1 © 2018 Ipsos.
AFFLUENT ASIA LAUNCH
2018
2 © 2018 Ipsos.
Gender-balanced, highly
educated, high income…
Source: Affluent Survey - Europe 2018, Asia Pacific Q2’18, US Fall 2018.
Europe APAC US
Average Age 48 41 45
Mean personal Income (annual)
€ 53,025 € 33,123 €154,000
Male 58% 48% 52%
Female 42% 52% 48%
University degree or higher 58% 77% 76%
with kids (any marital status) 51% 70% 41%
3 © 2018 Ipsos.
A key target audience…
21%own private property
Proportion of frequent
business travelers 3X higher
within the affluent consumers than the general population.
Source: Media Atlas Q2’2018 and Affluent Asia Pacific Q2’2018 – Hong Kong Market.
Mean Monthly HH Income (US$)
Total Population Affluent
$4,883 $8,354
71% 61%
Mean Monthly Personal Income (US$)
Total Population Affluent
$3,052 $4,938
51%have other properties
as investment
4 © 2018 Ipsos.
A recap…
Annual rolling results released semi-annually
11 markets in APAC; universe of 20.6M
Fieldwork since 1997Top 18%
Affluent Asia
Affluent aged 25-64
Mixed methodologies
5 © 2018 Ipsos.
Source: total sample considering 11 markets. Comparison is Q2’2017 versus Q2’2018.
20182017
2018: going digital
24,250 complete interviews
24,154 complete interviews
75%completing online;
96%completing online;
25 minsaverage interview
length
19 minsaverage interview
length
Fully online by the end of 2018
6 © 2018 Ipsos.
What we ask them about
Luxury Travel FinanceProduct
OwnershipMedia
consumption
7 © 2018 Ipsos.
The Global Affluent
8 © 2018 Ipsos.
Frequent flyers
In Europe: Number of return air trips in last 12 months for business + for pleasure among total Affluent sample – 2018 Release
In APAC: Number of international air trips in last 12 months for business + for pleasure among total Affluent sample - Q2’2018 Release
In US: Number of commercial airline round trips for business + for pleasure among total Affluent sample – IAS-USA Fall 2018
3 3
2
Number of return air trips international
5%
44%
19%
7%
27%
41%
4%
40%
34%
Yes, only for business Yes, only for pleasure Yes, both business andpleasure
Air trips last 12 months
Europe
APAC
US
Average
9 © 2018 Ipsos.
Technology savvy
In Europe: Household (Smart TV*) and personal ownership – 2018 Release
In APAC: Household (Smart TV*) and personal ownership – Q2’2018 Release
In U.S.: Household ownership (Smart TV, Laptop, iPad or Tablet, Wearable device) and personal ownership (Any smartphone) – IAS-USA Fall 2018
40%
77%
62%
87%
29%
55%
75%
56%
92%
24%
52%
82%
59%
86%
47%
Smart TV* Laptop iPad or Tablet Any smartphone Wearable device, likesmartwatch or smart
glasses
Electronic items ownedEurope
APAC
US
10 © 2018 Ipsos.
Financially secureAPAC
Total Investments value
€ 214,000
Europe Private Investments
€ 204,628
42%
21%
33%
60%
44%
23%
69%
18%
62% 61%
91% 94%
Stocks/securities/bonds Unit trusts/ OIEC's/ investmenttrusts/ mutual funds
Insurance & pension/ SIPP relatedinvestments
Bank/building society savingsaccount
Investments ownedEurope
APAC
US
In Europe: Investments personally owned and Approximate value of your private investments – 2018 Release
In APAC: Financial products do you personally own and Approximated current total investments value – Q2’2018 Release
In USA: Financial/retirement products that household owns – IAS-USA Fall 2018
11 © 2018 Ipsos.
