September 8, 2009
Prosumer is the new affluent high achiever
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Extract from Mediacells Mobile Audience Propensity metric, MAP 2009
Example devices: Nokia N900, Apple iPhone 3G S
  • affluent, high achievers, earn > £100,000; $150,000, 85% male
  • children of dotcom boom-bust era won’t be patronised
  • see themselves as kidults or superyouth
  • for sneakers it’s Prada not Puma

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  • helicopter parenting not unheard of
  • nomadic work zones suit them more than office pods
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  • more likely to ‘tweet’ than to ‘blog’ – have in excess of 350 Facebook friends
  • metro worklife means lots of dwelltime during the week
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  • like to turn left on the plane but have been known to slum in Economy
  • weekday lunch is suitably minimalist: salads, sushi, light and low carb
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  • iTunes rule leisure time with over 10,000 tracks on average
  • cars – yes to BMW 5/6 Series no to BMW 3 Series
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  • big name charities appeal
  • main reason is trust
  • believe in giving
  • freedom to choose what and where they give to
  • see charity as an opportunity for self improvement and getting noticed