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BizReport : Advertising : August 02, 2011


Affluents more willing to share info to customize online ad experience

Affluent consumers are heavy users of digital and, according to new research from the Interactive Advertising Bureau (IAB), are more willing to share information to allow the customization of ads that accompany free digital content.

by Helen Leggatt

iab.gifReaching affluent consumers, those earning $100,000 per annum or more, through television and radio has long been a challenge for advertisers. According to the IAB study affluent consumers spend around half as much time watching television as the general population - 18 hours per week vs. 34 hours per week.

However, digital is proving a great draw for affluent consumers who are living "technology-infused lifestyles" fueled by the demographics' above average ownership of smartphones and tablets.

"Virtually all the affluent are online," said Bob Shullman, President of Ipsos Mendelsohn the firm that conducted the research. "They have come to expect the benefits of digital media, even if it doesn't alleviate all work-life pressures."

Despite their affluence, they prefer free ad-supported content to having to pay for the privilege. The IAB's study found that affluents appreciate the relationship between free content and advertising more so than the general population (72% vs. 61%). As such, they are more willing to share personal information to help create a more relevant online experience (32% vs. 23%).

"Affluents have long been one of the hardest to reach and most important consumer groups," said Sherrill Mane, Senior Vice President of Industry Services, IAB. "They're now more important than ever--not only do they control most consumer spending power, but they may be the key to leading our economy out of the recession."

According to the survey, affluents overall currently comprise 21% of U.S. households, have 70% of all consumer wealth, and spend 3.2 times more than other Americans on purchases.






Tags: ad targeting, ad-supported content, affluent users, digital content, online advertising, survey








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