Affluents’ engagement with traditional media remains high. While readership of print media—newspapers and magazines—has fallen off precipitously over the past several years among the general population, engagement among affluents has remained steady. But income alone does not create a monolith. Spread as they are among millennials, Gen Xers, baby boomers and seniors, affluents’ media consumption habits are quite diverse.
In general, they are using digital devices to go online for long periods each week. Ipsos MediaCT found that on average, those with household incomes of $100,000 or more spent 42.9 hours per week online. Use was both business and personal, which may account for the fact that Gen Xers were slightly ahead of millennials in their time spent online (they may be spending more time online at work). And the wealthy—those with household incomes of $500,000 or more—spent more time online than any age group. Read the rest at eMarketer.