Today’s marketers very much hold a focus on Millennials – and even Gen Z. But when it comes to wealth in the US, younger generations distantly trail their older counterparts, despite some gains.
According to L2’s recent Influencers briefing, 70% of brands use influencers to boost reach and enhance content.
African-Americans are increasingly affluent, educated and diverse.
There were 10.1 million US households with net worth of at least $1 million, last year, up from 9.6 million in 2013 and the highest level on record.
Not all generations hold the same ideas of luxury – and differences of opinion also abound in their top luxury brands.
Baby Boomers represent almost three times the share of the adult Mass Affluent population.
45% of affluents planned to do their holiday shopping online, while 35% said they’d do so in-store.
Among US internet users with a household income of $75,000 or more, online-only stores such as Amazon.com and eBay were the shopping venues of choice, cited by 71%.
In the realm of HTML5 formats, expandable and polite formats alike performed better for luxury brands than average in terms of CTRs.
The average clickthrough rate (CTR) for any polite banner ad in H1 2014 was just 0.13%. But for luxury ads of the same format, CTRs rose to 0.37%.