If you live in a household that makes more than $100K a year, you probably don’t see the choice between print and digital as an either/or proposition. Affluent Americans, according to the 2013 Ipsos Affluent Survey USA, remain avid consumers of traditional media like magazines and newspapers, even while they rapidly adopt digital devices.
The data shows that U.S. adults with household incomes of more than $100K yearly “continue to be enthusiastic consumers of traditional media, even while their use of digital media continues to grow sharply.”
The rate of print media consumption goes up as their income level rises, with people in “Wealthy
($500K+) households reading 45% more titles and 62% more issues than “Affluents” ($100K-250K).
While 63% of this demographic do own and use a smartphone and 90% typically spend more than 40 hours/week online, they have not abandoned print media in favor of digital titles, and certainly not at a rate in keeping with the adoption of digital technology.
And this is a very large group, according to Print in the Mix, accounting for at least 62.5 million people in the U.S or about one in five households.
Print remains a medium of choice for people with more disposable income. For advertisers looking to reach them, keeping a solid presence in print media is just good business.