Heavy users of traditional media and digital
TV Europe APAC
Light viewer (0/6 hours per week) 27% 17%
Medium viewer (7/13 hours per week) 33% 29%
Heavy viewer (14/+ hours per week) 41% 54%
Internet Europe APAC
Light user (0/6 hours per week) 30% 6%
Medium user (7/17 hours per week) 29% 29%
Heavy user (18+ hours per week) 42% 66%
Average time spent
Europe APAC
Minutes per day 101 130
Europe APAC
Minutes per day 181 253
In Europe: Time spent visiting websites and apps on an average day (sum
of via PC or laptop + via tablet + via mobile) – 2018 Release
In APAC: Time spent visiting websites on an average day + Time spent
visiting apps on an average day –Q2’2018 Release
In Europe: Time spent watching TV including TV set, PC or any mobile device on
an average day – 2018 Release
In APAC: Time spent watching TV including live stream viewing in an average
day –Q2’2018 Release
12 © 2018 Ipsos.
Well connected…Social media platforms Europe APAC US
Facebook 63% 69% 79%
Instagram 22% 37% 42%
LinkedIn 26% 19% 47%
Pinterest 12% 10% 38%
Tumblr 3% 5% 13%
Twitter 21% 24% 39%
YouTube 52% 61% 69%
In Europe: Social media or instant messaging sites/apps used in last 30 days – 2018 Release
In APAC: Social media platforms accessed in past 7 days –Q2’2018 Release
In US: Social media platforms used in the past 7 days – IAS-USA Fall 2018
13 © 2018 Ipsos.
Global Database available in November!
Region, Country, Gender, Age, Highest Education, Personal Income, Urbanisation, YAM
Job Function, Main Activity, Company Size (country/establishment), C-Suite (50+), Investments Owned, Credit Card (?)
Electronic Devices (TV, PC, Mobile, Camera, wearables), Luxury Products, Cars (owned)
Media Imperatives on TV-viewing &Internet-Usage, Avg. Internet hours, Social Media usage
Airlines, Number of Air Trips (Business/Pleasure/International), Hotel Nights last 12m
Sport interested in / actively taken part
I am always one of the first to have technologically innovative productsI am actively involved in the management of my personal finances I would be willing to pay more for products that are environmentally friendly People come to me for advice before buying new thingsI express who I am with what I wear
Demographics Business & Finance Products General Media
Travel Life Style Psycho-graphics
14 © 2018 Ipsos.
AFFLUENT ASIA PACIFIC
15 © 2018 Ipsos.
2017 2018
USD 4,953 Monthly HHI
USD 2,877 Monthly PI
Investments
USD 241,809
USD 3,138
USD 5,369
USD 247,845
Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs Q2 2018. Among all respondents for 11 markets .
HHI: average of monthly house hold income
Wealth Creators: High earners with a strong investment appetite
Monthly HHI
Monthly PI
Investments
PI: average of monthly personal income
Investments: average of current total value of investments
16 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in 11 markets.
Personal ownership.
Jewellery(US$1000+ per item)
45%
Quality/ Designer Clothes & Leather Goods
(US$1000+ per item)
31%
A luxury watch(worth US$1000+ per item)
35%
Quality/ Designer accessories & footwear(US$1000+ per item)
24%
Indulgence: They enjoy the finest goods
17 © 2018 Ipsos.
JewelleryWatches Wear And Accessories
Source: Ipsos Media Atlas Hong Kong. Q2 2018. Among all respondents aged 25 to 64 in Hong Kong
Spending in the past year
Hong Kong:Over half of all luxury spend comes from its Affluent group
67% 64% 49%of total annual
spend is contributed
by the Affluent
of total annual spend
is contributed by the Affluent
of total annual spend
is contributed by the Affluent
18 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs Q2 2018. Among all respondents for 11 markets.
