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."
You can find out more here.
JACK LOECHNER
Center for Media Research
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