Ip affluent male

Background & Objectives –
THERE ARE 19 MILLION AFFLUENT MALES
ON THE INTERNET, AND THEY ARE SHOPPING.
The numbers are in and they tell a clear story: Figures from 2011’s Black Friday weekend were
a dramatic shift is changing the landscape of the a strong indicator of the increased shopping
luxury brand market. The affluent male has come engagement of males. The National Retail
into his own – researching, sharing, and Federation reported that the average male
buying products online. The undeniable impact spent 50 percent more than the average female
on sales figures is driving luxury brands to invest offline and 100 percent more online.2
in line extensions and targeted marketing A June 2011 report from Men’s Health and GfK
campaigns designed to reach this audience. Roper found that men are also more highly
Men are outpacing women. engaged than women when it comes to online
In March 2012, CNBC reported that the men’s product research, including reading and sharing
luxury market is outperforming the women’s in reviews, comparing prices, and even “liking”
all categories. Luxury menswear is on the leading brands on Facebook.3
edge of this growth trend. Consulting firm Bain
& Company reported that this market segment is
growing at a rate of about 14 percent per year –
nearly double the pace of luxury women’s wear.1
1 “Menswear fuels global luxury boom, executives say”, March 2012.
2 “Black Friday Weekend Shines As Shoppers Line Up For Deals, Spend Record $52 Billion”, November 2011.
3 “Men Show Online Shopping Savvy”, March 2012.

>> Background & Objectives | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.

Interested in reaching the affluent male online?
WE ARE.
It’s important for our luxury clients to be able to
connect with this audience. To be better able to
inform and advise our clients, iProspect
commissioned comScore to develop and conduct
custom research to help us understand:
✚ The typical online demographics
and behaviors of the affluent male
✚ Specific preferences regarding devices,
advertising, online research, and shopping
✚ How marketers can target, reach,
and successfully communicate
with this audience
Some of the insights we’ve uncovered might
surprise you. All of them will help you market more
efficiently and effectively to the affluent male.


The affluent male

18 $
is defined
as an adult + male with a HHI of

04
100K

Executive Overview
TO BETTER UNDERSTAND HOW THE AFFLUENT MALE ENGAGES WITH
BRANDS ONLINE, WE LOOKED INTO HIS PREFERENCES IN SIX KEY AREAS:
Audience Profile: Devices:
The affluent male is defined as an adult (18+) The affluent male is highly connected and
male with a household income (HHI) of engaged on a variety of devices. It is essential
$100K+. Sixty-nine percent of our survey for brand marketers to adopt an omni-channel
respondents had a HHI of $100K - $300K. Fifty approach to online marketing. Savvy consumers,
percent fell between the ages of 45 and 64. like the affluent male, expect a seamless
experience across devices and value-add
45 % spend more than
$4,000 per year, and
features that make their lives easier.

13 % spend in excess
of $30,000 annually.


Research and Buying: Banner Ads:
The affluent male is doing significant research Seven out of 10 affluent males report seeing ads
and buying online. All but two percent of the on a PC, while roughly one in three reports
affluent males surveyed purchase products seeing ads on mobile devices. More importantly,
online. An overwhelming 70 percent prefer to a majority of affluent males are willing to engage
research and buy online, versus researching with banner ads at least some of the time.
online and purchasing in store. The majority of Based on the feedback of our survey respondents,
purchases are still made on PCs, but the affluent the affluent male wants to see ads that are simple
male is doing more research on mobile devices. and to the point. He also has a preference for
The importance of online product research and video and interactive ads, both of which are
the surprising fact that the affluent male appears a great fit for highly visual luxury brands.
to be shopping for himself, more frequently than
previously assumed, has important implications
for ad messaging. Brand marketers should use a
mix of research-driven and direct response
messaging, combined with appropriate goals and
measurement criteria, to see the best results.


Search: Social Media:
Search ads are an effective, relevant tool for Social media is a consistent part of the affluent
capturing actively engaged affluent males, male’s reported media consumption and is a
mostly from PCs, but mobile search is on the viable and valuable way to connect with this
rise. The affluent male is not only searching via a audience. Look at the social habits of your
variety of devices, but on a variety of web brand’s specific audience. There’s a good
properties including a wide range of search chance that your affluent male customers are
engines. Brands need to maintain a presence active on Facebook. They may also be early
across all these sites. Ensure that search adopters on Google+ or some of the visual
campaigns include research-driven keywords, networks aimed specifically at men such as
as well as branded and non-branded ones, and Fancy, Gentlemint, and WhereIsTheCool.
remember to separately target and track all Wherever you find your audience, social
devices, inclusive of PC, tablet, and mobile. marketing should focus on brand-building
efforts. Marketers should also keep an eye out
for new social mobile advertising opportunities.


