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1 FINDING OPPORTUNITY ONLINE WITH THE MASS AFFLUENT Copyright 2014 The Nielsen Company

FINDING
OPPORTUNITY
ONLINE WITH
THE MASS
AFFLUENT
2 FINDING OPPORTUNITY ONLINE WITH THE MASS AFFLUENT
FI NDI NG
OPPORTUNI T Y
ONLI NE WI TH THE
MASS AFFLUENT
In the face of economic recession and recovery, consumers have
struggled to retain the wealth they amassed during brighter days.
Median wealth among U.S. consumers diminished to only $14,450 in
2012, but rose to $17,050 in 2013a positive sign of economic recovery.
Those who have managed to weather the economic storm and retain
their assets represent significant consumer spending power in the
marketplace.
The Mass Affluent may only represent 12 percent of U.S. households, but
they have massive spending power, making them an attractive consumer
segment for retailers and financial institutions. However, this wealthy
group is highly concentrated and difficult to reach, especially through
traditional direct marketing channels, such as print, mail and phone.
Despite the challenges that traditional channels present, the Mass
Affluent have a strong online presence, and digital precision marketing
has become an effective way to reach this valuable audience.
Online marketers with goods or services to sell are likely
looking for consumers with spending power. With sizable
bank accounts and liquidity, the Mass Affluent is a good
place for them to start. Nielsen defines the Mass Affluent
as those households with $250,000 to $1,000,000 in liquid
assets, excluding real estate.
3 FINDING OPPORTUNITY ONLINE WITH THE MASS AFFLUENT Copyright 2014 The Nielsen Company
MASS AFFLUENT REVISITED
SIZING WEALTH
INCOME PRODUCING ASSETS BETWEEN $250K-$1M (MEDIAN IPA = $452,750)
TWO-THIRDS ARE OVER AGE 55
SUBURBAN EMPTY NESTERS
MEDIAN HH INCOME = $87,500
WORK IN FINANCE, MANAGEMENT, OWN BUSINESSES, OR RETIRED
PRIMARILY CAUCASIAN, ABOVE AVERAGE LIKELIHOOD TO BE ASIAN
AVID READERS ONLINE & PRINT
PERCENTAGE OF U.S.
HOUSEHOLDS
82%
13%
26%
61%
12%
6%
PERCENTAGE OF
TOTAL WEALTH
MASS MARKET
(IPA <$250K)
MASS AFFLUENT
(IPA $250K- $1M)
AFFLUENT (IPA $1M+)
Source: Nielsen Financial Track, Q1-Q3 2013
4 FINDING OPPORTUNITY ONLINE WITH THE MASS AFFLUENT
WEALTH MAT TERS
AS MUCH AS
I NCOME
Finding wealth presents challenges, but understanding the affluence
landscape is essential in identifying key segments of the population that
have the ability to spend. Wealth is concentrated in a relatively small
group of households, and thus hard to pinpoint. Nielsen measures
consumer income- producing assets as an important indicator of liquid
wealth. Nielsen Income Producing Assets (IPA) includes the value of
checking accounts, savings products, money market accounts and CDs,
investment products, retirement accounts, and other asset classes that
are relatively easy to liquidate, and does not include the value of any real
estate owned by the household.
Other measures like age and income do not give us this refined view of
the population. High household income does not necessarily indicate
high wealth and thus greater ability to spend. Among those with over
$100K household income, only about half have assets that exceed $100K.
And among those with over $100K IPA, only about half have $100K or
more household income.
Wealth represents financial stability and is a truer measure of the ability
and confidence to spend than income alone, especially on big-ticket
items like cars, homes and luxury goods.
5 FINDING OPPORTUNITY ONLINE WITH THE MASS AFFLUENT Copyright 2014 The Nielsen Company
THE MASS
AFFLUENT ONLI NE
The Mass Affluent are spending much of their time online. In addition
to going online to keep tabs on their finances, the Mass Affluent are also
more likely than the average consumer to visit websites that reflect their
interest in sports, including the U.S. soccer site (www.ussoccer.com),
as well as home, travel and food websites, like the Food Network. And,
theyre not just visiting these sites; theyre making purchases online related
to these interests. The Mass Affluent purchase sporting goods as well
as appliances and housewares online at a higher rate than the average
consumer.
These heavy travelers also make most of their travel plans online, spending
on airline and hotel reservations. The Mass Affluent (still in the workforce)
are at the height of their careers with heavy business travel. They access
the Internet from their homes, offices and hotels while on business trips.
And, these avid readers purchase books, e-books and e-readers online
as well. Despite being tech-savvy and comfortable using technology, the
Mass Affluent are disproportionately concerned about Internet privacy and
security, using spyware and antivirus software to keep their computers and
private information safe.
i
TOP INDEXING ONLINE CATEGORIES FOR THE MASS AFFLUENT
SPORTS FINANCIAL HOME TRAVEL FOOD
154 142 132 151 147
The Average Household Index = 100. Therefore, the Mass Affluent are 54% more likely than average to frequent sports- related sites online.
