超級富豪比一般人平均多讀25頁print media

原文：Ultra-affluents read 25pc more print media than average consumers

Despite the growing number of magazines and newspapers on smartphones and tablets, the majority of ultra-affluent consumers in the United States are still consuming content via print at a steady rate, according to research from Ipsos MediaCT.

The 2012 Mendelsohn Affluent Survey found that 82 percent of affluent consumers who have at least $100,000 household income read at least one of the 150 print magazines and newspapers asked, with these consumers reading an average of 8.2 titles. Meanwhile, ultra-affluents with $250,000 household income consume approximately 25 percent more print media or an average of 10 titles.

“Affluents are still consuming media, particularly print, even though there are so many devices in the market,” said Steve Kraus, San Francisco-based chief research and insights officer for Ipsos MediaCT‘s audience measurement group.

“I think that this speaks to a hunger for content, and that readers have not gotten to a point where they are satiated,” he said. “They still want more things to read and more videos to watch and, in a sense, media is making them hungrier for media and increasing the appetite overall.

“Print especially is preferred for ultra-affluent consumers.”

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Predictably, consumers who are slightly older value print marketing more than younger consumers. 

Approximately 24 percent of affluents read at least six national daily newspapers measured in the survey including Financial Times, Investor’s Business Daily, The New York Times, USA Today, The Wall Street Journal and The Washington Post. In addition, the hard copy circulation of these newspapers is more than 11.3 million, reflecting a growth of 3.9 percent since 2011.

Ultra-affluent consumers are more likely than affluents to read print publications. About 68 percent of consumers read travel publications, 64 percent read news, 54 percent read women’s publications and 51 percent read fashion/beauty. Therefore, it is plausible to think that ultra-affluent women consume the most print media. 

This could be why magazines such as Departures, W, Elle Accessories, Architectural Digest and Vogue have seen considerable ad revenue or circulation increases this year.

出處：

http://luxguru.typepad.com/lorre_white_the_luxury_gu/2012/09/ultra-affluents-read-25pc-more-print-media-than-average-consumers-study.html?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+LorreWhiteTheLuxuryGuru+%28Lorre+White%2C+The+Luxury+Guru%29