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Ip affluent male
1. Background & Objectives –THERE ARE 19 MILLION AFFLUENT MALESON THE INTERNET, AND THEY ARE SHOPPING.The numbers are in and they tell a clear story: Figures from 2011’s Black Friday weekend werea dramatic shift is changing the landscape of the a strong indicator of the increased shoppingluxury brand market. The affluent male has come engagement of males. The National Retailinto his own – researching, sharing, and Federation reported that the average malebuying products online. The undeniable impact spent 50 percent more than the average femaleon sales figures is driving luxury brands to invest offline and 100 percent more online.2in line extensions and targeted marketing A June 2011 report from Men’s Health and GfKcampaigns designed to reach this audience. Roper found that men are also more highlyMen are outpacing women. engaged than women when it comes to onlineIn March 2012, CNBC reported that the men’s product research, including reading and sharingluxury market is outperforming the women’s in reviews, comparing prices, and even “liking”all categories. Luxury menswear is on the leading brands on Facebook.3edge of this growth trend. Consulting firm Bain& Company reported that this market segment isgrowing at a rate of about 14 percent per year –nearly double the pace of luxury women’s wear.1 1 “Menswear fuels global luxury boom, executives say”, March 2012. 2 “Black Friday Weekend Shines As Shoppers Line Up For Deals, Spend Record $52 Billion”, November 2011. 3 “Men Show Online Shopping Savvy”, March 2012. >> Background & Objectives | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Interested in reaching the affluent male online?WE ARE.It’s important for our luxury clients to be able toconnect with this audience. To be better able toinform and advise our clients, iProspectcommissioned comScore to develop and conductcustom research to help us understand: ✚ The typical online demographics and behaviors of the affluent male ✚ Specific preferences regarding devices, advertising, online research, and shopping ✚ How marketers can target, reach, and successfully communicate with this audienceSome of the insights we’ve uncovered mightsurprise you. All of them will help you market moreefficiently and effectively to the affluent male. >> Background & Objectives | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
The affluent male 18 $is definedas an adult + male with a HHI of04 100K
Executive OverviewTO BETTER UNDERSTAND HOW THE AFFLUENT MALE ENGAGES WITHBRANDS ONLINE, WE LOOKED INTO HIS PREFERENCES IN SIX KEY AREAS:Audience Profile: Devices:The affluent male is defined as an adult (18+) The affluent male is highly connected andmale with a household income (HHI) of engaged on a variety of devices. It is essential$100K+. Sixty-nine percent of our survey for brand marketers to adopt an omni-channelrespondents had a HHI of $100K - $300K. Fifty approach to online marketing. Savvy consumers,percent fell between the ages of 45 and 64. like the affluent male, expect a seamless experience across devices and value-add 45 % spend more than $4,000 per year, and features that make their lives easier. 13 % spend in excess of $30,000 annually. >> Background & Objectives | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Research and Buying: Banner Ads:The affluent male is doing significant research Seven out of 10 affluent males report seeing adsand buying online. All but two percent of the on a PC, while roughly one in three reportsaffluent males surveyed purchase products seeing ads on mobile devices. More importantly,online. An overwhelming 70 percent prefer to a majority of affluent males are willing to engageresearch and buy online, versus researching with banner ads at least some of the time.online and purchasing in store. The majority of Based on the feedback of our survey respondents,purchases are still made on PCs, but the affluent the affluent male wants to see ads that are simplemale is doing more research on mobile devices. and to the point. He also has a preference forThe importance of online product research and video and interactive ads, both of which arethe surprising fact that the affluent male appears a great fit for highly visual luxury brands.to be shopping for himself, more frequently thanpreviously assumed, has important implicationsfor ad messaging. Brand marketers should use amix of research-driven and direct responsemessaging, combined with appropriate goals andmeasurement criteria, to see the best results. >> Background & Objectives | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Search: Social Media:Search ads are an effective, relevant tool for Social media is a consistent part of the affluentcapturing actively engaged affluent males, male’s reported media consumption and is amostly from PCs, but mobile search is on the viable and valuable way to connect with thisrise. The affluent male is not only searching via a audience. Look at the social habits of yourvariety of devices, but on a variety of web brand’s specific audience. There’s a goodproperties including a