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Affluents are growing – in number and in purchasing power. With a daily discretionary spend roughly twice that of the rest of the population, these individuals – who live in households with income of at least $100k – are a prized segment. But do you know how best to reach them?

Our recent Media Audience Demographics study revealed that affluents are keen media users. In this new Debrief, we delve further into affluents’ media habits by identifying, extracting, and analyzing the most relevant media usage and attitudinal data. In doing so, we’re able to construct a picture of affluents’ media habits and future trends.

Within the report, you’ll find data that:

  • Sizes up the relative popularity of various media with affluents;
  • Examines affluents’ use of various media by time of day; and
  • Analyzes affluents’ attitudes towards major media channels, including TV, radio, the internet and mobile devices.

This 25-page PDF report contains 18 high-quality charts. Enjoy these data-backed insights, leverage them to refine your media strategies, and use the charts in your pitches and presentations.

Data contained in the charts (all specific to US affluents) includes:

  • Weekly reach and index figures (2014 and 2009 compared) for terrestrial radio, broadcast TV, cable TV, national newspapers, local newspapers, weekly magazines, and monthly magazines;
  • Monthly reach and index figures for internet radio, online TV programs, newspaper websites and magazine websites;
  • A snapshot of how affluents index relative to the online average in visits to Facebook, Twitter, LinkedIn, Instagram, and Pinterest;
  • Affluents’ engagement with the following media by time of day: TV, radio, newspapers, magazines, streaming video, internet radio, and social media;
  • Affluents’ attitudes to TV, radio, newspapers, and mobile devices, as well as how the internet has affected their engagement with various legacy media channels; and
  • Affluents’ attitudes to TV and magazine advertising, as well as the media advertising channels that have the largest purchase influence on them.
[Debrief] Media Habits of the Affluent

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