Credit card: ownership and type of credit card owned
Spend it in style: With their elite-status credit cards, e-wallet, and more
Use E-wallet regularly
86%
35%
32%
31%
Premier/Platinum/Black
Gold
Classic
Credit card ownership
39%
2017 2018
82%
32%
31%
29%
2017 2018
E-wallet: activities regularly do with a digital device
19 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in Hong Kong
Ipsos Media Atlas Hong Kong. Q2 2018. Among all respondents aged 25 to 64 in Hong Kong
Affluent Total Population
94% 75%
Hong Kong: Affluent twice as likely to own Platinum credit cards and e-wallet
Credit card ownership Own Premier/Platinum/Black
7 3Affluent Total Population
out of 10 out of 10
E-wallet usage among Affluent is
2.3 Xhigher than total population
Credit card: ownership and type of credit card owned
E-wallet: activities regularly do with a digital device
20 © 2018 Ipsos.
81%44%
Own a car
Intent to buy a new car
Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in
11 markets .
Car ownership: household ownership of private car
Intent: intention to buy a private car in the HH in next 12 months.
Average: 2 cars per HH
Big ticket item: Large majority own a car - and many plan to get more
21 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in Hong Kong
Ipsos Media Atlas Hong Kong. Q2 2018. Among all respondents aged 25 to 64 in Hong Kong
Car ownership: household ownership of private car
Car ownership among Affluent is
2XHigher than total
population
Hong Kong: Affluent twice as likely to own a car
22 © 2018 Ipsos.
Travel
per year
4X65%
Stayed in a 4/5/6 star hotel or resort
Top destinations
Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in 11 markets
Number of international air trips in last 12 months for business + for pleasure among those who have
travelled. Top destinations: Place of travel on international trips
Average spending: Spending on international leisure trips
Type of Holiday: Kinds of holiday of international leisure trip
USD 6,059Average spending per year
Shopping 33%
Sun/beach 28%
Gourmet food & restaurants 27%
City breaks 26%
Theme parks 23%
Type of Holiday
Travel the world:Frequent travelers, holiday makers and big spenders
Japan 21%
Europe 17%
Hong Kong 14%
Australasia 13%
N. America 12%
Singapore 12%
23 © 2018 Ipsos.
International business trip
International leisure trip
Affluent Total Population
Affluent Total Population
5 2
7 5
Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in Hong Kong.
Ipsos Media Atlas Hong Kong. Q2 2018. Among all respondents aged 25 to 64 in Hong Kong
1+ international business trips by air, 1+ international leisure trips by air
X
X
Hong Kong: Affluent much more frequent travelers for business and leisure
out of 10 out of 10
out of 10 out of 10
24 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents for 11 markets .
Subjects that are personally interested in.
Fashion & beauty
35%
Latest gadgets and technology
33%
Games
27%
Wine tasting
17%
Living life to the full:Rewarding themselves the way they like it
16%
52%41%
26% 31%24% 19% 16%
25 © 2018 Ipsos.
MEDIA
26 © 2018 Ipsos.
2017 2018
134 min
48 min
45 min
125 min
134 min
130 min
50 min
49 min
133 min
134 min
What about Hong Kong?
121 min
47 min
38 min
127 min
147 min
2018
Watching more. Reading more. Spending more time across multiple touchpoints
Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs. Q2 2018. Among all respondents in 11 markets and in Hong Kong
Amount of time spent watching TV, reading newspapers, reading magazines, using apps, visiting websites in an average day
TV
Newspaper
Magazine
App
Website
27 © 2018 Ipsos.
Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs Q2 2018. Among all respondents in 11 markets.
Consumption of international TV and Print brand in the past 30 days excluding social media
Traditional methods: Programs on TV, paper copy/hardcopy
Digital: Digital edition of a paper copy, website(s) of the media brand, app(s) of the media brand
Traditionalmethods only
Traditional methodsand digital
Digital only
Best of both worlds: Affluent embracing
digital media along with traditional - not instead
33%37%
6%5%
20172018
41%
36%
28 © 2018 Ipsos.