wide range of search chance that your affluent male customers areengines. Brands need to maintain a presence active on Facebook. They may also be earlyacross all these sites. Ensure that search adopters on Google+ or some of the visualcampaigns include research-driven keywords, networks aimed specifically at men such asas well as branded and non-branded ones, and Fancy, Gentlemint, and WhereIsTheCool.remember to separately target and track all Wherever you find your audience, socialdevices, inclusive of PC, tablet, and mobile. marketing should focus on brand-building efforts. Marketers should also keep an eye out for new social mobile advertising opportunities. >> Background & Objectives | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Brand Affinity:When our survey respondents were asked to What follows is an in-depth look at specificname their favorite luxury brands, responses findings, key takeaways, tactical strategies, andincluded many of the best-known global examples of how luxury brand marketers frombrands. When asked why they preferred these different product categories are successfullybrands to others, the affluent males cited quality, marketing to the affluent male.style, and fun as their top three reasons.When asked to name the online advertisers theyliked most, our affluent males named a broaderrange of brands, some of them from outside theluxury category. Brands like Apple, MSN, andAmazon were amongst the top 15. Luxurybrands may be able to extract importantlearnings from a closer study of thesenon-luxury advertisers. >> Background & Objectives | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
MethodologyThe study, developed and conducted by Cognographic Analysis: In addition to the self-comScore, included two custom behavioral analyses reported data collected via the survey, comScorethat were applied to comScore’s U.S. panel of tracked profiles as well as website visitation. Theaffluent males (males, 18+ with a HHI of $100K+). cognographic report measured online behaviorsSurvey: The survey included 26 questions for January 2012, and provided a cross-designed to collect relevant data about media referenced picture of reach percent and reachconsumption, online preferences, attitudes index for categories and websites/properties.toward online advertising, and audience profileinformation. Although there was some topicoverlap, the categories of inquiry broke down asfollows: demographics (9), device (9), researchand buying (5), search (4), social media (1),banner (4), and overall marketing/advertising (5).During the month of February 2012, there were517 surveys completed. >> Background & Objectives | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
THE AFFLUENT MALE Audience PROFILE10
General Demographics BASED ON SURVEY RESPONSES:AGE HHI BREAKDOWN75 % of the affluent males are 35 and older 69% $100K - $300K income bracket 6% $300K - $500K income bracket43 % are, surprisingly, between the ages of 45 and 64 12% $500K - $1M income bracketThe Baby Boomer demographic continues tocontrol 70 percent of the total net worth of 13% $1M - $3M+ income bracketAmerican households – seven trillion of wealth – Professional:and have more discretionary wealth in theirempty nester years than any other age group.4 ✚ Affluent males are likely to hold a director-level or higher position (62%) with 21 percent in a✚ The smallest age groups are 18-24 (1%) and president or c-level role.65+ (7%) with near equal allocations to the othernine age segments. ✚ A majority of affluent males work in mid-to-large-sized companies (minimum 250 employees) with 38 percent working for companies with 1,000 or more employees. 4 “Baby Boomers are STILL the Largest Consumer Group in America - Even in a Recession”, October 2011. >> Audience Profile | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
(CONTINUED)At Home: Geo-Region:58 % of the affluent males live in small households of 2-3 people (including themselves). ✚ The largest geo-locations of the affluent males in our survey were from the South (35%) and the Northeast (28%). The smallest geo-location52 % live in households without children, many presumably because their children are grown and living ✚ represented was the Midwest (15%). The data uncovered that one in five affluent on their own. males resides in the South Atlantic (Delaware, Maryland, D.C., Virginia, West Virginia, North Carolina, South Carolina, Georgia, and Florida). ✚ Even though the volume is smaller (5%), the New England region (Maine, New Hampshire, Vermont, Massachusetts, Rhode Island, and Connecticut) skews toward affluent males, as does the Mid Atlantic (New York, Pennsylvania, and New Jersey) and East North Central region (Wisconsin, Michigan, Illinois, Indiana, and Ohio). >> Audience Profile | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
