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Ipsos European Affluent Consumers 2014
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Ipsos European Affluent Consumers 2014

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  • 1. 1 The European Affluent Consumers … More Affluent ... More Global .. More Digital EMS Europe 2014 briefing Released: June 11 - 2014
  • 2. 2  Top income earners  Avid consumers and travellers  Leading edge digital adopters  Interested in news and current affairs  Global citizens Who are the Affluent?
  • 3. Top Global Trends  Increasing wealth and income  Key customers  Leading edge digital users
  • 4. Increasing wealth and income
  • 5. 0% 20% 40% 60% 80% 100% Global Income distribution by Population Quintiles (2007) sources: calculations using World Bank 2011 / UNU-WIDER (2008) and Eurostat (2011) The top fifth of the world’s population earn more than four fifths of income… Q5Q4Q3Q2Q1
  • 6. 0% 20% 40% 60% 80% 100% Global Income distribution by Population Quintiles (2007) sources: calculations using World Bank 2011 / UNU-WIDER (2008) and Eurostat (2011) The top fifth of the world’s population earn more than four fifths of income… … and the rich have recovered far more quickly after the global recession. Lower 93% +28% -4% Change in net worth per household, 2009-2011 Top 7%
  • 7. Key customers
  • 8. 14% of fliers account for 45% of passenger revenues British Airways, ‘A Very British Airline’ BBC2, 2nd June 2014
  • 9. “The premium (auto) segment will account for more than half of future profit growth” McKinsey, August 2013: The Road to 2020 and Beyond: What’s Driving the Global Automotive Industry?
  • 10. Hotel business underpinned by the Affluent… “Strong growth of global luxury travel market” “Key driver is the increasing number of high net worth individuals primarily in the BRIC countries” “Growth in global luxury travel is expected to continue” Market Research Reports: Global Luxury Hotels Market – Key Trends and Opportunities to 2017
  • 11. Booming stock markets adding to wealth… “The global stock market rally over the last five years has added back more than $34 trillion to world equity values since 2009 […]” Mark J. Perry, American Enterprise Institute
  • 12. Leading edge digital users
  • 13. 13 Ownership of Digital Devices 0% 20% 40% 60% 80% 100% Latin America Europe Asia USA Smartphone Tablet
  • 14. 14 Measured by Ipsos around the world…
  • 15. 15 Affluent Asia Pacific Affluent Latin America Affluent USA The Affluent: Average age EMS Middle East 40 47 EMS Europe 40 42 40 46 EMS Africa
  • 16. 16 Affluent Asia Pacific Affluent Latin America Affluent USA The Affluent: Higher education EMS Middle East EMS Europe EMS Africa 66% 67% 53% 80% 59% 63%
  • 17. 17 Affluent Asia Pacific Affluent Latin America Affluent USA Worldwide sum of personal income: $9,600 bln (€6,700 bln) EMS Middle East EMS Africa EMS Europe $65K $87K $48K $32K $41K $58K 50.7 mln62.5 mln 2.0 mln 3.5 mln 4.8 mln 10.0 mln $5,438 bln $3,296 bln $410 bln $230 bln $116 bln $112 bln The Affluent: Personal income Average personal income Universe Sum of personal income
  • 18. How do we reach them?
