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Globetrotters Love Print and International Media

June 22, 2016

Globetrotter

Ipsos just recently released the Affluent Survey Europe 2016. The survey divides the affluent into 4 groups: Millennials, Baby boomers, Uploaders and Globetrotters. For inflight advertisers, the good news is that the globetrotters show strongest preference for print and international media in compared with other groups!

Ipsos just recently released the Affluent Survey Europe 2016. The survey divides the affluent into 4 groups: Millennials, Baby boomers, Uploaders and Globetrotters.

Good news for inflight advertisers is the globetrotters show strongest preference for print and international media in compared with other groups! They are the biggest online shopping spenders and more tech-savvy than the others.

The global trotters have strong preference for print (63% of international print reach), significantly higher than the average 29% of the affluent on average.

Globetrotters watch less TV, but are highest consumers of International TV with 85% international TV reach (weekly).They are also heavy consumers of international digital media (67% of international digital reach). Whereas, the figure for others groups are: Uploaders (56%); Millennials (55%); Baby boomers (37%)

The globetrotters are the most high-tech group. They have highest ownership rate of technological gadgets: 87% owns a smartphone; 68% owns a laptop and 12% follows the development of technology and owns a wearable device.

When it comes to shopping behavior, 46% of average globetrotter uses tablet or mobile regularly for search for information of products/services (quite higher than the average of the affluent: 38%)

An average affluent European takes at least 5 holidays per year, but the globetrotters  takes 8 holidays on average. In the last 6 months, they spent 2,831€ (hotel reservations, tickets, holiday, books, and music). For them, luxury on holiday is priority; they don’t mind paying more for extra quality.

More to know about the globetrotter:

Average age: 45 years

Mean personal income: €79,027

University degree or higher: 68%

Mean hours per week:  48

Self-employed: 25%

In paid employment: 67%

Second home: 48%

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