Wealthy Consumers Still Love Print
posted by Stuart Cumming ~ 03/02/14
Category: Marketing
For those wanting to target the higher net worth consumer, a study released in September last year is worthy of note.The Ipsos Affluent Survey USA shows that the well-off continue to be enthusiastic consumers of traditional media, notwithstanding a small decline of 2% over the previous 12 months.

With Affluents defined as those with household income in excess of $200,000, Ultra Affluents $250,000 HHI and Wealthy $500,000+ HHI, all three groups proved to be strong readers of newspapers and magazines with the wealthier cohorts the strongest; Affluent women were significantly stronger consumers of traditional media than Affluent men. 

The largest change in media consumption was driven by tablet ownership of Affluents with an increase in these devices from 9% to 41% between 2011 and 2013.

As has been so often noted before, new channels provide new opportunities rather than completely replacing existing channels. The challenge is to seamlessly integrate across all.

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