Media Habits of Affluent Adults

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:

MarketMediaMinutes%Share Media Exposure
Eugene
 Radio14332.8
Television12328.3
Print Media276.2
Outdoor7818.0
Web Sites6314.5
Jackson, MS
 Radio11525.2
Television17037.2
Print Media275.9
Outdoor8719.0
Web Sites5812.7
Pittsburgh
 Radio20438.3
Television16330.6
Print Media275.1
Outdoor7915.0
Web Sites5911.0
Sacramento
 Radio13430.9
Television12528.7
Print Media255.8
Outdoor8419.3
Web Sites6715.4
Salt Lake City
 Radio14033.8
Television11527.7
Print Media255.9
Outdoor7317.7
Web Sites6114.8
Seattle-Tacoma
 Radio13030.8
Television12529.7
Print Media235.3
Outdoor7818.5
Web Sites6615.8

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.

Recommend (4) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.