TV, magazines reach affluents

19 September 2011

NEW YORK: Television and magazines remain the most influential advertising channels among affluent US consumers, according to figures from Ipsos Mendelsohn.

The research firm polled 14,405 adults boasting an average household income of more than $100,000, representing 58.5m people, 21% of US homes, and taking 60% of all household income.

When discussing advertising, 86% of the sample reported having been exposed to TV spots in the last six months, standing at 80% for magazines, 78% in relation to radio, and 77% for direct mail.

Online, newspaper and in-store grocery ads all scored over 70% here, with outdoor on 68%, while shopping malls and gas stations logged 60% apiece, falling to 18.6% for smartphones and tablets.

More specifically, 62% of respondents had either been "considerably" or "somewhat" interested in TV commercials they had seen in the last six months, matching the total posted by magazine ads.

Newspapers received 59% on this metric, topping the 58% generated by in-store collateral when buying groceries and the 51% delivered by websites.

Overall, participants spent an average of 31.5 hours using the internet per week, typically visiting 12.8 websites during this timeframe.

Exactly 86% of contributors used email each month, beating the 74% yielded by social networks, 70% for specialised search, 64% for ecommerce, 54% for researching products and 13% for uploading reviews.

To date, 55% of affluents have downloaded apps, with 37% choosing games and 23% opting for social networking equivalents.

Magazine applications have seen a 4% uptake rate, and TV shows and networks both reached 3%.

Looking to broadcast content, respondents dedicated 17.2 hours to watching television and spent 6.2 hours listening the radio a week, alongside regularly reading 6.2 print titles.

Elsewhere, 9% of the panel now own a tablet such as the iPad, a figure that had grown from 2% last year. A further 43% possess a smartphone, up on the score of 33% posted in 2010.

Data sourced from Ipsos Mendelsohn; additional content by Warc staff