product or service first, followed by gift ideas or gift shopping, research on a product or service, online banking and/or investment transactions and researching travel destinations.
In contrast, the ranking for the top five Internet activities conducted via a mobile device were: connecting with people on social networking sites, researching dining destinations, news and information about local businesses--which could include information about local jewelry stores--making restaurant reservations and political news and information.
The report also notes that mobile devices are more likely to be used to access the Internet by young, affluent men (45 years of age or younger). Ultra-affluents (average annual income of $250,000 or more) also are major users of mobile.
The entire report, “Affluent Consumers and How They Use the Internet, Social Media and Mobile Devices,” is available online for a fee.
Based in Stevens, Pa., Unity Marketing is headed by President Pam Danziger. The firm specializes in providing insights for marketers who target affluent consumers.
