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Affluent Consumers Are More Responsive

Last updated 6 years ago

Digital ads can appeal to anyone, but who is more responsive?  Affluent consumers, meaning people who make an annual household income of $100,000+.  What types of digital ads are these consumers most responsive to?  Video and search ads.  Read on...

A  study testing consumer ad responsiveness was performed by Ipsos Mendelsohn in February 2011.  See the results below.

Besides being able to create awareness for new products, new companies, and new websites, wealthy consumers were more likely to make an actual purchase of the product or service being advertised:

Which digital ad types have more influence on these well off consumers?  According to Ipsos Mendelsohn, here is the current ranking:

1) Video ads / search ads (41%)

2) Email ads / banner ads (37%)

Last but definitely not least:  I found this to be a key take away for local business owners: affluent consumers are more receptive to behavioral targeting.  When asked if they agree with the following statement, I am "most likely to pay attention to “ads relevant to activities I happen to be thinking about, whatever website I happen to be on" (eMarketer), 32% said yes, compared to 23% of the less affluent who said no.

I hope these findings will assist you in your online marketing decisions.

What do you think about the survey results?  How do these statistics impact your online marketing strategy?  Share your thoughts below!

About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore.  His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies.  He manages over $1,000,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government.  Give him a call at (877)655-3438 to schedule a free consultation.

Additional information can be found here: http://www.emarketer.com/Article.aspx?R=1008535

 

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