A regional deep-dive into digital, luxury and video by Teads Insights

1. LUXURY INSIGHTS:
USA
August 2015

2. Overview
Digital behaviour of the affluent* in the US
Source: eMarketer
3 out of 4
Internet users are
digital buyers
US affluent spent
an average of
42.9 hours
online per week in 2014
23%
of US households earn more
than $100,000 a year
89%
of affluent households
own a smartphone
83.6%
of US affluent
were internet users in 2014
*US adults whose income is $100,000 or more
US adults spend
5 hours 38 minutes
per day on digital media

3. Why digital advertising?
Source: eMarketer
Affluent consumers are relying highly on digital
Digital ad spending is
expected to
reach$57.7
billions
in 2015
63%
of affluent internet users look
for information about luxury
goods online
46%
of affluent say online media
causes them to read less
print newspapers and
magazines
2
1.4
1
2.2
2.6
2.5
0
0.5
1
1.5
2
2.5
3
Desktop/ Laptop Tablet Smartphone
Weekly time (hours) spent researching
products digitally by US affluent internet
users, 2015:
Affluents Hyperaffluents*
*US adults whose income is $250,000 or more

4. Video advertising
Almost 1/3
of affluent watched
videos on their smartphone
in 2014
They spent on average
1,236 hours
per month watching online
videos in 2014
Source: eMarketer
Digital video is key in the US
3.82
5.81
7.77
9.59
11.25
12.82
14.38
0
2
4
6
8
10
12
14
16
2013 2014 2015 2016 2017 2018 2019
Digital video ad spending in the USA
(billions): 89%
of internet users were online
video viewers in 2014

5. Ad effectiveness
Video advertising effectively reaches luxury shoppers
Source: eMarketer
57%
of internet users say they
are receptive to branded
video content
1 out of 5
internet users identify video
as the most useful type of
content for learning more
about a brand
44%
31%
21%
17%
13%
38%
20%
13%
8% 6%
0%
10%
20%
30%
40%
50%
Websites Smartphones Tablets Digital
newspapers
Digital
magazines
Percentage of US luxury goods purchasers
exposed to digital advertising, per channel
(2014):
Luxury goods purchasers Average Internet users
US luxury good purchasers are more than
twice as likely
to see or hear advertising through digital magazines
and newspapers than other internet users
1 out of 4
affluent millennials read
newspapers on their
smartphone

6. Path to purchase
Luxury shoppers look for information online before buying
Source: eMarketer, McKinsey
27%
23% 21%20% 18%
13%
0%
5%
10%
15%
20%
25%
30%
Millenials Gen X Baby boomers
US affluent internet users who research
luxury products/services (2014):
Research online, then purchase in-store
Research in-store, then purchase online
* China, Brazil, Russia
46.5
47.6
39.5
26
0 10 20 30 40 50
Millennials
Gen X
Baby…
Seniors
Weekly time (hours) spent online by US affluent,
2014:
81%
of affluent luxury buyers plan
to purchase luxury products
online in the coming year
Online sales for women’s
luxury fashion are projected
to increase by 17%
between 2014 and 2018
US luxury buyers intended to
spend 50%
of their luxury apparel and
accessories online in 2015

7. Teads vs. Facebook and Youtube
Affluent audience is reached more effectively with Teads
Source: Comscore MMX, July 2015 : Mediametrie NetRatings, June 2015
79.3%
61.0%
34.1%
14.5%
% of exclusive users
Teads Facebook
79.3%
51.3%
45.6%
16.0%
% of exclusive users
Teads Youtube
Reach

8. PLEASE CONTACT :
insights@teads.tv