For Low-Cost Deals, Consumers Look Online

Individuals with higher incomes are more likely to be bargain hunters

Author: Jen King

April 9, 2018

Consumers are always on the lookout for a good deal, regardless if they're on a tight budget or in a position to spend freely


A recent survey of US internet users by Morning Consult found that when looking for low-cost options, 45% of consumers think it's better to shop digitally. By comparison, 24% said it was better to do so in-store. And that's the case for all respondents, regardless of income. 

Interestingly, respondents making over $100,000 annually are slightly more likely than those making less to think the best bargains will be found online.  

And those findings align with August 2017 data from Simmons Research, which found that higher-income shoppers—also known as affluents—are more likely to look for deals, whether that's online or in-store, than overall consumers. 

For example, 53.1% of respondents in the $250,000-plus bracket, and almost as many (51.2%) earning over $100,000 a year said that if they found something they wanted in a store, they would go online to seek a better deal. In contrast, 42.5% of total consumers felt the same way.