ONLINE SHOPPINGFrequency: Spend:Nearly 100 percent of the affluent males surveyed Thirteen percent of this audience spends inshop online and 27 percent of the group make excess of $30K online annually. The affluentpurchases on a weekly basis. These results run male is clearly a consumer who is not only activecontrary to traditional assumptions about males online, but willing to spend there. Nearly halfbeing less engaged in online shopping than spend more than $4K a year online.females. Putting this common misconception asideopens a world of possibilities for brand marketersinterested in reaching the affluent male. Theseresults run contrary to traditional assumptions aboutmales being less engaged in online shopping thanfemales. Putting this common misconception asideopens a world of possibilities for brand marketersinterested in reaching the affluent male. >> Audience Profile | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Demographic Findings AGE AND HHI100% 100% 2% 7% 5%90% 90% 6% $3M+80% 22% 80% 12% $2M-$2.99M 5% $1M-$1.99M70% 70% 75% $500K-<$1M60% 21% 60% $300K-<$500K50% 50% $100K-<$300K40% 40% 26% 69%30% 30%20% 20% 24% 25%10% 10% 1% 0% 0% Affluent Males Age Age Affluent Males HHI 18-24 25-34 35-44 Under 35 35+ 45-54 55-64 65+ n=517 >> Audience Profile | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Demographic Findings HOUSEHOLD SIZE AND NUMBER OF CHILDREN 100% 100% 1% 10% 3% 90% 90% 3% Prefer not to answer 16% Prefer not to answer 80% 19% 80% 5 or more 4 70% 4 70% 3 25% 60% 3 60% 2 27% 2 1 50% 50% 1 None 40% 40% 30% 31% 30% 52% 20% 20% 10% 10% 13% 0% 0% Household Size Number of Children n=517 >> Audience Profile | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Demographic Findings REGION AND COMPUTER OWNERSHIP 1% 100% West 100% Prefer not 7% to answer 90% 21% South 90% 2% Your employer 80% Midwest 80% or a household member’s employer 70% Northeast 70% A business you or a 60% 35% 60% household member 90% operates from home 50% 50% You or a member 40% 40% of your household 15% 30% 30% 20% 20% 28% 10% 10% 0% 0% Region Owns Computer Northeast: New England: Maine, New Hampshire, Vermont, Massachusetts, Rhode Island, Connecticut; Mid-Atlantic: New York, Pennsylvania, New Jersey Midwest: East North Central: Wisconsin, Michigan, Illinois, Indiana, Ohio; West North Central: Missouri, North Dakota, South Dakota, Nebraska, Kansas, Minnesota, Iowa South: South Atlantic: Delaware, Maryland, D.C., Virginia, West Virginia, North Carolina, South Carolina, Georgia, Florida; East South Central: Kentucky, Tennessee, Mississippi, Alabama; West South Central: Oklahoma, Texas, Arkansas, Louisiana West: Mountain: Idaho, Montana, Wyoming, Nevada, Colorado, Arizona, New Mexico; Pacific: Alaska, Washington, Oregon, California, Hawaii n=517 >> Audience Profile | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Demographic Findings JOB TITLE AND NUMBER OF EMPLOYEES Only myself 2 employees 3-4 employees 5-9 employees 40% 38% 10-19 employees100% 10% 20-49 employees90% 35% 50-99 employees80% I do not work 30% 29% 100-249 employees70% Manager 25% 250-499 employees Director60% 500-999 employees 12% Vice President50% 20% 1,000 employees or more 7% Senior Vice President40% 8% 15% Not currently working President/C Level30% Executive, not owner 9% Don’t know/Not sure 21% 10% 8%20% Business owner 6% 6% 6% Prefer not to answer 5% 5% 4% 4% 5%10% 2% 2% 2% 2% 14% 0% 0% Job Title Number of Employees n=517 >> Audience Profile | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Frequent Affluent Male Online Purchasers✚ Four out of 10 affluent males who shopped online two or more times a week spent $30K+✚ Seventy-five percent of less frequent purchasers (who only purchase online once a month), spent $500-$4K per year Purchase Online Once a Month or More Annual Online Spend More Than 2 Times a Week Weekly About 2-3 Times a Month About Once a Month $30,000 or more 39% 19% 5% — $20,000-$29,999 7% 4% — — $15,000-$19,999 7% 6% 1% 1% $10,000-$14,999 17% 15% 8% 2% $7,500-$9,999 9% 5% 3% — $5,000-$7,499 4% 14% 9% 2% $4,000-$4,999 4% 8% 7% 2% $3,000-$3,999 6% 7% 10% 11% $2,000-$2,999 1% 7% 16% 16% 58% $1,000-$1,999 1% 9% 20% 25% $500-$999 2% 3% 12% 23% 75% $300-$499 2% 1% 5% 11% $200-$299 — 1% 3% 2% $1-$199 — — 2% 2% >> Audience Profile | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
THE AFFLUENT MALE Detailed Study RESULTS19
Device PreferencesThe high market penetration of smart phones ✚ The Pew Internet Project reported anand tablets means that online shoppers have impressive 50 percent increase in tabletmany different ways to access and engage with ownership over the 2011 holiday season – fromtheir favorite brands. 10 percent to 19 percent – that still falls short ofThe exact numbers vary by study, but the the 50 percent ownership reported by theaffluent male consistently indexes substantially affluent males responding to the comScorehigher than the average Internet user when it survey.7comes to device ownership and usage:✚ According to a fall 2011 study commissionedby Google and implemented by Ipsos5, only 38percent of mobile subscribers own smartphones.In a February 2012 survey, Nielson reported 50percent.6 Our survey shows that 77 percent ofaffluent males responded with owning asmartphone. It appears numbers continue toincrease each month. 5 “New research: Global surge in smartphone usage, UK sees biggest jump with 15% increase”, January 2012. 