A recent Luxury Institute study asserts that viral games like Angry Birds and Words With Friends are “prime spots for luxury mobile marketing.” The early 2012 survey showed that 67 percent of individuals with a net average worth of $2.8 million shop via mobile, spending an average of $628.
Additionally, 60 percent of luxury consumers in the U.S. own smartphones, with 28 percent using an iPhone, 22 percent using an Android and 16 percent on BlackBerry phones. 80 percent have downloaded an app and 73 percent of these individuals use apps at least once a day.
“Apps are becoming ubiquitous, so it’s what we do with them that make the experience more extraordinary that will make the difference,” said Milton Pedraza, CEO of the Luxury Institute. “How the app is being used by the consumer or to contact someone who represents the brand is now where the real opportunity lies.”
The most downloaded apps by these millionaires are Angry Birds, Facebook and Words With Friends. The report recommends “humanistic experiences on mobile”and that luxury marketers should enhance the in-app experience.
“Brands do need to be as engaging as social media, but they cannot be gimmicky – they must be honest and real,” Pedraza said. “It is surprising that Facebook and games have reached all consumers, not just the young.”
Words With Friends has seen more luxury customers targeted with mobile banner ads for Nordstrom Rack locations. Also, Bergdorf Goodman used the app to drive foot traffic to stores with a location-based banner about an in-house event.
Source: BrandChannel
