Introducing the Affluencer: iProspect Identifies Key Traits of the Most Influential Demographic Today

BOSTON, Sept. 12, 2013 /PRNewswire/ -- Marketers, meet The Affluent Influencer (or "Affluencer") – your most valuable customer. Global digital marketing agency iProspect (www.iprospect.com) revealed results from its "Affluent Influencers" study, on the emergence of a new breed of market influencer. This research provides key insights into the preferences, differences and crossover points of the "Affluencer" within the Millennial, Baby Boomer and Gen X generations. By uncovering the characteristics of those who influence purchasing decisions, marketer can tap into their authority to drive long-term customer engagement and success. An infographic illustrating the research findings can be viewed at http://www.iprospect.com/meet-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. This research 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. iProspect was able to uncover as a whole – including examples of each – 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.

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.

"This deep insight should be a call to action for marketers to better connect and engage with this powerful new influencer," said Andrea Wilson, vice president, strategy director & luxury practice lead, iProspect. "Brands that can tap into this critical point of information dissemination will see their reach extended more quickly and effectively than by any other means. Affluencers already have the attention and trust of their "audiences," so all a smart brand needs to do is provide the opinion-maker with great content and an even better brand experience."

iProspect will be releasing the full results of this study on Thursday, September 19. To learn more, follow @iprospect and join the #affluencer conversation.

Methodology
Leveraging Carat's proprietary Consumer Connection System (CCS), iProspect looked at the data associated with 4,855 affluent adult respondents (Household Income of $100k), and then looked specifically at the 40% who defined themselves as influencers. The data was then segmented by generational groups: (Millennial – Ages 21-36); (GenX – Ages 37-48); and (Baby Boomer – Ages 49-66).

About iProspect
For progressive leaders, iProspect is the trusted global partner in developing customized, performance-driven strategies that transform consumer intent into action and drive conversions. iProspect's offerings span the full spectrum of performance marketing including paid and natural search, performance display, content generation, analytics, social media management, and structured data and feeds. Since 1996, iProspect's client list spans many industries and includes Fortune 500 companies such as General Motors, adidas, Neiman Marcus, American Express, Mandarin Oriental Hotel Group, The Gap, Hilton Worldwide, Burberry and others. Representing a diverse global footprint, iProspect has 60 offices in 40 countries with over 1,900 employees. For more information, visit www.iprospect.com or follow us on Twitter @iProspect.

SOURCE iProspect