The wealthiest American consumers, those in homes with at least $100,000 annual incomes, are difficult for marketers to reach through traditional means, but “Affluent Consumers in a Digital World,” a new study from the Interactive Advertising Bureau (IAB) finds these higher-income Americans embracing digital media—and its ads, to some degree.
The receptivity of affluent Americans to digital advertising is underscored by their greater understanding of the ad-supported web model and the benefits of ad targeting, as compared with non-affluent consumers:
- 32 percent of affluents vs. 23 percent of non-affluents said they’d be willing to share information about themselves in order to “get a more customized online experience.”
- 72 percent (vs. 61%) agreed with the statement, “Most websites are free because they are supported by advertising.”
- 57 percent (vs. 51%) said they would “prefer to see ad-supported online content that is free, rather than paying for content that is ad-free.”
“Most websites are free because they are supported by advertising”? That’s a misconception. Most websites are free because their producers are scared to charge a fair price, and lose their audience in the process. Hence, the rise of freemium, where free and paid work together.
Note: I’m speaking about the future of #paidcontent at Geekend/Boston on October 4. By the way, Geekend/Boston is a conference within a conference — if you’re planning to attend DMA 2011, let me know. I’d love to meet you.