AFFLUENT ASIA LAUNCH 2018 1 2018 Ipsos.
Gender-balanced, highly educated, high income Europe APAC US Average Age 48 41 45 Mean personal Income (annual) 53,025 33,123 154,000 Male 58% 48% 52% Female 42% 52% 48% University degree or higher 58% 77% 76% with kids (any marital status) 51% 70% 41% Source: Affluent Survey - Europe 2018, Asia Pacific Q2 18, US Fall 2018. 2 2018 Ipsos.
A key target audience Mean Monthly HH Income (US$) Total Population Affluent $4,883 $8,354 Mean Monthly Personal Income (US$) Total Population Affluent $3,052 $4,938 71% 61% 51% own private property 21% have other properties as investment Proportion of frequent business travelers 3X higher within the affluent consumers than the general population. 3 2018 Ipsos. Source: Media Atlas Q2 2018 and Affluent Asia Pacific Q2 2018 Hong Kong Market.
A recap Top 18% Fieldwork since 1997 11 markets in APAC; universe of 20.6M Affluent aged 25-64 Mixed methodologies Affluent Asia Annual rolling results released semi-annually 4 2018 Ipsos.
2018: going digital 2017 2018 24,250 complete interviews 75% completing online; 25 mins average interview length 24,154 complete interviews 96% completing online; 19 mins average interview length Fully online by the end of 2018 5 2018 Ipsos. Source: total sample considering 11 markets. Comparison is Q2 2017 versus Q2 2018.
What we ask them about Luxury Travel Finance Product Ownership Media consumption 6 2018 Ipsos.
The Global Affluent 7 2018 Ipsos.
Frequent flyers Average 3 3 2 Europe APAC US Air trips last 12 months 44% 40% 27% 41% 34% 19% 5% 7% 4% Number of return air trips international Yes, only for business Yes, only for pleasure Yes, both business and pleasure In Europe: Number of return air trips in last 12 months for business + for pleasure among total Affluent sample 2018 Release 8 In APAC: 2018 Number Ipsos. of international air trips in last 12 months for business + for pleasure among total Affluent sample - Q2 2018 Release In US: Number of commercial airline round trips for business + for pleasure among total Affluent sample IAS-USA Fall 2018
Technology savvy 77% 75% 82% Electronic items owned 87% 92% 86% Europe APAC US 40% 55% 52% 62% 56% 59% 29% 24% 47% Smart TV* Laptop ipad or Tablet Any smartphone Wearable device, like smartwatch or smart glasses In Europe: Household (Smart TV*) and personal ownership 2018 Release 9 2018 Ipsos. In APAC: Household (Smart TV*) and personal ownership Q2 2018 Release In U.S.: Household ownership (Smart TV, Laptop, ipad or Tablet, Wearable device) and personal ownership (Any smartphone) IAS-USA Fall 2018
Financially secure APAC Total Investments value 214,000 Europe Private Investments 204,628 Europe APAC US 62% 61% Investments owned 69% 91% 94% 60% 42% 44% 21% 23% 33% 18% Stocks/securities/bonds Unit trusts/ OIEC's/ investment trusts/ mutual funds Insurance & pension/ SIPP related investments Bank/building society savings account In Europe: Investments personally owned and Approximate value of your private investments 2018 Release 10 2018 Ipsos. In APAC: Financial products do you personally own and Approximated current total investments value Q2 2018 Release In USA: Financial/retirement products that household owns IAS-USA Fall 2018
Heavy users of traditional media and digital Average time spent TV Europe APAC Light viewer (0/6 hours per week) 27% 17% Medium viewer (7/13 hours per week) 33% 29% Europe APAC Minutes per day 101 130 Heavy viewer (14/+ hours per week) 41% 54% Internet Europe APAC Light user (0/6 hours per week) 30% 6% Medium user (7/17 hours per week) 29% 29% Europe APAC Minutes per day 181 253 Heavy user (18+ hours per week) 42% 66% In Europe: Time spent watching TV including TV set, PC or any mobile device on an average day 2018 Release In APAC: Time spent watching TV including live stream viewing in an average day Q2 2018 Release In Europe: Time spent visiting websites and apps on an average day (sum of via PC or laptop + via tablet + via mobile) 2018 Release In APAC: Time spent visiting websites on an average day + Time spent visiting apps on an average day Q2 2018 Release 11 2018 Ipsos.
