New Research Shows 94% of Mass Affluent in Saudi Arabia Are On Twitter

A niche audience targeted by the finance and luxury sector, the Mass Affluent, or Affluentials, have been challenging for marketers to reach and engage through traditional channels. New research from IPSOS Hong Kong shows that Twitter is increasingly adopted by the Mass Affluent across key markets in MEA. In Saudi Arabia, 94 percent of Mass Affluent surveyed uses the platform on a regular basis, with 60 percent of existing users planning to use the platform more going forward.

The study commissioned by Twitter, delves into the Affluentials’ world to help marketers gain a better understanding of their personal values, attitudes, and outlook on life; as well as their digital and social media habits. The research found that Affluentials like to be better informed (69%), set goals and achieve them (64%), and being able to help in the community (68%). Those who use Twitter are more likely to increase luxury spending (1.01x) in the future, and more likely to value the quality and exclusivity of luxury items (1.1x). 

Benjamin Ampen, Head of Revenue MENA said, “Twitter is constantly on the lookout for ways to help marketers be successful. The new research focused on Mass Affluent highlights the motivations and preferences of this audience who appreciate quality and the customer service they receive. It’s great to see the confidence in our platform for their purchase decisions. If one of your goals is to reach and engage with Affluentials in Saudi online, Twitter is the perfect fit for your brand.” 

Tips for how marketers can engage the Affluentials:

• Understand their content needs - More than 46% expect to see content about short- and long-term management of their personal finances, from wealth accumulation to succession.
• Connect with their interests - 40% search for things they are interested in, such as how to stay fit and healthy, and How to improve my standing in my community
• Support their hunt for value - When it comes to making a purchase, '1 in 3 respondents look for upgrades and waivers, while appreciating the convenience of a one-stop service.
• Offer personalised support - 1 in 3 expect personalised technical support, followed by updates on purchase status (27%) and answers to product-specific questions (26%)
• Bridging the content gaps - Affluentials expect brands to engage with them – 47% are on the lookout for promotions / discounts, 38% want updates on products and services

The research surveying 1,750 respondents was conducted across India, Indonesia, Singapore, and Saudi Arabia. The survey methodology qualifies the Mass Affluent respondent as being in the top 20 percent of their country’s income distribution, aged 25 - 64 years old.