6 “Smartphones Account for Half of all Mobile Phones, Dominate New Phone Purchases in the US”, March 2012. 7 “Tablet and E-book reader Ownership Nearly Double Over the Holiday Gift-Giving Period”, January 2012. >> Detailed Study Results | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Devices MOBILE SMARTPHONE, TABLET COMPUTER, AND PC ✚ PCs, followed closely by mobile smartphones, were the most used devices. ✚ Tablets are on the rise with 85 percent of affluent males using them at least once a day. 1% 3% 1%100% 100% 3% 3% 3%90% 90% Only on80% 80% 32% the weekend 48%70% 70% 55% Only during 77% 50% 91% the weekdays60% 60% Multiple50% 50% times a day40% 40% Daily 53% Less than30% 30% weekly 50% 47%20% 20% 41% Less than 23% monthly10% 10% 1% 9% 1% 7% 2% 0% 0% Mobile Tablet PC Mobile Tablet PC Smartphone Smartphone No Yes n=517 n=398 n=259 n=468 Note: “Never” was also an option but was not chosen. >> Detailed Study Results | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Email Usage GMAIL, YAHOO!, HOTMAIL, AOL, AND APPLE’S MOBILEME/iCLOUD ✚ Gmail and Yahoo! were the most used email systems, having similar usage patterns with over half of respondents checking their emails on these properties once or more each day. 100% 90% 80% 37% 36% Never 48% 70% 58% Less than monthly 3% 66% 3% 60% 5% Less than weekly 5% 1% 1% 3% 50% 1% 6% Only on the weekend 1% 2% 40% 1% 3% Only during weekdays 33% 32% 1% 2% 1% 3% Daily 30% 25% 1% 21% Multiple times a day 20% 19% 10% 21% 22% 16% 15% 10% 0% Gmail Yahoo! Hotmail AOL Apple’s MobileMe/iCloud n=517 >> Detailed Study Results | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Researching and Purchasing ON A MOBILE DEVICE OR TABLET ✚ There may be some hesitancy among affluent male consumers to purchase online through a mobile device or tablet, since almost half have not purchased products through these devices. 60% Researched on... 50% Purchased on... 45% 45% B 51% 45% 50% 40% 43% 36% 35% A 39% 35% 40% 32% 30% 30% 25% 20% 20% 15% 13% 13% 12% 13% 10% 7% 10% 6% 6% 5% 5% 0% 0% Mobile Device [A] Tablet [B] Mobile Device [A] Tablet [B] Yes No I haven’t yet, but I plan I haven’t yet, and have to in the future no plans to in the future AB Indicates significant difference between segments at 90%CL | n=517 >> Detailed Study Results | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Frequency of Purchase on Device THOSE WITH DAILY ACCESS TO A MOBILE SMARTPHONE OR TABLET ✚ Over half of tablet users purchased products online at least weekly. ✚ Mobile smartphone users are substantially more likely NOT to purchase online in the future compared to tablet users. Mobile Smartphone [A] Tablet [B] Daily 10% 19% 16% 21% B Weekly 8% Monthly 3% 5% Once a year B 13% 23% Less than once a year A I haven’t yet, but 33% 3% I plan to in the future 22% 6% I haven’t yet, and have 19% no plans to in the future n=398 n=259 AB Indicates significant difference between segments at 90%CL >> Detailed Study Results | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Most Frequent Activities THOSE WITH DAILY ACCESS TO A MOBILE SMARTPHONE OR TABLET ✚ Three out of four affluent males check email on their mobile phones, making it their most frequent activity, followed by looking at maps/directions and checking sports scores or the news. Most Frequent Mobile Smartphone Activities n=398 Email 76% Maps/Directions 63% Checking sports scores or news events 49% Researching products 46% Playing games 44% Social networking (i.e. Twitter, Facebook, etc.) 42% Shopping 38% Watching videos 30% None of these 6% >> Detailed Study Results | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Websites Most Visited NON-SEARCH ENGINES ✚ Given the heavy online spending behavior of affluent males, it is not surprising that Amazon is the top site they report visiting. ✚ eBay was the second most visited non-search engine site. Amazon 41% Yahoo! 37% Google 29% eBay 20% MSN 19% Bing 17% AOL 16% ESPN 13% Facebook 12% CNN 8% Best Buy 5% Walmart 5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% n=510 >> Detailed Study Results | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
KEY FINDINGS:The affluent male is very connected Mobile activities are focused Affluent males’ activity on mobile smartphones is91 % of respondents highest in two areas: have daily access to a PC 76 % checking email77 % have daily mobile access to a smartphoneand half have daily access to a tablet. 63% looking at maps/ directions In addition, close to half of survey respondents report frequently checking sports scores or news events (49%), playing games (44%), and – ofEngagement with these devices is high across interest to all types of retailers – researchingthe board. Among those who own devices, products (46%).almost 100 percent of survey respondents reportusing their PCs and mobile smartphones at leastdaily. Tablet usage is on the rise with 85 percentof respondents reporting daily use. >> Detailed Study Results | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
