Category Archives: Affluent

Luxury Shoppers Expect Mobile Optimized Experiences

There was a time not too long ago when luxury shoppers lagged behind the general population in mcommerce adoption.  There were a variety of reasons for this, affluent consumers tended to fall into older age brackets and those consumers were in the early stages of mobile adoption. Also, affluent shoppers liked the personal service and attention from shopping in store.  New research suggests that luxury shoppers now expect retailers to be mobile-ly optimized and are active mcommerce participants.

shutterstock_86160289• Over half of affluent shoppers expect the brands they shop to have a mobile site and 49% anticipate them to have a mobile app

• Over 40% think these brands should have mobile purchasing functionality and over one-third expect the mobile site to offer the same assortment of products & services as the retailer’s desktop site

•  Over a quarter of luxury shoppers own a tablet compared to roughly 16% of US web users

• Nearly 60% of digital luxury shoppers have made a mobile purchase compared to 12% of total smart phone owners

• The median age of a digital luxury shopper in the US is 37%, which is much younger than the median age of a mainstream digital shopper.  Their median age is 44

What Does This Mean To You?

If your business targets upper-end consumers, mobile is a must have.  Not having a mobile site could eliminate half of your potential target shoppers.  Not having a mcommerce option could purge 40% of them from your customer base.  This buying segment values service as well as convenience.  Things like mobile chat and mobile product videos are things that will enhance their experience and build loyalty to your business.  The fact that these shoppers are more inclined to be tablet owners also gives you more options to improve their shopping experience.  Large screen sizes and enhanced features can help you better show off everything you have to offer.  For more information on how your business can engage the luxury mobile consumer, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Mobile Commerce Daily; Forrester


Who Are Affluent Shoppers?

In yesterday’s post, we looked at what media affluent shoppers tend to use.  Today, we’ll look at what just who these shoppers are.  This information may help you to put together holiday strategies if you are targeting  upper-end consumers ($100,000+).

Who are affluent shoppers?

• Nearly 40% are boomers between the ages of 48
and 66. One-third are Gen Xers between the ages
of 31 and 47.

• One in five affluent adults are under 30 and less than 10% of affluent shoppers are age 67 or older

• One-third of high-end consumers live in the South and one in four live in the Western U.S.

• 22% live in the Northeast and one in five reside in the Midwest

• The vast majority, 85%, of adults with incomes of $100,000+ are Caucasian.  8% are of Hispanic origin, 7% are Asian and 6% are African-American

• Nearly 60% work full time

• Over 60% work in managerial or professional roles, 13% are C-level executives and 17% are business owners

 What Does This Mean To You?

Creating connections with this group can yield big results for your organization.  Yesterday’s post gave some insights in to the media they tend to use.  Today, we’ll take a deeper look to help you target these consumers and create relationships with them.

• 77% of affluent adults nationwide have read a newspaper or visited a newspaper website in the past week

• Affluent adults are over 80% more likely to access newspaper content through a mobile device than the general public

•They are nearly 20% more likely than the average adult to have visited a social network in the past month and almost 30% more likely to have visited using a mobile device

• Seven in 10 affluent adults used a search engine over the past 30 days

• Nearly three-quarters are texters and they are 60% more likely to have checked their email via mobile device

• 37% went online in the past month to view online videos

Print, Mobile, Social, Search and Video – these are the things that affluent shoppers are relying on heavily and are the tools that can help you garner their attention.  For more information on targeting tools to help you engage and monetize the affluent audience, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: IPSOS Media; Mendelsohn; The 2012 Scarborough Multimarket Study, Release 1; Totally Uncorked on Marketing

Content Affluent Shoppers Utilize

More and more data on 2012 holiday shopping is beginning to be published.  We’ve already chronicled some on how consumers are shopping earlier this year and how consumer attitudes about the economy will affect shopping. While a large percentage of shoppers feel they may not be able to afford all of the things on their gift list – the affluent and ulta-affluent shoppers will probably not have those concerns.  New data has been released that shows what media this valuable consumer segment uses.

• Over 80% of adults with incomes of $100,000 plus regularly read print publications – Women in this group and ulta-affluents with incomes of $250,000+ are even heavier users of print products

• Affluent adults are also
heavy digital users – on
average, they spend over 37
hours per week online

• More than one in four affluent adults own a tablet and nearly half have one in their household

• 55% of affluent adults own a smart phone – that’s up 45% from last year

• Affluent consumers are also very social in nature – over 60% are on Facebook.  One in six are on LinkedIn – up nearly 40% from last year.  Twitter adoption is at 12%, up 50% from 2011

 What Does This Mean To You?

Affluent shoppers have the resources to purchase your goods and services and probably not feeling as pressured about holiday shopping.  Earlier this week, we talked about how you can appeal to them using loyalty programs.  Look for effective ways to reach and engage them.  Research shows they are heavy print users and also rely on digital content.  Target them using content in these mediums.  Mobile will also be effective and gives you the power to message them no matter where they are. The better you can target them, the more exclusive you can make their offer.  In tomorrow’s post, we’ll just who the affluent consumer is.  For more information on connecting with affluent shoppers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: IPSOS Media; Mendelsohn

Attracting High End Shoppers

Yesterday, we talked about the value of a loyalty program in engaging the wealthy shopper.  Today, we’ll look at what digital features experts think attract affluent customers.  A new report chronicled the functions that luxury advertisers plan on increasing use of this year. This information can help you gain the attention of upper end shoppers and get results.

