美国富裕人口与汽车订购服务.docx

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1、INTRODUCTIONWHATISANAFFLUENCER?Affluentinfluencers—Affluencers—drivemostcategories.Affluencersareenthusiasticconsumersofcategory-relatedinformationandhavedisproportionatelyhighpurchaseintent.They’reheavyspenderswhoarethefirsttotrynewofferings.Andtheirnetworksdependonthemfo

2、rrecommendationsandadvice.Affluencerrecommendationsmaybethesinglemostpowerfulformofcommunicationsinanycategory.It’sfairtosaythattheautomobilehasplayedacentralpartofAmericancultureforthelastonehundredyears.Americanshavelovedtheircars,andthefreedomtheyprovide,foroveracentury

3、.Butthisstoryisevolving,assignificantchanges,innovationsandevolutionsintheautoindustryimpactdriving,carresearchandbuyingintothefuture.�Fromtheapp-basedsharingeconomytonewtech,optionsforgettingfrompointAtopointBhavemultiplied.�Alternativefueloptionshaveproliferatedstartingw

4、iththePriusin1997.�Oursourcesofinformationandinspirationcontinuetoexpand,ultimatelychangingthewayweresearchandshopforvehicles.�Youngergenerationshaveamuchdifferentrelationshipwiththeirautomobiles.Despitetherapidevolutionofboththeautocategoryanditskeyaudiences,onethingthatr

5、emainsconstantistheinfluenceAffuencershaveonconsumerbehavior,especiallyincategoriesundergoingchangeanddisruption.Andautomotiveisnoexception.AtIpsosAffluentIntelligencewe’reinterestedinunderstandingwhotheseAffluencersare,whattheirneedsanddesiresmaybe,andhowtheydifferbybehav

6、ior,experienceandexpectationsinordertohelpbrandscreateproductsandcontenttoresonatewiththeseinfluencers.MichaelBaerSVP,HeadofIpsosAffluentIntelligenceUniversesize:13.4millionaffluentsSource:Q3-2018BarometerMidwest(Index118)South(Index112)Asian(Index106)Black(Index125)Hispan

7、ic(Index121)White(Index90)MedianHHI:184KAUTOAFFLUENCERSNAPSHOT72%Male28%Female18-3424%(index85)35-5453%(index122)55+23%(index81)80%employedfulltime(Index122)57%havechildrenunder18(Index139)Transportchildrenincardaily(Index143)Post-GraduateDegree(Index128)MEETTHEAUTOINFLUEN

8、CERSThislong-standinglovestorybetweenAmericansandtheircarscontinuestobeilluminatedandpers