How the riches use the InternetHere in the Bay Area, we have a skewed view of both who qualifies as a rich and what constitutes typical technology adoption. Households earning $100,000 a year or more account for 20 percent of the American population but earn 58 percent, or $4.6 billion, of aggregate household income. That's according to the latest release of the Mendelsohn Affluent survey from Ipsos. A new section of the study focuses on Internet browsing and buying activity. What does the data reveal?Almost every American in the upper income brackets uses a computer to access the Internet and has a cell phone or other mobile device. Among the six-figure income set, time spent on the Internet now leads all sectors of media consumption, including television. They spend over 23 hours online a week, with the wealthiest spending the most time online and watching the least television. Only 40 percent use a mobile device to access the Internet. The number goes up to 57 percent when you reach households earning over $250,000. On average, the wealthy connect to the Internet 26 times per week via a computer and nearly 18 times a week on a mobile device, making a total of around ten purchases a week online. What are they buying? Plane tickets, hotel reservations and event bookings, followed by women's wear, books and menswear. Only 10 percent of mobile Internet users make purchases with handhelds, mostly placing orders for takeout from restaurants. Email, maps, weather and news are the primary online activities, with Google topping the list of preferred search engines. Watching video, publishing online or reading RSS feeds aren't very popular, with only 12 percent watching television online and 9 percent keeping a blog. Nearly 30 percent, however, read a blog, and 72 percent share photos. So for advertisers and entrepreneurs looking to tap into a demographic with disposable income, you'd be correct in looking online instead of on television or radio. But instead of getting fancy with iPhone apps, try finding something real-world to sell them. (Image from Ipsos Mendelsohn)