"Usage Patterns and Demographics"
Despite its dry title this article should be required reading for everyone in marketing.
Here we highlight just part of one paragraph:
"One such habit that seems prevalent among this demographic is a high reliance on user reviews. An October 2012 study from Ipsos OTX and Ipsos Global @dvisor found that while internet users in Great Britain indexed highly for this across the board, with 81% of internet users saying that online reviews helped them with purchase decisions, that figure was even more remarkable among "high-income" individuals, at 88%."