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.
