Affluent audiences are “high end” segments who have greater spending power compared to others. Since 24% of affluent audiences contribute to about 48% of total product consumption across markets, it is important to effectively engage them to ensure high brand consideration and purchase intent.
Research shows that for affluent consumers, mobile is now the device of choice when it comes to online purchasing. A study by the Global Web Index shows that 65% of them use mobile to purchase products online in a single month. Therefore, engaging affluent audiences on the device of their choice through effective digital campaigns is vital in influencing brand consumption among these TGs.
Affluent audiences constitute 8 - 12 million individuals out of the total TV viewing population. They are the go to segment for premium products. However, targeting them is also important for non premium categories since purchase volumes in general are strongly driven by high-end audiences.
We’ve developed three parameters to identify affluent audiences, based on device usage and TV viewership. Since affluent audiences have been found to be highly involved with the content they watch on TV, we’ve been able to narrow them down better.
- Affluent audiences are high-end smartphone users of devices which cost 35k and above. This reflects that they have above average spending power for products.
- Additionally, affluent audiences comprise of English TV content viewers who are highly exclusive since only 15% of them watch Hindi channels, and are extremely difficult to reach outside of English channels.
- And thirdly, they watch lifestyle and premium sports channels, which include HD channel viewers. These audiences have disposable income that is 3x higher than SD subscribers, while ~60% of HD subscribers reside in India’s top 10 cities.
Using these parameters, we can accurately identify affluent / premium segments and apply these filters to boost effectiveness of your brand campaigns.
Learn how you can engage affluent audiences and other smart segments on digital, by downloading the free ebook below!