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1 © 2018 Ipsos.

AFFLUENT ASIA LAUNCH

2018

2 © 2018 Ipsos.

Gender-balanced, highly

educated, high income…

Source: Affluent Survey - Europe 2018, Asia Pacific Q2’18, US Fall 2018.

Europe APAC US

Average Age 48 41 45

Mean personal Income (annual)

€ 53,025 € 33,123 €154,000

Male 58% 48% 52%

Female 42% 52% 48%

University degree or higher 58% 77% 76%

with kids (any marital status) 51% 70% 41%

3 © 2018 Ipsos.

A key target audience…

21%own private property

Proportion of frequent

business travelers 3X higher

within the affluent consumers than the general population.

Source: Media Atlas Q2’2018 and Affluent Asia Pacific Q2’2018 – Hong Kong Market.

Mean Monthly HH Income (US$)

Total Population Affluent

$4,883 $8,354

71% 61%

Mean Monthly Personal Income (US$)

Total Population Affluent

$3,052 $4,938

51%have other properties

as investment

4 © 2018 Ipsos.

A recap…

Annual rolling results released semi-annually

11 markets in APAC; universe of 20.6M

Fieldwork since 1997Top 18%

Affluent Asia

Affluent aged 25-64

Mixed methodologies

5 © 2018 Ipsos.

Source: total sample considering 11 markets. Comparison is Q2’2017 versus Q2’2018.

20182017

2018: going digital

24,250 complete interviews

24,154 complete interviews

75%completing online;

96%completing online;

25 minsaverage interview

length

19 minsaverage interview

length

Fully online by the end of 2018

6 © 2018 Ipsos.

What we ask them about

Luxury Travel FinanceProduct

OwnershipMedia

consumption

7 © 2018 Ipsos.

The Global Affluent

8 © 2018 Ipsos.

Frequent flyers

In Europe: Number of return air trips in last 12 months for business + for pleasure among total Affluent sample – 2018 Release

In APAC: Number of international air trips in last 12 months for business + for pleasure among total Affluent sample - Q2’2018 Release

In US: Number of commercial airline round trips for business + for pleasure among total Affluent sample – IAS-USA Fall 2018

3 3

2

Number of return air trips international

5%

44%

19%

7%

27%

41%

4%

40%

34%

Yes, only for business Yes, only for pleasure Yes, both business andpleasure

Air trips last 12 months

Europe

APAC

US

Average

9 © 2018 Ipsos.

Technology savvy

In Europe: Household (Smart TV*) and personal ownership – 2018 Release

In APAC: Household (Smart TV*) and personal ownership – Q2’2018 Release

In U.S.: Household ownership (Smart TV, Laptop, iPad or Tablet, Wearable device) and personal ownership (Any smartphone) – IAS-USA Fall 2018

40%

77%

62%

87%

29%

55%

75%

56%

92%

24%

52%

82%

59%

86%

47%

Smart TV* Laptop iPad or Tablet Any smartphone Wearable device, likesmartwatch or smart

glasses

Electronic items ownedEurope

APAC

US

10 © 2018 Ipsos.

Financially secureAPAC

Total Investments value

€ 214,000

Europe Private Investments

€ 204,628

42%

21%

33%

60%

44%

23%

69%

18%

62% 61%

91% 94%

Stocks/securities/bonds Unit trusts/ OIEC's/ investmenttrusts/ mutual funds

Insurance & pension/ SIPP relatedinvestments

Bank/building society savingsaccount

Investments ownedEurope

APAC

US

In Europe: Investments personally owned and Approximate value of your private investments – 2018 Release

In APAC: Financial products do you personally own and Approximated current total investments value – Q2’2018 Release

In USA: Financial/retirement products that household owns – IAS-USA Fall 2018

11 © 2018 Ipsos.

Heavy users of traditional media and digital

TV Europe APAC

Light viewer (0/6 hours per week) 27% 17%

Medium viewer (7/13 hours per week) 33% 29%

Heavy viewer (14/+ hours per week) 41% 54%

Internet Europe APAC

Light user (0/6 hours per week) 30% 6%

Medium user (7/17 hours per week) 29% 29%

Heavy user (18+ hours per week) 42% 66%

Average time spent

Europe APAC

Minutes per day 101 130

Europe APAC

Minutes per day 181 253

In Europe: Time spent visiting websites and apps on an average day (sum

of via PC or laptop + via tablet + via mobile) – 2018 Release

In APAC: Time spent visiting websites on an average day + Time spent

visiting apps on an average day –Q2’2018 Release

In Europe: Time spent watching TV including TV set, PC or any mobile device on

an average day – 2018 Release

In APAC: Time spent watching TV including live stream viewing in an average

day –Q2’2018 Release

12 © 2018 Ipsos.

