Survey Affirm the Power of Print In Households Earning $100K+

Consumer Attitudes

September 19, 2013 -- The 2013 Ipsos Affluent Survey USA reports that Affluents (adults living in households with at least $100,000 in annual household income), “continue to be enthusiastic consumers of traditional media, even while their use of digital media continues to grow sharply.”
 
The study projects that there are now 62.5 million U.S. Affluents, up more than 6% over the past two years. Accounting for 20% of U.S. households, Ipsos projects Affluents hold 69% of U.S. net worth.
 
PRINT READERSHIP
 

• The survey finds that 81% of Affluents regularly read at least one of the 142 measured and reported print publications (135 magazines and 7 national newspapers). Coupled with the growth of the Affluent population, the number of who read a print publication rose to more than 50 million. The total duplicated average-issue audience (AIA) is more than 207 million, a figure that declined 2.4% from 2012

• The study reports that print readership skews significantly higher among Affluent Women, Ultra Affluents ($250K+ household income) and Wealthy consumers ($500K+ household income).

• Affluents read 16.7 issues from 7.4 different titles
• Ultra Affluents read 22% more titles (9.0 vs. 7.4) and 29% more issues.
• Wealthy consumers read 45% more titles (10.7 vs. 7.4) and 62% more issues (27.0 vs. 16.7) than Affluents.

• Compared to Affluent men, Affluent women read 16% more print titles and 17% more print issues.

 
DIGITAL MEDIA AND SMARTPHONES
 

• Internet: Virtually all Affluents (99%+) go online. Hours online in a typical week rose to 41.6, up from 37.4 in 2012; Affluent Millennials (those aged 18-31) average 52.7 hours online weekly, up from 42.4 in 2012.

• Smartphones: 63% own a smartphone, up from 55% in 2012 and 45% in 2011.

• Tablets: Four out of 10 (41%) own a tablet, up from 26% in 2012 and 9% in 2011.

• Magazine/newspaper apps: 6.9 million Affluents have downloaded a magazine app, up 47% from 4.7 million in 2012; 8.5 million Affluents have downloaded a newspaper app, up 21% from 7.0 in 2012.
   

 
About: The Ipsos Affluent Survey USA formerly known as the Mendelsohn Affluent Survey, now in its 37th year, details the lifestyles and media habits of high-earning individuals. The 2013 Ipsos Affluent Survey USA was conducted from March through July, and has a sample size of 13,348 adults living in households with at least $100,000 in annual household income. The survey uses a random probability sample drawn from address-based sample frame as well as other methodologies to ensure the results are projectable to the population of America’s 62.5 million Affluents. Roughly 20% of U.S. households, Ipsos analyses show that Affluents garner 60% of U.S. household income, and hold 69% of U.S. net worth.
 

Source: Ipsos, Affluent Population Grows Larger, Wealthier, and More Engaged with Media, September 19, 2013.