If your target customer is young and affluent, you might assume you need to direct your marketing to their digital devices. But, while it's true these consumers do spend a great deal of time online, they are also still very much attached to print, according to a report in eMarketer Digital Intelligence.
The article features research from The Affluence Collaborative, which conducted a study in February that found affluent Internet users are still big fans of print media. More than 20 percent of those with incomes of at least $500,000 spent 11 or more hours per week reading newspapers. This compared with just 6 percent of the general population. Affluent consumers with incomes between $200,000 and $500,000 landed in between, at 9.1 percent, the research found.
Affluents’ consumption of magazines also outstrips that of the general population, according to the survey, which found that 22 percent of Internet users earning $500,000 or more read magazines for 11 or more hours per week, contrasting with 4.5 percent of the general population.
Television is a different story, eMarketer reports. Affluents show a much lighter viewing pattern than the general population. Nearly 40 percent of the general population watched 21 or more hours per week of television in February 2011, compared with 21.5 percent of the highest-income respondents. More than 40 percent of affluents in both income categories watch 10 or fewer hours of television a week, compared with 26.5 percent of the general population.
To read the rest of the article, visit eMarketer.com.