Well connected…Social media platforms Europe APAC US

Facebook 63% 69% 79%

Instagram 22% 37% 42%

LinkedIn 26% 19% 47%

Pinterest 12% 10% 38%

Tumblr 3% 5% 13%

Twitter 21% 24% 39%

YouTube 52% 61% 69%

In Europe: Social media or instant messaging sites/apps used in last 30 days – 2018 Release

In APAC: Social media platforms accessed in past 7 days –Q2’2018 Release

In US: Social media platforms used in the past 7 days – IAS-USA Fall 2018

13 © 2018 Ipsos.

Global Database available in November!

Region, Country, Gender, Age, Highest Education, Personal Income, Urbanisation, YAM

Job Function, Main Activity, Company Size (country/establishment), C-Suite (50+), Investments Owned, Credit Card (?)

Electronic Devices (TV, PC, Mobile, Camera, wearables), Luxury Products, Cars (owned)

Media Imperatives on TV-viewing &Internet-Usage, Avg. Internet hours, Social Media usage

Airlines, Number of Air Trips (Business/Pleasure/International), Hotel Nights last 12m

Sport interested in / actively taken part

I am always one of the first to have technologically innovative productsI am actively involved in the management of my personal finances I would be willing to pay more for products that are environmentally friendly People come to me for advice before buying new thingsI express who I am with what I wear

Demographics Business & Finance Products General Media

Travel Life Style Psycho-graphics

14 © 2018 Ipsos.

AFFLUENT ASIA PACIFIC

15 © 2018 Ipsos.

2017 2018

USD 4,953 Monthly HHI

USD 2,877 Monthly PI

Investments

USD 241,809

USD 3,138

USD 5,369

USD 247,845

Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs Q2 2018. Among all respondents for 11 markets .

HHI: average of monthly house hold income

Wealth Creators: High earners with a strong investment appetite

Monthly HHI

Monthly PI

Investments

PI: average of monthly personal income

Investments: average of current total value of investments

16 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in 11 markets.

Personal ownership.

Jewellery(US$1000+ per item)

45%

Quality/ Designer Clothes & Leather Goods

(US$1000+ per item)

31%

A luxury watch(worth US$1000+ per item)

35%

Quality/ Designer accessories & footwear(US$1000+ per item)

24%

Indulgence: They enjoy the finest goods

17 © 2018 Ipsos.

JewelleryWatches Wear And Accessories

Source: Ipsos Media Atlas Hong Kong. Q2 2018. Among all respondents aged 25 to 64 in Hong Kong

Spending in the past year

Hong Kong:Over half of all luxury spend comes from its Affluent group

67% 64% 49%of total annual

spend is contributed

by the Affluent

of total annual spend

is contributed by the Affluent

of total annual spend

is contributed by the Affluent

18 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs Q2 2018. Among all respondents for 11 markets.

Credit card: ownership and type of credit card owned

Spend it in style: With their elite-status credit cards, e-wallet, and more

Use E-wallet regularly

86%

35%

32%

31%

Premier/Platinum/Black

Gold

Classic

Credit card ownership

39%

2017 2018

82%

32%

31%

29%

2017 2018

E-wallet: activities regularly do with a digital device

19 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in Hong Kong

Ipsos Media Atlas Hong Kong. Q2 2018. Among all respondents aged 25 to 64 in Hong Kong

Affluent Total Population

94% 75%

Hong Kong: Affluent twice as likely to own Platinum credit cards and e-wallet

Credit card ownership Own Premier/Platinum/Black

7 3Affluent Total Population

out of 10 out of 10

E-wallet usage among Affluent is

2.3 Xhigher than total population

Credit card: ownership and type of credit card owned

E-wallet: activities regularly do with a digital device

20 © 2018 Ipsos.

81%44%

Own a car

Intent to buy a new car

Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in

11 markets .

Car ownership: household ownership of private car

Intent: intention to buy a private car in the HH in next 12 months.

Average: 2 cars per HH

Big ticket item: Large majority own a car - and many plan to get more

21 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in Hong Kong


Car ownership: household ownership of private car

Car ownership among Affluent is

2XHigher than total

population

Hong Kong: Affluent twice as likely to own a car

22 © 2018 Ipsos.

Travel

per year

4X65%

Stayed in a 4/5/6 star hotel or resort

Top destinations

Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in 11 markets

Number of international air trips in last 12 months for business + for pleasure among those who have

travelled. Top destinations: Place of travel on international trips

Average spending: Spending on international leisure trips

Type of Holiday: Kinds of holiday of international leisure trip

USD 6,059Average spending per year

Shopping 33%

Sun/beach 28%

Gourmet food & restaurants 27%

City breaks 26%

Theme parks 23%

Type of Holiday

Travel the world:Frequent travelers, holiday makers and big spenders

Japan 21%

Europe 17%

Hong Kong 14%

Australasia 13%

N. America 12%

Singapore 12%

23 © 2018 Ipsos.