KEY TAKEAWAY: The affluent male lives on all his devices. Your brand needs to live there, too. Creating and maintaining an omni-channel brand presence is becoming more and more important, especially with digitally savvy audiences like the affluent male. The relationship between brand and customer is not linear; it is a complex collection of integrated touch points made on multiple devices and via multiple channels. To increase brand awareness and build loyal brand/customer relationships, marketers need to provide an integrated brand experience across all devices.>> Detailed Study Results | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
DIGITAL STRATEGIES1. Optimize your website for mobile and 3. Consider advertising on email portals.tablet audiences. Making your site mobile and Many affluent males use email portals to checktablet friendly is the first step in creating an their email. Both of the most popular portalsomni-channel presence. Find a good balance mentioned – Gmail and Hotmail – offer a rangebetween usability and functionality. Pay of ad unit options that provide prominent,attention to the needs and activities of mobile 100 percent share of voice. These cost-effective,users and optimize the experience based on high reach, high volume, low competition buystheir requests and behaviors. typically provide great responses and returns.2.Consider advertising on mobile and tablet They can be highly targeted based on gender,properties. Given the high usage of mobile HHI, geographic location, age and even contextdevices, advertising campaigns within these (based on emails read). Additionally, the portalsenvironments can drive valuable brand are beginning to offer new creative optionsawareness and traffic. Placements on mobile including large-size and interactive units thatproperties are often limited to one-per-screen, often increase engagement and click-so there is the added benefit of 100 percent through-rate (CTR). Availability is currentlyshare of voice. limited, but additional opportunities may become available in the near future. >> Detailed Study Results | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
DIGITAL STRATEGIES (CONTINUED)4. Consider developing a mobile and a tablet Promote apps. Use device recognitionapp, but only if it makes sense for your brand. technology paired with benefit-drivenDone right, a mobile or tablet application that calls-to-action (CTA) to invite mobile users toeither replaces or complements your brand’s download your app. Consider drivingmobile web experience can increase the downloads by featuring your app on yourfrequency and quality of customer interaction. website and in traditional media campaigns.Keep in mind that the app must deliverincremental and differentiated value to thecustomer to be worth your investment. Integrate apps. Creating a seamless experience between devices not only provides convenience, it increases the credibility of your brand. Ensure that creative and functional elements are complementary to the technical environment of each device. >> Detailed Study Results | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
http://tumblr.landroverusa.com/Land Rover Covers All the BasesLike their all-terrain vehicles, Land Rover covers alot of ground with their omni-channel marketingcampaigns. They run a wide variety of displayads across a broad network that includes across-section of property types. Their use ofcost-effective channels like Facebook and Tumblrposition their brand in the conversational spacestheir audience visits via both PCs and mobiledevices. >> Detailed Study Results | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
TripAdvisor Improves Experience iPadwith Mobile AppTripAdvisor uses device recognition technologyto determine when someone is using a mobiledevice to browse their site, and then serves thevisitor an invitation to download the TripAdvisorapp. More importantly, their mobile and tabletapps deliver a frictionless, feature-rich experiencethat has the potential to increase userengagement because of greater convenience,accessibility, and features. Viewers can easilyview and interact with city travel recommendations,hotel rooms, image galleries, restaurants,attractions, and reviews. Click-to-book allows forextremely convenient booking simply byscrolling to the appropriate tab. >> Detailed Study Results | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Ten Questions to Ask Before Building an App:1. Is your audience on mobile and tablet devices? 6. How will you integrate the app with the rest of2. What problem will your app solve? How will it your brand experience? deliver value or improve the brand experience? 7. How will you promote3. What content and features can you include to and distribute the app? encourage consistent use? 8. Do you need to create4. What are your goals – more efficient customer regional, cultural, or service, increased engagement, social sharing, seasonal versions? mobile browsing, mobile purchase? Can you design and deliver an app that will meet 9. How will you collect and process feedback on those goals? your customer’s satisfaction with the app?5. Which platforms will you support? 10. How will you measure success and total cost of ownership? >> Detailed Study Results | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
