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AFFLUENTS IN AMERICA: PERSPECTIVE FOR THIS UNUSUAL TIMEAn Ipsos Point of ViewBy Tony Incalcatera, Ipsos Affluent Intelligence
US AUDIENCE MEASUREMENT | AFFLUENTS IN AMERICA: PERSPECTIVE FOR THIS UNUSUAL TIME2
Resilience, stability, and evolution are the
three dominant themes related to the Fall 2020
release of the Ipsos Affluent Study USA. While
there are clear differences stemming from life
during COVID, we noted Affluents’ financial
insulation helps them survive and even thrive
during these difficult times. Most Affluents have
adapted to the new challenges, settled into new
routines, and even resumed things that had
been restricted during the initial lockdown.
What’s clear is that Affluents’ core attitudes and
values haven’t been impacted by the pandemic.
In fact, comparing psychographics from
pre-COVID interviews to those that took place
during COVID show little change except for a
few statements related to financial concerns or
involvement with technology.
Thanks to our online methodology, fielding for
the Fall 2020 study release was uninterrupted
by the pandemic. As a result, we are in the
enviable position of being able to look at and
contrast interviews that took place during COVID
with those that were conducted pre-COVID.
Subscribers to the study are able to develop
insights from either time period, in addition to
the full year fielding.
AFFLUENTS IN AMERICA: PERSPECTIVE FOR THIS UNUSUAL TIME
3AFFLUENTS IN AMERICA: PERSPECTIVE FOR THIS UNUSUAL TIME | US AUDIENCE MEASUREMENT
During COVID, Affluents were able to stay informed and
entertained through their media choices, especially as they
pivoted to digital platforms for their favored media brands.
Television viewing by Affluents was already saturated in terms
of net reach, however the number of hours viewed in the past
7 days jumped 20% during COVID. In addition, social media
average weekly hourly usage climbed 10% during COVID.
New streaming video on-demand services and the desire for
more entertainment content drove SVOD weekly usage up 25%
in terms of average 7-day hours.
In March and April, as Affluents’ hunger for news about COVID
mounted, “news” media brands saw significant growth compared
to the previous year. On the television side, all of the news
networks saw substantial increase in past 7 day watching.
WHAT WE FOUND
Figure 1 TV News Networks — Watched in Past 7 Days
40%
29%
20% 19%
12%
5%
48%
33%
25%22%
15%
6%
CNN FOXNC CNBC MSNBC BBC World News Bloomberg TV
� Pre-COVID � COVID
Source: Ipsos Affluent Survey, Fall 2020
Most publication brands, across genres, enjoyed an overall
increase in Total Brand Footprint during COVID thanks to
increased exposure to their digital offerings. For the national
newspapers the story was particularly strong as Affluents
clamored for information on the virus and its impact. Although
the newspapers suffered some declines in readership of printed
copy issues, their digital assets pushed them to significantly
higher overall exposure levels. As a result, the four largest
newspapers in our study saw overall increases between 8% and
17% in Total Brand Footprint during COVID.
Figure 2 Total Brand Footprint — Past 30 Days
Source: Ipsos Affluent Survey, Fall 2020; (P) = Pre-COVID and (C) = COVID
24,519
28,631
18,91220,480
18,05120,638
17,570 19,719
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
New YorkTimes (P)
New YorkTimes (C)
Wall StreetJournal (P)
Wall StreetJournal (C)
WashingtonPost (P)
WashingtonPost (C)
USA Today (P) USA Today (C)
000
� Print Only � Print + Digital � Digital Only � TBF
US AUDIENCE MEASUREMENT | AFFLUENTS IN AMERICA: PERSPECTIVE FOR THIS UNUSUAL TIME4
5AFFLUENTS IN AMERICA: PERSPECTIVE FOR THIS UNUSUAL TIME | US AUDIENCE MEASUREMENT
Figure 3 Airline and Hotel Loyalty Data (Now available)
NEW THIS FALL
There are many new aspects of the Affluent Survey USA to
explore in the Fall 2020 release. The addition of 11 new
psychographic statements brings our total to 222 variables
on which to measure Affluents’ mindset. We’ve introduced detail
on radio formats and podcast genres, as well as information
on mobile wallet usage, additional sports fan categories
(e.g., cycling, martial arts), and brands of smart speakers /hubs
owned by the household.
To augment our rich travel information, you can now examine
Affluent loyalty to hotel and airline brands. For many years, users
have been able to analyze the hotel and airline brands that
Affluents used in the past year and, new this fall, you can now
distinguish between brands that they use sometimes from
those they used the most. Using that data, it’s now possible to
score airline and hotel loyalty. As an example, more Affluents
flew on American Airlines in the past 12 months and 51% of
those that did flew American most often. However, the loyalty
crown goes to Southwest, where 59% of those flying Southwest
used them more than any other airline they flew.
17% 17% 12%18%
6% 5%
18% 14% 18%12%
5% 3%
51%46%
59%
41% 42%38%
!"#$%&'()!%$*%(#+ ,#*-')!%$).%(#+ /01-23#+-)!%$*%(#+ 4(%-#5)!%$*%(#+ 6#-7*1#)!%$3'8+ !*'+9')!%$*%(#+
� Used sometimes � Used most � Loyalty
Source: Ipsos Affluent Survey, Fall 2020
US AUDIENCE MEASUREMENT | AFFLUENTS IN AMERICA: PERSPECTIVE FOR THIS UNUSUAL TIME6
The biggest question remains “when will things get back to
normal.” While our crystal ball is still cloudy on that particular
point, we do know that as far as the profile of Affluents is
concerned, normal is ever changing. The new normal face of
Affluents will continue to be more fragmented and multicultural.
In the last 6 years, Gen Z Affluents has almost tripled in
size, while Boomers and Seniors represent a smaller portion
of the population.
Why is that important? Because the younger generations look
and think differently. As an example, only 4% of Affluent
Seniors are Hispanic compared to 15% of Millennials. Overall,
the proportion of non-white Affluents is increasing with each
successive generation.
For marketers, the importance of targeting different portions
of the Affluent population has never been more important.
A single marketing message for premium and luxury products
will simply not resonate with the total universe of the people
who control three-quarters of U.S. household net worth. It will
require a nuanced approach, knowing how these different
groups think and where to find them.
Contact
Dorothy Advincula,
SVP, US Audience Measurement
About Ipsos
At Ipsos we are passionately curious about people, markets,
brands, and society. We deliver information and analysis that
makes our complex world easier and faster to navigate and
inspires our clients to make smarter decisions. With a strong
presence in 90 countries, Ipsos employs more than 18,000
people and conducts research programs in more than 100
countries. Founded in France in 1975, Ipsos is controlled and
managed by research professionals.
Figure 4 Ethnicities / Race by Generations
71%65% 66%
72%76%
86%
7%
9% 8%
7%
7%
3%
10%12% 11%
10%8%
6%11% 13% 15%11% 8%
4%
Total Affluents Gen-Z Millennials Gen-X Boomers Seniors
� Hispanics
� Asian / Pacific Islanders (Non-Hispanic)
� Black / African Americans (Non-Hispanic)
� White / Caucasians (Non-Hispanic)
LOOKING FORWARD
Source: Ipsos Affluent Survey, Fall 2020
mailto:Dorothy.Advincula%40ipsos.com%20?subject=