  • 19. 19 Online Panel 31% 35% Home – F to F 34% Business – F to F How do we reach them? Affluent Asia Pacific 33% 67% Home – F to F Business – F to F EMS Africa EMS Middle East 75% 25% Home – F to F Business - F to F Online Panel 33% CATI (home) 50% EMS Europe CATI (business) 17% Affluent USA Affluent Latin America Mail 100% Online 35% CATI (home) 65% (based on CATI screening)
  • 20. 20 EMS Europe: How do we reach them? CATI (business) 50% 33% CATI (home) 17% Online Panel
  • 21. 21 EMS Europe: Universe 50.7 mln Main Income Earners in the top 20% household income group of 21 countries
  • 22. 22 Publications EMS Europe: What we ask them about TV Web + main national publications, TV channels & websites
  • 23. 23 Travel • Personal /business • Frequency • Class • Destination • Nights spent in hotels Personal • Cars • Luxury items • Finance • Attitudes • Net worth • Demographics Business activities • Business activity of company • Number employed • Job position • Areas of responsibility • Decision making – areas/budget • International business 410 luxury brands in 19 brand categories (Awareness, Used, Recommended) Media EMS Europe: What we ask them about
  • 24.  The Affluent ... Digital
  • 25. 25 … 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2000 2013 Non- digital data digital data 25% 98% Stored data, worldwide SOURCE: Martin Hilbert Digital all around
  • 26. 26 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% EMS 2012 EMS 2013 EMS 2014 .. Digital all around smartphone owners PC/laptop owners tablet owners 3 screen users PC/laptop & smartphone (no tablet) Other PC/laptop only + + BASE: EMS Europe 2014 28% 37% 22% 13% + 3 screen users
  • 27. 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% EMS 2013 EMS 2014 Mobile website/app Tablet app Monthly reach, all international media +74% Increase in past year: Monthly reach of tablet apps (all international media)
  • 28. 28 0 20 40 60 80 100 120 140 EMS 2012 EMS 2013 EMS2014 .. avg.minutesperday Time spent by type of media: The European Affluent: Time spent on media: stable Using internet Watching TV Reading print
  • 29. 29 The multilingual Affluent 38 mln speak English BASE: EMS Europe 2014 18 mln speak German 17 mln speak French 7 mln native 12 mln native 7 mln native 31 mln non-native 6 mln non-native 10 mln non-native
  • 30. International publications * Average Issue Readership Digital currency International publications * Weekly reach 20% Combined reach 33% 22% (*): 20 Minutes, FT, Int. New York Times, Metro, Wall Street Journal, Bloomberg Businessweek, The Economist, TIME, Forbes, Fortune, National Geographic Magazine (in English)
  • 31. International TV channels * Weekly reach 66% Digital currency International TV * Weekly reach 29% Combined reach 72% (*): Aljazeera English, Arirang, Bloomberg TV, CNBC, CNN, DWTV, Discovery, euronews, Eurosport, Fashion TV, France24, History, National Geographic Channel, NHK WORLD, RT Russia Today, Sky News, Travel Channel, TV5Monde
  • 32. Website via PC/Laptop App via Tablet Digital currency BASE: EMS Europe 2014 App via Mobile Website via Mobile Website via Tablet
  • 33. App via Tablet + 58%Digital currency (Monthly reach) International media BASE: EMS Europe 2014 + + App via Mobile Website via Mobile 51% 12% 15% 10% Website via PC/laptop/Tablet
  • 34.  The Affluent ... Career oriented
  • 35. © 2014 Ipsos BV. All rights reserved. Contains Ipsos’ Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. The Affluent: Career oriented 27.3 mln International air travellers 13.7 mln Young Affluent Metropolitans 7.2 mln Business decision makers 3.8 mln Influential opinion leaders 2.4 mln C-suite BASE: EMS Europe 2014
  • 36.  The Affluent ... Lifestyle
  • 37. 37 The Affluent: Similar mindsets & lifestyles around the world
  • 38. 38 27.4 mln BASE: EMS Europe 2014 Familiar with Burberry Bought in last 12 months 2.3 mln The Affluent: Luxury lifestyle 2.4 mln Own collectibles as an investment, such as Art & Antiques
  • 39.  The Affluent ... Highly social
  • 40. 40 The Affluent: Highly social 43% Use social networking sites several times a day BASE: EMS Europe 2014
  • 41. 41 The Affluent: Frequent flyers
  • 42. 42 Affluent Asia Pacific Affluent Latin America Affluent USA EMS Middle East EMS Africa EMS Europe Nr. of Air trips in past 12 months in Affluent surveys The Affluent: Frequent flyers 344 mln 18 mln 10 mln 6 mln 35 mln 157 mln Total: 570 mln air trips
  • 43. 43 +240 +95 +71 +29 +17 +17 +12 +2 -4 -17 -20 +40 Total EMS Italy UK Spain Portugal France Netherlands Belgium Switzerland Russia Germany Other countries BASE: EMS Europe 2013 / 2014 Expect to visit Brazil next year, increase in 000s (EMS2014 <> EMS2013)
  • 44. Similar mindsets & luxury lifestyles around the world Growth of digital media consumption, next to stable use of traditional media Hold their emphasis on international media consumption Increasingly affluent in Europe & US / growth of Affluent in emerging markets
  • 45. PASSIVE MEASUREMENT BRAND CENTRIC Coming up
  • 46. The European Affluent Consumers: .. more affluent .. more global .. more digital EMS Europe 2014 briefing