THE AFFLUENT MALE Research & Buying PREFERENCES34
Research & Buying Preferences iPadWe’ve established that the affluent male isahead of the curve when it comes to theownership and use of multiple devices. Thispredisposition to engage via differenttechnologies and channels opens up a host ofmarketing opportunities. Depending upon yourbrand’s category, you might be able to capitalizeon existing research and buying trends, or havean opportunity to create demand in a currentlyuntapped market. >> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
KEY FINDINGS: 13All but two percent of the affluentmales surveyed purchase products online … % of those who shop online spend in excess✚ Four out of 10 affluent males who shopped of $30K annually 67 online two or more times a week spent $30K+.✚ Seventy-five percent of less frequent purchasers % make online purchases multiple (those who buy online once a month), spent times each month $500-$4K per year.Clearly, the affluent male is a very active onlineconsumer who makes online purchases on a regularand consistent basis. >> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Research is device-agnostic, There appears to be some hesitancy amongbut buying is more prevalent on tablets. affluent male consumers to make online purchases via a smartphone or a tablet. Nearly half of allThe importance of an omni-channel approach is affluent males have not made such a purchaseobvious when you look at the percentage of via a smartphone and another 13 percent do notaffluent males who research on their mobile plan to in the future; similarly, almost half of alldevices. affluent males have not made such a purchase via a tablet and another 13 percent do not plan to in 51 % research on their smartphones the future. Our responses show an interesting trend: When an affluent male has daily access to tablet, 43 % use their tablets he is 32 percent more likely to have made a purchase via the device. Thirty-five percent of average users report having made a purchaseThose percentages increase substantially for the compared to 67 percent of daily users. Thereaffluent males who report daily device usage: is a less dramatic, but still notable increase63 percent and 75 percent respectively for when it comes to mobile phone purchases –smartphones and tablets. 46 percent of daily users making purchases as compared to 36 percent of average users. >> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
There is a high preference to research and buy online. Additionally, daily use Nearly substantially increases the likelihood of a future mobile 75 % of the affluent males prefer to research and buy online versus purchasing in store purchase. Thirteen percent of average users indicate Half of respondents go online to learn more they will never make a mobile about a product after they have seen it purchase; for consumers somewhere online. In-store, print, and television who report daily use, that also trigger online research and are pretty evenly percentage drops to eight ranked. percent for smartphones and only four percent for tablets.It would appear that the more frequently theaffluent male uses smartphones and tablets, thehigher the probability that he will make an onlinepurchase on one. >> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Top sites visited indicate a focus on shopping. Research and buying trends vary by category.The top seven most visited websites are all The luxury products affluent males mostcommerce or portal sites. The most popular site frequently researched online were travel,overall is Amazon, followed by Yahoo!, Google, apparel and/or accessories, and vehicles/cars.eBay, MSN, Bing, and AOL. Rounding out the Travel was the item most frequently purchasedtop ten favorite sites are ESPN, Facebook, and CNN. online, followed by apparel and/or accessoriesThe affluent male is shopping for himself. for others. Online research and buying were particularly low for the fragrance andThough many marketers previously presumed beauty/cosmetics categories.that someone else, such as a significant other,made purchases for the affluent male, 84 percentof our survey respondents indicated that theymake purchases themselves. 84 % of our survey respondents indicated they make purchases themselves >> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Online Purchasing FREQUENCY AND SPEND ✚ All but two percent of affluent males purchase products online; and 13 percent of those who shop online spend $30K+.30% 27% More than 2 times a week Online spend $1-$199 Weekly $200-$29925% 24% About 2-3 times a month $300-$499 3% 3% 13% About once a month $500-$999 Less than once a month 3% 7% $1,000-$1,99920% Never 3% $2,000-$2,999 17% 16% 11% $3,000-$3,99915% 14% $4,000-$4,999 10% $5,000-$7,499 4% 14% $7,500-$9,99910% 7% $10,000-$14,999 5% 10% $15,000-$19,999 8%5% $20,000-$29,999 2% $30,000 or more0% Online Purchase Frequency n=517 n=505 Note: The response “I never buy products online” rounded to 0%. >> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Researching and Purchasing ON A MOBILE DEVICE OR TABLET ✚ There may be some hesitancy among affluent male consumers to purchase online through a mobile device or tablet, since almost half have not purchased products through these devices. 