Affluent consumers are a vital target audience for many brands. This report looks at the media habits and preferences of affluent individuals in France, Germany and the UK, how these groups are changing, and the ways marketers are aiming to reach them.
Consumers at the higher end of the socioeconomic scale in France, Germany and the UK tend to overindex for digital engagement, yet they are also loyal to TV and other traditional media. Affluents’ expectations make them a difficult target for brand marketers, though.
Defining affluence is complicated, especially when the UK, France and Germany use varying standards to measure socioeconomic status. And of course the “mass affluent” are quite different from the truly wealthy. Nonetheless, we do see many common behaviors across the affluent spectrum.
Predictably, affluent consumers are more likely than lower-income individuals to have a high-speed internet connection at home—or indeed more than one connection—and to use advanced digital devices such as smartphones and tablets. As a group, the affluent are more likely to have multiple web-enabled devices and also tend to spend more time online.
Many people with significant disposable income are early adopters of new gadgets and technologies. From smart speakers to smart cars to the sharing economy, this is a cohort that’s well-engaged with leading-edge tech and services.
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Primary Attitude Toward Adopting New Technologies or Digital Services According to Consumers in France, by Socioeconomic Status, June 2017 (% of population)
Retail Mcommerce Transaction Share Among Digital Retailers in France, Germany and the UK, by Product Category, Q4 2017 (% of total retail ecommerce transactions)
Internet Users in France Who Have vs. Have Not Taken Actions to Protect Themselves Digitally, by Socioeconomic Status, June 2017 (% of population in each group)