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LUXURY INSIGHTS:USA
August 2015
OverviewDigital behaviour of the affluent* in the US
Source: eMarketer
3 out of 4Internet users are
digital buyers
US affluent spent an average of
42.9 hours online per week in 2014
23%of US households earn more
than $100,000 a year
89%of affluent households
own a smartphone
83.6% of US affluent
were internet users in 2014
*US adults whose income is $100,000 or more
US adults spend
5 hours 38 minutes per day on digital media
Why digital advertising?
Source: eMarketer
Affluent consumers are relying highly on digital
Digital ad spending is expected to
reach$57.7 billions
in 2015
63% of affluent internet users look for information about luxury
goods online
46% of affluent say online media
causes them to read less print newspapers and
magazines
Desktop/ Laptop Tablet Smartphone0
0.5
1
1.5
2
2.5
3
2
1.4
1
2.2
2.6 2.5
Weekly time (hours) spent researching products digitally by US affluent internet
users, 2015:
Affluents Hyperaffluents*
*US adults whose income is $250,000 or more
Video advertising
Almost 1/3 of affluent watched
videos on their smartphone in 2014
They spent on average
1,236 hours per month watching online
videos in 2014
Source: eMarketer
Digital video is key in the US
2013 2014 2015 2016 2017 2018 20190
2
4
6
8
10
12
14
16
3.82
5.81
7.77
9.59
11.25
12.82
14.38
Digital video ad spending in the USA (bil-lions): 89%
of internet users were online video viewers in 2014
Ad effectivenessVideo advertising effectively reaches luxury shoppers
Source: eMarketer
57% of internet users say they are receptive to branded
video content
1 out of 5 internet users identify video as the most useful type of content for learning more
about a brandWebsites Smartphones Tablets Digital
newspapersDigital
magazines
0%
10%
20%
30%
40%
50% 44%
31%21% 17% 13%
38%
20%13%
8% 6%
Percentage of US luxury goods purchasers ex-posed to digital advertising, per channel (2014):
Luxury goods purchasers Average Internet users
US luxury good purchasers are more than
twice as likely to see or hear advertising through digital magazines
and newspapers than other internet users
1 out of 4affluent millennials read
newspapers on their smartphone
Path to purchaseLuxury shoppers look for information online before buying
Source: eMarketer, McKinsey
Millenials Gen X Baby boomers0%
5%
10%
15%
20%
25%
30% 27%23% 21%20% 18%
13%
US affluent internet users who research luxury products/services (2014):
Research online, then purchase in-storeResearch in-store, then purchase online
* China, Brazil, Russia
Millennials
Gen X
Baby boomers
Seniors
0 5 10 15 20 25 30 35 40 45 50
46.547.6
39.526
Weekly time (hours) spent online by US affluent, 2014:
81%of affluent luxury buyers plan to purchase luxury products
online in the coming year
Online sales for women’s luxury fashion are projected
to increase by 17%between 2014 and 2018
US luxury buyers intended to
spend 50% of their luxury apparel and accessories online in 2015
Teads vs. Facebook and YoutubeAffluent audience is reached more effectively with Teads
Source: Comscore MMX, July 2015 : Mediametrie NetRatings, June 2015
79.3%
61.0%
34.1%
14.5%
% of exclusive users
Teads Facebook
79.3%
51.3%
45.6%
16.0%
% of exclusive users
Teads Youtube
Reach
