The 19% of American adult heads of households who earn $100,000 or more are heavy users of technology. The statistics below highlight their computer and Internet use and clearly demonstrate that as wealth goes up, so does Internet use. Where will you find the affluent? Online. Agents who work in the luxury market must be promoting themselves and their properties Online and communicating via e-mail.
• 98% of those earning at least $100,000 have a computer at home
• 90% communicate via email
• 88% buy goods and services Online
• 58% use their cell phone to go Online
• 30% read blogs
• 9% write a blog
• On average, they spend more time Online than they spend watching television
• They spend 23.4 hours every week Online
• Those who earn $250,000 or more spend even more time Online -- 27.4 hours weekly!
These affluent consumers are using the Internet to research the real estate market, screen listings, and look at agent qualifications. Is the technology in your toolbox adequate for capturing affluent prospects and delivering the service they expect?
This data from The Mendelsohn Affluent Survey (September 2008) takes on even more importance in the context of new research from the California Association of Realtors who reported this week in their 2008 "Survey of California Home Buyers," that 78 percent of all home buyers used the Internet "as an important part of (their) home buying and selection process," compared to 72 percent in 2007. Internet use is an increasingly important tool in the homebuying and selling process, a tool you must use effectively.
