Media Habits of Affluent Adults

by , Feb 22, 2005, 3:00 AM
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Media Habits of Affluent Adults

Bob Jordan, president of International Demographics, said that data gathered from their recent syndicated reports shows that "adults with a household income of $75,000, in the markets surveyed, spent between 6 and 8 hours with the media on an average weekday. In almost all markets, radio and television occupied 3 to 5 hours of the 6 to 8 hours total per adult."

The Media Audit brochure, showing details of the 81 markets studied, includes local market daily media activity such as:

Market Media Minutes %Share Media Exposure
Eugene
  Radio 143 32.8
Television 123 28.3
Print Media 27 6.2
Outdoor 78 18.0
Web Sites 63 14.5
Jackson, MS
  Radio 115 25.2
Television 170 37.2
Print Media 27 5.9
Outdoor 87 19.0
Web Sites 58 12.7
Pittsburgh
  Radio 204 38.3
Television 163 30.6
Print Media 27 5.1
Outdoor 79 15.0
Web Sites 59 11.0
Sacramento
  Radio 134 30.9
Television 125 28.7
Print Media 25 5.8
Outdoor 84 19.3
Web Sites 67 15.4
Salt Lake City
  Radio 140 33.8
Television 115 27.7
Print Media 25 5.9
Outdoor 73 17.7
Web Sites 61 14.8
Seattle-Tacoma
  Radio 130 30.8
Television 125 29.7
Print Media 23 5.3
Outdoor 78 18.5
Web Sites 66 15.8

Source: The Media Audit

Jordan points out that using more than one media at a time is apparently becoming increasingly common. "Some adults listen to the radio or watch television while on the web. Some may do all three. If they listen to the radio while on the web for one hour that shows up in our data as one hour on the web and one hour listening to the radio." In almost all markets, Jordan says, "radio and television command the lion's share of the affluent adult's average media day."

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