GWI-富裕消费者报告（英文版）-2018-28页-2mb

报告摘要

Summary of AFFLUENT CONSUMERS Report

Core Content

This report provides an in-depth analysis of the digital behaviors and attitudes of Affluent Consumers, defined as the top 1st quintile in GWI's Social Grading Segmentation. These consumers are characterized by high wealth, education, and lifestyle indicators, and they represent a significant portion of the online population in various regions.

Main Points

1. Demographics and Lifestyles

Gender: 56% male, 44% female
Age: Most prevalent in the 25-34 age group (31%), followed by 35-44 (24%) in Europe, and 45-54 (26%) in North America
Relationship Status: 65% married with children, 67% have children
Wealth: 29% own two or more properties, 34% own two cars
Interests: Strong interest in business, finance, and investment (top over-indexes)
Lifestyle: 75% exercise regularly, 17% take regular vacations abroad, 19% take regular business trips

2. Device Ownership and Usage

Device Ownership:
- 96% own a smartphone
- 87% own a PC/laptop
- 61% own a tablet
- 52% own a smart TV
- 37% own a games console
- 24% own an e-reader or TV streaming device
- 16% own a smartwatch
Online Time: Average of 4.39 devices per user, with 58% of online time spent on PCs/laptops and 42% on mobiles
Mobile Trends: Mobile is the dominant device for social media and online shopping, with 89% of Affluent Consumers using it for social networking
Smartwatch Market: Louis Vuitton enters the smartwatch market with the Tambour Horizon, powered by Android Wear OS

3. Social Media Usage

Social Media Engagement:
- Average of 9.68 social media accounts, compared to the global average of 7.64
- Spend an average of 2 hours 30 minutes per day on social media
Preferred Platforms:
- Global: Facebook (87% membership), YouTube (86% site visits)
- China: WeChat (87% membership), Qzone (66% visits), Sina Weibo (70% visits), Youku (67% visits)
Content Preferences:
- Visual content is highly valued, with 22% more visits to brand pages and 36% more photo uploads to brand pages
- Influencers and experts (entrepreneurs, journalists, politicians, sports stars) are highly followed

4. Commerce and Brand Engagement

Online Shopping:
- 37% plan to purchase a new mobile phone within 6 months
- 51% prefer upgrading to an iPhone, 48% to a Samsung model
Brand Interaction:
- Brands should engage with Affluent Consumers through personal dialogue and by showcasing status and exclusivity
- They are more likely to be influenced by expert opinions and brand insiders

5. Ad-Blocking Behavior

Ad-Blocking Usage:
- 50% of Affluent Consumers block ads at least once a month
- Frustration with excessive ads is the primary motivator, not privacy or personalization concerns
Marketing Insight:
- Brands should focus on organic engagement rather than relying on intrusive advertising
- Tailored content can help overcome ad-blocking tendencies

Key Information

Methodology:
- GWI conducts online research among internet users aged 16-64
- Respondents are segmented by social grading, age, gender, and education
- Quotas ensure representative samples of online populations
Internet Penetration Rates:
- Vary significantly across regions (e.g., 90%+ in Europe, ~20% in parts of APAC)
- This affects the composition of the online population, especially in low-penetration areas
Geographic Differences:
- APAC and MEA: Younger, more mobile-oriented, and more likely to use social media for brand engagement
- Europe and North America: More mature, with higher PC/laptop usage and less emphasis on social media for brand interaction

Conclusion

Affluent Consumers are a key demographic for brands looking to engage with high-wealth, high-education, and high-status individuals. Their multi-device usage, strong engagement with social media, and preference for premium and exclusive content make them a valuable audience. Brands should focus on building personal relationships through organic, tailored content and leveraging expert influencers to connect with this group effectively.

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