Brand Affinity:
When our survey respondents were asked to What follows is an in-depth look at specific
name their favorite luxury brands, responses findings, key takeaways, tactical strategies, and
included many of the best-known global examples of how luxury brand marketers from
brands. When asked why they preferred these different product categories are successfully
brands to others, the affluent males cited quality, marketing to the affluent male.
style, and fun as their top three reasons.
When asked to name the online advertisers they
liked most, our affluent males named a broader
range of brands, some of them from outside the
luxury category. Brands like Apple, MSN, and
Amazon were amongst the top 15. Luxury
brands may be able to extract important
learnings from a closer study of these
non-luxury advertisers.


Methodology

The study, developed and conducted by Cognographic Analysis: In addition to the self-
comScore, included two custom behavioral analyses reported data collected via the survey, comScore
that were applied to comScore’s U.S. panel of tracked profiles as well as website visitation. The
affluent males (males, 18+ with a HHI of $100K+). cognographic report measured online behaviors
Survey: The survey included 26 questions for January 2012, and provided a cross-
designed to collect relevant data about media referenced picture of reach percent and reach
consumption, online preferences, attitudes index for categories and websites/properties.
toward online advertising, and audience profile
information. Although there was some topic
overlap, the categories of inquiry broke down as
follows: demographics (9), device (9), research
and buying (5), search (4), social media (1),
banner (4), and overall marketing/advertising (5).
During the month of February 2012, there were
517 surveys completed.


THE
AFFLUENT MALE

Audience
PROFILE
10

General Demographics
BASED ON SURVEY RESPONSES:

AGE HHI BREAKDOWN

75 % of the affluent males are 35 and older 69% $100K - $300K income bracket
6% $300K - $500K income bracket
43 % are, surprisingly, between the ages
of 45 and 64
12% $500K - $1M income bracket
The Baby Boomer demographic continues to
control 70 percent of the total net worth of 13% $1M - $3M+ income bracket
American households – seven trillion of wealth – Professional:
and have more discretionary wealth in their
empty nester years than any other age group.4 ✚ Affluent males are likely to hold a director-level
or higher position (62%) with 21 percent in a
✚ The smallest age groups are 18-24 (1%) and president or c-level role.
65+ (7%) with near equal allocations to the other
nine age segments. ✚ A majority of affluent males work in
mid-to-large-sized companies (minimum 250
employees) with 38 percent working for
companies with 1,000 or more employees.

4 “Baby Boomers are STILL the Largest Consumer Group in America - Even in a Recession”, October 2011.

>> Audience Profile | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.

(CONTINUED)

At Home: Geo-Region:

58 % of the affluent males live in
small households of 2-3 people
(including themselves).
✚ The largest geo-locations of the affluent males in
our survey were from the South (35%) and the
Northeast (28%). The smallest geo-location

52 % live in households without children,
many presumably because their
children are grown and living ✚
represented was the Midwest (15%).
The data uncovered that one in five affluent
on their own. males resides in the South Atlantic (Delaware,
Maryland, D.C., Virginia, West Virginia, North
Carolina, South Carolina, Georgia, and Florida).
✚ Even though the volume is smaller (5%), the
New England region (Maine, New Hampshire,
Vermont, Massachusetts, Rhode Island, and
Connecticut) skews toward affluent males, as does
the Mid Atlantic (New York, Pennsylvania, and
New Jersey) and East North Central region
(Wisconsin, Michigan, Illinois, Indiana, and Ohio).


ONLINE SHOPPING
Frequency: Spend:
Nearly 100 percent of the affluent males surveyed Thirteen percent of this audience spends in
shop online and 27 percent of the group make excess of $30K online annually. The affluent
purchases on a weekly basis. These results run male is clearly a consumer who is not only active
contrary to traditional assumptions about males online, but willing to spend there. Nearly half
being less engaged in online shopping than spend more than $4K a year online.
females. Putting this common misconception aside
opens a world of possibilities for brand marketers
interested in reaching the affluent male. These
results run contrary to traditional assumptions about
males being less engaged in online shopping than
females. Putting this common misconception aside
opens a world of possibilities for brand marketers
interested in reaching the affluent male.


