Affluence Collaborative recently released data comparing the reasons that affluent Americans follow brands on social networks, compared to the general population. I indexed the data to create the chart below, and it looks like:
- Affluent Americans are more prone to following a brand when the brand’s social account is mentioned in an article or ad.
- Affluent Americans are far less likely than the general population to follow a brand for discounts or deals, or for entertainment value. Affluence Collaborative found that the general population tends to follow brands to get deals or discounts.
- Affluent Americans are far more more likely to follow a brand based on professional interests, compared to the general population — which means that anyone hiring senior executives should consider opportunities for using the brand’s social accounts to support recruiting