DIG's New Face of Affluence Report Finds Mobile Phone Use Up Sharply

June 15, 2011 - PRLog -- SAN FRANCISCO, Calif.  – No longer just the communication of choice for teenagers, mobile phone usage for texting was up sharply among an influential segment of affluent Americans. According to the soon-to-be-released 2011 New Face of Affluence Survey from the Dwell Insights Group (DIG), a division of Dwell Media L.L.C., daily texting increased 25% in the past 12 months among a segment of the affluent market known as, “New Affluents.” The 2011 New Face of Affluence Survey is part of ongoing research DIG has been conducting to identify, report, and contextualize emerging trends and shifting attitudes and behaviors among affluent consumers.

The 2011 survey found that 72% of New Affluents are texting daily from their mobile phones, up from 58%, in 2010. The 2011 survey also reports sharp increases in daily use of mobile apps, mobile web and social media. “Mobile phone usage is increasing at an exponential rate among well-to-do Americans, said Michela Abrams O’Connor, President of Dwell Media L.L.C. “Marketers targeting today’s affluent consumers haven’t fully embraced mobile and social media as a way to reach their customers yet, but DIG’s latest New Face of Affluence Survey is clear evidence that marketers must incorporate mobile and social media into their communication strategies.”

About the 2011 New Face of Affluence Survey
The 2011 New Face of Affluence Survey was conducted from mid-March through early April with a respondent base of 792. Survey respondents are qualified demographically and psychographically. The average household income of the respondents surveyed is $196,000.

The “New Afflluents” segment represents approximately 9 million heads of households in the U.S. New Affuents are at the forefront of significant shifts in consumer attitudes and behaviors that differ from the longstanding profile and assumptions of the affluent or luxury consumer.

New Affluents are:

•   Highly self-directed and empowered consumers who are more likely to lead than follow
•   Far less likely to concern themselves with social status, external approval
•   Determine the brands that define them, not the other way around
•   Discerning and more deeply involved with brands
•   Highly opinionated and share their views with others
•   Tech and media savvy: actively texting, tweeting, searching, blogging, and “liking”
•   Want and expect brands to provide an “experience,” not just a product or service
•   “Reward” positive brand experiences with their wallets and with brand advocacy


About the Dwell Insights Group (DIG)
DIG is an independent market research division of Dwell Media LLC, which conducts proprietary and non-proprietary market research and offers a range of custom research services. DIG’s mission is to track, chronicle, and contextualize consumer trends, attitudes, and behaviors for marketers and trend watchers.  Not just what, but why.

DIG’s primary source of market intelligence is the Inside Dwell Panel. The Inside Dwell Panel has long served as Dwell Media’s internal “bellwether” resource for a range of research, applying state of the art survey techniques to maximize respondent engagement and diagnostics.

For more information regarding the 2011 New Face of Affluence, the DIG Brand Value Scorecard Reports, or other DIG products and services, please contact:

Michele Gerus
Director of Client Services
Michele@dwell.com

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