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

+15% +28% - BBC

apps on affluent consumers' mobile phones. The general population prefer social networking apps. For affluent consumers mobile advertising is four times as ...

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