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Want to engage affluents? Try the younger generation.
According to a recent study from Ipsos MediaCT, targeting affluents these days is less about the Baby Boomer generation than the Millennial generation. According to the data one in five adults in 'affluent' households is from the Millennial or Generation X demographic.
And, if your targeting them, be sure to look at print. The study further finds that although into mobile, these consumers are likely to be reading hard-copy versions of newspapers and magazines. Some interesting takeaways include:
• 82% of Affluents surveyed read one of the 150 'measured and reported' publications - newspapers, magazines
• 59 million of these read 18.7 issues across 8.2 titles (averaged)
• "Ultra Affluents" (earning more than $250,000/household) read 25% more print media
"Looking specifically at the 24% of Affluents who read at least one of the six national daily newspapers measured in hard copy form, the total AIA increased by 3.9%, to 11.3 million," said Steve Kraus, Chief Research & Insights Officer for Ipsos MediaCT's Audience Measurement Group. "Readership incidence of these newspapers is also significantly higher among Ultra Affluents, reaffirming the continued need for an informed, in-depth daily "news fix" among this highly-engaged segment."
As for the types of ads most likely to engage affluents - television still wins. TV ads were found to have the most reach, followed by magazines. Over half (60%) said they spent time listening to radio in the week prior to the survey.
As for the digital space, interest is high. More than one-quarter own a tablet, more than half own a smartphone and while mobile these consumers are playing games (68%), checking the weather (62%) and using social media apps (45%); about 40% are using ebook readers/apps.
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