International business trip

International leisure trip



5 2

7 5

Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in Hong Kong.


1+ international business trips by air, 1+ international leisure trips by air

X

X

Hong Kong: Affluent much more frequent travelers for business and leisure

out of 10 out of 10

out of 10 out of 10

24 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents for 11 markets .

Subjects that are personally interested in.

Fashion & beauty

35%

Latest gadgets and technology

33%

Games

27%

Wine tasting

17%

Living life to the full:Rewarding themselves the way they like it

16%

52%41%

26% 31%24% 19% 16%

25 © 2018 Ipsos.

MEDIA

26 © 2018 Ipsos.

2017 2018

134 min

48 min

45 min

125 min

134 min

130 min

50 min

49 min

133 min

134 min

What about Hong Kong?

121 min

47 min

38 min

127 min

147 min

2018

Watching more. Reading more. Spending more time across multiple touchpoints

Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs. Q2 2018. Among all respondents in 11 markets and in Hong Kong

Amount of time spent watching TV, reading newspapers, reading magazines, using apps, visiting websites in an average day

TV

Newspaper

Magazine

App

Website

27 © 2018 Ipsos.

Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs Q2 2018. Among all respondents in 11 markets.

Consumption of international TV and Print brand in the past 30 days excluding social media

Traditional methods: Programs on TV, paper copy/hardcopy

Digital: Digital edition of a paper copy, website(s) of the media brand, app(s) of the media brand

Traditionalmethods only

Traditional methodsand digital

Digital only

Best of both worlds: Affluent embracing

digital media along with traditional - not instead

33%37%

6%5%

20172018

41%

36%

28 © 2018 Ipsos.

Combined Reach:

42%Combined Reach:

39%Combined Reach:

20%

Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in 11 markets .

Tv: past 7 days viewership reach | Digital: past 30 days reach

Digital:

27%

Digital: Digital:

7%

TV: 35% TV: 18%TV: 34%

13%

Int’l News Channels Int’l Documentary Channels Int’l Entertainment Channels

Works hand in hand: Total TV reach is enhanced by digital

Combined reach refers to nett of past 7 days viewership and past 30 days digital reach.

29 © 2018 Ipsos.

Combined reach refers to nett of average issue readership and past 30 days digital reach.

Combined Reach:

17%Combined Reach:

23%Combined Reach:

30%

Print:

6%

Print:

14%

Print:

22%

Digital:

17%

Digital:

21%15%

Int’l Dailies Int’l Weeklies Int’l Monthlies

Digital:

Works hand in hand: As it is for print

Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents in 11 markets.

Digital: past 30 days reach | Print: average issue readership

30 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs. Q2 2018. Among all respondents in 11 markets.

Social media platforms accessed in the past 7 days

Staying connected: Social media is a big part of the Affluent way of life

53%

69%

46%61%

24%37%

12%19%

2017 2018 2017 2018 2017 2018 2017 2018

31 © 2018 Ipsos.

Hong Kong: Social media usage continues to grow at a fast pace

Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs. Q2 2018. Among all respondents in Hong Kong.

Social media platforms accessed in the past 7 days

60%

93%

49%

77%

24%

46%

11%19%

2017 2018 2017 2018 2017 2018 2017 2018

32 © 2018 Ipsos.

The Asian Affluent lead the way for marketers, from their choices of lifestyle products to their engagement with media.

They generate wealth, actively invest it and spend it in style, frequently traveling abroad for work and leisure.

They embrace advancements in the digital world, without losing sight of the value of traditional media.

Affluents in Asia: Lifestyle & Media Consumption

33 © 2018 Ipsos.

AFFLUENTMILLENNIALS

34 © 2018 Ipsos.

Adults Affluent Millennials Born to Rule?

Millennials AffluentTotal

Population

University degree or

higher 73% 49%

Working

Full time 97% 75%

Average personal

Income US$3,965 US$3,025

With kids30% 24%

Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among all respondents aged 25-34 in Hong Kong.


35 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs Q2 2018. Among all respondents aged 25-34 in 11 markets.

Amount of time spent watching TV, reading newspapers, reading magazines, using apps, visiting websites in an average day

TV Newspaper Magazine App Website

Media Consumption: More digital savvy by definition, but traditional media also relevant

2018 127 min 54 min 55 min 163 min 153 min

2017 129 min 50 min 50 min 157 min 158 min

36 © 2018 Ipsos.

Media Consumption: Combining traditional & digital media

Traditionalmethods only

Traditional methodsand digital

Digital only

6%6%

33%28%

41%

46%

20172018

Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs Q2 2018. Among all respondents aged 25-34 in 11 markets.

