High-income earners and MOPEs (managers, owners, professionals and entrepreneurs) are lucrative-but-elusive targets for online marketers. However a new study suggests where best to impress this coveted group — the websites of major daily newspapers.
The study, conducted by Marketing in partnership with Globe Media Group, the Canadian Marketing Association and Rogers Insights, surveyed more than 4,000 Canadians to dig into Canadians’ online habits to see how they perceive online advertising across various online media.
Related
• Quantifying the prestige of premium media
The study’s data shows that premium sites have a net positive effect on brand perception across a number of business categories, from luxury automotive to financial institutions and airlines.
However, a deeper dive into demographic differences shows Canadians with the highest levels income and education are much more likely than the general population to feel that it is “very” or “extremely” important where these types of brands advertise.
For instance, 42% of those with the highest measured level of education (university or post-graduate) and 43% of those with at least $150,000 in household income say there would be a negative impact on their view of a luxury auto brand if it advertised in what they considered the least-prestigious type of website. The same goes for financial institutions.
Additionally, 26% of MOPEs said they would view luxury automotive brands more positively if they advertised in what they view as the most prestigious type of website (vs. 19% of the general population). These high-value consumers are more likely to say it is extremely or very important where full service airlines advertise (27% vs. 22% overall).
For marketers, the big question is what do MOPEs and other high-income earners consider prestigious?
For the overall population, the websites of major daily newspapers are clearly ranked number one by 43% of participants, far out-distancing the runner up — the websites of major national magazines (11%).
A closer look shows those in the highest income households and with the highest levels of education are more likely than the national average to see websites of major daily newspapers as their most prestigious choice (47%).
MOPEs are more likely than others also to hold in high regard sites for business professionals, with 41% citing these as prestigious, compared to 31% of those with other occupations and 24% those not working.
