|The Digital Anatomy of the Affluent Male|
|Internet Trends & Stats|
|Thursday, 03 May 2012 11:45|
New iProspect study, "The Affluent Male: What His Online Behavior Can Teach Luxury Brand Marketers", show that 40% of respondents shop online at least twice weekly, and those who shop multiple times spend in excess of $30,000 annuall.
Findings from the study reveal a multichannel approach to buying. Affluent males tend to take the time to research products online before making a purchase on a mobile or a desktop device. More engaged with search than the general public, 96% use search to learn more about products. Search ads -- especially those on mobile devices -- appear to be effective. About 71% report clicking on sponsored search links either sometimes, usually or always.
Affluent males participating in the study also tend to prefer video ads. When asked to rate video, search, banner, and Facebook ads, 32% of the group preferred video, followed by 30% for search; and the least favorite, Facebook, with 20%.
Below is their infographic that showcases the findings. The official whitepaper with all details and recommendations will be released May 14.
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