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Affluent connection REACHING HIGH INCOME CONSUMERS WITH MOBILE BRAND ADVERTISING

A research study by BBC Global News

ASIA

2 Source: Affluent Connection, Millward Brown, 2013

SMARTPHONE / TABLET USERS SURVEYED

SWEDEN

INDIA

GERMANY

HONG KONG

AUSTRALIA

UNITED STATES

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CONNECTING TO THE AFFLUENT

Affluent consumers The top 20% income earners,

mirroring Ipsos PAX, EMS

and Mendelsohn surveys

General population and we compared them to the

WE WORKED WITH THE BEST

Millward Brown a leading research agency specialising in advertising, media, digital and brand equity research

Source: Affluent Connection, Millward Brown, 2013

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AFFLUENTS LOVE NEW TECH


Q3. What type(s) of mobile devices do you currently use? By mobile phone, we

mean a device which you make calls and/or texts on. By tablet, we mean your

mobile device which typically uses touch screen and requires wifi to connect to

the internet

Q3a. Please name the specific make and model of your main mobile phone?.

Latest generation Older generation Large Small

SMARTPHONE TABLET

32% 3% 28% 15% Affluent

Asian

20% 6% 13% 12%

29% 3% 27% 16%

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Upwardly mobile

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BE WHERE THEY ARE…


Q6. Which of the following best describes how frequently you access

the Internet (excluding apps) from your mobile device?

At least once an hour

(global 39%)

49% of affluent Asians access the internet on mobile

Latest generation users are

twice as likely to access the internet hourly

versus users of older generation

2x

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GETTING DOWN TO BUSINESS


Q.31. When thinking of your mobile phone, please indicate how

strongly you agree or disagree with the following statements.

When thinking of your tablet, please indicate how strongly you

agree or disagree with the following statements.

Q17. Do you use your mobile device for business?

61% Affluent Asians use their mobile

phone for business (51% global)

58%

indispensible more efficient

organising their personal life

feel that their mobile is

when they are on the go

69% say their mobile makes them

55% state that their mobile is

their primary tool for

versus 44% for tablet versus 56% for tablet versus 41% for tablet

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SO, WHAT IS A TABLET FOR…?


Q20 In a typical week, how many hours do you spend using a tablet?

More than 1 in 3

affluent consumers

spend over five hours

per week playing

games and watching

entertainment videos

on their tablet

44% over five hours per week social

networking

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THE FUTURE IS MOBILE


Q31. When thinking of your mobile phone, please indicate how

strongly you agree or disagree with the following statements.

10

20

30

40

50

60

70

80

General

population

Affluent

consumers

Latest

generation

Affluent

Asian

% agree with statement

Makes me more efficient

Is indispensible as I am always on the go

Is primary tool for organising personal life

Is primary tool for organising work life

My mobile phone…

10

News on the go

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CLEAR PICTURE EMERGES IN NEWS


Q16. How much do you agree with the following statements?

Q22. Thinking about how you use your mobile device compared to

a PC or laptop; which of the following activities do you prefer using

your mobile device for rather than a computer?

42% Affluent Asians prefer mobile devices

to their desktop for accessing news

Compared to the general population…

“Get news whenever I want. It is real-time and convenient.”

MALE, 58, HONG KONG

10% more likely to

share news stories on a mobile than

desktop 18% for business/finance news

for consuming current affairs or breaking news

17% more likely to prefer using mobile devices than desktop

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AND IS ONLY GOING IN ONE DIRECTION

Sources: Affluent Connection, Millward Brown, 2013

and Connecting The Story, InSites Consulting, 2012

Samples: 1,908 (InSites Consulting) and 3,000 (Millward Brown)

Q15. If you could only use one device to consume news, which would it be?

“If you could only use one device to consume news”

YoY

2012/1

3

+15% mobile phones

+9% tablets

-17% desktop

“A mobile phone is handy

and compact. I personally

prefer reading news articles

on my mobile phone.”

FEMALE, 22, INDIA

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ENGAGING THE AUDIENCE

Sources: Affluent Connection, Millward Brown, 2013

and Connecting The Story, InSites Consulting, 2012

Samples: 1,908 (InSites Consulting) and 3,000 (Millward Brown)

Q.14. How would you describe the way you consume news on each device?

2012

37% Skim or scan the headlines

2013

32% -13%

13% 16% +21% Read / watch in depth

“How you consume news on mobile phones”

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AFFLUENT ASIANS LOVE NEWS APPS


Q27. Of the different types of apps installed on your mobile phone,

how often do you use them?

Q28. Of the different types of apps installed on your tablet, how

often do you use them?

Q29: You said you have a news app installed on your mobile device.

Which method of accessing the news do you prefer?

access news apps at least once a day – 7% more than the general population 49%

Travel, business and finance are also more important

News Most frequently used apps

Affluent Asians are 11% higher

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OPENING UP A WHOLE NEW WORLD


Q21. You said that you use your mobile phone for news-

related content. Which of these do you do when browsing

news-related content?

