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Luxury Marketing: The Digital Anatomy of the Affluent Male

By Andrea Wilson | Director of Digital Strategy – Luxury Practice Lead

I am excited to announce the highlights of our much awaited next whitepaper “The Affluent Male: What His Online Behavior Can Teach Luxury Brand Marketers.” We partnered with comScore to create a custom survey for the Affluent Male ($100K+ in HHI), and uncovered valuable information about his online behaviors and preferences, including device, advertising, research, shopping and brand preferences.

We embarked on this research because we saw an opportunity. To date no one has dug in to the detail of the affluent male and his online buying behaviors. This study establishes, for the first time, who the affluent male is, his behaviors and preferences towards devices, research and shopping, and how marketers can target and effectively communicate with this audience. The data shows that online shopping is the norm rather than the anomaly for the affluent male. He is connected through multiple devices and is using them for research and purchasing.

So that’s how this topic was born. We wanted to help our clients and the industry as a whole know this online consumer. Research seemed to focus on the the general affluent consumer, but nothing specifically about the male. What we learned will make every brand marketer happy. Check out the research and see for yourself.

Here’s a link to an infographic that showcases the findings. The official whitepaper with all details and recommendations will be released May 14, register here to have it emailed to you.


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