Affluent Connection: mobile advertising more effective among the affluent
BBC World News and bbc.com/news have released the results of the first global study to examine how consumers around the world are using mobile devices.
Conducted by Millward Brown, the study surveyed 6,000 smartphone owners in Australia, Germany, Sweden, India, Hong Kong and the USA. Survey participants comprised 50% top income earners* and 50% general population.
The study revealed clear evidence of the increasing importance of smartphones to affluent consumers, particularly in their working lives and for consuming news, and showed that users of newer top-end handsets** were significantly more receptive towards mobile advertising.
Click on the images above for the highlights or download the Affluent Connection booklet PDF below.
This survey also supports predictions made in the
BBC’s Connecting the Story news consumption study announced last year, where 59% of affluent consumers interviewed expected to access more news on their phones in the next five years.
The new
Affluent Connection study found that mobile is fast becoming a go-to platform for news consumption, with 15% more affluent consumers naming the mobile phone as their device of choice in 2013 than in 2012 and 9% more favouring tablets, compared to a decrease of 17% for laptops/PCs.
Owners of the latest handsets are also 10% more likely to watch news video or stream content on their mobile phones.
Implications for advertisers
Audiences are delving deeper into stories on their mobiles, consuming more video and significantly, becoming much more accepting of advertising on their mobiles. For the first time, we can say with confidence that affluent consumers expect to see advertising as part of their mobile online experience, and this has huge implications for advertisers who want to remain ahead of the curve.
Find out about advertising opportunities on BBC Mobile and the BBC News App. Note
* Top income earners defined as the highest 20% income earners in each country. General population is the rest of the population.
** New/latest handsets defined as those released post-September 2012.