Well connected Social media platforms Europe APAC US Facebook 63% 69% 79% Instagram 22% 37% 42% LinkedIn 26% 19% 47% Pinterest 12% 10% 38% Tumblr 3% 5% 13% Twitter 21% 24% 39% YouTube 52% 61% 69% In Europe: Social media or instant messaging sites/apps used in last 30 days 2018 Release 12 In APAC: 2018 Social Ipsos. media platforms accessed in past 7 days Q2 2018 Release In US: Social media platforms used in the past 7 days IAS-USA Fall 2018
Global Database available in November! Demographics Business & Finance Products General Media Region, Country, Gender, Age, Highest Education, Personal Income, Urbanisation, YAM Job Function, Main Activity, Company Size (country/establishment), C-Suite (50+), Investments Owned, Credit Card (?) Electronic Devices (TV, PC, Mobile, Camera, wearables), Luxury Products, Cars (owned) Media Imperatives on TVviewing &Internet-Usage, Avg. Internet hours, Social Media usage Travel Life Style Psycho-graphics Airlines, Number of Air Trips (Business/Pleasure/Internati onal), Hotel Nights last 12m Sport interested in / actively taken part I am always one of the first to have technologically innovative products I am actively involved in the management of my personal finances I would be willing to pay more for products that are environmentally friendly People come to me for advice before buying new things I express who I am with what I wear 13 2018 Ipsos.
AFFLUENT ASIA PACIFIC 14 2018 Ipsos.
Wealth Creators: High earners with a strong investment appetite 2017 2018 Monthly HHI USD 4,953 Monthly HHI USD 5,369 Monthly PI USD 2,877 Monthly PI USD 3,138 Investments USD 241,809 Investments USD 247,845 15 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs Q2 2018. Among all respondents for 11 markets. HHI: average of monthly house hold income PI: average of monthly personal income Investments: average of current total value of investments
Indulgence: They enjoy the finest goods 45% Jewellery (US$1000+ per item) 35% A luxury watch (worth US$1000+ per item) 31% Quality/ Designer Clothes & Leather Goods (US$1000+ per item) 24% Quality/ Designer accessories & footwear (US$1000+ per item) 16 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in 11 markets. Personal ownership.
Hong Kong: Over half of all luxury spend comes from its Affluent group Watches Jewellery Wear And Accessories 67% 64% 49% of total annual spend is contributed by the Affluent of total annual spend is contributed by the Affluent of total annual spend is contributed by the Affluent 17 2018 Ipsos. Source: Ipsos Media Atlas Hong Kong. Q2 2018. Among all respondents aged 25 to 64 in Hong Kong Spending in the past year
Spend it in style: With their elite-status credit cards, e-wallet, and more Credit card ownership 2017 2018 2017 2018 32% 35% Use E-wallet regularly 82% 86% Premier/Platinum/Black 31% 32% 39% Gold 29% 31% Classic 18 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs Q2 2018. Among all respondents for 11 markets. Credit card: ownership and type of credit card owned E-wallet: activities regularly do with a digital device
Hong Kong: Affluent twice as likely to own Platinum credit cards and e-wallet Credit card ownership Own Premier/Platinum/Black Affluent Total Population 94% 75% Affluent Total Population 7 3 out of 10 out of 10 E-wallet usage among Affluent is 2.3 X higher than total population 19 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in Hong Kong Ipsos Media Atlas Hong Kong. Q2 2018. Among all respondents aged 25 to 64 in Hong Kong Credit card: ownership and type of credit card owned E-wallet: activities regularly do with a digital device
Big ticket item: Large majority own a car - and many plan to get more Average: 2 cars per HH 81% Own a car Intent to buy a new car 44% 20 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in 11 markets. Car ownership: household ownership of private car Intent: intention to buy a private car in the HH in next 12 months.
