Where influential top earners favor experiences over spending
A new global study on “influentials” (that is, the top 20% of earners) — which Ipsos has expanded to cover a range of global markets — finds that many high-income individuals would pick an all-expenses-paid vacation over a shopping spree of equivalent value. But not all of them.
In the U.K., U.S., and Hong Kong, upwards of 70% of influentials would choose the vacation — a finding that reflects just how durable interest in luxury travel is within these markets. But this pattern doesn’t hold true everywhere. In India, for instance, 86% of comparably high earners would choose the shopping spree.
This is a reminder that businesses need regionally precise and demographically representative data to get an accurate picture of their customers’ preferences.
By understanding these variations, brands can build better rewards programs, marketing campaigns and other initiatives to maximize engagement with influentials.
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