Electronics, Travel and Investing Companies to Target the Affluent

BY Rachel Cagle
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"The Global Affluencer is a global affluent consumer who has more disposable income, travels more and spends more on goods and services than other people. He or she is also the first to try new products and then tell their networks about them, according to the Ipsos 2018 Global Affluent Study, its first global affluent data set ever released."

"The study polls more than 82,000 high-​income consumers in 47 countries. 'Many of our global media and brand clients had been asking us for a global tool to help them quantify global reach and understand similarities and differences between audience demographics, attitudes and behaviors across key regions,' said Andrew Green, Global Head of Audience Solutions at Ipsos."

"Some key findings from the study include:

Affluent lead the world in early adoption

  • 35% of those surveyed in the latest Ipsos Global Affluent Study are always among the first to try technologically innovative products.
  • Purchase intention does not always reflect current ownership. The USA rule­s the world when it comes to ownership of wearable tech: 65% of the American Affluent now personally own either a smartwatch or smart glasses."

How are the Affluent staying up-​to-​date with the latest technology trends? According to AudienceSCAN, within the last 30 days, 51.7% of these shoppers have used internet search engines to research products they are interested in purchasing. Additionally, within the past six months, 57.2% of these consumers have used a mobile device to watch online or streamed videos. They're also 17% more likely than other adults to find advertising on their mobile apps useful.

"Always on the move

  • Globally the Affluent are responsible for taking more than 330 million return international air flights a year.
  • Globally over a fifth of Affluent stay for more than 21 nights a year in hotels.
  • Over 60% of global Affluent households have two or more cars (81% of US households)."

"With a high income comes frequent investing

  • Globally, 55% invest personally in stocks and shares. Perhaps unsurprisingly, this is highest in the USA with 72 percent.

"Heavy international media consumers

  • Nearly 80% of the global Affluent population watch one of 43 international television networks in an average month, while over a quarter read at least one of 37 internationally distributed newspapers or magazines. Just under half access the websites of any of these media brands in an average week."

Companies offering these and similar products can promote their wares to Affluent Consumers digitally. Last year, according to AudienceSCAN, 54.3% of these consumers took action after receiving email ads and 47.3% were driven to action after either receiving an ad via text message or seeing an ad on their mobile devices. They're also 17% more likely than other adults to click on text link ads on websites. Don't forget to throw in some digital ads though. Last year, 62.9% of these consumers took action after seeing a TV commercial and 57.9% were driven to action by direct mail ads.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.