60% Researched on... 50% Purchased on... 45% 45% B 51% 45% 50% 40% 43% 36% 35% A 39% 35% 40% 32% 30% 30% 25% 20% 20% 15% 13% 13% 12% 13% 10% 7% 10% 6% 6% 5% 5% 0% 0% Mobile Device [A] Tablet [B] Mobile Device [A] Tablet [B] Yes No Not yet, buy I plan to Not yet, and have no plans to in the future AB Indicates significant difference between segments at 90%CL | n=517 >> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Products HOW DO YOU RESEARCH/BUY ONLINE AND HOW OFTEN? ✚ A majority of affluent males prefer to research and buy online and most do so two to three times a month.80% 70%70% I research online, Research then buy in store Online and60% Buy Online I research online and buy online50% More than two times a week 74% I research online and someone else40% buys online for me Weekly 71% I research online and30% someone else buys in store for me About two to three20% times a month 84% 14% Someone else researches online 8% and buys for me online10% About once 4% 3% 73% 1% a month Neither me nor someone0% else researches online for How do you research and buy products? my products nor buys online n=517 >> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Luxury Products RESEARCHED OR BOUGHT ONLINE ✚ Travel followed by apparel and/or accessories for others were the luxury products most bought online. ✚ After travel and apparel and/or accessories for myself, vehicles/cars were the third most researched online. Researched Online Bought Online Have Not Researched or Bought OnlineLuxury ProductsApparel and/or accessories for myself 54% 28% 40%Apparel and/or accessories for others 41% 44% 40%Fragrance for myself 26% 29% 57%Fragrance for others 34% 16% 60%Jewelry and/or watches for myself 42% 30% 50%Beauty and/or cosmetics 23% 25% 60%Jewelry and/or watches for others 41% 20% 52%Luxury Consumer Packaged Goods/Food/Grocery 28% 28% 55%Vehicles/Cars 47% 19% 39%Travel 72% 49% 21% n=517 >> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Non-Luxury Products RESEARCHED OR BOUGHT ONLINE Researched Online Bought Online Have Not Researched or Bought OnlineNon-Luxury ProductsHousehold appliances and/or furniture 52% 32% 37%Household electronics 59% 38% 30%Personal electronics 52% 52% 27%Sporting goods 47% 41% 41%Books 45% 59% 30%Office supplies 45% 34% 41%Health/Personal Care/Drugs 42% 41% 45%Real Estate 37% 21% 54% n=517 >> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Researching Online and Text Messages From Advertisers✚ Approximately half of the respondents went online to learn more about something they saw while browsing the Internet. Going online after seeing something… Do you receive advertisement texts? 40% Online 49% 34% 35% 30% 30% In a store 34% 25% 19% 20%In a magazine 30% 15% 13% 10% On TV 31% 4% 5% 0% 20% 40% 60% 0% Yes Yes, but only on Not at No, but I am Never advertisers that this time open to it have asked to communicate with me n=517 n=398 >> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
KEY TAKEAWAY:The affluent male is doing significant researchand buying online, and this is only the beginning.The data proves that online shopping is the norm As mobile devices like smartphones andrather than the anomaly for the affluent male. especially tablets become more entrenched inThis audience’s access to and comfort with the daily routines of the affluent male, histechnology, combined with current market comfort level, usage, and tendency to maketrends that show men outpacing women in the purchases will continue to increase. The brandsconsumption of key luxury products, bodes well that establish a strong online and mobilefor luxury brands that take a strategic and presence today will be poised to benefit most.integrated approach to their online marketing. >> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
DIGITAL STRATEGIES1. Test your messages. One of the most 3. Create a seamless flow from research tounexpected findings revealed by our research is purchase. Even for campaigns that focus on thethat the affluent male is making his own research phase, make sure that you create apurchases far more frequently than was seamless path to purchase. Understand thatpreviously assumed. Create a personalized and research leads to commerce, but be careful notbalanced message portfolio that targets both to create measurement silos. Instead, ensurethose who might purchase for the affluent male that multiple crossover points exist and measureand the affluent male himself. the combined effort holistically.2. Take advantage of research opportunities.A substantial portion of the affluent male’s online ? ?shopping activity centers around research. ? ? ?Branding and engagement campaigns helpcreate brand awareness, educate buyers, andbuild brand and product affinity. >> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
