The age old question does have some answers if we are talking about social networks and mobile activities – and it’s all good news for brand marketers.
According to a February 2011Affluence Collaborative survey, upper income internet users connect with brands on social networks for significantly different reasons than the general population. Their top reasons for affluent consumers to follow brands are a preexisting attraction for the brand and a desire to be kept informed about the brand. This differs from the top reason for the general population to follow brands which is to receive deals and discounts.
The least-cited reason mentioned by all groups surveyed was to be entertained which means that all consumers are seeking some type of value in social engagement.
Facebook was the No. 1 social network used by all groups surveyed, but LinkedIn and Twitter attracted affluent internet users at nearly double the rate of the general population.
Affluents also prefer different social media networks than the general population. Facebook was the No. 1 social network used by all groups surveyed, but LinkedIn and Twitter attracted affluent internet users at nearly double the rate of the general population.
On the mobile front, new data from mobile ad network Jumptap shows older, more affluent consumers are more apt to interact with ads than younger, less well-off mobile users. The 40-plus were almost five times more likely to engage with an ad than people below that age, and those making more than $50,000 were twice as likely to do so than people making less.
The research also found that 58% of mobile Internet users are getting content through their browser, compared to 42% via ad-supported apps. In general, smartphone users are older and wealthier, which may explain the skew in interaction.
The importance in these findings is that branding never changes. It’s the media tools that change. A strong brand should always provide a reason for loyalty and invite engagement with its users.