Hong Kong: Affluent twice as likely to own a car Car ownership among Affluent is 2X Higher than total population 21 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in Hong Kong Ipsos Media Atlas Hong Kong. Q2 2018. Among all respondents aged 25 to 64 in Hong Kong Car ownership: household ownership of private car
Travel the world: Frequent travelers, holiday makers and big spenders Average spending per year USD 6,059 Travel 4X per year 65% Stayed in a 4/5/6 star hotel or resort Top destinations Japan 21% Europe 17% Hong Kong 14% Australasia 13% N. America 12% Singapore 12% Type of Holiday Shopping 33% Sun/beach 28% Gourmet food & restaurants 27% City breaks 26% Theme parks 23% Source: 22 Ipsos Affluent 2018 Ipsos. Survey Asia Pacific. Q2 2018. Among all respondents in 11 markets Number of international air trips in last 12 months for business + for pleasure among those who have travelled. Top destinations: Place of travel on international trips Average spending: Spending on international leisure trips Type of Holiday: Kinds of holiday of international leisure trip
Hong Kong: Affluent much more frequent travelers for business and leisure International business trip Affluent Total Population 5 X 2 out of 10 out of 10 International leisure trip Affluent Total Population 7 X 5 out of 10 out of 10 23 Source: 2018 Ipsos. Affluent Survey Asia Pacific. Q2 2018. Among all respondents in Hong Kong. Ipsos Media Atlas Hong Kong. Q2 2018. Among all respondents aged 25 to 64 in Hong Kong 1+ international business trips by air, 1+ international leisure trips by air
24 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents for 11 markets. Subjects that are personally interested in. Living life to the full: Rewarding themselves the way they like it Fashion & beauty Latest gadgets and technology Games Wine tasting 35% 33% 27% 17% 16% 52% 41% 26% 31% 24% 19% 16%
25 2018 Ipsos. MEDIA
Watching more. Reading more. Spending more time across multiple touchpoints 2017 2018 134 min TV 130 min What about Hong Kong? 2018 121 min 48 min Newspaper 50 min 47 min 45 min Magazine 49 min 38 min 125 min App 133 min 127 min 134 min Website 134 min 147 min 26 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs. Q2 2018. Among all respondents in 11 markets and in Hong Kong Amount of time spent watching TV, reading newspapers, reading magazines, using apps, visiting websites in an average day
Best of both worlds: Affluent embracing digital media along with traditional - not instead 33% 37% 41% 36% 6% 5% Traditional methods only Digital only Traditional methods and digital 2018 2017 Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs Q2 2018. Among all respondents in 11 markets. Consumption of international TV and Print brand in the past 30 days excluding social media 27 Traditional 2018 Ipsos. methods: Programs on TV, paper copy/hardcopy Digital: Digital edition of a paper copy, website(s) of the media brand, app(s) of the media brand
Works hand in hand: Total TV reach is enhanced by digital Int l News Channels Int l Documentary Channels Int l Entertainment Channels TV: 34% TV: 35% TV: 18% Digital: Combined Reach: 42% 27% Digital: 13% Combined Reach: 39% Digital: 7% Combined Reach: 20% 28 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in 11 markets. Tv: past 7 days viewership reach Digital: past 30 days reach Combined reach refers to nett of past 7 days viewership and past 30 days digital reach.
Works hand in hand: As it is for print Int l Dailies Int l Weeklies Int l Monthlies Digital: 15% Digital: 17% Digital: 21% Print: 6% Print: 14% Print: 22% Combined Reach: 17% Combined Reach: 23% Combined Reach: 30% 29 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in 11 markets. Digital: past 30 days reach Print: average issue readership Combined reach refers to nett of average issue readership and past 30 days digital reach.
30 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs. Q2 2018. Among all respondents in 11 markets. Social media platforms accessed in the past 7 days Staying connected: Social media is a big part of the Affluent way of life 2017 2018 2017 2018 2017 2018 2017 2018 53% 69% 46% 61% 24% 37% 12% 19%
Hong Kong: Social media usage continues to grow at a fast pace 2017 2018 2017 2018 2017 2018 2017 2018 60% 93% 49% 77% 46% 24% 11% 19% 31 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs. Q2 2018. Among all respondents in Hong Kong. Social media platforms accessed in the past 7 days
Affluents in Asia: Lifestyle & Media Consumption The Asian Affluent lead the way for marketers, from their choices of lifestyle products to their engagement with media. They generate wealth, actively invest it and spend it in style, frequently traveling abroad for work and leisure. They embrace advancements in the digital world, without losing sight of the value of traditional media. 32 2018 Ipsos.
AFFLUENT MILLENNIALS 33 2018 Ipsos.
