LG wanted to launch a new line of premium produ...cts – LG SIGNATURE – that would be differentiated from LG but also serve as a halo for LG products. The launch would be purely digital and social, targeted at a more affluent “Sensible Rich” audience.
The Sensible Rich spends about the same amount of time on Digital and Social — uniform usage — but looking at engagement, we saw an entirely different story. The more they make, the less they engage. More wealth equates to less sharing.