Meet the Affluent Influencer: The "Affluencer" is your most important customer

Meet the Affluent Influencer The “Affluencer" is your most important customer » Key Characteristics 3 Generations of Affluencers Gender Household Income Millennials Gen Xers Baby Boomers 62% ) $100-149K 23% ) $150-199K 14% ) $200-499K Ages 21-36 Ages 37-48 Ages 49-66 4% $500K+ 60% Male 40% Female Advertising Preferences Receptive to mobile phone ads Receptive to leisure activity ads Least likely to engage 36% 35% 36% Read print Ethnicity Education Family Mostly white with greater diversity within different generations Have obtained at least a bachelor's degree Married/ living with partner. Have children Will pay to access Agree Disagree Disagree news online 44% 46% 62% Watch broadcast TV Access and reach able to voice opinions quickly, prolifically Attention and (Most common viewing times are between 6pm - midnight) authority reputation as an expert Mobile Devices Game Consoles Mobile Devices Game Consoles But also watch DVR TV on. DVR DVR Gives Advice On Seeks Advice On Engage in social media daily 57% 45% 37% Q Luxury goods/services (« Beauty/skincare/grooming Most used device Mobile/Tablet Mobile/Tablet Laptop/desktop Q Dating/relationships * Books Q Fashion/clothing * Childcare/children Bank online at least once a week 60% 64% 70% Q Home (DIY and décor) (* Books QLuxury goods/services (* Dating/relationships Q Childcare/children Purchase products/ services online Daily Weekly Monthly (« Food/drink/clothing (Most shopping activity happens between 6 - 9pm) Q Automobile/cars * Fashion/clothing Q Finance/financial matters Discover and book travel online 65% 68% 69% * Pet care Q Home (DIY and décor) * Automobile/cars Affluencers are more likely to be LGBT The DOs and DON'Ts of Marketing to Affluencers •Capture attention quickly •Capitalize on new and different •Forget about mobile •Overlook social opps •Include in content creation •Rely solely on fashion pubs •Focus on efficiency •Invest in a strong search/content strategy •Create integrated experiences •Forget about mobile •Focus solely on things they do •Assume they have a lot of free time •Consider mobile, but focus on tablets •Focus on strategic multi-channel connectivity •Overlook newspapers - especially Sunday •Expect them to start social conversations •Focus too heavily on digital-only Reaching and Engaging the Affluencer Provide great content Specialize audience and message Invite participation in content creation Encourage sharing Relate messaging Offer time-saving benefits to values iProspect iprospect.com Follow @iprospect and join the #affluencer conversation. Driving Digital Performance