DIGITAL STRATEGIES (CONTINUED)4. Boost customer confidence in your mobile D. Strategically promoted – featured atexperience. Though there is some hesitancy appropriate touch points, presented in termsamongst affluent males to routinely make direct of benefits to the user, may even deliver somepurchases from mobile devices, this channel should mobile-only rewardsnot be overlooked. Encourage the affluent male 5. Consider gift-giving features and campaigns.to engage fully with your brand via mobile by Make it easy for the affluent male to make purchasesremoving barriers and building trust. To do this, for others by providing mobile-optimized giftprovide a mobile experience that is: registries, gift-giving ideas, product selection A. Well-designed – easy to navigate, aesthetically guidance, as well as simple wrapping and pleasing, and free of technical glitches shipping options. B. Fully-functional – provides all the key 6. Provide content and tools that make purchase features that a consumer would expect and decisions easier. He may be sophisticated, but that need on a smaller mobile screen doesn’t mean the affluent male has all the answers. C. Similar to web – coordinates with your Think about what information and functionality primary website and brand voice to provide a might make shopping easier for your customers – sense of familiarity tips on accessorizing, product-to-product comparisons, lifestyle-related guides, etc. >> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
Setting Campaign ExpectationsIt’s important to maintain perspective about ✚ Social campaigns – typically best for brandingperformance goals. Understanding exactly how and community building – should not bethe affluent male is engaging with your brand via expected to convert to high sales and ROI.different devices and channels is critical to ✚ A highly targeted ad unit should not be wasteddeveloping appropriate campaigns, goals, and on a general branding message if it has themeasurement metrics. potential to drive impulse purchases. MessagingFor instance: for these types of units might include product enticements and offers/benefits to encourage✚ Categories that show high-levels of online conversions.research with offline purchase, should focusonline campaigns on branding, engagement, Think strategically about how the affluent male isand consumer education rather than sales engaging with your brand on different devicesmessages and ROI goals. and channels, and build campaigns and goals accordingly. >> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
http://www.mrporter.com/MR PORTER Provides Old-Fashioned Servicevia Today’s TechnologyMen’s fashion site MR PORTER delivers content,service, and style that go far beyond the averageshopping experience. In addition to showcasingthe latest trends, they serve up engaging andhelpful content that helps the affluent malechoose the appropriate attire for various events,accessorize properly, and even understand thefiner points of special event etiquette. Forexample, when a customer makes a productselection, MR PORTER creates an entire lookaround that item. The Style Help section MR PORTER’s 360-degree approach to serviceprovides information and inspiration and engages their affluent clients on multiple levelsincludes a fashion glossary, Q&A, and a section by providing resources that enrich and facilitateon male fashion icons. the shopping experience. >> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
iPadGilt Combines Powerful Research Tools withEfficient Purchase to Capture Impulse BuysGilt Groupe offers their members “insider”shopping, featuring top designer labels at up to60 percent off. Their seamless user experiencemoves consumers smoothly from pre-sale to help consumers make quick decisions.research through product comparison and Shoppers can easily search for products in theirconsideration to an efficient checkout. Their size, access product detail, scroll throughmobile and tablet apps replicate their product images, and add to cart — all from onewell-designed website, providing consumers screen. Shoppers can also easily switch betweenwith a flawless browsing and shopping sales via a drop down menu, and products thatexperience. are sold out are always moved to the bottom ofGilt adds value for consumers with features like the search page.custom sale alerts, smart product searches, Gilt’s research-to-purchase experience moveshelpful editorial content, and buyers’ picks. consumers through the sales cycle effectively,Because sales are held in real time and quantities increasing the potential for transactions.are limited, the Gilt site and apps are designed >> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
THE AFFLUENT MALE Banner Ad PREFERENCES52
Banner Ad PreferencesBanner ads are an important online extension ofyour brand. Whether used to drive awareness orsales, they are how marketers reach out acrossthe web to connect with customers, includingthe affluent male. Understanding where theaffluent male sees ads and which ones he reactsto is critical to the creation and placement ofeffective banners. Our research provides insightsin both these areas and identifies some key areasworth exploiting. >> Banner Ad Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.
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