This Week's Herman Trend Alert Purpose Emerging as Important Driver of Engagement

The Herman Trend Alert August 17, 2011 Reaching Wealthy Consumers Traditionally, marketers have targeted affluent consumers, because they control so much of the spending power. Not surprisingly, you will find them online. They spend an average of 20 percent more time online weekly, compared to the general population. They watch about half as much television and listen to the radio less than half as much as well. A new study, recently released by the Interactive Advertising Bureau, reveals these higher-income folks embrace digital media---and the advertising you will find there. The study, called “Affluent Consumers in a Digital World”, details the usage and attitudes of these wealthy consumers, those who live in homes and have at least $100,000 in household income. They constitute 21 percent of United States households and represent 70 percent of consumer wealth. Virtually all affluent consumers are online. Many own tablets and e-readers. In fact, the numbers of owners have increased by 50 percent just over the past six months, and we expect continued growth. Still more good news for advertisers: more affluents view and recall seeing digital ads than their less-wealthy counterparts. They enjoy the benefits of digital media---though continue to struggle with work-life issues. The most fascinating aspect of this study was the assessment of attitudes. Almost 80 percent of these wealthy consumers say their very lives have become “intertwined with technology” over the past 10 years. However, they are also more likely to say that their lives have become “more complicated” (59 percent) and “more stressful” (58 percent), as opposed to “more fun” (47 percent) or “easier” (33 percent). The results of this study represent a new paradigm for brands, products, and services that look for deeper relationships with affluent consumers. Because affluent consumers’ spending power far exceeds that of most Americans, this paradigm shift (thank you, Joel Barker) has implications beyond the luxury and/or upscale markets. This group, that used to be the toughest to reach, may now be targeted online. The majority report ownership of a number of other digital devices. Look for more smartphone and Internet advertising to target these folks who look to digital media for information and reviews of new products. Mobile advertising will continue to grow exponentially. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." WHO SENDS OUT YOUR NEWSLETTERS? We are convinced there is no better choice than ours! We have happily used DataBack Systems to deliver The Herman Trend Alert for over 10 years and. Visit their website (http://www.databack.com) or call Byron directly at 503.941.0427. You'll be glad you did. IS YOUR EMPLOYER AN EMPLOYER OF CHOICE®? Our effective, onsite seminars, workshops, and consulting can help you get there. We offer 1-, 2-, 3-hour, and full-day programs to help you communicate what it takes to become an Employer of Choice® and inspire your folks to get it done. In the future, being an Employer of Choice® will not be optional. Call Carol at 336-210-3547 to arrange a no-obligation conference call. Or order the electronic version of the Employer of Choice book on your desktop for only $17.80 @ http://hermangroup.com/store/books_all.html#2. STRUGGLING TO FIND THE PEOPLE YOU NEED? VETJOBS CAN HELP! Recently, hundreds of thousands of jobs remain unfilled due to a lack of capable people. If you are looking for qualified candidates, you need to hire a veteran using VFW-sponsored VetJobs, the largest military employment site on the Internet. Thousands of returning veterans are looking for good jobs now. Mention this ad in The Herman Trend Alert and receive a 10% discount on job postings. Call Ted Daywalt at 877-838-5627 or inquire at info@VetJobs.com. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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