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Placing people into the “affluent” bracket in the UK is an imprecise science, with different definitions splitting the group down various lines depending on income, liquid assets and social class, among other measures, as explored in a new eMarketer report, “UK Affluents: A Digital Demographic that Expects a Premium Experience.” The most helpful consideration for marketers is that this cohort has money to spend on more than life’s basics. Many may not consider themselves to be affluent, but a healthy level of disposable income places them above a vast proportion of the UK population.
Just what is an affluent? Average Joe or Jane might not think they are, but if they’re sporting a more expensive pair of shoes than average, have their children enrolled in numerous afterschool clubs, own more than one car and take a family holiday abroad each year, perhaps they’re better off than they think. Things are more complicated than that, of course, and it’s possible to segment and subsegment this cohort to the most intricate levels. But a household with a level of disposable income with which they can buy what they want when they want it can be considered as reasonably affluent.
With money available to feed their digital habits and aspirations, UK affluents as a group are avid users of tech and top the charts by many measures, from device ownership to social media usage. That said, they also find time in their media day for perennial favorites like TV.
As in the overall population, being digitally connected via mobile is a given among UK affluents. According to July 2015 data from by Ipsos MORI, 56% of female tablet owners in Great Britain were in the AB segment and for males that figure totaled 60%. These rates of ownership were the highest of all socioeconomic groups.
It’s not just mobile tech that affluents are drawn toward, of course. The biggest screen in the household has been getting an upgrade in many affluent homes, with the number of smart TVs owned by those in this socioeconomic cohort much higher than in others. More than merely owning the tech, though, these digitally adept consumers are using it, too.
eMarketer corporate subscription clients can view the full report here.
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