HOW BRANDS CAN ENGAGE WITH AFFLUENT …...Research shows that affluent consumers are more likely to...
Transcript of HOW BRANDS CAN ENGAGE WITH AFFLUENT …...Research shows that affluent consumers are more likely to...
HOW BRANDS CAN ENGAGE WITH AFFLUENT CONSUMERS
BE WHERE THEY ARE...This unique global study provides key insights into how affluent consumers use mobile phones and tablets compared to the general population. Working with research agency Millward Brown, the study revealed the increasingly important role that mobile devices play, their direct benefits for brands and how you can use these findings to boost the power of your brand through mobile advertising.
vs
affluent consumers
GENERALPOPULATION
of affluent consumersaccess the internet on mobile devices at least
once an hour
39%
CONNECTING TO AFFLUENT CONSUMERS
The findings of this study reveal the extent to which smartphones and tablets are integrated into the personal and work life of affluent consumers as improved technology enables greater engagement with content and advertising.
THEY LOVE NEW TECHNOLOGY
* Latest generation – post-September 2012; older generation pre-October 2011, eg iPhone 4s/5 vs iPhone 3 / Latest – iPhone 5, Blackberry Z10, HTC One, Nokia Lumia 925, Samsung Galaxy S4, Sony Xperia / Large – iPad, Google Nexus 10, Samsung Galaxy Note 10, Microsoft Surface / Small – iPad Mini, Kindle Fire, Google Nexus 7
LatestHandset
LaRGE
TABLET
Small TABLET
* Mirroring Ipsos PAX, EMS and Mendelsohn surveys4
Research shows that affluent consumers are more likely to own the latest generation* of mobile devices compared to the general population.
The first
INTO how affluent
consumers use
mobile devices.
global study
6,000
INTERNAtional
Smartphone
and tablet
users.income earners*
Top 20%
6 markets Australia
Germany
Hong Kong
INDIA
SwedeN
USA
AND IT’S THE PERFECT WAY TO CONNECT WITH THEM
SMARTPHONES PLAY A CENTRAL ROLE IN THE LIVES OF AFFLUENT CONSUMERS
OF AFFLUENT CONSUMERS WHO USE THEIR PHONE
FOR BUSINESS
46%
50%OF THEIR TIME USING IT FOR WORK
SPEND
OF AFFLUENT CONSUMERS ACCESS THE INTERNET ON MOBILE DEVICES AT LEAST
ONCE AN HOUR...
MORE LIKELY TO AGREE THAT IT IS THE PRIMARY TOOL FOR
ORGANISING THEIR WORK LIFE
6
...WHICH IS
HIGHER THAN THE GENERAL POPULATION
39%
36%
18%
THEY ARE
27%
MORE LIKELY TO USETHEIR PHONES FOR
BUSINESS
...AND
GROWING PREFERENCE FOR NEWS ON THE GOAffluent consumers increasingly access all types of news content on their mobile device throughout the day.
HANDSET INNOVATION FUELS THE SHIFT IN MOBILE NEWS CONSUMPTION
Affluent consumers are becoming far more engaged with news on the go.
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+21%
READ OR WATCH IN-DEPTH CONTENT
-13%
SKIM OR SCAN THE HEADLINES
+15%
+9%
-17%
Affluent consumers show a greater preference to access news across genres compared to the general population.
+15%
CURRENT AFFAIRS / BREAKING NEWS
+28%
BUSINESS /FINANCE NEWS
+31%
SPORTSNEWS
ENHANCE YOUR BRAND AND DELIVER RESULTS Our analysis revealed exciting new findings that support our own research. While desktop is a proven medium across key brand metrics, mobile is considerably more effective at driving those metrics especially with affluent consumers.
We analysed data captured by Millward Brown from over 114 mobile ad effectiveness studies based on more than 400,000 respondents. The average increases in metrics from each campaign were compelling.
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+12.7%
+2.6%
+11.8%
+2.9%
+3.0%
+59.5%
+47.8%
+6.1%
+8.4%
+7.9%
DESKTOP
IS A PROVENMEDIUM...
ADAWARENESS
AIDED BRANDAWARENESS
MESSAGE ASSOCIATION
BRANDFAVOURABILITY
PURCHASEINTENT
...BUT MOBILE
IS TWICE ASEFFECTIVE
ADAWARENESS
AIDED BRANDAWARENESS
MESSAGE ASSOCIATION
BRANDFAVOURABILITY
PURCHASEINTENT
4xMORE EFFECTIVE WITH AFFLUENT CONSUMERS
THAN DESKTOP
MOBILE IS
DELIVER A SUCCESSFUL CAMPAIGN Affluent consumers react more positively towards mobile advertising than the general population and are more likely to take action in response to it.
11%MORE LIKELY TO LIKE, FOLLOW OR COMMENT
ON FACEBOOK OR TWITTER
MORE LIKELY TOVISIT A BRAND’S
WEBSITE
12%
MORE LIKELY TO LOOK FOR THE
BRANDS
21%
Positivereactions toadvertising
formats
12
BANNERRESPONSE RATE
28%
Full-page InterstitialRESPONSE RATE
32%
pre-rollRESPONSE RATE
40%
Sponsorship buttonRESPONSE RATE
28%MPU banner
RESPONSE RATE
39%
KEEP UP WITH YOUR AUDIENCE
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TO FIND OUT MORE, VISIT
advertising.bbcworldwide.com/affluent-connection
UNDERSTAND HOWAFFLUENT CONSUMERS SPEND
THEIR TIME AND BE WHERE THEY ARE
Mobile advertising is effective, PARTICULARLY
among affluent consumers
Affluent consumers engage WITH AND RESPOND TO MOBILE ADVERTISING
Technology is driving A CHANGE IN CONSUMER
BEHAVIOUR
START YOUR BRAND STORY ON
MOBILE NOW