Connecting with Asia's affluentials: Twitter study
Known as the 'mass affluent' (or 'affluentials'), this fast-growing band of emerging wealthy individuals are at the upper levels of the middle class in terms of personal income. The region is expected to have more than 65 percent of the world’s middle-income earners by 2030, up from the current 28 percent.
Twitter engaged IPSOS to conduct its first study of the Affluentials in APAC, in September 2015. The study’s findings found that as their incomes grow, so do their expectations of brands and their engagement on social media.
A total of 1,750 online interviews were conducted in Singapore, India, Indonesia, and Saudi Arabia (KSA). Aged between 25 and 64, the respondents are in the top 20 percent of their country’s income distribution.