Demographic Findings
AGE AND HHI

100% 100% 2%
7% 5%

90% 90% 6%
$3M+

80% 22% 80% 12%
$2M-$2.99M
5% $1M-$1.99M
70% 70%
75% $500K-<$1M
60% 21% 60%
$300K-<$500K
50% 50%
$100K-<$300K
40% 40%
26%
69%
30% 30%

20% 20%
24% 25%
10% 10%
1%
0% 0%
Affluent Males Age Age Affluent Males HHI
18-24 25-34 35-44 Under 35 35+
45-54 55-64 65+

n=517


HOUSEHOLD SIZE AND NUMBER OF CHILDREN
100% 100% 1%
10% 3%
90% 90% 3%
Prefer not to answer 16% Prefer not to answer
80% 19%
80%
5 or more 4
70% 4 70% 3
25%
60% 3 60% 2
27%
2 1
50% 50%
1 None
40% 40%
30% 31% 30%
52%
20% 20%

10% 10%
13%
0% 0%
Household Size Number of Children

n=517


REGION AND COMPUTER OWNERSHIP

1%
100% West 100% Prefer not
7%
to answer
90% 21% South 90% 2%
Your employer
80% Midwest 80% or a household
member’s employer
70% Northeast 70%
A business you or a
60% 35% 60% household member
90%
operates from home
50% 50%
You or a member
40% 40% of your household
15%
30% 30%
20% 20%
28%
10% 10%
0% 0%
Region Owns Computer
Northeast: New England: Maine, New Hampshire, Vermont, Massachusetts, Rhode Island, Connecticut; Mid-Atlantic: New York, Pennsylvania, New Jersey
Midwest: East North Central: Wisconsin, Michigan, Illinois, Indiana, Ohio; West North Central: Missouri, North Dakota, South Dakota, Nebraska, Kansas, Minnesota, Iowa
South: South Atlantic: Delaware, Maryland, D.C., Virginia, West Virginia, North Carolina, South Carolina, Georgia, Florida; East South Central: Kentucky, Tennessee, Mississippi, Alabama;
West South Central: Oklahoma, Texas, Arkansas, Louisiana
West: Mountain: Idaho, Montana, Wyoming, Nevada, Colorado, Arizona, New Mexico; Pacific: Alaska, Washington, Oregon, California, Hawaii

n=517


JOB TITLE AND NUMBER OF EMPLOYEES

Only myself
2 employees
3-4 employees
5-9 employees
40% 38%
10-19 employees
100%
10% 20-49 employees
90% 35%
50-99 employees
80% I do not work 30%
29% 100-249 employees
70% Manager
Director
12% Vice President
50% 20%
1,000 employees or more
7% Senior Vice President
40% 8% 15% Not currently working
President/C Level
30% Executive, not owner 9%
Don’t know/Not sure
21%
10% 8%
20% Business owner 6% 6% 6% Prefer not to answer
5% 5%
4% 4%
5%
10% 2% 2% 2% 2%
14%
0% 0%
Job Title Number of Employees

n=517


Frequent Affluent Male Online Purchasers
✚ Four out of 10 affluent males who shopped online two or more times a week spent $30K+
✚ Seventy-five percent of less frequent purchasers (who only purchase online once a month), spent $500-$4K per year

Purchase Online Once a Month or More
Annual Online Spend More Than 2 Times a Week Weekly About 2-3 Times a Month About Once a Month

$30,000 or more 39% 19% 5% —
$20,000-$29,999 7% 4% — —
$15,000-$19,999 7% 6% 1% 1%

$10,000-$14,999 17% 15% 8% 2%

$7,500-$9,999 9% 5% 3% —

$5,000-$7,499 4% 14% 9% 2%
$4,000-$4,999 4% 8% 7% 2%

$3,000-$3,999 6% 7% 10% 11%

$2,000-$2,999 1% 7% 16% 16%
58%
$1,000-$1,999 1% 9% 20% 25%

$500-$999 2% 3% 12% 23% 75%

$300-$499 2% 1% 5% 11%

$200-$299 — 1% 3% 2%
$1-$199 — — 2% 2%


THE
AFFLUENT MALE

Detailed Study
RESULTS
19

Device Preferences

The high market penetration of smart phones ✚ The Pew Internet Project reported an
and tablets means that online shoppers have impressive 50 percent increase in tablet
many different ways to access and engage with ownership over the 2011 holiday season – from
their favorite brands. 10 percent to 19 percent – that still falls short of
The exact numbers vary by study, but the the 50 percent ownership reported by the
affluent male consistently indexes substantially affluent males responding to the comScore
higher than the average Internet user when it survey.7
comes to device ownership and usage:
✚ According to a fall 2011 study commissioned
by Google and implemented by Ipsos5, only 38
percent of mobile subscribers own smartphones.
In a February 2012 survey, Nielson reported 50
percent.6 Our survey shows that 77 percent of
affluent males responded with owning a
smartphone. It appears numbers continue to
increase each month. 5 “New research: Global surge in smartphone usage, UK sees biggest jump with 15% increase”, January 2012.
6 “Smartphones Account for Half of all Mobile Phones, Dominate New Phone Purchases in the US”, March 2012.
7 “Tablet and E-book reader Ownership Nearly Double Over the Holiday Gift-Giving Period”, January 2012.

