Digital media has progressed considerably over the past few years and the media technology are profoundly reshaping our society. New terms keep popping out; some become the next big thing while others fail in a heartbeat. Those left enjoyed both competitive and complementary relationship with the traditional media. It is crucial for the company to grasp the pulse of the market. Meanwhile, we all have loads of data that talking about digital media usage in American and European market. How about China? Is digital media only for young and geek here? How about the affluent class? They are the groups with surprisingly high consumption power which makes them perfect target for luxury brands. China’s affluent class diversified in both income and lifestyle. They have their unique and sometimes exclusive social circle. It is because of this, their media touch point and usage is something the company cannot afford to ignore. If you are managing a luxury brand, or you are in charge of digital communications of client’s brand that targeting at affluent class, you definitely want to know: Ø What are their profiles, any further segmentation? Ø Is there any unique or unexpected media usage for affluent class? Ø Are they the group keep pace with the latest thing in digital world or the one being left out? Ø Which new media form (SNS/digital marketing) imposes the biggest impact on the affluent class? Ø How many of them have Weibo account? How many have seen a mini-film? How many will join the digital marketing campaign? Ø What kind of marketing campaign would better engage them? Ø Of course, there are more questions need to be answered. Now we are here to launch AFFLUENT Class MEDIA Touch Point in DIGITAL AGE research project! We want to invite you to explore the above-mentioned topics with CSG under the model of SICAS (Sense – Interest/Interactive –Connect/communication – Action - Share). We will involve many clients in this project, which would take place in 2012 AUTO CHINA. We will conduct Intercept Interview with affluent class via our Tablet from Apr. 25th to May. 2nd. AUTO CHINA targets at high income and high social status group which makes it a perfect place to conduct this research. For more information, please see the last page for the contact person.

2. Content
Who are they?
Business impact
How do we help?
How this research stands out?

3. Who are they?
Labeling them as “affluent class” is simply unfair as they diversified
in income, profession, hobby, and lifestyle.
Business
Oriented
Senior white-collar
Multinational
enterprises,
Hard-core in work
Lifestyle while pursuing the
quality life Young entrepreneur
Private owner / Senior
management,
professionals,
Busy daily schedule, Blue blood
limited personal time The owner of listed
companies, family
business successor,
Indulgent group aristocrat , high-quality
Well-off family, stay away from and relaxed life
professional life
Life Enjoy the LOHAS lifestyle
Oriented
High Income Extremely
High

4. Consumer’s timeline
Mock - Up
Timeline
11:30
Get up, brunch
LBS, iphone Micro
blogging
14:00
Facial Massage
Indoor advertisement;
16:00
High Tea
Fashion/lifestyle
Magazine
20:00
Dinner at fancy restaurant
Indulgent
TV/Pad Time
23:00
group

5. Business impact
If you are managing a luxury brand,
you definitely want to know
• How do I develop a digital strategy for affluent
class?
• How do I maximise opportunities with the
affluent class in digital platform?
• Which channels or platforms should I focus on?
• What social media strategies are viable?
Where?
• Which sources of information do affluent class
use when researching / purchasing in my
category?

6. Business impact
If you are in charge of digital
communications of client’s brand that
targeting at affluent class, you definitely
want to know
• How do I tailor the message?
• What content may generate more discussions?
• How do I attract more fans?
• How do I generate more comments and repost?
• How do I engage the affluent class on digital media?
• Will they buy in the latest digital media form like
pinterest or Micro-film?

7. Changes of consumer behaviour ~7~
AIDMA-AISAS-SICAS
Produce the
Phase Interested Memory Purchase
Note commodity desire to
in remains actions
I purchase
Phase To be Active Purchase Active
Intrigued
attracted Search actions Sharing
II
Interest
& Connect&
Phase Sense Communi Action Share
III Interact
cation
ive
Source: DCCI

8. How do we help? ~8~
Sense Interest& Action
Interactive
Connect& Share
Communication
Sharing is embedded in almost every step of consumers’ purchasing process
Our
Solutions
Media
Preference Decision
Touch Attitude
& Sharing Making
Point

9. Media Touch Point
Where to catch them? (Traditional vs. Digital)
Media within reach
Senior white-collar
• 42% of respondents use mobile phones
• Status Quo of Affluent Class to see all kinds of financial news on daily basis
traditional/new media touch point • 26% of respondents remembers the content of
(Time and Frequency) busy advertisement they saw in the past three days.
• Trend • 12% of respondents use ipad more than two
• Differences among segmentations hours everyday.
．．．．．．

10. Media Touch Point
Where to catch them? (Digital)
Digital Media within reach
• Digital media/APP touch
point 23% of the senior white-collar types of users in the Sina
• Time and frequency Weibo and other social media attention to brand home
• Context page
20% of Young entrepreneur upstart flipboard news
• Acceptance aggregation application access to information
32% idle family last week to read the micro-film
12% of the respondents last three days with the Tablet
PC by the Youku APP watch video

11. Implication
We help you figure out……

12. Attitude
How to impress them?
• Digital media U&A
• Motive
• Function preferences
• Channels to get information
• Preference on brand communication
• Social account of years
• 30% Young entrepreneur perceive weibo as a source of
news and information . They also categorize friends
while using company as a approach to get new product
info
• 35% affluent class have started using social search,
among which, 58% is to grasp the hot news. They
believe that compared with traditional media, social
search is more spontaneous.
• 41% respondent mute the ads on online video sharing
site and going through other web pages while waiting. • Friends management preferences
However, if the ads is presented as a mini movie or with
appealing storyline, they may considering wait and
watch.
• In the face of PR crisis, 70% consumers say that they
would forgive the brand if the company weibo gives
appropriate feedback promptly.

13. Implication
We help you figure out……

14. Preference
How to convert them?
• Sharing willingness
• Social media sharing
content preference
• Sharing objectives
• Sharing motives
• Sharing channels
• share content • Shared motives
• Sharing groups and standards
• Sharing of
• 36% respondent have
channels
once shared the new
product info via
company weibo to their
• 26% respondent use LBS
on weekly basis,
especially when they
dinning in fancy
restaurant.

15. Implication
We help you figure out……

16. Decision Making
How to influence them?
• Key purchasing influences
on digital media
• UGC influences
• Category differences
• 20% senior white collar have
purchased product via the link on
SNS, 80% are under 1000 RMB.
• 70% shows that they have never
purchase luxury product online,
however, if the approach is
convenient and trust worthy, they
are willing to try.
• 58% Young entrepreneur have
paid for E-magazine via their ipad

17. Implication
We help you figure out……

18. How this research stands out?
Digital media landscape is
changing in a heartbeat
We catches the latest trend and
innovation in digital media

19. How this research stands out?
Normally, they are impossible to
reach……
We pinpoint the right group of
people

20. How we do it?
AUTO CHINA 2012, a MUST-GO event
for affluent class!
Auto China targets at high
income and high social status
group which makes it a
perfect place to conduct this
research.

21. Our research method
• Avant-garde data collection tools
• Rational sample selection
DATE:4.27-2012.4.28
Sample：300
Age above 25 yrs.
Household assets above RMB
300,000（Fixed asset not included）

22. Thank You !
For more details, please contact
Jean Wang (jean.wang@csg-worldwide.com)
Tyr Tang (tyr.tang@csg-worldwide.com)