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.
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.
