Affluent Population Grows, As Does Their Media Engagement
The affluent population in the U.S. has increased in size and financial resources; moreover, Affluents continue to be enthusiastic consumers of traditional media, even while their use of digital media continues to grow sharply. A new study from Ipsos finds that there are now 62.5 million U.S. Affluents, up more than 6% over the past two years (Affluents are defined as adults aged 18+ living in households with at least $100,000 in annual household income). Compared to 2012, Affluents’ average income rose 4.6% to $200,200, and their net worth rose 2.0% to $1.01 million.
Other findings from the 2013 Ipsos Affluent Survey USA reaffirm the power of the hard copy print publications in Affluent lives. As in 2012, 81% of Affluents read at least one of the 142 reported print publications (135 magazines and 7 national newspapers); coupled with the growth of the Affluent population, the number of Affluents 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+ HHI) and Wealthy consumers ($500K+ HHI). For example, Affluents read 16.7 issues from 7.4 different titles, but Ultra Affluents read 22% more titles (9.0 vs. 7.4) and 29% more issues (21.6 vs. 16.7). The skews are even more dramatic among Wealthy consumers, who 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 titles and 17% more issues.
While Affluent print readership remains pervasive, Affluent enthusiasm for digital media and mobile devices continues to grow sharply. For example, among Affluents…
- Smartphones: 63% now own a smartphone, up from 55% in 2012 and 45% in 2011.
- Tablets: 41% now own a tablet, up from 26% in 2012 and just 9% in 2011.
- Internet: As in previous years, virtually all Affluents (99%+) use the Internet. 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. Several websites related to entertainment, shopping, travel and social media showed significant growth in Affluent visitors.
- 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.
“Affluents continue to show a great enthusiasm for entertainment, information and connectivity across media and platforms,” says Dr. Stephen Kraus, Chief Insights Officer for the survey. “Affluents’ growing digital media use tends to supplement – rather than replace – their traditional media use, and the result is real growth in their engagement with media as a whole.”
To learn more about affluent consumers, check out the AudienceSCAN report available on the Research Store at ad-ology.com.[Source: “2013 Ipsos Affluent Survey USA.” Ipsos. 19 Sept. 2013. Web. 24 Sept. 2013.]