How do you make sure your brand appeals to and engages its most affluent consumers? By getting to know their digital habits! The average affluent consumer in the Middle East is around 39 years old and earns, on average, around USD100,000 in annual personal income. Here are a few crucial insights into the digital habits and preferences of this highly lucrative demographic.
#StayConnected
The affluent audience prefers to be connected to the teeth. From smartphones to tablets to smartwatches, this audience loves their personal tech. Brands can take advantage of this by making sure their products or services cater to their audience’s devices, like Hermes, who first collaborated with Apple in 2015 to release a luxury version of the Apple Watch. But that’s not all. With 99% of this audience using a smartphone to access the internet, and 3 in 10 regularly using their smartphones to make online purchases, it is crucial for your brand to have a mobile-compatible website that is quick and efficient.
#Wanderlust
The affluent consumer is prone to exploration and likes to discover new places that are diamonds in the rough. Data shows that countries like Azerbaijan and Norway, places that don’t typically came to mind when thinking of a vacation, are showing higher search volumes and trending as travel destinations.
Moreover, YouTube search analytics show a high volume of views for wellness-related videos. The affluent audience likes to prioritize self-care, and it is important for brands to cater to that by showing an interest in work-life balance and holistic care.
#KeepingItReal
When it comes to authenticity, the affluent consumer seeks it all. One of the ways to cater to this demand is personalization; affluent consumers enjoy watching reviews, unboxing videos, product comparisons, hauls, first sneak peeks, and more. As a brand, your collaborations need to be carefully thought out and planned, the more immersive and authentic it is, the higher the chance that the consumer will engage.
Understanding the digital habits of the affluent consumer can offer brands a great opportunity when it comes to advertising and tailoring their offerings to fit their audience. By creating luxurious, bespoke products and services that allow your consumer to celebrate their authenticity, your brand can rake in the big bucks.
Source: “Know Your Audience: 4 Key Insights on What the Modern Affluent Consumer Searches for Online.” Think with Google, Google, June 2019
