August 15, 2011 | |
Affluent Americans (those with a household income of $100,000 or more) use the internet and more frequently than the general population and are more likely to be aware of new products, companies and sites after viewing online ads, according to an August 2011 study from the Internet Advertising Bureau (IAB). For example, data from “Affluent Consumers in a Digital World” indicates 98% of affluent consumers use the internet, 24% more than the 79% of the general population that goes online.In addition, affluent consumers spend 26.2 hours online weekly, 21% more time than the 21.7 hours the overall population spends online in an average week. The general population, on the other hand, spends about twice as much time weekly with TV and radio, 34 hours and 16 hours, compared to 17.6 hours watching TV and 7.5 hours listening to the radio among afffluents, respectively.
Digital Ads Produce Higher Awareness in Affluents
Compared with non-affluent consumers, affluent consumers are also somewhat more likely to be aware of new products (55% compared to 49%), new companies (51% compared to 49%), and new websites (46% compared to 44%) after viewing digital ads. In addition, 59% of affluent consumers reported taking action based on a digital ad during the preceding six months.Furthermore, 37% of affluent consumers say they are most likely to pay attention to an online ad that relates to whatever website they are on (such as a car ad on a car site), almost 16% more than the 32% of overall consumers who say this.
According to the survey, affluent consumers overall currently comprise 21% of US households, have 70% of all consumer wealth, and spend 3.2 times more than other Americans on purchases.
No comments:
Post a Comment