>> Detailed Study Results | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.

Devices
MOBILE SMARTPHONE, TABLET COMPUTER, AND PC
✚ PCs, followed closely by mobile smartphones, were the most used devices.
✚ Tablets are on the rise with 85 percent of affluent males using them at least once a day.

1% 3% 1%
100% 100%
3% 3% 3%
90% 90%
Only on
80% 80% 32% the weekend
48%
70% 70% 55% Only during
77% 50% 91% the weekdays
60% 60%
Multiple
50% 50% times a day

40% 40% Daily
53%
Less than
30% 30% weekly
50% 47%
20% 20% 41%
Less than
23%
monthly
10% 10% 1%
9% 1% 7% 2%
0% 0%
Mobile Tablet PC Mobile Tablet PC
Smartphone Smartphone
No Yes n=517 n=398 n=259 n=468

Note: “Never” was also an option but was not chosen.


Email Usage
GMAIL, YAHOO!, HOTMAIL, AOL, AND APPLE’S MOBILEME/iCLOUD
✚ Gmail and Yahoo! were the most used email systems, having similar usage patterns with
over half of respondents checking their emails on these properties once or more each day.

100%
90%
80% 37% 36% Never
48%
70% 58% Less than monthly
3% 66%
3%
60% 5% Less than weekly
5%
1% 1% 3%
50% 1% 6% Only on the weekend
1% 2%
40% 1% 3% Only during weekdays
33% 32% 1% 2%
1% 3% Daily
30% 25% 1%
21%
Multiple times a day
20% 19%

10% 21% 22%
16% 15%
10%
0%
Gmail Yahoo! Hotmail AOL Apple’s
MobileMe/iCloud

n=517


Researching and Purchasing
ON A MOBILE DEVICE OR TABLET
✚ There may be some hesitancy among affluent male consumers to purchase online through
a mobile device or tablet, since almost half have not purchased products through these devices.

60% Researched on... 50% Purchased on...
45% 45%
B
51% 45%
50%
40%
43% 36%
35%
A
39% 35%
40%
32%
30%
30% 25%

20%
20%
15% 13% 13%
12% 13%
10% 7%
10% 6%
6%
5%
5%

0% 0%
Mobile Device [A] Tablet [B] Mobile Device [A] Tablet [B]

Yes No I haven’t yet, but I plan I haven’t yet, and have
to in the future no plans to in the future

AB Indicates significant difference between segments at 90%CL | n=517


Frequency of Purchase on Device
THOSE WITH DAILY ACCESS TO A MOBILE SMARTPHONE OR TABLET
✚ Over half of tablet users purchased products online at least weekly.
✚ Mobile smartphone users are substantially more likely NOT to purchase online in the future compared to tablet users.

Mobile Smartphone [A] Tablet [B]

Daily
10% 19%
16%
21% B Weekly
8%

Monthly 3%
5%
Once a year
B
13% 23%
Less than once a year
A
I haven’t yet, but 33%
3% I plan to in the future 22%
6%
I haven’t yet, and have
19% no plans to in the future

n=398 n=259

AB Indicates significant difference between segments at 90%CL


Most Frequent Activities
THOSE WITH DAILY ACCESS TO A MOBILE SMARTPHONE OR TABLET
✚ Three out of four affluent males check email on their mobile phones, making it their most frequent activity,
followed by looking at maps/directions and checking sports scores or the news.

Most Frequent Mobile Smartphone Activities n=398
Email 76%
Maps/Directions 63%
Checking sports scores or news events 49%
Researching products 46%

Playing games 44%

Social networking (i.e. Twitter, Facebook, etc.) 42%

Shopping 38%
Watching videos 30%

None of these 6%


Websites Most Visited
NON-SEARCH ENGINES
✚ Given the heavy online spending behavior of affluent males, it is not surprising that Amazon
is the top site they report visiting.
✚ eBay was the second most visited non-search engine site.

Amazon 41%

Yahoo! 37%

Google 29%

eBay 20%

MSN 19%

Bing 17%

AOL 16%

ESPN 13%

Facebook 12%

CNN 8%

Best Buy 5%

Walmart 5%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

n=510


KEY FINDINGS:
The affluent male is very connected Mobile activities are focused
Affluent males’ activity on mobile smartphones is

91 % of respondents highest in two areas:
have daily access
to a PC 76 % checking email

77 % have daily mobile
access to a
smartphone
and half have daily access to a tablet.
63% looking at maps/
directions
In addition, close to half of survey respondents
report frequently checking sports scores or news
events (49%), playing games (44%), and – of
Engagement with these devices is high across
interest to all types of retailers – researching
the board. Among those who own devices,
products (46%).
almost 100 percent of survey respondents report
using their PCs and mobile smartphones at least
daily. Tablet usage is on the rise with 85 percent
of respondents reporting daily use.


