How the rich fiddle online

India's ultra HNIs aren't immune to the charms or the addiction of the internet and social media. Many of the super rich, who were wary of being online earlier due to privacy issues, are increasingly embracing the virtual world.
Online socialising and keeping abreast of what's happening in the world, especially when it can affect their net worth, are the two chief areas of interest for India's super rich brigade - that is, those with a minimum net worth of Rs 25 crore.

Among the ultra HNIs who spend at least an hour online, the entrepreneurs and the inheritors use that time for catching up with friends and family the most, while the professionals use it to plan informal get-togethers.

No surprises that WhatsApp leads among all social networking apps, with more than 90 per cent of all three categories of ultra HNIs checking it at least once a day, if not more - followed by Facebook.

Four out of five super rich check their WhatsApp three or more times a day while one out of two ultra HNIs will log in to Facebook three or more times a day.

Other than socialising, the super rich also indulge in online shopping, patronising e-commerce for almost the same reasons as the masses.

Seven out of ten ultra HNIs shop online at least once a month. While the young super rich, in the 25-35 age group, shop online for convenience and variety, three out of four in the older age bracket of 51-60 year olds, shop online to save time on the commute to the high street shops.