Thought Leadership

Discover iProspect’s Latest Whitepaper: The Affluent Influencer

Historically, many brand marketers have focused their attention and resources on either the Affluent (holds a household income of $100k or greater) or the Influential (consumers that influence other’s purchasing decisions). The reality is they’re missing out on a key group of influencers who can provide the ultimate value for a brand.

Today, we’re thrilled to release iProspect’s latest research, “Affluent Influencers: How Marketers Can Understand Their Generational Differences & Tap Into Their Authority.” Which shows that while these demographics alone provide significant impact and influence, it’s where these groups converge that marketers need to turn their focus. By having the financial means, attention and authority as well as broad access and reach, “Affluencers” are significantly more valuable because they not only can support brands directly from their own buying decisions, but they also have the ability to influence others, delivering an exponentially larger total reach both in traditional, offline word-of-mouth, and also in the online/social space.

The independent study of 1,922 affluent adult respondents reveals surprising findings about the best way to dissect this elite group. We found that while 60 percent of “Affluencers” are male, and 40 percent are female, 62 percent of this group brings in an annual income of $100-149K. Only 4 percent earn more than $500,000 per year.

iProspect was able to uncover the “Affluencer’s” attitudes and preferences about everything from friendship and money to how they use technology and make buying decisions. For example:

  • Millennial and Gen X generations are very digital and very active, while Baby Boomers are more selective and less digital;
  • Millennial and Baby Boomers do what they want, while there is a drastic difference between the Gen Xer’s regular activities and what they are passionate about;
  • Millennials like to author and create content, while Baby Boomers like to listen and watch; the Gen Xers prefer curating content and commenting in the social space;
  • Millennials are the most likely to engage via social media daily (57 percent), followed by Gen Xers (45 percent), and Baby Boomers (37 percent);
  • Millennials are willing to pay for online news access, Gen Xers and Baby Boomers aren’t;
  • Baby Boomers are the most likely to bank online at least once per week (70 percent), followed by Gen Xers (64 percent), and Millennials (60 percent);

Some of the more common themes that developed, include:

  • Convergence – the integration of multiple channels, mediums, and devices affects nearly every aspect of the affluencers’ daily lives;
  • All marketing strategies and tactics  – mobile devices, shareable content, and multi-channel brand experiences – are converging into a web of interconnected and continuous conversation;
  • There are no isolated interactions. Each touch point is connected to many other potential points of engagement through traditional and digital media, offline events, and face-to-face connections between people.

The full whitepaper is now available. We invite you to download the research today!