How Wealthy Americans Consume Media

HOW WEALTHY THE AFFLUENT AUDIENCE AMERICANS CONSUME MEDIA It's not just luxury brands that want to target America's wealthiest consumers. Considering that affluent Americans are more likely to buy and spend more than the general population, any brand would want to get their attention. Here we explore where wealthy consumers are giving their attention. A SNAPSHOT OF AFFLUENCE IN AMERICA Affluent Americans are those of all American 21% households with annual household income greater than $100,000. By that measurement, they make up a significant part of our society. 2X MORE likely to buy 60% of U.S. income 3.2X MORE of U.S. net 70% worth spending when they buy HOW AFFLUENTS CONSUME MEDIA TODAY Those who say print is dead probably haven't talked to the wealthiest 21 percent of Americans, who say they still prefer hard copies of magazines and newspapers over new consumption technologies. MAGAZINE NEWSPAPER TELEVISION WEBSITE 93% 86% READ HARD COPY 27% 39% 23% 94% VIEW ON COMPUTER 9% 14% 7% 32% VIEW ON SMARTPHONE 6% 7% 94% 13% VIEW ON TV 7% 6% 15% VIEW ON TABLET COMPUTER 5% 3% 14% VIEW ON TABLET VIA WEBSITE • 4% 4% 8% VIEW ON TABLET VIA APP 4% 3% 5% VIEW ON E-READER CONSUMING NEWS IN PIVOTAL EVENTS According to America's affluents, reports of the death of traditional media are premature. For news of groundbreaking events, a large majority report they received the news through television. 1% OTHER 60% 1% TELEVISION TWITTER HOW DID YOU FIRST 9% 2% HEAR ABOUT OSAMA WEBSITE NEWSPAPER BIN LADEN'S DEATH? 9% 2% WORD OF MOUTH EMAIL (IN PERSON) 7% 5% 4% 3% PHONE CALL FROM A FRIEND OR RELATIVE RADIO FACEBOOK TEXT MESSAGE INTERNET US AGE HEAD-TO-HEAD AD EXPOSURE HEAD-TO-HEAD A greater portion of affluent American affluents edge slightly higher than the Americans use the Internet general population in ad exposure recall and the compared to the general number of ads recalled. population-and spend more Affluents General Population time using it each week. RECALLED EXPOSURE TO A DIGITAL AD IN PAST 7 DAYS 88% Affluents General Population 84% AVG. # OF ADS RECALLED BEING EXPOSED TO IN LAST 7 DAYS CAMONG THOSE RECALLING ADS) 21.1% 98% INTERNET USE 20.2% 79% 59% TAKEN ACTION BASED ON A DIGITAL AD IN LAST 6 MONTHS 26.2% AVG. HOURS SPENT ONLINE PER WEEK 20.2% 49% AD INFLUENCE HEAD-TO-HE AD Affluent Americans also report a greater awareness for new products, companies, or websites after seeing a digital ad compared to the general population. Affluents General Population DIGITAL ADS CREATED AWARENESS OF NEW PRODUCTS DIGITAL ADS CREATED AWARENESS OF NEW COMPANIES DIGITAL ADS CREATED AWARENESS OF NEW WEBSITES 55% 51% 46% 49% 49% 44% BuySellAds. SOURCES: AD AGE, IPSOS, MENDELSOHN AFFLUENT BAROMETER, IAB, PEW RESEARCH CENTER .com