Conducting advertising campaigns in traditional media is still considered the best way to attract wealthy consumers of generation X and consumer groups born to the 1940s and 1960s, and advertising in magazines is best perceived by these population groups. Meanwhile, the Shullman Research Center found that 82% of consumers from the generation of the 2000s are more interested in advertising distributed through mobile devices, and 81% of consumers are attracted to advertising in cinemas, Rapaport reports. Only 60% of respondents expressed an inclination to advertise in magazines.
As the report "Differences between Generations of Consumers of Luxury Goods Using Media Platforms" says, advertising in magazines is considered the most effective for consumers of generation X, then in the ranking follows advertising in shopping centers and on television. Newspapers and television have the greatest impact on the "baby boomers" generation, who also prefer magazines.
"If you are a luxury brand, you need to understand which audience you want to attract to decide on the platform that will be chosen for advertising," said Bob Shullman, founder and CEO of the New York Research Center York.
The survey was conducted online from February 26 to March 6 this year among 5 groups of adult American consumers.
In another study of the center of Shulman, a rating of the leading jewelry and watch brands of luxury class was compiled for consumers with income of more than $ 250,000 per year, which is headed by Tiffany. The rating also mentions the Rolex and Cartier brands.