Combined Reach:
42%Combined Reach:
39%Combined Reach:
20%
Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in 11 markets .
Tv: past 7 days viewership reach | Digital: past 30 days reach
Digital:
27%
Digital: Digital:
7%
TV: 35% TV: 18%TV: 34%
13%
Int’l News Channels Int’l Documentary Channels Int’l Entertainment Channels
Works hand in hand: Total TV reach is enhanced by digital
Combined reach refers to nett of past 7 days viewership and past 30 days digital reach.
29 © 2018 Ipsos.
Combined reach refers to nett of average issue readership and past 30 days digital reach.
Combined Reach:
17%Combined Reach:
23%Combined Reach:
30%
Print:
6%
Print:
14%
Print:
22%
Digital:
17%
Digital:
21%15%
Int’l Dailies Int’l Weeklies Int’l Monthlies
Digital:
Works hand in hand: As it is for print
Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in 11 markets.
Digital: past 30 days reach | Print: average issue readership
30 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs. Q2 2018. Among all respondents in 11 markets.
Social media platforms accessed in the past 7 days
Staying connected: Social media is a big part of the Affluent way of life
53%
69%
46%61%
24%37%
12%19%
2017 2018 2017 2018 2017 2018 2017 2018
31 © 2018 Ipsos.
Hong Kong: Social media usage continues to grow at a fast pace
Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs. Q2 2018. Among all respondents in Hong Kong.
Social media platforms accessed in the past 7 days
60%
93%
49%
77%
24%
46%
11%19%
2017 2018 2017 2018 2017 2018 2017 2018
32 © 2018 Ipsos.
The Asian Affluent lead the way for marketers, from their choices of lifestyle products to their engagement with media.
They generate wealth, actively invest it and spend it in style, frequently traveling abroad for work and leisure.
They embrace advancements in the digital world, without losing sight of the value of traditional media.
Affluents in Asia: Lifestyle & Media Consumption
33 © 2018 Ipsos.
AFFLUENTMILLENNIALS
34 © 2018 Ipsos.
Adults Affluent Millennials Born to Rule?
Millennials AffluentTotal
Population
University degree or
higher 73% 49%
Working
Full time 97% 75%
Average personal
Income US$3,965 US$3,025
With kids30% 24%
Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents aged 25-34 in Hong Kong.
Ipsos Media Atlas Hong Kong. Q2 2018. Among all respondents aged 25 to 34 in Hong Kong
35 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs Q2 2018. Among all respondents aged 25-34 in 11 markets.
Amount of time spent watching TV, reading newspapers, reading magazines, using apps, visiting websites in an average day
TV Newspaper Magazine App Website
Media Consumption: More digital savvy by definition, but traditional media also relevant
2018 127 min 54 min 55 min 163 min 153 min
2017 129 min 50 min 50 min 157 min 158 min
36 © 2018 Ipsos.
Media Consumption: Combining traditional & digital media
Traditionalmethods only
Traditional methodsand digital
Digital only
6%6%
33%28%
41%
46%
20172018
Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs Q2 2018. Among all respondents aged 25-34 in 11 markets.
Consumption of international TV and Print brand in the past 30 days excluding social media
Traditional methods: Programs on TV, paper copy/hardcopy
Digital: Digital edition of a paper copy, website(s) of the media brand, app(s) of the media brand
37 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs. Q2 2018. Among all respondents aged 25-34 in 11 markets.
Social media platforms accessed in the past 7 days.
Social media for Affluent Millennials: FB most popular… with Instagram catching up fast
56%70%
50%
66%
31%
48%
2017 2018 2017 2018 2017 2018
38 © 2018 Ipsos.
Millennials are the largest generational
market globally - and 58% of them are in
Asia.
Understanding this group is the first step to
engaging with them.
Traditional media is as relevant to Affluent
millennials as to other generations, while
digital has an important role to enhance
reach.
Affluent Millennials: Embarking on an elite journey
39 © 2018 Ipsos.
