[Report] US Media Audience Demographics: 4th Annual Edition

December 18, 2017

Marketers today are faced with a daunting task: making sense of an increasingly fragmented media landscape in an atmosphere where audience- and customer-centricity is key. MarketingCharts’ newly-released 4th annual “US Media Audience Demographics” report provides high-quality data for decision-makers, offering strategic insights into the changing demographics of media audiences today.

The study sizes up the media landscape, then delves into the age, income and racial/ethnic composition of several media types in 3 sections: traditional; digital; and social media.

Some highlights from the study, which is available for purchase here, follow.

Traditional Media

  • While traditional TV and radio continue to have the broadest reach among US adults, people under the age of 45 are now more likely to watch streaming/downloaded video than traditional TV.
  • Although the broadcast and cable TV audiences are both “graying,” cable is more likely to attract an affluent viewer and has above-average Black adult representation.
  • Unlike other traditional media, terrestrial radio over-indexes the most in the middle-age brackets, with adults ages 35-54 almost 10% more likely than average to listen in during an average week.
  • The national newspaper audience skews most towards the affluent: more than 4 in 10 readers have household incomes of at least $100k.
  • Among traditional media, the local newspaper audience profiles as the oldest, with half of readers ages 55 and older.

Digital Media

  • Online TV program viewers skew more towards the 18-24 demographic than internet radio listeners and newspaper or magazine site visitors.
  • As with its offline audience, print maintains an affluent audience online: more than 6 in 10 visitors to magazine and newspaper websites are from higher-income households.
  • Internet radio has a strong multicultural representation in its audience, proving to have particular appeal among Hispanic adults.

Social Media

  • LinkedIn has the most affluent skew of the leading platforms analyzed, although a couple of others are surprisingly close.
  • Snapchat not only has the highest density of young adult users of the platforms examined, but also the highest concentration of Hispanic users.

The 56-page study contains 48 charts and tables, including an array of cheat sheets comparing traditional, digital and social media across demographic groups.

The report can be purchased in 2 ways: as a PDF file containing charts and analyses ($99); or as a PDF file along with a folder containing all of the charts and underlying data ($179).

Head on over here for your copy.

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