It’s no secret that affluent consumers are the drivers of economic spending. While people with less disposable income buckle down and reserve their income for necessary budgetary expenses, affluent individuals have more freedom to spend their money as they like. As such, they make for prime targets when it comes to planning marketing and advertising campaigns.
If businesses are targeting affluent households, they may want to consider optimizing their email advertising campaigns for mobile devices. A new report from comScore and JumpTap suggests that 40 percent of tablet owners earn more than $100,000 annually. Although it comes as no surprise that people from affluent households would be able to afford the latest tech gizmos and gadgets, the percentage of tablet owners belonging to this demographic is much higher than even smartphone and computer owners.
“Smartphone and PC owners have a similar income distribution, although PC owners skew slightly more to the low-income side. That is, 41 percent of PC owners are in the [less than] $60,000 income group, compared to 33 percent of smartphone owners,” MarketingCharts added, citing the report.
When including users with an income of between $75,000 and $100,000, the number of tablet users jumps even higher, to 57 percent. The message should be clear to brands: if you’re seeking affluent customers with money to spend, your campaigns should be utilizing mobile components – particularly tablet devices.
Optimizing email initiatives for tablets
None of this information should come as a surprise to advertisers, yet many still don’t take the steps required to optimize their campaigns for mobile devices. This is particularly the case when it comes to email, with an Econsultancy survey reporting that 32 percent of respondents have “nonexistent” mobile optimization initiativesand 39 percent saying their strategy was only “basic.” While this is an improvement over 2012 (when 76 percent had “nonexistent” or “basic” mobile optimization strategies), the survey suggests advertisers are still underestimating the reach of mobile.
Mobile devices have much different screen sizes and resolutions than standard desktop computers, and breaking that down even further, there is a significant difference between tablets and smartphones as well. Not optimizing emails and advertisements to smaller screens could impact the message brands are trying to send and make it difficult to see what products are being promoted.
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