The study uncovered the “Affluencer’s” attitudes and preferences about everything from friendship and money to how they use technology and make buying decisions:
The Affluent Influencer, or “Affluencer,” is a key demographic for online retail brands. This group combines affluence (household income of $100K+) with influence (the ability to affect the purchase decisions of others) and has great potential to increase awareness of and affinity for brands.
The Affluent Influencer (Affluencers)
% of Respondents
Education (≥ Bachelors degree)
Millennials & GenX
Work (full time)
Source: iProspect, October 2013
The research looked at Affluencer values, preferences, and behaviors across the three generations of Millennials, GenXers, and Boomers. Though they share many commonalities, each generation also has unique needs, says the report.
Affluencers are respected “experts” because they are well informed. Buying guides, Q&A pages, advice columns, and other informational content represent an important content marketing opportunity to feed the Affluencers’ desire for knowledge and know-how.
Mobile is a huge opportunity for forward-thinking online retailers, says the report.
Though mobile device shopping is clearly here to stay, not all marketers are doing it and not all those who are engaged know how to do it well, opines the report. It’s more than just responsive design. It’s about creating a smart mobile experience with relevant features that align with the preferences and needs of Affluencers.
The report suggests that marketers use research findings and company data to create highly targeted customer profiles. The study shows that:
Values and Attitudes
Love to buy the latest tech gadgets
Try to vacation in a different place each time
69% strongly agree (158 index)
66% strongly agree (159 index)
Always first among friends to try new products & services
65% strongly agree (212 index)
61% strongly agree (205 index)
50% strongly agree (127 index)
Always like to try new brands
64% strongly agree (161 index)
64% strongly agree (180 index)
54% strongly agree (129 index)
Know the latest trends before friends
57% strongly agree (244 index)
52% strongly agree (187 index)
Buy the newest fashion brands & styles available
45% strongly agree (254 index)
38% strongly agree (158 index)
Source: iProspect, October 2013
Younger generations aligned in strong attraction to “new.” Millennial and Gen X Affluencers are very closely aligned in their positive attitudes toward new products, services, and brands. Messaging that showcases the concepts of “new” and “latest” will play well with these groups.
Boomer Affluencers are more middle-of- the-road. Boomer Affluencers still value new brands, products, and trends, but tend to place a lower priority on the “new” attribute as compared to the strong enthusiasm of the Millennial AIs and Gen X AIs.
Boomer Affluencers are least confident about knowing the latest trends before their friends and are least likely to buy the latest fashion brands and styles. Paired with their responses on the topics of popularity and acceptance, these attitudes would seem to indicate that they are not overly concerned about staying ahead of the curve, at least in the fashion category.
Not only do Affluencers buy your products, they also convince others to buy your products. Make sure that your marketing is designed to reach this critical audience through targeted relevance, concludes the report.
For more information from iProspect, please visit here