Affluent Highlights: are the Affluent really different?

The Affluent Benchmark Survey, alongside the Affluent Europe Survey, offers a wealth of information from a marketing and planning point of view, specifically about the relative value of the Affluent market. As never before, we’re able to compare, contrast and better demonstrate what makes the Affluent different. It also provides valuable insight into the wider, general population as a whole, including their attitudes, purchasing and media use.

Some highlights

• The Affluents more often use a range of digital devices to buy products and services than the general population as a whole. They search for financial and business information, plan purchases and holidays.
• The Affluents are a particularly valuable target group for travel advertisers. They travel a lot more, and spend a lot more when they do. 
• Affluents are heavier media users all-round, across devices and formats, including audio.

Some of the nicest fundamentals in life, such as enjoying music, food and cooking, are enjoyed by all of us regardless of income. However, we found that there are important differences between the Affluent and the general population. In fact, we discovered that the Affluent do much, much more with their lives. Let's look at some interesting insights. 

We found that Affluents, when it comes to online information-seeking and purchase behaviour, more often use a wide range of digital devices to buy products and services. They more actively search for financial or business information, purchases and holidays.

Not only do the Affluents plan more holidays online, one of the most glaring differences between the Affluent and the general population is that they are much more frequent travellers, and they spend a lot more when they travel. Affluents are five times as likely to have taken 6 or more international return air trips in the last year, and over twice as likely to have spent 21 or more nights in hotels. Travel is part of their 'raison d'être' - it's not a luxury, it is a big part of their lives.

Affluents as a group are heavier media users in general, and this applies to new media formats as much as anything else. We have found that Affluents are much more likely to listen to podcasts, stream music services, read newspapers online, watch TV via internet catch up services and watch movies and series on Netflix. Especially podcast listening stands out here. 

When comparing the motivations of the general population with those of the Affluents, we find that the Affluents are noticeably more driven by a desire to be well-informed about the world around them. They are often information-hungry and more outward-looking. In other words, they are open-minded and more likely to see themselves as a global citizen. 

There’s a deeper story behind the data

This is just a glimpse of the results. These monthly Affluent Highlights pick out a few notable findings from the rich Ipsos Affluent Europe survey database, which contains many more broad and valuable facts about the attitudes, preferences and behaviour of the Affluent population. Our goal? To deliver data and insights to help you understand, and reach, the world’s most influential customers. 

Get in touch with our research experts to learn more about the Ipsos Affluent Survey, for information about subscribing, or how our research can be customised to your needs. 

Charlie Fox 
Associate Research Director
+31 20 6070 877
[email protected]

About the Affluent Survey

The Ipsos Affluent Europe Survey is an ongoing and dynamic Survey, which has been conducted for over 20 years and delivers continuous insights in the media and consumption habits in 21 countries across Europe, and 47 worldwide. Since Affluents spend more, adopt earlier and recommend often, we strongly believe that engaging and understanding this audience is key for media companies, advertising agencies and brands. Yes, it’s a resource like no other.

Learn more