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Digital Elite

Digital Elite four times more likely to engage with brands across multiple channels than other consumers

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By Gillian West, Social media manager

July 16, 2013 | 3 min read

The top two per cent of the global audience engages with cross channel advertising four times more than any other consumer, according to findings from cloud marketing platform Turn.

Known as the Digital Elite – white-collar professionals aged 21-34 earning over $76,900 a year (or equivalent) – this audience is so in-demand marketers spend 108 per cent more to advertise to them.

Based on analysis from the Turn platform the Q2 2013 Digital Audience Report reveals that the Digital Elite are 32-times more likely than any other consumer to engage with brands across three or more channels (mobile, display, social and video), with 83 per cent living in the US. Since Q1 the number of Digital Elites living in the US has fallen two per cent, an indication of the explosion in EU, Asia-Pacific and South American markets, making this a truly global group.

Digital Elites interests varied based on location according to the report with fast food and men’s clothing popular interests of US Digital Elites, compared with British Digital Elites who were found to enjoy documentaries and comedies, prefer running to golf, and to be interested in outdoors and watersports. In Brazil Digital Elites were more interest in football, music and restaurants, whilst in France home retail (kitchen and garden) and discounts were areas of interest.

“Marketers are beginning to understand the benefit of engaging the ‘digital elite’ audience for their own brands and having a conversation with them across channels,” commented Pierre Naggar, EU managing director Turn. “In 2013, there’s been a 200 per cent increase in our customers’ use of paid data to target campaigns across mobile, display, video and social, and the payoff is clear in the lift in results when they reach consumers through all the media they touch.”

As well as providing insight into the Digital Elite the report also revealed insights in the US, EU and Asia-Pacific markets relating to ePCM trends.

Globally, online video has become significantly more expensive, increasing by 10.4 per cent. Display advertising ePCM has continued to grow, moving up 15 per cent from $1.06 to $1.22. Mobile ePCM has jumped by 40 per cent from Q1 to Q2 moving from $0.72 to $1.01 respectively. The surge is due to increased demand by advertising and competition for iOS inventory.

Social recorded the highest growth soaring 62 per cent, with Facebook and Facebook Exchange ads fetching $0.35 compared with $0.24 in Q1.

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