Source: Nielsen @Plan, Q2 2013
i
Nielsen @Plan, Q2 2013
6 FINDING OPPORTUNITY ONLINE WITH THE MASS AFFLUENT
Within the Mass Affluent, those who are working and those who
are retired use the Internet for different purposes. Those still in the
workforce tend to use the Internet for news, sports and research while
the retired Mass Affluent tend to play online card games, trivia and
gamble. Those still in the workforce are more tech savvy than their
older counterparts, owning four or more home computers and exhibit
a higher propensity to use Mac/Apple computers. The less tech-savvy,
retired Mass Affluent have only one computer in the home and tend
to use AOL.
ii
However, both subsets of these savvy consumers use the
Internet for financial considerations. The working Mass Affluent are 40%
more likely than the average consumer to monitor their investments
and stocks online while the retired Mass Affluent are 84% more likely
than the average consumer.
iii
Understanding the Mass Affluents
online behavior is vital to understanding how to engage with these key
consumers.
TOP 10 ONLINE ACTIVITIES FOR WORKING MASS
AFFLUENT AND RETIRED MASS AFFLUENT
An index of 100 = average propensity to exhibit the behavior. For example, an Index of 141 means that they are 41 percent more likely than the average
consumer to read Political News.
Source: Nielsen @Plan Q2 2013
ii
Nielsen @Plan, Q2 2013
iii
Nielsen @Plan, Q2 2013
WORKFORCE MASS AFFLUENT RETIRED MASS AFFLUENT
Read Political News (index = 141) Monitor Investments/Stocks (index = 184)
Monitor Investments/Stocks (index = 140) Look at High School/College Alumni Info (index = 143)
Watch Online Sports Videos (index = 129) Research Politics/Campaign Info (index = 140)
Read Books Online (index = 121) Access Personal Healthcare Info Managed Online (index =133)
Research Product Purchase for Home (index = 119) Use Yellow Pages/Local Search (index = 132)
Use Work E-Mail (index = 117) Pay Bills Online (index = 128)
Access Personal Healthcare Info (index = 116) Play Board/Card Games Online (index = 126)
Use Online Wallet/Payment Services (index = 114) Play Puzzle/Trivia Games Online (index =122)
Research for New/Used Car Purchase (index = 114) Play Online Casio/Gambling (index = 120)
Read Sports News (index = 114) Download Online Coupons (index = 118)
7 FINDING OPPORTUNITY ONLINE WITH THE MASS AFFLUENT Copyright 2014 The Nielsen Company
FI ND AND
REACH THE MASS
AFFLUENT ONLI NE
The Mass Affluent are valuablebut pinpointing them online presents
challenges. These savvy consumers are a smaller portion of the
population at 12% of U.S. households, so broad sweeping marketing
efforts are not efficient in reaching this group. Precision marketing
provides a more accurate means of finding and reaching these likely big
ticket spenders.
Precision marketing isnt anything newits been done via television,
outdoor and print for years, yet precision marketing is now digitally
enabled and extremely effective at reaching niche audiences. Key
consumer segments like the Mass Affluent can be identified and activated
online, and media can be purchased against these groups through the
Nielsen Digital Alliance Network. Once activated, key consumer segments
can be reached online and performance of these campaigns can be easily
measured.
IDENTIFY
YOUR BEST
CONSUMERS
ACTIVATE THE MASS
AFFLUENT
ACTIVATE
ONLINE
PLACE YOUR MEDIA
BUY THROUGH THE
NIELSEN DIGITAL
ALLIANCE NETWORK
REACH YOUR AUDIENCE
REACH THE MASS AFFLUENT
AND MEASURE PERFORMANCE
8 FINDING OPPORTUNITY ONLINE WITH THE MASS AFFLUENT
PRECI SI ON WHI LE
PRESERVI NG
PRI VACY
Digital precision marketing is unique and can be done easily
and accurately via cookie technology. With this approach, offline
segmentation can be taken online with the help of third- party data on-
boarders. Consumers can be tagged for wealth metrics like IPA, as well
as syndicated lifestyle segmentation like Nielsen PRIZM, significantly
increasing the likelihood of reaching the intended audience. Use of
segmentation preserves privacy as only segment assignments are
stored rather than personal information. This approach expands the
pool of potential customers from only those who are in-market to all
online consumers who fit certain behavioral and lifestyle characteristics.
Instead of focusing on only the Mass Affluent who have visited a
particular website, the entire Mass Affluent population can be found and
reached online with display advertising, online video and mobile. And
Nielsen knows how the Mass Affluent are spending their time online,
which sites they are visiting, and how they are using those sites for a
360-degree view of the consumer.