KEY TAKEAWAY:
The affluent male lives on all his devices.
Your brand needs to live there, too.
Creating and maintaining an omni-channel
brand presence is becoming more and more
important, especially with digitally savvy
audiences like the affluent male. The relationship
between brand and customer is not linear; it is a
complex collection of integrated touch points
made on multiple devices and via multiple
channels. To increase brand awareness and
build loyal brand/customer relationships,
marketers need to provide an integrated brand
experience across all devices.


DIGITAL STRATEGIES
1. Optimize your website for mobile and 3. Consider advertising on email portals.
tablet audiences. Making your site mobile and Many affluent males use email portals to check
tablet friendly is the first step in creating an their email. Both of the most popular portals
omni-channel presence. Find a good balance mentioned – Gmail and Hotmail – offer a range
between usability and functionality. Pay of ad unit options that provide prominent,
attention to the needs and activities of mobile 100 percent share of voice. These cost-effective,
users and optimize the experience based on high reach, high volume, low competition buys
their requests and behaviors. typically provide great responses and returns.
2.Consider advertising on mobile and tablet They can be highly targeted based on gender,
properties. Given the high usage of mobile HHI, geographic location, age and even context
devices, advertising campaigns within these (based on emails read). Additionally, the portals
environments can drive valuable brand are beginning to offer new creative options
awareness and traffic. Placements on mobile including large-size and interactive units that
properties are often limited to one-per-screen, often increase engagement and click-
so there is the added benefit of 100 percent through-rate (CTR). Availability is currently
share of voice. limited, but additional opportunities may
become available in the near future.


DIGITAL STRATEGIES (CONTINUED)
4. Consider developing a mobile and a tablet Promote apps. Use device recognition
app, but only if it makes sense for your brand. technology paired with benefit-driven
Done right, a mobile or tablet application that calls-to-action (CTA) to invite mobile users to
either replaces or complements your brand’s download your app. Consider driving
mobile web experience can increase the downloads by featuring your app on your
frequency and quality of customer interaction. website and in traditional media campaigns.
Keep in mind that the app must deliver
incremental and differentiated value to the
customer to be worth your investment.
Integrate apps. Creating a seamless
experience between devices not only
provides convenience, it increases the
credibility of your brand. Ensure that creative
and functional elements are complementary
to the technical environment of each device.


http://tumblr.landroverusa.com/

Land Rover Covers All the Bases
Like their all-terrain vehicles, Land Rover covers a
lot of ground with their omni-channel marketing
campaigns. They run a wide variety of display
ads across a broad network that includes a
cross-section of property types. Their use of
cost-effective channels like Facebook and Tumblr
position their brand in the conversational spaces
their audience visits via both PCs and mobile
devices.


TripAdvisor Improves Experience
iPad

with Mobile App
TripAdvisor uses device recognition technology
to determine when someone is using a mobile
device to browse their site, and then serves the
visitor an invitation to download the TripAdvisor
app. More importantly, their mobile and tablet
apps deliver a frictionless, feature-rich experience
that has the potential to increase user
engagement because of greater convenience,
accessibility, and features. Viewers can easily
view and interact with city travel recommendations,
hotel rooms, image galleries, restaurants,
attractions, and reviews. Click-to-book allows for
extremely convenient booking simply by
scrolling to the appropriate tab.


Ten Questions to Ask Before Building an App:
1. Is your audience on mobile and tablet devices? 6. How will you integrate
the app with the rest of
2. What problem will your app solve? How will it
your brand experience?
deliver value or improve the brand experience?
7. How will you promote
3. What content and features can you include to
and distribute the app?
encourage consistent use?
8. Do you need to create
4. What are your goals – more efficient customer
regional, cultural, or
service, increased engagement, social sharing,
seasonal versions?
mobile browsing, mobile purchase? Can you
design and deliver an app that will meet 9. How will you collect and process feedback on
those goals? your customer’s satisfaction with the app?
5. Which platforms will you support? 10. How will you measure success and total
cost of ownership?


THE
AFFLUENT MALE

Research & Buying
PREFERENCES
34

Research & Buying Preferences

iPad

We’ve established that the affluent male is
ahead of the curve when it comes to the
ownership and use of multiple devices. This
predisposition to engage via different
technologies and channels opens up a host of
marketing opportunities. Depending upon your
brand’s category, you might be able to capitalize
on existing research and buying trends, or have
an opportunity to create demand in a currently
untapped market.

