Commentary

The Influence Of Affluencers

According to a recent Ipsos Affluent Survey, Affluencers, (adults living in households with at least $125,000 in annual household income,) reflecting the top 16% of American households, and 71% of all Affluents influence others’ shopping and buying behaviors.

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Michael Baer, SVP and Head of Affluent Intelligence Group, Ipsos Connect, says  “While most marketers have understood that the Affluent audience is important due to their buying power and purchase behaviors, especially in luxury and high-ticket categories, their influence is felt in nearly every category.”

 Marketers are becoming more and more interested in reaching out to and engaging Influencers due to the factors like media fragmentation, quality and transparency issues of the media supply chain. The idea of reaching a targeted group of people who are particularly powerful and influential is spreading, says the report.

The Affluencers group is important as this target has the potential to not only represent a disproportionate amount of purchases, they also represent a group that is sought for their advice and purchasing input across all categories. In addition, Affluencers on average consume more media than general Affluents, with both print and digital publications up +9%.

The report includes other key findings from the survey:

  • Affluencers spend 40% more than other Affluents on all categories, and 3.6X as much as non-Affluents
  • Affluencers are early adopters to new technology, innovations and new products, and influencing the adoption and purchase of new products beyond themselves.
  • Affluencers have the highest levels of future purchase intent in the categories they influence – from 10% to 400% more
  • 50% of all Affluencers express their influence in 5+ categories. In addition, 97% say that others seek them out for their advice across many product and service categories.

For additional information from the Ipsos report, please visit here.

 

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