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Millenials Favor Mobile Luxury Ads

Aug 12, 2013 3:32 PM   By Sandra Mardenfeld
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RAPAPORT... While advertising in traditional media may still be the best way to attract affluent Generation X and baby boomer consumer groups, especially given that magazines are the top influencer for those groups,  The Shullman Research Center found that 82 percent of millennials were interested in mobile ads and 81 percent were attracted to ads in movie theaters. Only 60 percent expressed favoritism for magazine ads.

According to the study "Generational Differences in Luxury Consumers' Use of and Engagement with Media Platforms," magazines ranked as the top way to reach affluent GenXers, followed by ad placement in shopping malls and on television. Newspaper and television were top influencers  for baby boomer engagement, followed by magazines. 

"If you are a luxury brand, depending upon whom you are trying to reach, you need to know what platform to use to reach your audience," said Bob Shullman, the founder and CEO of the Shullman Research Center in New York.

The Center conducted the survey online from February 26 through March 6 using five samples of adult U.S. consumers – all household income levels plus four income samples of 250 surveys in the following income categories: $75,000 to $149,999, $150,000 to $249,999, $250,000 to $499,999 and more than $500,000.

Additionally, in the study, "Through the Looking Glass: What's Currently on the Luxury and Affluent Consumer's Minds as The Look Towards 2014," the Center ranked the top luxury brands among households with incomes of more than $250,000 and offered that among luxury jewelry and watch brands, Tiffany topped the list. Other brands cited included Rolex and Cartier.

Tags: affluent, Cartier, magazines, millenials, Research, Rolex, Sandra Mardenfeld, Shullman, Tiffany
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