9 FINDING OPPORTUNITY ONLINE WITH THE MASS AFFLUENT Copyright 2014 The Nielsen Company
HOW NIELSEN DIGITAL PRECISION MARKETING WORKS
NIELSEN SENDS
DIRECTORIES
TO DATA ON-
BOARDERS
NIELSEN
DIRECTORIES/
ADDRESS MATCH
ALL
PERSONALLY
IDENTIFIABLE
INFORMATION
IS STRIPPED
OUT AND ONLY
SEGMENT # IS
STORED
COOKIES
ARE USED TO
SERVE DISPLAY
ADVERTISING,
ONLINE VIDEO
AND MOBILE
INTEGRATED
AND SENT
TO ONLINE
PLATFORM (AD
NETWORKS,
DSPs &
PUBLISHERS
3
RD
PARTY DATA ON-BOARDERS
MATCH OFFLINE DATA TO COOKIES
24
1
4
63
13
10 FINDING OPPORTUNITY ONLINE WITH THE MASS AFFLUENT
Digital shouldnt be viewed in a vacuum. Cross (multi) screen dynamics
are an important component to success with digital precision marketing.
Consumers are exposed to content on many devices from TVs to
smartphones to PCs, and the Mass Affluent are no exception. The
most successful campaigns blend digital efforts with more traditional
precision marketing mediums like television.
In a recent brand study conducted for an upscale automotive
manufacturer, a group of consumers were exposed to an advertisement
on TV only, online only, or both TV and online. Consumers who were
exposed to both the TV advertisement and the online advertisement had
the highest brand recall, 1.2 times higher than those exposed to TV only,
demonstrating superior results when consumers are reached across
mediums.
AD RECALL IS HIGHEST AMONG THOSE EXPOSED VIA TV & ONLINE
TV ONLY
54%
59%
64%
ONLINE VIDEO ONLY TV & ONLINE VIDEO
11 FINDING OPPORTUNITY ONLINE WITH THE MASS AFFLUENT Copyright 2014 The Nielsen Company
IMPACT CAN BE MEASURED THROUGHOUT CONSUMER PURCHASE JOURNEY
MEASURI NG
SUCCESS
The impact and success of digital precision marketing in finding and
reaching distinct groups of consumers, like the Mass Affluent, can be
easily measured as the digital landscape is highly connected. Digital
precision marketing can be measured throughout the consumer
purchase journey. Impact can be quantified by tracking consumer
awareness through direct response metrics like click-through,
understanding online intent and capturing impact on retail sales.
ONLINE CAMPAIGN RATINGS
MEASURE
REACH
MEASURE
RESONANCE
MEASURE
REACTION
EFFECTIVENESS,
RECALL AND
INTENTION
IMPACT ON
RETAIL
SALES
12
HOW NI ELSEN
CAN HELP:
SUCCESSFUL
DI GI TAL
CAMPAI GNS
REVI SI TED
Example 1:
Nielsen has built expertise in implementing successful digital
campaigns to reach hard-to-find segments like the Mass Affluent.
To illustrate, Nielsen worked with a major book publisher who was
releasing a new Sci-Fi title, but they were challenged with a short, seven
day promotional window. Lifestyle segmentation was used to zero in on
younger consumers who had recently purchased a Sci-Fi book as the
intended audience for the campaign. Using digital precision marketing
in conjunction with lifestyle segmentation, they we able to produce a
successful online campaign for the book publisher. Success for this
campaign was determined by reach, measured by click-through rates.
Click-through rates were 17 times higher than the industry average on
the first day of the campaign and continued on throughout the weeklong
campaign.

Example 2:
Nielsen also helped a telecommunications company increase customer
acquisition rates and increase online sales using lifestyle segmentation
to classify consumers by their likelihood to adopt new technologies
like smartphones and tablets. Using digital precision marketing in
combination with consumer levels of new technology adoption, the
telecommunications company was able to find its best segments
online and implement a successful campaign against these consumers.
Success for this campaign was determined by reaction, measured
by conversion rate. Consumers exposed to the digital advertisement
showed a 300% lift in conversion, confirming that consumers exposed
to relevant advertisements convert at a higher rate.
13 Copyright 2014 The Nielsen Company
CONCLUSI ON
Nielsen can help you to understand, find and reach the Mass Affluent,
a valuable portion of the population with money to spend. The Mass
Affluent are only 12% of U.S. households, but they control 26% of total
wealth in the U.S. However, given their small size, finding this distinct
segment requires focused efforts. These wealthy consumers should be
found and reached where theyre spending their timeonline handling
their finances or monitoring their favorite sports teams. Digital precision
marketing efforts can be deployed to find and reach the Mass Affluent
online, and the impact of these efforts can be measured to gauge
success.
ABOUT NIELSEN

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and
measurement company with leading market positions in marketing
and consumer information, television and other media measurement,
online intelligence and mobile measurement. Nielsen has a presence in
approximately 100 countries, with headquarters in New York, USA and
Diemen, the Netherlands.
For more information, visit www.nielsen.com.
Copyright 2014 The Nielsen Company. All rights reserved. Nielsen and
the Nielsen logo are trademarks or registered trademarks of CZT/ACN
Trademarks, L.L.C. Other product and service names are trademarks or
registered trademarks of their respective companies. 14/7323
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