HOW BRANDS CAN ENGAGE WITH AFFLUENT CONSUMERS

HOW BRANDS CAN ENGAGE WITH AFFLUENT CONSUMERS BE WHERE THEY ARE... This unique global study provides key insights into how affluent consumers use mo...
Author: Franklin Baker
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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.

affluent consumers

GENERAL POPULATION

vs

39%

of affluent consumers access the internet on mobile devices at least once an hour

CONNECTING TO AFFLUENT CONSUMERS

THEY LOVE NEW TECHNOLOGY Research shows that affluent consumers are more likely to own the latest generation* of mobile devices compared to the general population.

The first

global 6,000 Top study 20% INTO how affluent consumers use mobile devices.

INTERNAtional Smartphone and tablet users.

income earners*

Latest Handset

6

markets Australia Germany Hong Kong INDIA SwedeN USA

Small TABLET

LaRGE TABLET

4

* Mirroring Ipsos PAX, EMS and Mendelsohn surveys

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.

* 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

SMARTPHONES PLAY A CENTRAL ROLE IN THE LIVES OF AFFLUENT CONSUMERS

%

39

OF AFFLUENT CONSUMERS ACCESS THE INTERNET ON MOBILE DEVICES AT LEAST ONCE AN HOUR

. .WHICH IS %

18

HIGHER THAN THE GENERAL POPULATION

46 50% %

..

%

36

MORE LIKELY TO AGREE THAT IT IS THE PRIMARY TOOL FOR ORGANISING THEIR WORK LIFE 6

OF AFFLUENT CONSUMERS WHO USE THEIR PHONE FOR BUSINESS

. .AND

THEY ARE

AND IT’S THE PERFECT WAY TO CONNECT WITH THEM

%

27

MORE LIKELY TO USE THEIR PHONES FOR BUSINESS

SPEND

OF THEIR TIME USING IT FOR WORK

GROWING PREFERENCE FOR NEWS ON THE GO Affluent 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.

+9% +15%

-17%

-13

%

SKIM OR SCAN THE HEADLINES

Affluent consumers show a greater preference to access news across genres compared to the general population.

+21

%

CURRENT AFFAIRS / BREAKING NEWS

%

+15 8

BUSINESS / FINANCE NEWS

%

+28

SPORTS NEWS

%

+31

READ OR WATCH IN-DEPTH CONTENT

ENHANCE YOUR BRAND AND DELIVER RESULTS 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.

+12.7% +3.0%

+59.5%

AD AWARENESS

+7.9%

AIDED BRAND AWARENESS

+11.8%

10

MOBILE IS

. .BUT MOBILE

DESKTOP

IS A PROVEN MEDIUM..

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.

+2.6%

BRAND FAVOURABILITY

+2.9%

PURCHASE INTENT

AIDED BRAND AWARENESS

+47.8%

MESSAGE ASSOCIATION

+6.1%

IS TWICE AS EFFECTIVE

+8.4%

AD AWARENESS

MESSAGE ASSOCIATION BRAND FAVOURABILITY PURCHASE INTENT

4x

MORE EFFECTIVE WITH AFFLUENT CONSUMERS THAN DESKTOP

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.

%

%

28

%

32

BANNER RESPONSE RATE

11

MORE LIKELY TO LIKE, FOLLOW OR COMMENT ON FACEBOOK OR TWITTER

Full-page Interstitial RESPONSE RATE

%

40

pre-roll RESPONSE RATE

%

39

MPU banner RESPONSE RATE

12

%

12

Positive reactions to advertising formats

MORE LIKELY TO VISIT A BRAND’S WEBSITE

%

28

Sponsorship button RESPONSE RATE

%

21

MORE LIKELY TO LOOK FOR THE BRANDS

KEEP UP WITH YOUR AUDIENCE Technology is driving A CHANGE IN CONSUMER BEHAVIOUR

Affluent consumers engage WITH AND RESPOND TO MOBILE ADVERTISING

START YOUR BRAND STORY ON MOBILE NOW

UNDERSTAND HOW AFFLUENT CONSUMERS SPEND THEIR TIME AND BE WHERE THEY ARE 14

Mobile advertising is effective, PARTICULARLY among affluent consumers

TO FIND OUT MORE, VISIT

advertising.bbcworldwide.com/affluent-connection

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