US adults are more likely to use print coupons than paperless discounts, a finding that is true across generations and extends to affluents.
US adults with household income of at least $75,000 are more likely to have seen or heard a range of advertising forms than the average American adult.
45% of affluents planned to do their holiday shopping online, while 35% said they’d do so in-store.
Among US internet users with a household income of $75,000 or more, online-only stores such as Amazon.com and eBay were the shopping venues of choice, cited by 71%.
The big surprise in affluents’ media usage is the way older and younger age groups access media.
Affluents are using digital devices to go online for long periods each week.
Some 67.5 million American adults lived in a household with annual income of at least $100,000, a 5 million (or 8%) increase from last year.
Upscale Baby Boomers number about 9 million, or roughly 12% of all Baby Boomers adults (about 75 million).
52% of millionaire Millennials and 53% of Boomers prefer to make purchases of products and services of interest to them at a store, compared to just one-quarter of Gen Xers.
Digital didn’t appear to play a major role in US affluent internet users’ research or purchase processes when buying luxury items.