Adults Affluent Millennials Born to Rule? Millennials Affluent Total Population University degree or higher 73% 49% Working Full time 97% 75% Average personal Income US$3,965 US$3,025 With kids 30% 24% 34 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents aged 25-34 in Hong Kong. Ipsos Media Atlas Hong Kong. Q2 2018. Among all respondents aged 25 to 34 in Hong Kong
35 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs Q2 2018. Among all respondents aged 25-34 in 11 markets. Amount of time spent watching TV, reading newspapers, reading magazines, using apps, visiting websites in an average day Media Consumption: More digital savvy by definition, but traditional media also relevant TV Newspaper Magazine App Website 2018 127 min 54 min 55 min 163 min 153 min 2017 129 min 50 min 50 min 157 min 158 min
Media Consumption: Combining traditional & digital media 46% 28% 33% 41% 6% 6% Traditional methods only Digital only 2018 2017 Traditional methods and digital Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs Q2 2018. Among all respondents aged 25-34 in 11 markets. Consumption of international TV and Print brand in the past 30 days excluding social media 36 Traditional 2018 Ipsos. methods: Programs on TV, paper copy/hardcopy Digital: Digital edition of a paper copy, website(s) of the media brand, app(s) of the media brand
37 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs. Q2 2018. Among all respondents aged 25-34 in 11 markets. Social media platforms accessed in the past 7 days. Social media for Affluent Millennials: FB most popular with Instagram catching up fast 2017 2018 2017 2018 2017 2018 56% 70% 50% 66% 31% 48%
Affluent Millennials: Embarking on an elite journey Millennials are the largest generational market globally - and 58% of them are in Asia. Understanding this group is the first step to engaging with them. Traditional media is as relevant to Affluent millennials as to other generations, while digital has an important role to enhance reach. 38 2018 Ipsos.
39 2018 Ipsos. AFFLUENCERS
AFFLUENCERS How many Affluencers does your brand have, today? Here is why you should really try to find out. 40 2018 Ipsos.
AFFLUENCER DNA I prefer to be a leader of a group rather than a follower I am always one of the first to have technologically innovative products People come to me for advice before buying new things I enjoy keeping up with the latest fashions and trends 41 2018 Ipsos.
Influencing their peers : Affluencers are the loudest voice among the Affluent group Business activities engaged in P12M Index 222 196 181 178 164 153 Been interviewed on TV radio or by the press Have a professional blog or a Twitter handle Attended meetings a broad with executives from other countries Had an article or paper published Business activities engaged in past 12 months Invited to be a keynote speaker at conference Addressed a conference or public meeting 42 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among Affluencers for 11 markets. Business activities engaged in past 12 months Index versus Total Affluent Sample.
The source of their influence: Earned through education and information Top 2 Boxes Index Monthly Users Index 179 Affluencers use of all types of media, specially International ones 149 138 122 111 101 I am interested in furthering my education Gaining knowledge and become better informed is a priority to me Any International Print Any National Print Any International TV Any National TV 43 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among Affluencers for 11 markets. Top 2 Boxes: Agree very much / Agree Index versus Total Affluent Sample.
The source of their influence: Technology plays an important role, too Top 2 Boxes Index Index Any social media (Monthly users) 101 158 Mobile technology is central to my everyday activities Read any electronic magazines 124 Use LinkedIn several times a day 148 Use Twitter once a day 133 44 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among Affluencers for 11 markets. Index versus Total Affluent Sample. Top 2 Boxes: Agree very much / Agree Read any electronic magazines: activities regularly do with a digital device
Power users : Top spenders across many key categories Well Being Affluencers (Spent USD 15,000-19,999 on Sports Equipment / Accessories P12M) Index 399 Tech Affluencers (Spent USD 5,000-7,499 on Consumer Electronic / Gadgets P12M) Property Affluencers (Have overseas properties you own or invest in) Fashion Affluencers (Own Quality / Designer accessories & footwear US$2000+ per item) Finance Affluencers (Have Offshore accounts for investment purposes) Car Affluencers (Intention to buy in N12M) Watch Affluencers (Own luxury watch: worth US$2,000+ per item) Jewellery Affluencers (Own jewellery: worth US$5,000+ per item) 194 172 162 148 146 146 143 45 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among Affluences for 11 markets. Index versus Total Affluent Sample.
How can I reach them? Offer them exclusivity and originality 240 204 Top 2 Boxes Index 198 173 169 I have expensive tastes I value high quality and exclusivity as demonstrated by luxury products I have more confidence in purchasing products/ using services that have been advertised I am willing to pay more for products that are environmentally friendly I tend to go for premium rather than standard goods/ services 46 2018 Ipsos. Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among Affluences for 11 markets. Top 2 Boxes: Agree very much / Agree Index versus Total Affluent Sample.
Affluencers: Powerful influencers as advocates for your brand Affluencers have a disproportional impact on others opinions and behavior. Standing firmly in the spotlight, they have the power to reach & impact others through their public profiles & followers online. They drive category spends from wellbeing to luxury, fashion and technology. Those are the people you want as advocates of your brand. 47 2018 Ipsos.
Marketing and media professionals should get to know who Affluent really are, how they behave, where they find inspiration, and how (and to whom) they share their tastes & discoveries. With your next marketing challenge in mind, equip yourself with the latest research and solution from Ipsos, leverage its valuable insights to drive excellence and success for your team and clients. 48 2018 Ipsos.