Consumption of international TV and Print brand in the past 30 days excluding social media

Traditional methods: Programs on TV, paper copy/hardcopy

Digital: Digital edition of a paper copy, website(s) of the media brand, app(s) of the media brand

37 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2017 vs. Q2 2018. Among all respondents aged 25-34 in 11 markets.

Social media platforms accessed in the past 7 days.

Social media for Affluent Millennials: FB most popular… with Instagram catching up fast

56%70%

50%

66%

31%

48%

2017 2018 2017 2018 2017 2018

38 © 2018 Ipsos.

Millennials are the largest generational

market globally - and 58% of them are in

Asia.

Understanding this group is the first step to

engaging with them.

Traditional media is as relevant to Affluent

millennials as to other generations, while

digital has an important role to enhance

reach.

Affluent Millennials: Embarking on an elite journey

40 © 2018 Ipsos.

How many Affluencers does your brand have, today? Here is why you should really try to find out….

AFFLUENCERS

41 © 2018 Ipsos.

I prefer to be a leader of a group rather than a follower

AFFLUENCER

DNA

People come to me for advice before buying new things

I am always one of the first to have technologically innovative products

I enjoy keeping up with the latest fashions and trends

42 © 2018 Ipsos.Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among Affluencers for 11 markets.

Business activities engaged in past 12 months

Been interviewed on TV radio or by

the press

Attended meetings a broad with

executives from other countries

Have a professional blog or a Twitter

handle

222

Invited to be a keynote speaker at

conference

Had an article or paper published –Business activities engaged in

past 12 months

Addressed a conference or public meeting

196181 178

164 153

Influencing their peers :Affluencers are the loudest voice among the Affluent group

Business activities engaged in P12M | Index

Index versus Total Affluent Sample.

43 © 2018 Ipsos.

Monthly Users | IndexTop 2 Boxes | Index

Affluencers use of all types of media, specially International ones

I am interested in furthering my

education

Gaining knowledge and become better informed

is a priority to me

179

149

101

Any International Print

Any National Print

Any International TV

Any National TV

122138111

The source of their influence:Earned through education and information

Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among Affluencers for 11 markets .

Top 2 Boxes: Agree very much / Agree


44 © 2018 Ipsos.

Top 2 Boxes | Index

Any social media (Monthly users)

158

Mobile technology is central to my everyday activities

Index

101

Read any electronic magazines

124

Use LinkedIn several times a day

148

Use Twitter once a day

133

The source of their influence:Technology plays an important role, too

Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among Affluencers for 11 markets .

Top 2 Boxes: Agree very much / Agree Read any electronic magazines: activities regularly do with a digital device


45 © 2018 Ipsos.

Index

399

194

172

162

148

146

146

143

Tech Affluencers(Spent USD 5,000-7,499 on Consumer Electronic / Gadgets P12M)

Property Affluencers(Have overseas properties you own or invest in)

Fashion Affluencers(Own Quality / Designer accessories & footwear US$2000+ per item)

Finance Affluencers (Have Offshore accounts for investment purposes)

Car Affluencers(Intention to buy in N12M)

Watch Affluencers(Own luxury watch: worth US$2,000+ per item)

Jewellery Affluencers(Own jewellery: worth US$5,000+ per item)

Well Being Affluencers(Spent USD 15,000-19,999 on Sports Equipment / Accessories P12M)

Power users :Top spenders across many key categories

Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among Affluences for 11 markets . Index versus Total Affluent Sample.

46 © 2018 Ipsos.

Top 2 Boxes | Index

I have expensive tastes

I have more confidence in purchasing products/ using services that have

been advertised

I value high quality and exclusivity as

demonstrated by luxury products

240

I tend to go for premium rather than

standard goods/ services

I am willing to pay more for products that are

environmentally friendly

204198 173

169

How can I reach them? Offer them exclusivity and originality

Source: Ipsos Affluent Survey Asia Pacific. Q2 2018. Among Affluences for 11 markets .

Top 2 Boxes: Agree very much / Agree


47 © 2018 Ipsos.

Affluencers: Powerful influencers as advocates for your brand

Affluencers have a disproportional impact on others’ opinions and behavior.

Standing firmly in the spotlight, they have the power to reach & impact others through their public profiles & followers online.

They drive category spends from wellbeing to luxury, fashion and technology.

Those are the people you want as advocates of your brand.

48 © 2018 Ipsos.

Marketing and media professionals should get to know who Affluent really are, how they behave, where they find inspiration, and how (and to whom) they share their tastes & discoveries.

With your next marketing challenge in mind, equip yourself with the latest research and solution from Ipsos, leverage its valuable insights to drive excellence and success for your team and clients.

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