>> Research & Buying Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.

KEY FINDINGS:

13
All but two percent of the affluent
males surveyed purchase products online … % of those who shop
online spend in excess
✚ Four out of 10 affluent males who shopped of $30K annually

67
online two or more times a week spent $30K+.
✚ Seventy-five percent of less frequent purchasers % make online
purchases multiple
(those who buy online once a month), spent times each month
$500-$4K per year.
Clearly, the affluent male is a very active online
consumer who makes online purchases on a regular
and consistent basis.


Research is device-agnostic, There appears to be some hesitancy among
but buying is more prevalent on tablets. affluent male consumers to make online purchases
via a smartphone or a tablet. Nearly half of all
The importance of an omni-channel approach is
affluent males have not made such a purchase
obvious when you look at the percentage of
via a smartphone and another 13 percent do not
affluent males who research on their mobile plan to in the future; similarly, almost half of all
devices. affluent males have not made such a purchase
via a tablet and another 13 percent do not plan to in

51 % research on their
smartphones
the future. Our responses show an interesting trend:
When an affluent male has daily access to tablet,
43 % use their tablets he is 32 percent more likely to have made a
purchase via the device. Thirty-five percent of
average users report having made a purchase
Those percentages increase substantially for the compared to 67 percent of daily users. There
affluent males who report daily device usage: is a less dramatic, but still notable increase
63 percent and 75 percent respectively for when it comes to mobile phone purchases –
smartphones and tablets. 46 percent of daily users making purchases as
compared to 36 percent of average users.


There is a high preference
to research and buy online.
Additionally, daily use Nearly
substantially increases the
likelihood of a future mobile
75 % of the affluent males prefer
to research and buy online
versus purchasing in store
purchase. Thirteen percent
of average users indicate Half of respondents go online to learn more
they will never make a mobile about a product after they have seen it
purchase; for consumers somewhere online. In-store, print, and television
who report daily use, that also trigger online research and are pretty evenly
percentage drops to eight ranked.
percent for smartphones
and only four percent for
tablets.
It would appear that the more frequently the
affluent male uses smartphones and tablets, the
higher the probability that he will make an online
purchase on one.


Top sites visited indicate a focus on shopping. Research and buying trends vary by category.
The top seven most visited websites are all The luxury products affluent males most
commerce or portal sites. The most popular site frequently researched online were travel,
overall is Amazon, followed by Yahoo!, Google, apparel and/or accessories, and vehicles/cars.
eBay, MSN, Bing, and AOL. Rounding out the Travel was the item most frequently purchased
top ten favorite sites are ESPN, Facebook, and CNN. online, followed by apparel and/or accessories
The affluent male is shopping for himself. for others. Online research and buying were
particularly low for the fragrance and
Though many marketers previously presumed beauty/cosmetics categories.
that someone else, such as a significant other,
made purchases for the affluent male, 84 percent
of our survey respondents indicated that they
make purchases themselves.

84 % of our survey respondents
indicated they make
purchases themselves


Online Purchasing
FREQUENCY AND SPEND
✚ All but two percent of affluent males purchase products online; and 13 percent of those who shop online spend $30K+.

30%
27%
More than 2 times a week Online spend $1-$199
Weekly $200-$299
25% 24% About 2-3 times a month $300-$499
3% 3%
13%
About once a month $500-$999
Less than once a month 3% 7%
$1,000-$1,999
20%
Never 3% $2,000-$2,999
17%
16% 11% $3,000-$3,999
15% 14% $4,000-$4,999
10%
$5,000-$7,499
4% 14% $7,500-$9,999
10%
7% $10,000-$14,999
5% 10% $15,000-$19,999
8%
5% $20,000-$29,999
2%
$30,000 or more

0%
Online Purchase Frequency

n=517 n=505

Note: The response “I never buy products online” rounded to 0%.


Researching and Purchasing
ON A MOBILE DEVICE OR TABLET
✚ There may be some hesitancy among affluent male consumers to purchase online through
a mobile device or tablet, since almost half have not purchased products through these devices.

60% Researched on... 50% Purchased on...
45% 45%
B
51% 45%
50%
40%
43% 36%
35%
A
39% 35%
40%
32%
30%
30% 25%

20%
20%
15% 13% 13%
12% 13%
10% 7%
10% 6%
6%
5%
5%

0% 0%
Mobile Device [A] Tablet [B] Mobile Device [A] Tablet [B]

Yes No Not yet, buy I plan to Not yet, and have no plans to in the future

AB Indicates significant difference between segments at 90%CL | n=517


Products
HOW DO YOU RESEARCH/BUY ONLINE AND HOW OFTEN?
✚ A majority of affluent males prefer to research and buy online and most do so two to three times a month.