• Nearly 70% of luxury brands plan on using more video and mobile to reach affluent shoppers

• Nearly half will employ social media

• 45% will deploy rich media solutions

• Nearly 30% are going to be increasing their investment in search

• One in six will be moving more assets to standard online display positions

 What Does This Mean To You?

In yesterday’s post, we showed you the amount of adults who have mobile devices.  High income consumers are very tech savvy.
Nationally, among consumers with household incomes of $75,000+:

• Nearly two-thirds are social networkers

• Over 30% accessed a social network from their mobile device in the past month

• 87% shopped online in the past year – that’s nearly 40% higher than the general public

• They are also 42% more likely to make an online purchase

• Nearly one in four read or contributed to a blog

• Four in 10 viewed video clips online

• Over 70% are texters

There are many digital devices that affluent shoppers rely on.  For more information on using them to create awareness and visibility for your business, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Martini Media; Digiday; The 2012 Scarborough Multi-Market Report, Release 1

Building Loyalty With Affluent Buyers

Upper end shoppers are a highly sought after commodity.  They have the resources to not only make large purchases, they are often more easily financed and value quality service. Mobile is a great way to engage affluent shoppers and create awareness of everything you have to offer.  New information is available that tells us not only how prevalent mobile devices are with high end shoppers but what they are looking for in mobile apps.

• Over half of adults with incomes of $75,000 – $100,000 own smart phones and over 20% own a tablet.  Smart phone ownership is nearly 10% higher than the general population and tablet ownership is 19% higher

• Six in 10 adults with incomes of $100,000+ are smart phone owners and 27% have tablets. These extremely affluent shoppers are 25% more likely to own a smart phone and over 40% more likely to be tablet owners

• 46% of adults with household incomes of $150,000 or higher are looking for loyalty program features from the mobile apps they download.  45% want early access to sales.

• Nearly 40% want exclusive product updates or offers for those who downloaded the app

• 36% are interested in product sneak peaks, high quality video and VIP privileges

• Over 30% want to be able to make mobile purchases and easy access to customer service

• Other things that affluent shoppers are looking for are customization based on personal preferences, peer recommendations and exclusive information

 What Does This Mean To You?

The keys to connecting with the high dollar consumer start with making them feel privileged.  They want to be able see, buy and know about products and sales before anyone else.  They also want services regular customers can’t get.  These are the same things that consumers who are more likely to be in the average income range would also appreciate.  They are also things that an overall loyalty program can achieve.  Loyalty programs also give you the ability to communicate directly with customers – and because they signed up for the program, it’s valued content to them.  You can also segment your offers with loyalty programs.  This plays into the customization that consumers are looking for. Offers that are more targeted towards the needs of consumers deliver better results.  For more information on how you can develop customer loyalty and then influence additional sales, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: emarketer; Luxury Institute and Plastic Mobile; comScore

Snapshot Of A Google+ And LinkedIn Users

All this week, we’ve given provided usage statistics, demographics and other glimpses into overall social media use, Facebook, Twitter and Pinterest.
Today we’re going to look at the other two major social entities – Google+
and LinkedIn.


• There are over 90 million unique users on Google+

• The vast majority of Google+ users are male (71%)

• 44% of Google+ users describe themselves as single

• 42% of users are on the site are there to look for friends

• The top occupation among users is engineer


• LinkedIn has over 150 million users

• 75% of users are there for business purposes

• Over 2 million companies have a presence on LinkedIn

• 71% of LinkedIn users have household incomes of $50,000+, more than 20% are in the $100,000+ level

• Half of LinkedIn users are college graduates

What Does This Mean To You

While these two social entities have smaller user bases, both offer your business great targeting options.  These sites are populated with well educated, high earners with good jobs.  LinkedIn is a great social pathway to expand upon any B2B marketing efforts your company maybe doing. The tight focus of these sites underscores the importance of targeting.  Making sure that your message is relevant to the audience on the sites where you might advertise is key.  The people who use these sites are also used to getting a response when they post questions.  Reputation management with these audiences is vital.
They put a lot of faith in the opinion of their peers.  For more information in successful social marketing, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source:; Kalena Jordan,;

Who are Twitter Users

Last week, we had a post on the growth of Twitter.  Today, we’ll look at who Twitter users are and what might be some consumer groups that your business could capitalize on.  There are several segments of the population that are heavy twitter users or have seen great growth in Twitter use that might be currently untapped by your organization.

• Nationally, just over half of Twitter users are female (53%)

• Adults under the age 30-49 are the biggest group of Twitter users, but 26% of online adults age
18-29 also use the social network

•  Over 30% of Internet users age 18-24 use Twitter

• 30% of Twitter users have household incomes of $75,000+

• Four in 10 have college degrees

• Nearly half of Twitter users live in the suburbs

• Nearly 30% of online African-Americans use Twitter

What Does This Mean To You

Younger consumers, diverse audiences and educated adults are prime groups to target.  Twitter and other social networks  can help you connect with these groups to grow your business and extend your brand’s influence. They also are in the market to make a wide variety of purchases over the next 12 months.  For example, in Metro Orlando:

• Adults age 18-29 are much more likely than the market to purchase an HDTV

• More than one in four African-American adults plan to make a furniture purchase

• Adults with college degrees are 26% more likely than the market to be in the market to buy a home

• Nearly 30% of African-Americans plan to make a consumer electronic purchase

• 18-29 year olds make up nearly 40% of adults who plan to buy a video game system

• Those with college degrees are 44% more likely to plan to buy a tablet

• Over one in five 18-30 year olds plans to make a vehicle purchase

For more information on using social media to reach target audiences that can increase your bottom line, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Pew Internet & American Life Project; The 2012 Scarborough Report, Release 1