Affluents May Be The Best Gift of The Year
The following is from a recent article I wrote for MediaPost on the importance of affluent consumers (those making more than $100,000) during the holiday season. You can read the whole article here but here are some highlights:
Affluent Consumers – The Best Gift
Compared to less affluent consumers, affluent shoppers are much more likely to plan on purchasing big-ticket items:
- Mobile devices +260%
- Satellite TV +230%
- DVD players +112%
- DVR +110%
- Gaming systems +97%
- HDTV +56%
- Digital cameras +21%
It’s worth noting that their growth in intent to purchase the following items is at least 25% higher than it is for non-affluent consumers.
|
|
|
2010 |
2011 |
|
| PDA |
|
|
4.20% |
13.10% |
| Pools or spas |
|
|
2.10% |
5.00% |
| DVD/Blu-Ray players |
|
|
3.20% |
17.60% |
| Video game systems |
|
|
4.70% |
19.40% |
| High Definition Televisions |
|
|
10.50% |
23.40% |
| Energy saving appliance |
|
|
7.40% |
12.60% |
Affluent consumers are also much more likely to spend more than $500 per year than non-affluent shoppers in a wide range of key categories.
- Sports Equipment – 240%
- Infant Clothing – 172%
- Athletic Clothing – 138%
- Women’s Casual Clothing – 48%
- Costume Jewelry – 43%
The growing spending power and plans for increased buying by affluent shoppers cannot be ignored or overstated as 2011 comes to a close. For retailers, high-end product manufacturers and marketers, reaching these people needs to be an integral part of their 2012 plans.
For marketers who understand and are able to reach the affluent audience successfully, they will be rewarded. And the loyalty and buying behaviors of wealthy shopper is a gift that benefits everyone.
About Office Pulse
Office Pulse by Captivate offers marketers timely analysis and insights from a proprietary panel of upscale professionals in the top markets. The Office Pulse panel of more than 8,000 influential consumers and business decision makers includes C-level executives, Millennials, middle management, small business owners, working women and working moms.
About Captivate
Known for its vast network of nearly 12,000 elevator displays located in 1,600 premier office buildings across North America, Captivate connects advertisers with 13 million unique monthly viewers through creative, research-driven and Nielsen-measured advertising and marketing programs. By engaging its viewers with timely news and actionable information that helps balance the personal and professional demands of the workday, Captivate provides advertisers with a highly desirable and difficult-to-reach audience of affluent and influential business professionals. Founded in 1997, Captivate is owned by Generation Partners. For more information, please visit www.captivate.com.
