2018-富裕消费者报告（英文版）-2mb

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 standards, and they represent a significant portion of the online population in various markets.

Key Insights

• Early Tech Adopters and Multi-Device Users: Affluent Consumers are among the first to adopt new technology and use a wide range of devices. They spend more time online than the average user and switch between devices frequently.
• Brand Engagement and Status: They value brand status and are more likely to engage with premium brands. Status is a key factor in their purchasing and brand advocacy behaviors.
• Social Media Usage: Social media is a crucial touchpoint for them, with an average of 2 hours and 30 minutes spent daily. They are more likely to follow brands, entrepreneurs, and influencers.
• Ad-Blocking Behavior: Over half of them use ad-blockers, driven by frustration with excessive online advertising rather than privacy concerns.
• Travel Habits: Frequent travel is a hallmark of this group, both for business and leisure. They prefer premium airlines and are more likely to take regular international trips.
• Device Preferences: Smartphones are the most important device for accessing the internet, with high ownership rates. They also show strong interest in newer technologies like smartwatches and wearables.

Main Points

Demographics and Lifestyles

• Gender: 56% male, 44% female.
• Age: Most prevalent in the 25-34 age group (31%), with variations across regions.
• Relationship Status: Mostly married with children (67%).
• Wealth: High ownership of assets, with 29% owning two or more properties and 34% owning two cars.
• Interest in Business and Finance: Over-indexed in business, investment, and personal finance topics.
• Exercise Habits: 75% of them exercise regularly.

Device Ownership

• Smartphone: 96% ownership rate, with a near-universal rate.
• PC/Laptop: 87% ownership, still important for online activity.
• Tablet: 61% ownership.
• Smart TV: 52% ownership.
• Games Console: 37% ownership.
• Wearables: Smart wristbands (18%) and smartwatches (16%) have above-average ownership.
• Average Devices Owned: 4.39, compared to 3.23 globally.

Social Media Engagement

• Accounts: Average of 9.68 social media accounts, compared to 7.64 globally.
• Usage: Spend an average of 2 hours 30 minutes daily on social media.
• Preferred Platforms: Facebook (87% membership), YouTube (86% site visits), and Pinterest/Instagram for visual content.
• Followed Content: Brands they like (43%), news/media (38%), and work-related contacts (38%).

Ad-Blocking Behavior

• Ad-Blocking Rate: Over half (51%) of Affluent Consumers block ads monthly.
• Motivations: Mainly due to excessive and intrusive ads, not privacy concerns.
• Implication for Marketers: Organic brand-consumer interaction is more effective than traditional online ads.

Travel Habits

• International Travel: 17% take regular vacations abroad, 19% take regular business trips.
• Airlines Preference: Over-indexed for premium airlines like Etihad, Qatar Airways, and Singapore Airlines.
• Regional Variations: Higher likelihood to travel in Middle East/Africa and North America.

Internet Penetration

• High Penetration Markets: North America, Western Europe, and parts of Asia Pacific (e.g., Japan, Australia, New Zealand) have high internet penetration (over 80%).
• Low Penetration Markets: APAC and LatAm have lower penetration, but their online populations tend to be more affluent and younger.

Key Information

• Methodology: Data collected from GWI's online research on internet users aged 16-64, with quotas set for age, gender, and education.
• Sampling: Varies by market, with sample sizes ranging from 136 to 3,036.
• Device Usage: PCs and laptops are still heavily used, but mobiles dominate for on-the-go access.
• Market-Specific Trends:
  • In China, WeChat is the dominant social media platform.
  • In APAC, Affluent Consumers are more likely to follow entrepreneurs and business people.
  • In LatAm and MEA, social media usage is more pronounced for work-related contacts.
• Marketing Implications: Brands should focus on creating personal relationships, leveraging social media for visual content, and offering tailored, premium experiences to engage this group effectively.

Conclusion

Affluent Consumers are a tech-savvy, status-conscious group with significant purchasing power and diverse digital behaviors. Their engagement across multiple devices and platforms, combined with a strong preference for premium brands and visual content, presents unique opportunities for brands to connect and build loyalty through targeted, high-quality digital strategies.