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World’s richest consumers revealed

The most affluent consumers in the world are most likely to be male (56%), between the ages of 25 and 34, married (65%) and with children (67%), a new survey indicates.

London-based technology firm GlobalWebIndex surveyed 17,126 consumers, aged 16-64, across 40 countries. They then ranked respondents based on their answers to a series of questions relating to their lifestyles, professional lives and personal circumstances. 

High rates of affluent younger consumers in the Asia Pacific region skewed the overall figures for age. In Europe 24% of the wealthiest shoppers are between 35 and 44 years of age.

In North America, those aged 45 to 54 form the largest age group among the wealthy, at 26%.

The report said 24% of the wealthiest consumers own two properties and 34% own two cars. Three-quarters of those surveyed say they exercise regularly.

A total of 17% take regular holidays abroad, and 19% take business trips overseas.

Almost all (99%) have visited a social network in the past month, spending on average almost 2 hours 30 minutes per day on it.

Two-thirds have visited a brand’s website in the past month, and more than a quarter have visited a brand’s social network page. Once there, wealthy shoppers are 29% more likely to promote a brand, making engagement key.

Jason Mander, chief research officer at GlobalWebIndex, said: “With [their] hyper-connected lifestyles and assertive nature, providing ideas for a new product/service and interacting on a messaging service are examples of how this group likes to feel like active participants in their relationship with brands. Affluent consumers want to be more than just consumers – they like to have a direct say in the products that are made for them and advertised to them.”


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