In a survey conducted by Ipsos Mendelsohn on how wealthy Americans utilize conventional and new types of media, it was found out that “there is no denying that traditional outlets are thriving in the lives of consumers today,” and that these conventional types of media “form the core of how most consumers interact with media.”
This globally-known research firm said that “this is true for the general population, and it is even true among the affluent Americans, even though they have the discretionary income to indulge in an array of devices, as well as the digital literacy to get the most out of them.”
The survey was conducted during spring of 2011, between March and May. Online interviews were conducted, which numbered to more than 1,000. Respondents were those who were making $100,000 or more, in their annual household incomes. According to Ipsos, the respondents were “the 20% of Americans who account for about 60% of U.S. income and approximately 70% of U.S. net worth.”
Below was the result of the survey:
All Affluent Individuals
Magazines:
93% read hardcopy magazines
Less than 1/3 read on computers
More than 10% use no other format (tablets, e-readers, smartphones)
Newspapers:
86% read print
39% read on computers
14% read using smartphones
Television:
94% watch TVs using their televisions
23% watch on computers
Websites:
94% view websites using their computers
32% view them using smartphones
Affluents from 18-34 years of age
Younger generations tend to adapt to new technology and media platforms, yet the survey found that they are also consuming media through traditional means. The results are as follows:
Magazines:
88% read in print
35% read online
25% use tablets
17% read from their smartphones
Newspapers:
70% read in print
54% read on computers
34% read using tablets
27% read using smartphoens
Television:
94% watch TV shows on TV
35% watch from their computers
Websites:
93% view websites from their computers
54% use tablets
38% use smartphones
The results of the survey indicated that among the various types of media, majority still turn to traditional ones like newspapers and magazines in print, viewing websites through computers and watching TV shows through TV.
Source: AdAge, Wanna Get Rich? Read Print Media: Death of Traditional Outlets Has Been Greatly Exaggerated, August 1, 2011.