Affluent Americans Prefer Print Media
A survey conducted by Ad Age between March and May 2011 contradicts the popular notion that print media is dead–or on the verge of dying. Over 1,000 online interviews were conducted in affluent households earning at least $100,000. The general trend seen was that affluent Americans preferred to view content through the traditional outlet.
More specifically: 93 percent of respondents disclosed that they read hard-copy print versions of magazines (less than a third read them on computers), 86 percent read newspapers in print and 94 percent watched television on TV.
One can argue that it’s the young consumers who opt against traditional outlets; however, data from Ad Age indicates that young consumers are simply more likely to use both traditional and newer outlets. For instance, their survey revealed that between 18 – 34 year olds, 88 percent read magazines in print and 35 percent read them online, 70 percent read newspapers in print and 54 percent read them online and 94 percent viewed videos on TV and 35 used computers.
–Susmita Baral
