Affluents in France, Germany and the UK

Savvy and Demanding, Both Online and Offline

About This Report
Affluent consumers are a vital target audience for many brands. This report looks at the media habits and preferences of affluent individuals in France, Germany and the UK, how these groups are changing, and the ways marketers are aiming to reach them.
Table of Contents

Consumers at the higher end of the socioeconomic scale in France, Germany and the UK tend to overindex for digital engagement, yet they are also loyal to TV and other traditional media. Affluents’ expectations make them a difficult target for brand marketers, though.

  • Defining affluence is complicated, especially when the UK, France and Germany use varying standards to measure socioeconomic status. And of course the “mass affluent” are quite different from the truly wealthy. Nonetheless, we do see many common behaviors across the affluent spectrum.
  • Predictably, affluent consumers are more likely than lower-income individuals to have a high-speed internet connection at home—or indeed more than one connection—and to use advanced digital devices such as smartphones and tablets. As a group, the affluent are more likely to have multiple web-enabled devices and also tend to spend more time online.
  • Many people with significant disposable income are early adopters of new gadgets and technologies. From smart speakers to smart cars to the sharing economy, this is a cohort that’s well-engaged with leading-edge tech and services.

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Table of Contents

  1. Getting a Handle on the Many Flavors of Affluent
  2. Affluents in France
  3. Affluents in Germany
  4. Affluents in the UK
  1. Marketing to Affluents
  2. Key Takeaways
  3. eMarketer Interviews
  4. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Interviewed for This Report

Arnold du Toit
Drive Daddy
Founder and CEO
Interviewed June 11, 2018
Brian Gore
The Set Hotels
Director, Brand and Marketing
Interviewed June 12, 2018
Diana Verde Nieto
Positive Luxury
Co-Founder and CEO
Interviewed May 30, 2018
Ben Whattam
Keko London
Managing Partner and Founder
Interviewed May 29, 2018
Cara David
Managing Partner
Interviewed May 18, 2018
Felim McGrath
Senior Trends Manager
Interviewed May 24, 2018
Roberto Passariello
Global Client Lead
Interviewed June 13, 2018
Madelyn Postman
Leidar UK
Managing Director
Interviewed June 6, 2018
Estefania Sanchez-Gomez Rodriguez
Archibald London
Digital Marketing Director
Interviewed June 1, 2018
Saad Saraf
CEO and Digital Head
Interviewed May 27, 2018
Maria Cadbury
Evolve Media
UK Managing Director
Interviewed May 29, 2018

Read This With Insider Intelligence


Karin von Abrams


Sean Creamer
Matteo Ceurvels
Research Analyst
Jennifer Jhun
Research Director, International and Special Projects
Angela Kim
Senior Researcher
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