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Trend: Mobile Shopping & the Affluent
A recent eMarketer story delved into the shopping styles of the mobile affluent. Here are some highlights:
>> Based on a report from The Luxury Institute, affluent and ultra-affluent mobile users are more likely to make purchases from their mobile devices. One in five respondents with incomes of at least $150,000 said they did so at least rarely, and among users with net worth of at least $5 million m-commerce was even more popular.
>> Movie and event tickets, along with technology and personal electronics, were the most popular items purchased via mobile by affluents, similar to the general population. But ultra-affluents were more likely to also use their phones to buy high-ticket items like designer bags and shoes, jewelry and automotive products.
>> Affluents also differed from the general population when asked about the barriers to further mobile commerce usage. Most were not worried about security problems or mobile web hassles, but simply felt no need to shop via mobile.
>> While wealthy shoppers have a few unusual habits, like purchasing luxury products on the go, many are simply using the same mobile tools as the general population with greater frequency and fewer concerns.
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