THE FIRST GLOBAL STUDY OF AFFLUENT CONSUMERS’ MOBILE USAGE
6,000
respondents from Australia, Germany, Hong Kong, India, Sweden and the US
Affluent consumers (top 20% income earners) General population (rest of the population)
39% of affluent consumers access the internet on mobile devices
Prefer mobile devices to their desktop for accessing news:
at least once an hour 18% higher than the general population
of affluent consumers use their mobile phone for business, compared to 40% of the general population
+15% +28%
+15%
mobile phones
+9% tablets
Advertising on mobile will enhance brand perception as
-17% desktop
for business or finance news
compared to the general population
News apps are the most commonly used apps on affluent consumers’ mobile phones Affluent consumers increasingly prefer mobile to desktop for accessing news
for current affairs or breaking news
The general population prefer social networking apps Year on year 2012/13
of affluent consumers are happy to see ads on mobile websites as long as the content is free
For affluent consumers mobile advertising is four times as effective % Ad Awareness Aided Brand Awareness Message Association Brand Favourability Purchase Intent
apps on affluent consumers' mobile phones. The general population prefer social networking apps. For affluent consumers mobile advertising is four times as ...
social networking apps. For affluent consumers mobile advertising is ... mobile websites as long as the content is free. 39% of affluent consumers access.
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