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	September 15, 2009 Affluent Online Buyers Are Negatively Affected By The Down Economy But They Are More Optimistic About The Future Than Average Online Buyers by Patti Freeman Evans with Cristina Bugnaru, Brendan McGowan

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Executive Summary

In spite of their assets and optimism about their financial future and that of the US economy, more affluent online buyers believe that they have been negatively affected by the latest economic developments versus average online buyers. Thus, they intend to be cash-conservative shoppers by spending less, trading down, and researching purchases for good deals and prices. Retailers that want to attract this segment will need to not only compete on the overall value of their products and services but also focus on making product and service information conveniently accessible to these customers.

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