The more likely a consumer is to make large purchases on a consistent basis, the more valuable they become as a potential customer. Not only do they have the economic means, but they are more likely to engage with several of the latest digital media marketing strategies that businesses are incorporating these days.
Affluent consumers are:
- 77% more likely to read a newspaper or visit a newspaper website
- 80% more likely to view newspaper content with their mobile device
- 20% more likely to visit a social network
- 30% more likely to visit a social network via their mobile device
- 37% more likely to view online video
A significant reason for these stats is that affluent users are more likely to have the devices that allow them to be so engaged. Over half of adults with incomes between $75,000 & $100,000 have smart phones, and over 30% of them own a tablet – and those who don’t have these devices are 25% more likely to buy one in the near future.
The significantly high engagement rates point further to the importance of having a wide spread marketing strategy, both in digital & print.
A few tips for reaching affluent customers
- Make them feel special via exclusivity. Loyalty programs, like The Sun’s Sun Insider, create a direct line of communication between consumers and a brand, but rewarding customers for their loyalty, the connection becomes stronger.
- Use digital media platforms like video & social media. They’ve proven to be more engaged with these methods, and it’s always wise to interact with customers in an area where they are already familiar or involved.
- Keep old-fashioned tactics in mind as well. Affluent customers still see value in print, and are still a great advertising avenue.
Sources: eMarketer | Luxury Institute and Plastic Mobile | comScore | Orlando Sentinel Media Group | IPSOS Media; Mendelsohn | The 2012 Scarborough Multimarket Study, Release 1 | Totally Uncorked on Marketing| Martini Media | Digiday