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.
• 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:
Advertising Research Manager
Source: IPSOS Media; Mendelsohn