80%
70%
70% I research online,
Research then buy in store
Online and
60% Buy Online
I research online
and buy online
50% More than two
times a week 74%
I research online
and someone else
40% buys online for me
Weekly 71%
I research online and
30% someone else buys
in store for me
About two to three
20% times a month 84%
14% Someone else
researches online
8% and buys for me online
10% About once
4% 3% 73%
1%
a month
Neither me nor someone
0% else researches online for
How do you research and buy products? my products nor buys online

n=517


Luxury Products
RESEARCHED OR BOUGHT ONLINE
✚ Travel followed by apparel and/or accessories for others were the luxury products most bought online.
✚ After travel and apparel and/or accessories for myself, vehicles/cars were the third most researched online.

Researched Online Bought Online Have Not Researched or Bought Online

Luxury Products

Apparel and/or accessories for myself 54% 28% 40%
Apparel and/or accessories for others 41% 44% 40%
Fragrance for myself 26% 29% 57%
Fragrance for others 34% 16% 60%
Jewelry and/or watches for myself 42% 30% 50%
Beauty and/or cosmetics 23% 25% 60%
Jewelry and/or watches for others 41% 20% 52%
Luxury Consumer Packaged Goods/
Food/Grocery 28% 28% 55%
Vehicles/Cars 47% 19% 39%
Travel 72% 49% 21%

n=517


Non-Luxury Products
RESEARCHED OR BOUGHT ONLINE

Researched Online Bought Online Have Not Researched or Bought Online

Non-Luxury Products

Household appliances and/or furniture 52% 32% 37%
Household electronics 59% 38% 30%
Personal electronics 52% 52% 27%
Sporting goods 47% 41% 41%
Books 45% 59% 30%
Office supplies 45% 34% 41%
Health/Personal Care/Drugs 42% 41% 45%

Real Estate 37% 21% 54%

n=517


Researching Online and Text Messages From Advertisers
✚ Approximately half of the respondents went online to learn more about something they saw while browsing the Internet.

Going online after seeing something… Do you receive advertisement texts?
40%

Online 49% 34%
35%
30%
30%

In a store 34%
25%

19%
20%
In a magazine 30%
15% 13%

10%
On TV 31%
4%
5%

0% 20% 40% 60% 0%
Yes Yes, but only on Not at No, but I am Never
advertisers that this time open to it
have asked to
communicate
with me
n=517 n=398


KEY TAKEAWAY:
The affluent male is doing significant research
and buying online, and this is only the beginning.
The data proves that online shopping is the norm As mobile devices like smartphones and
rather than the anomaly for the affluent male. especially tablets become more entrenched in
This audience’s access to and comfort with the daily routines of the affluent male, his
technology, combined with current market comfort level, usage, and tendency to make
trends that show men outpacing women in the purchases will continue to increase. The brands
consumption of key luxury products, bodes well that establish a strong online and mobile
for luxury brands that take a strategic and presence today will be poised to benefit most.
integrated approach to their online marketing.


DIGITAL STRATEGIES
1. Test your messages. One of the most 3. Create a seamless flow from research to
unexpected findings revealed by our research is purchase. Even for campaigns that focus on the
that the affluent male is making his own research phase, make sure that you create a
purchases far more frequently than was seamless path to purchase. Understand that
previously assumed. Create a personalized and research leads to commerce, but be careful not
balanced message portfolio that targets both to create measurement silos. Instead, ensure
those who might purchase for the affluent male that multiple crossover points exist and measure
and the affluent male himself. the combined effort holistically.
2. Take advantage of research opportunities.
A substantial portion of the affluent male’s online
? ?
shopping activity centers around research.
? ? ?
Branding and engagement campaigns help
create brand awareness, educate buyers, and
build brand and product affinity.


DIGITAL STRATEGIES (CONTINUED)
4. Boost customer confidence in your mobile D. Strategically promoted – featured at
experience. Though there is some hesitancy appropriate touch points, presented in terms
amongst affluent males to routinely make direct of benefits to the user, may even deliver some
purchases from mobile devices, this channel should mobile-only rewards
not be overlooked. Encourage the affluent male 5. Consider gift-giving features and campaigns.
to engage fully with your brand via mobile by Make it easy for the affluent male to make purchases
removing barriers and building trust. To do this, for others by providing mobile-optimized gift
provide a mobile experience that is: registries, gift-giving ideas, product selection
A. Well-designed – easy to navigate, aesthetically guidance, as well as simple wrapping and
pleasing, and free of technical glitches shipping options.
B. Fully-functional – provides all the key 6. Provide content and tools that make purchase
features that a consumer would expect and decisions easier. He may be sophisticated, but that
need on a smaller mobile screen doesn’t mean the affluent male has all the answers.
C. Similar to web – coordinates with your Think about what information and functionality
primary website and brand voice to provide a might make shopping easier for your customers –
sense of familiarity tips on accessorizing, product-to-product
comparisons, lifestyle-related guides, etc.


