According to a report by the IAB and Ipsos Mendelsohn, some 41% of affluent people who saw video ads then took an action after seeing said ad. The study, Affluent Consumers in the Digital World, peeked into the habits of the wealthiest American consumers and Chicago production companies those in homes with at least $100,000 annual incomes.
The IAB commissioned research, done by Ipsos Mendelsohn, which has been surveying the affluent market since 1977, found that 98 percent of affluent consumers use the Internet, as compared with 79 percent of the general population. They spend 26.2 hours online weekly, 17.6 hours watching TV or video production and 7.5 hours listening to the radio. The general population, on the other hand, spends about twice as much time weekly with TV and radio—34 hours and 16 hours, respectively—and just 21.7 hours on the Internet.
21% of US Households are affluent and have 70% of the consumer wealth while spending 3.2x more than other Americans (that would be a 79% that are not affluent). They are 2x more likely to buy, again not surprising, they’ve got the disposable income to do it currently while many others, don’t.
Basically, affluents are more hip to what’s new and exciting from Chicago production companies. Not surprising really, since they can afford all of that. The only real exclusions to those rules are probably people like myself who are techno-geeks and write on the topic. I know about all sorts of awesomely cool gear that I am nowhere near affluent enough to have, but would love.
A big 59 percent of affluent consumers reported taking action based on a digital ad during the preceding six months.
That’s great news for people in the yacht business. For the full report, visit ReelSEO. For help using video production for your business, call or email us today!
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