A new Ipsos study, says that affluent people spend more time on line. Erm… Duh. Double duh, even. Ipsos calls this 2008 study “valued” and “innovative” for agencies. Yeah, before you go ahead and download the brief of this “valued” data and the cough up more for the whole thing, lets think for a second… this is common-sense we’re talking about here. The study goes onto to look at mobile use, as well as where/what affluent folk are spending there hard earned cash. Not so innovative if you ask me. How many studies cover this each and every year?
Bob Shullman, president, Ipsos Mendelsohn, said:
“If you want to experiment [with mobile], they should probably be doing it much more in the affluent space, because these people are already doing it. These people are much higher up the learning curve.”
Hey, Bob. I just want to say one thing about that. Yes, rich folk have those fancy phones, but what about the kids Shullman? What about the children? There’s another huge consumer group (be they rich or poor) who spend serious cash on their mobile device and use it heavily. It’s an extension of themselves almost.
Consumer insights can be such a racket. Seriously, just get someone in-house and save yourself tens of thousands of dollars. Puhleeze.