We have seen how some luxury brands use social media to reach their target customers.
However, are the affluent really into social networking? According to a study from Unity Marketing, some 78 percent of affluent (avg. income $239.3k) consumers (and 70 percent of them aged over age 40) have at least one social networking profile (usually on Facebook).
Here comes another question: Do the affluent like the idea of becoming a fan on Facebook or a follower on Twitter? The same survey found that about half of the affluent have used a social media site to connect with a brand, such as viewing new products or commenting on a brand, but only one-quarter have become a follower or joined a group.
Here are the reasons why they use social networking sites:
At the end of the day, it is the value you provide that attracts the affluent to view or even follow your brand. Are you using this platform to sell or to offer entertainment and the information customers need?
“Affluent consumers have flocked to social media, but they use it as one more tool to gather information to make purchase decisions,” says Danziger. “Smart marketers will tap the interactivity of these sites to reach out to affluent consumers, ask for their input, and really listen to what these consumers need in order to decide to make a purchase.”
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Source: eMarketer