AFFLUENCERS
40 © 2018 Ipsos.
How many Affluencers does your brand have, today? Here is why you should really try to find out….
AFFLUENCERS
41 © 2018 Ipsos.
I prefer to be a leader of a group rather than a follower
AFFLUENCER
DNA
People come to me for advice before buying new things
I am always one of the first to have technologically innovative products
I enjoy keeping up with the latest fashions and trends
42 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among Affluencers for 11 markets.
Business activities engaged in past 12 months
Been interviewed on TV radio or by
the press
Attended meetings a broad with
executives from other countries
Have a professional blog or a Twitter
handle
222
Invited to be a keynote speaker at
conference
Had an article or paper published –Business activities engaged in
past 12 months
Addressed a conference or public meeting
196181 178
164 153
Influencing their peers :Affluencers are the loudest voice among the Affluent group
Business activities engaged in P12M | Index
Index versus Total Affluent Sample.
43 © 2018 Ipsos.
Monthly Users | IndexTop 2 Boxes | Index
Affluencers use of all types of media, specially International ones
I am interested in furthering my
education
Gaining knowledge and become better informed
is a priority to me
179
149
101
Any International Print
Any National Print
Any International TV
Any National TV
122138111
The source of their influence:Earned through education and information
Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among Affluencers for 11 markets .
Top 2 Boxes: Agree very much / Agree
Index versus Total Affluent Sample.
44 © 2018 Ipsos.
Top 2 Boxes | Index
Any social media (Monthly users)
158
Mobile technology is central to my everyday activities
Index
101
Read any electronic magazines
124
Use LinkedIn several times a day
148
Use Twitter once a day
133
The source of their influence:Technology plays an important role, too
Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among Affluencers for 11 markets .
Top 2 Boxes: Agree very much / Agree Read any electronic magazines: activities regularly do with a digital device
Index versus Total Affluent Sample.
45 © 2018 Ipsos.
Index
399
194
172
162
148
146
146
143
Tech Affluencers(Spent USD 5,000-7,499 on Consumer Electronic / Gadgets P12M)
Property Affluencers(Have overseas properties you own or invest in)
Fashion Affluencers(Own Quality / Designer accessories & footwear US$2000+ per item)
Finance Affluencers (Have Offshore accounts for investment purposes)
Car Affluencers(Intention to buy in N12M)
Watch Affluencers(Own luxury watch: worth US$2,000+ per item)
Jewellery Affluencers(Own jewellery: worth US$5,000+ per item)
Well Being Affluencers(Spent USD 15,000-19,999 on Sports Equipment / Accessories P12M)
Power users :Top spenders across many key categories
Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among Affluences for 11 markets . Index versus Total Affluent Sample.
46 © 2018 Ipsos.
Top 2 Boxes | Index
I have expensive tastes
I have more confidence in purchasing products/ using services that have
been advertised
I value high quality and exclusivity as
demonstrated by luxury products
240
I tend to go for premium rather than
standard goods/ services
I am willing to pay more for products that are
environmentally friendly
204198 173
169
How can I reach them? Offer them exclusivity and originality
Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among Affluences for 11 markets .
Top 2 Boxes: Agree very much / Agree
Index versus Total Affluent Sample.
47 © 2018 Ipsos.
Affluencers: Powerful influencers as advocates for your brand
Affluencers have a disproportional impact on others’ opinions and behavior.
Standing firmly in the spotlight, they have the power to reach & impact others through their public profiles & followers online.
They drive category spends from wellbeing to luxury, fashion and technology.
Those are the people you want as advocates of your brand.
48 © 2018 Ipsos.
Marketing and media professionals should get to know who Affluent really are, how they behave, where they find inspiration, and how (and to whom) they share their tastes & discoveries.
With your next marketing challenge in mind, equip yourself with the latest research and solution from Ipsos, leverage its valuable insights to drive excellence and success for your team and clients.
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