Mobile Usage

Mobile Ads More Effective for Top 20% of Income Earners

A recent study from Millward Brown and the BBC compared top income earners with the general population of several countries including Australia.   The findings identified the value our most affluent consumers place on their smartphones, particularly in their working life.  Interestingly,  in many cases, there is less difference between Australia’s most affluent and the general population than the global averages.

Our affluent consumers are more likely to use their phones for work,  but income makes no difference to how often we check our devices.  In Australia, our affluent consumers are more likely to believe a brand should be on mobile, and more likely to access news on mobile sites versus apps – whereas globally apps dominate news consumption.

One of the most interesting findings on the survey relates to mobile advertising.  Based on factors such as ad awareness, brand favourability and purchase intent, mobile advertising is four times as effective as desktop advertising for these more affluent consumers.

According to the research, the top 20% of income earners:

  • 39% access the internet on mobile devices at least once an hour
  • 51% use their mobile phone for business
  • 28% prefer mobile devices to their desktop for business or finance news
  • 41% are happy to see ads on mobile website if the content is free
Australian specific findings include:

  • 39% of Australian affluent consumers use their mobile phone for business, compared to 30% of the general population.
  • 22% of affluent Australian consumers agree that, if a brand wants to be modern and dynamic, it needs to be on mobile.  This figure is 10% higher than the general population, but lower than the global average of 33% of affluent consumers.
  • The percentage of high income earners in Australia who are happy to see ads on mobile websites is 36% (as long as the content is free)

See the press release for more details or check out the info graphic below which was created by the BBC:

BBC Infographic


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