Looking for Affluent Men Online
Desiring interaction with affluent men is not just for single women on dating sites! Marketers are recognizing that men like to shop online. Although women still influence the majority of buying decisions, men are enjoying the freedom to shop anywhere, anytime on their computer and mobile devices. This sure beats shopping with your wife/girlfriend and having to hold a purse at the mall while you wait and wait and wait!
I personally can vouch for the trend of men shopping online by even observing my two kids. My 15 year old son shops on line 90% to my 17 year old daughter's 10% (or less). (This does not include iTune purchases.) This may indicate future equality across the sexes for marketers' attention.
Men shop online with mobile devices
Marketing Charts published data from a iProspect study that indicated an overwhelming preference among affluent males (70%) to research and buy online as opposed to researching online and purchasing in store, provides unique opportunities for advertisers to capitalize on this audience’s behaviors. And while the majority of purchases are still made on PCs, the affluent male is doing more and more research on mobile devices, making a multi-channel approach necessary. Some details:
- The vast majority (91%) access a PC at least once daily, while 77% have a mobile smartphone and 50% own a tablet.
- Engagement with these devices is high across the board – almost 100% of survey respondents report using their PCs and mobile smartphones at least daily and 85% reporting daily use of tablets.
- When an affluent male has daily access to tablet, he is 32% more likely to have made a purchase via the device.
- In terms of visibility, 71% have seen ads on a PC while one in three has seen ads on a mobile phone or tablet.
What Marketers Should Do to Reach Affluent Men
This trend trickles down beyond luxury brands and products so all marketers should take note. Your first priority is to have a highly functional MOBILE website. Viewing your company website on a mobile device can be very frustrating for users and limits conversion and engagement opportunity. From there the focus is on content and visibility as with all your marketing channels.
If you are curious or new help reaching the affluent market or mobilizing your online presence, contact a digital marketing agency for a consultation. We are here to help and can assess and prioritize a strategy based on your business goals and budget.