Guess who says the following attributes are most influential in making “important purchases” today: value, price, overall quality, good design and functionality?
A clue: 84% of this group texts from cellphones; 78% use social networking; 66% use the mobile web and 57% use mobile apps.
It’s not who you think it is. In fact, it’s a group whose median age is 45, not 19.
According to “The New Face of Affluence,” an in-depth study from Dwell Strategy and Research, San Francisco, these are the attributes that drive purchase decisions of the “New Affluents.” Indeed, the median household income of the more than 1,000 survey respondents is nearly $200,000. They’re the same people who have the economy and the environment top-of-mind when making these purchase decisions.
To read the rest of the story, please go to: Advertising Age