Setting Campaign Expectations
It’s important to maintain perspective about ✚ Social campaigns – typically best for branding
performance goals. Understanding exactly how and community building – should not be
the affluent male is engaging with your brand via expected to convert to high sales and ROI.
different devices and channels is critical to ✚ A highly targeted ad unit should not be wasted
developing appropriate campaigns, goals, and on a general branding message if it has the
measurement metrics. potential to drive impulse purchases. Messaging
For instance: for these types of units might include product
enticements and offers/benefits to encourage
✚ Categories that show high-levels of online
conversions.
research with offline purchase, should focus
online campaigns on branding, engagement, Think strategically about how the affluent male is
and consumer education rather than sales engaging with your brand on different devices
messages and ROI goals. and channels, and build campaigns and goals
accordingly.


http://www.mrporter.com/

MR PORTER Provides Old-Fashioned Service
via Today’s Technology
Men’s fashion site MR PORTER delivers content,
service, and style that go far beyond the average
shopping experience. In addition to showcasing
the latest trends, they serve up engaging and
helpful content that helps the affluent male
choose the appropriate attire for various events,
accessorize properly, and even understand the
finer points of special event etiquette. For
example, when a customer makes a product
selection, MR PORTER creates an entire look
around that item. The Style Help section MR PORTER’s 360-degree approach to service
provides information and inspiration and engages their affluent clients on multiple levels
includes a fashion glossary, Q&A, and a section by providing resources that enrich and facilitate
on male fashion icons. the shopping experience.


iPad

Gilt Combines Powerful Research Tools with
Efficient Purchase to Capture Impulse Buys
Gilt Groupe offers their members “insider”
shopping, featuring top designer labels at up to
60 percent off. Their seamless user experience
moves consumers smoothly from pre-sale to help consumers make quick decisions.
research through product comparison and Shoppers can easily search for products in their
consideration to an efficient checkout. Their size, access product detail, scroll through
mobile and tablet apps replicate their product images, and add to cart — all from one
well-designed website, providing consumers screen. Shoppers can also easily switch between
with a flawless browsing and shopping sales via a drop down menu, and products that
experience. are sold out are always moved to the bottom of
Gilt adds value for consumers with features like the search page.
custom sale alerts, smart product searches, Gilt’s research-to-purchase experience moves
helpful editorial content, and buyers’ picks. consumers through the sales cycle effectively,
Because sales are held in real time and quantities increasing the potential for transactions.
are limited, the Gilt site and apps are designed


THE
AFFLUENT MALE

Banner Ad
PREFERENCES
52

Banner Ad Preferences

Banner ads are an important online extension of
your brand. Whether used to drive awareness or
sales, they are how marketers reach out across
the web to connect with customers, including
the affluent male. Understanding where the
affluent male sees ads and which ones he reacts
to is critical to the creation and placement of
effective banners. Our research provides insights
in both these areas and identifies some key areas
worth exploiting.

>> Banner Ad Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.

KEY FINDINGS:
More affluent males see ads Preferred placements cover
on PCs than on mobile devices. a wide variety of property types.
Seven out of 10 affluent males report seeing ads When asked which sites they would advertise on
on a PC while roughly one in three affluent males if they were in charge of marketing a luxury
report seeing ads on mobile devices. brand, the top three sites named were Google,
Interestingly, nearly 20 percent report that they Yahoo!, and Facebook. The balance of
have never seen ads on any device. This might recommendations included a variety of search
indicate that they were unable to identify engines, portals, and shopping sites:
different online elements as ads. Rank Preferred Site % Rank Preferred Site %

Banners still have strong potential. 1 Google 12% 9 CNN 2%

2 Yahoo! 11% 10 ESPN 2%
Although nearly a third of respondents report 3 Facebook 8% 11 NY Times 2%
never clicking on a banner ad, more than half 4 Bing Search 7% 12 WSJ 2%
report clicking on a banner ad “sometimes,” 5 MSN Portal 5% 13 Twitter 1%
“usually,” or “always” (29%, 20% and 5% 6 Amazon 5% 14 FOX 1%
respectively). 7 Ebay 3% 15 Forbes 1%
8 AOL Portal 2%

>> Banner Ad Preferences | www.iprospect.com | © 2012 iProspect, Inc. All rights reserved.

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