By A Correspondent
An audience highly sought-after by brands, the Mass Affluent, or Affluentials, have been challenging for marketers to reach and engage through traditional channels. New research from IPSOS shows that Twitter is increasingly adopted by the Mass Affluent across key markets in Asia. In India, (87 per cent) of the Mass Affluent surveyed use Twitter on a regular basis, with 72 per cent of existing users planning to use the platform more going forward.
The study delves into the Affluentials’ world to to help marketers gain a better understanding of their personal values, attitudes, and outlook on life; as well as their digital and social media habits, and most importantly, why and what they spend their money on. The findings confirm that the product categories they buy depend on factors that go beyond their demographic profiles. In fact, as their incomes grow, so do their expectations of brands and their engagement on social media.
Affluentials also showcase four defining characteristics: Astute Influencers, Focused Achievers, Quality Evangelists, and Socially Conscious. The research found that Affluentials in India like to be better informed (83 per cent), want to help in the community (87 per cent), and believe that affluence has no value unless it improves the quality of life (78 per cent). Those who use Twitter are 1.6 times more likely to be the first to use new technology products, 1.4 times more likely to spend on luxury goods and are 1.4 times more likely to recommend new products.
The research highlights that close to half of the respondents desire to stay updated with the brand and news of its products and services, 74per cent are looking for environmentally friendly products, and 71 per cent are tech-savvy, looking for mobile technology. 46 per cent Affluentials in India engage with brands for latest news about the company and its products and services.
Taranjeet Singh, Business Head, Twitter India said, “This new research focused on Mass Affluent highlights the motivations and preferences of this highly-coveted audience, with the majority on Twitter today, who appreciate higher quality and better customer service, and are willing to share their experiences with others. It’s great to see their confidence in our platform for their daily lives as well as in their purchase decisions. We are constantly looking for ways to help brands and marketers be more successful, connect and nurture their relationships with these Affluentials through real-time content that this audience values. With apparel, auto, home & interiors being the products of immediate relevance to affluents in India on Twitter, brands from the ecommerce, auto and real-estate sectors have a great opportunity to engage with users on a regular basis and make the most out of the platform.â€