Newsflash: reaching Asia's high income earners: Effective cross-platform advertising strategies

This paper describes findings from a BBC Global News research study which examined the use of mobile devices for news consumption amongst affluent consumers globally.

Newsflash: reaching Asia's high income earners: Effective cross-platform advertising strategies

Rob ValslerMillward BrownSally WuBBC World

Introduction

BBC Global News Limited published a comprehensive research study, the first of its kind, examining the usage of mobile devices in news consumption among affluent consumers globally. The results reveal the increasing importance of smartphones and demonstrate the extent to which mobile devices are integrated into the affluents' personal and business lives, as improved technology enables greater engagement with content. The study also provides clear evidence that affluent consumers are significantly more receptive to mobile advertising than the general population.

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