Consumers with household incomes exceeding $250,000 may be the target of higher tax rates but they are also a key audience for marketers. Nearly 7 million U.S. adults enjoy these high income levels; however, they aren’t identical with respect to media use. Marketers who target affluents by age group and in specific environments will have the best success in getting their messages through.
The “Survey of the Affluent” from Shullman Research Center focuses on where these consumers are noticing ads with respect to traditional media.
- TV 80%
- Magazines 73%
- Radio 66%
- Websites 66%
- Newspapers 64%
The survey also queried affluent consumers on where they notice ads in non-traditional formats. The results showed interesting differences by age group. 67% of affluents who are between the ages of 35 to 54 notice ads in gyms and health clubs. Top formats for consumers under age 35 were gyms/health clubs (85%), smartphones (84%), and bus stops/train and subway stations (89%).
Affluents feel particularly attached to smart mobile devices. At least 36% of those under age 35 plan to purchase a tablet. Well over half, 58%, cite their smartphone as the device they want to have most at home. Affluents are also heavy apps users, though the younger affluents engage more with social media than their older counterparts.
This attachment to smart mobile devices signals the importance of designing apps to reach affluent consumers in addition to targeting this audience through out-of-home and traditional media.
To learn more about Affluents, check out the Audience Interests and Intent report available on the Research Store ad ad-ology.com.[Sources: Shullman Luxury and Affluence Monthly Pulse: March Preview Wave. Shullman. March 2013. Web. 23 Apr. 2013]