Affluents in France, Germany and the UK
Savvy and Demanding, Both Online and Offline
Table of Contents
Getting a Handle on the Many Flavors of Affluent
Affluents in France
Affluents in Germany
Affluents in the UK
Marketing to Affluents
Key Takeaways
eMarketer Interviews
Read Next
Sources
Media Gallery
Table of Contents
Getting a Handle on the Many Flavors of Affluent
Affluents in France
Affluents in Germany
Affluents in the UK
Marketing to Affluents
Key Takeaways
eMarketer Interviews
Read Next
Sources
Media Gallery
Consumers at the higher end of the socioeconomic scale in France, Germany and the UK tend to overindex for digital engagement, yet they are also loyal to TV and other traditional media. Affluents’ expectations make them a difficult target for brand marketers, though.
- Defining affluence is complicated, especially when the UK, France and Germany use varying standards to measure socioeconomic status. And of course the “mass affluent” are quite different from the truly wealthy. Nonetheless, we do see many common behaviors across the affluent spectrum.
- Predictably, affluent consumers are more likely than lower-income individuals to have a high-speed internet connection at home—or indeed more than one connection—and to use advanced digital devices such as smartphones and tablets. As a group, the affluent are more likely to have multiple web-enabled devices and also tend to spend more time online.
- Many people with significant disposable income are early adopters of new gadgets and technologies. From smart speakers to smart cars to the sharing economy, this is a cohort that’s well-engaged with leading-edge tech and services.
Average Time Spent Online per Day by Affluent Internet Users in France, Germany and the UK, by Device, Q1 2018 (hrs:mns)
Tablet User Penetration in France, by Socioeconomic Status, June 2017 (% of population in each group)
Internet User Penetration in France, by Demographic, Oct 2017 (% of population in each group)
Number of Internet Connections Used by Consumers in France, by Socioeconomic Status, June 2017 (% of population)
Primary Attitude Toward Adopting New Technologies or Digital Services According to Consumers in France, by Socioeconomic Status, June 2017 (% of population)
Consumers in France Who Conduct Administrative Tasks Digitally, by Socioeconomic Status, June 2017 (% of population in each group)
Consumers in France Who Have Used Sharing Economy Services, by Demographic, June 2017 (% of population in each group)
Average Time Spent per Day Watching Linear vs. Streaming TV Among Affluent Internet Users in France, Germany and the UK, Q1 2018 (hrs:mins)
Digital Buyer Penetration in France, by Socioeconomic Status, June 2017 (% of population in each group)
Demographic Profile of Internet Users in Germany, April 2018 (% of total)
Most Important Internet Access Device According to Affluent Internet Users in France, Germany and the UK, Q1 2018 (% of respondents)
Average Time Spent with Select Media/Activities According to Affluent Consumers in France, Germany and the UK, 2017 (minutes)
Affluent Internet Users in France, Germany and the UK Who Research vs. Purchase Products/Services Digitally, Q1 2018 (% of respondents)
Affluent Internet Users in France, Germany and the UK Who Have Used Their Mobile Phone to Pay for a Product/Service, Q1 2018 (% of respondents)
Select Travel and Computer Products/Services that Affluent Consumers in France, Germany and the UK Have Purchased Digitally, 2017 (% of respondents)
Consumers in Great Britain Who Own a Smart Speaker, by Demographic, Feb 2018 (% of respondents in each group)
Demographic Profile of Tablet Internet Users in Great Britain, Q3 2017 (% of population in each group)
Demographic Profile of Media Users in Great Britain, Q3 2017 (% of population in each group)
Share of Time Spent Online Among UK Internet Users, by Device and Socioeconomic Status, March 2018 (% of total)
Devices Used by UK Consumers to Go Online, by Demographic, Oct 2017 (% of respondents in each group)
Social Media Platforms Used by UK Internet Users, by Income, Jan 2018 (% of respondents in each group)
Consumer Spending Growth Among UK Consumers, by Income, Nov 2017-Jan 2018 (% change vs. same period of prior year)
Average Amount Saved by UK Internet Users Who Use Vouchers, by Household Income, March 2018 (% of respondents in each group)
Factors that Encourage Affluent Internet Users in France, Germany and the UK to Make Digital Purchases, Q1 2018 (% of respondents)
UK Digital Banking User vs. Digital Buyer* Penetration, H2 2017 (% of internet users in each group)
Preferred Method for Purchasing High-End Fashion/Luxury Items According to Young Adult Internet Users in Select Countries, 2017 (% of respondents)
Retail Mcommerce Transaction Share Among Digital Retailers in France, Germany and the UK, by Product Category, Q4 2017 (% of total retail ecommerce transactions)
UK Internet Users' Primary Attitude Toward Digital Ads, by Demographic, Oct 2017 (% of respondents)
Affluent Internet Users in France, Germany and the UK Who Use an Ad Blocker, Q1 2018 (% of respondents)
Internet Users in France Who Have vs. Have Not Taken Actions to Protect Themselves Digitally, by Socioeconomic Status, June 2017 (% of population in each group)
Brand-Related Digital Activities Conducted by Affluent Internet Users in France, Germany and the UK, Q1 2018 (% of respondents)
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authors
Karin von Abrams
Contributors
- Sean Creamer
- Reporter
- Matteo Ceurvels
- Senior Researcher
- Jennifer Jhun
- Research Director
- Angela Kim
- Senior Researcher
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