34% Watch news videos 31% +10%

Watch live news streaming

Latest generation Older generation

23% 21% +10%

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AND IT’S THE BEST OF BOTH WORLDS

Source: Connecting The Story, InSites Consulting, 2012

Q: For each device you have access to, please tell me, for a

typical 24-hour period, when you would use it to access the

news or consume the news during the week? Base: Tablet

users: 2,014 / Non Tablet users: 1,596

NON

TABLET

USERS

TABLET

USERS`

% using smartphone to access news across the day

35

30

25

20

15

10

5

0

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Mobile advertising delivers results

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MAKING OUR MARK

Aided Brand

Awareness

Brand

Favourability

Purchase

Intent

+7.9%

+59.5%

+47.8%

Ad

Awareness

Message

Association

+6.1%

+8.4%

+12.7%

+3.0%

+11.8%

+2.6%

+2.9%

%

DESKTOP IS A PROVEN MEDIUM

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Source: MarketNorms for Desktop, last 3 years, N=941 campaigns

AdIndex for Mobile Norms;, last 3 years, N=114, campaigns,

Change = Exposed-Control

Average brand metric changes for mobile and online campaigns

Aided Brand

Awareness

Brand

Favourability

Purchase

Intent

+7.9%

+59.5%

+47.8%

Ad

Awareness

Message

Association

+6.1%

+8.4%

+12.7%

+3.0%

+11.8%

+2.6%

+2.9%

%

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MOBILE IS TWICE AS EFFECTIVE




Average brand metric changes for mobile and online campaigns

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FOUR TIMES AMONG AFFLUENTS




Average brand metric changes for top 20% income earners: mobile vs. desktop campaigns

+4.7%

+71.4%

+63.2%

+12.5%

+16.8%

Aided Brand

Awareness

Brand

Favourability

Purchase

Intent

Ad

Awareness

Message

Association

+12.7%

+2.4%

+16.2%

+3.3%

+2.7%

%

%

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MOBILE IS TWICE AS IMPACTFUL AMONG AFFLUENTS




Average brand metric changes for mobile campaigns: top 20% vs. rest of population

Aided Brand

Awareness

Brand

Favourability

Purchase

Intent

+4.7%

+71.4%

+63.2%

Ad

Awareness

Message

Association

+12.5%

+16.8%

+49.1%

+4.5%

+32.4%

+3.4%

+4.7%

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THE PRIME FORMATS

Full-Page

Interstitial

Banner

(300x50)

MPU Banner

(300x250)

Sponsorship

Button*

Pre-roll

*currently available on tablets only

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AFFLUENTS SEE ADVERTISING FORMATS MORE POSITIVELY


Q.44 Overall, how favourable was your experience

with the above advertising?

Very favourable /

somewhat favourable

Global Asia

% Agree % Uplift % Agree % Uplift

Pre-roll 40% +0% 53% -4%

MPU 39% +15% 55% +8%

Full-Page Interstitial 32% +10% 44% +3%

Sponsorship Button 28% +22% 36% +5%

Banner 28% +22% 42% +8%

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AND TAKE POSITIVE ACTION

30% would follow or comment about the brand on Facebook or Twitter

37% 16% would visit the brand’s website

more likely to look for the brand in a store or purchase

the product / use the service


Q48. After viewing the ad, how likely are you to: Like, follow or

comment about the brand on Facebook or Twitter?

35% would search for the brand on the Internet

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IT’S WHAT YOU DO THAT COUNTS


Q35. More specifically, in the past 4 weeks, which of the

following actions have you taken as a result of seeing one of

the below formats of advertising?

27% have interacted with a mobile ad in the last four weeks

Acted on seeing an ad on their mobile

phone in the last four weeks

Banner ads on mobile 44%

Full-screen ads on mobile 42%

Video ads on mobile 43%

Acted on seeing an ad on their tablet in

the last four weeks

Banner ads on tablet 44%

Full-screen ads on tablet 42%

Video ads on tablet 44%

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MOBILE IS NOW AS ACCEPTED AS DESKTOP


Q32. And how would you characterize your attitude towards each of the

following types of advertising?

uplift compared to the general population +13% % Affluents have a positive/neutral attitude towards advertising

50% 51% 53%

60% 60% 60%

GLOBAL

ASIA

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ENHANCE YOUR BRAND


Q40. To what extent do you agree or disagree with

the below statements?

16% higher than the general population

Advertising on mobile will enhance brand perception as

modern and dynamic

AND MAKE IT PERSONAL

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Q38. Please select how much you agree or disagree with the below statements.

Seeing an ad on my mobile device for a brand makes me think that the brand is

Seeing an ad on my mobile device makes me

think the brand is...

Trustworthy 31% 32%

Appealing 36% 36%

In touch with my needs 35% 34% For someone like me 34% 32%

High quality 31% 32%

Desirable 32% 33%

Innovative 38% 38%

Reputable 32% 32%

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CATCH UP WITH YOUR AUDIENCE…

Recognise the changing media habits of affluent consumers.

Understand how they spend their time now and be where they are

Mobile advertising is effective, even more so among affluent

consumers

Affluent consumers engage and take action with mobile advertising

Technology is driving the change - a faster adoption of the trend is vital

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Thank You [email protected]

@CatDickie

Download - Catherine dickie bbc

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