• by Jack Loechner , Staff Writer @mp_research, February 22, 2005

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.