How Brands Can Engage with Affluent Consumers Be Where They Are

HOW BRANDS CAN ENGAGE WITH AFFLUENT CONSUMERS BE WHERE THEY ARE... This unique global study provides key insights into how affluent consumers use mobile phones and tablets compared to the general population. Working with research agency Millward Brown, the study revealed the increasingly important role that mobile devices play, their direct benefits for brands and how you can use these findings to boost the power of your brand through mobile advertising. affluent GENERAL consumers POPULATION vs 39% of affluent consumers access the internet on mobile devices at least once an hour CONNECTING TO AFFLUENT CONSUMERS THEY LOVE NEW TECHNOLOGY Research shows that affluent consumers are more likely to own the latest generation* of mobile devices compared to the general population. Latest The first 6 Handset , markets global 6000 Top Australia INTERNAtional Germany Smartphone Hong Kong study and tablet 20% Small TABLET INTO how affluent income earners* INDIA consumers use users. SwedeN mobile devices. USA LaRGE TABLET The findings of this study reveal the extent to which smartphones and tablets are integrated into the personal and work life of affluent consumers as improved technology enables * Latest generation – post-September 2012; older generation pre-October 2011, eg iPhone 4s/5 vs iPhone 3 / Latest – iPhone 5, 4 greater engagement with content and advertising. Blackberry Z10, HTC One, Nokia Lumia 925, Samsung Galaxy S4, Sony Xperia / Large – iPad, Google Nexus 10, * Mirroring Ipsos PAX, EMS and Mendelsohn surveys Samsung Galaxy Note 10, Microsoft Surface / Small – iPad Mini, Kindle Fire, Google Nexus 7 SMARTPHONES PLAY A CENTRAL ROLE IN THE AND IT’S THE PERFECT WAY TO CONNECT LIVES OF AFFLUENT CONSUMERS WITH THEM ...WHICH IS % 18% 39 HIGHER THAN THE OF AFFLUENT CONSUMERS GENERAL POPULATION ACCESS THE INTERNET ON MOBILE DEVICES AT LEAST ONCE AN HOUR... % SPEND 46 % OF AFFLUENT OF THEIR TIME CONSUMERS WHO USING IT FOR USE THEIR PHONE 50WORK FOR BUSINESS ...AND THEY ARE 36% 27% MORE LIKELY TO USE MORE LIKELY TO AGREE THAT THEIR PHONES FOR IT IS THE PRIMARY TOOL FOR BUSINESS ORGANISING THEIR WORK LIFE 6 GROWING PREFERENCE FOR NEWS ON THE GO HANDSET INNOVATION FUELS THE SHIFT IN Affluent consumers increasingly access all types of news MOBILE NEWS CONSUMPTION content on their mobile device throughout the day. Affluent consumers are becoming far more engaged with news on the go. +9% +15% -17% 13% SKIM- OR SCAN THE HEADLINES Affluent consumers show a greater preference to access news across genres compared to the general population. % CURRENT AFFAIRS / BUSINESS / SPORTS 21 BREAKING NEWS FINANCE NEWS NEWS +READ OR WATCH IN-DEPTH CONTENT +15% +28% +31% 8 ENHANCE YOUR BRAND AND DELIVER RESULTS We analysed data captured by Millward Brown from over 114 mobile ad Our analysis revealed exciting new findings that support our effectiveness studies based on more than 400,000 respondents. The own research. While desktop is a proven medium across key average increases in metrics from each campaign were compelling. brand metrics, mobile is considerably more effective at driving those metrics especially with affluent consumers. ...BUT MOBILE MOBILE IS DESKTOP AD AD +12.7% AWARENESS +59.5% AWARENESS + % AIDED BRAND + % AIDED BRAND 3.0 AWARENESS 7.9 AWARENESS + % MESSAGE + % MESSAGE 11.8 ASSOCIATION 47.8 ASSOCIATION +2.6% BRAND +6.1% BRAND x FAVOURABILITY FAVOURABILITY 4 MORE EFFECTIVE WITH IS A PROVEN +2.9% PURCHASE +8.4% PURCHASE MEDIUM... INTENT IS TWICE AS INTENT AFFLUENT CONSUMERS EFFECTIVE THAN DESKTOP 10 DELIVER A SUCCESSFUL CAMPAIGN Affluent consumers react more positively towards mobile advertising than the general population and are more likely to take action in response to it. 11% % MORE LIKELY TO LIKE, FOLLOW OR COMMENT 28 ON FACEBOOK OR % BANNER 32 RESPONSE RATE TWITTER Full-page Interstitial RESPONSE RATE Positive % reactions to 12 MORE LIKELY TO % advertising VISIT A BRAND’S 40 formats WEBSITE pre-roll RESPONSE RATE % % % 21 39 28 MORE LIKELY TO MPU banner RESPONSE RATE Sponsorship button LOOK FOR THE RESPONSE RATE BRANDS 12 KEEP UP WITH YOUR AUDIENCE Technology is driving A CHANGE IN CONSUMER BEHAVIOUR START YOUR Affluent consumers Mobile advertising is TO FIND OUT MORE, VISIT engage WITH AND BRAND STORY ON effective, PARTICULARLY advertising.bbcworldwide.com/affluent-connection RESPOND TO MOBILE among affluent ADVERTISING MOBILE NOW consumers UNDERSTAND HOW AFFLUENT CONSUMERS SPEND THEIR TIME AND BE WHERE THEY ARE 14 .

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