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.

8

+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.

10

+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

14

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