BBC World News has surveyed the more affluent consumer and has concluded, based on the numbers, that the use of mobile appliances in this particular section of the population grows more quickly than the average.
Brand has to be mobile
6,000 people from Australia, Germany, Sweden, India, Hong Kong and the United States were surveyed, with the habits of the highest 20 per cent income earners in each country compared to the rest of the population.
BBC World News concluded that the percentage of people within that specific group which preferred to read news on their smartphone or tablet grew 15 and 9 % respectively, compared to 2012. The use of an ordinary computer dropped 17 % in the same timeframe, while 39 % of consumers used the internet on their smartphone at least once per hour.
The general conclusion was that richer smartphone owners use their mobile appliances way more than the average person. Two examples to demonstrate that point: 51 % of the richer smartphone owners use their mobile appliance for business, compared to only 40 % of the general population, whereas they are 18 % more likely to share their location compared to the general population.
Mobile advertising works better with affluent consumer
An interesting fact for retailers is that one third of the affluent consumers believe a brand should be mobile in order to appear modern and dynamic, which is 15 % more than your average consumer.
When consumers are confronted with mobile advertising, the efficiency of these ads grows considerably, as the research shows that it is twice as effective as computer ads and when you have affluent consumers, the efficiency of mobile ads can even be quadrupled.