Monday, March 8, 2010

Reaching Affluents on Social Nets

Most wealthy Internet users in the US are optimistic about the economy going forward, according to Ipsos Mendelsohn, and their online spending has historically been higher than average.

That should make them attractive to retailers, which are increasingly turning to social networks to attract customers. But will affluents be as receptive to social marketing as other Web users?

Based on a study from Unity Marketing, the outlook is mixed. Most affluents use social networking sites to hear about their friends and family and reconnect with old friends—not to connect with brands. Just 7% logged on to look for offers or research purchases, while 6% went social to share or buy products or look for coupons.

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