iProspect: Brands must look beyond TV spots to reach Singapore's affluent males

iProspect Singapore said brands cannot exclude the rise of affluent males in Singapore and their interconnectivity with digital media.

It said that while men’s magazines and TV spots during sporting events are traditional media staples when targeting affluent males, the rise of digital means brand should now leverage new platforms to reach the target audience, including mobile and tablet advertising.

iProspect's research showed 70 per cent of Singapore’s affluent males are connected to smartphones on a daily basis, but 96 per cent use a PC each day. Only 43 per cent used a tablet on a daily basis.

The top websites visited are Google (78 per cent), followed by Yahoo (54 per cent) and DBS (53 per cent).

Facebook is the most popular social media site (60 per cent), followed by Linkedin (23 per cent). Flikr is visited by just 6 per cent of the affluent male demographic.

A total of 30 per cent watch on the internet if they miss something they like on TV, and when they see interesting things on TV, 17 per cent search online for information.

Most days, 16 per cent will participate in an online auction and 13 per cent regularly gamble or bet online.

Luke Janich, regional director, iProspect Singapore, said brands must be mindful of the high mobile penetration in Singapore, but added that online and mobile advertising should be seen as complementary to traditional approaches.

"Digital is on the rise, it's definitely something that we should be looking at," he said. "The affluent male in Singapore is more digital than ever."