Recently, doing some research about the advertising markets, I came upon a study that shows that 20% of Americans who account for 60% of the total income and approximately 70% of the U.S. net-worth prefer to read hard-copy print versions of their favorite magazines and newspapers, even though they have the income to indulge in any device of their liking as well as the digital literacy to get the most out of them.
In this survey, high-net-worth individuals were asked how they read their magazines and news papers, 93% of them said that they read their magazines in their hard-copy version, and 86% read the news in print, compared to the 39% who read them on computers, and 14% who read them via smartphone. (Source: Mendelssohn Affluent Barometer)
This pattern helps could help marketers in general to create more efficient online marketing campaigns that have higher returns on investment. Together with SEO practices, this information could lead to the efficient segmentation of their markets, helping them focus their products in the correct type of media.
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| Media usage among all affluent Americans |
One argument I had against this article -partly because of my age-related skepticism- was that in my own experience, I have noticed that these numbers may vary accordingly to age and gender of the user. But to my surprise, according to Mendelssohn’s Barometer, percentages among 18-34 year old affluent Americans were not too far from their older counterparts, clearly indicating that the correlation between the decisions of getting information from a traditional or digital media is higher to the wealth of the user than the age or gender; something that we didn't really expect in this blog.
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| Media usage among affluent Americans. Ages 18-34 |
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