Print is not dead for all consumers.
If you buy into the latest survey, marketers may want to include some back-to-the-future print marketing.
The 2012 Mendelsohn Affluent survey from global independent market research firm Ipsos, reports ~
82 percent of affluent consumers read more print publications
Who are these affluent aficionados of print?
Rich Source
Ipsos offers the following definitions.
- Affluents have an annual household income of $100,000 or more
- Ultra Affluents are those who earn $250,000 or more
The survey shared the following from America’s Who’s Who.
- The majority (82%) read one or more of the 150 publications specified
- The publications included 143 magazines and 7 national newspapers
- Ultra-Affluents consume approximately 25% more print media
- Affluent women are also heavy print consumers
Don’t think the affluent consumers are print dinosaurs.
- 47% live in a household with a tablet (okay-could be the kids)
- 55% own a smartphone
- The most downloaded apps were games (68%), weather (62%) and music (62%)
4.7 million Affluents also download apps for magazines and newspapers.
The survey showed TV ranked #1 in advertising with magazines a close #2.
Print Proud
All kinds of people make the world go round.
- The survey estimates there are 59 million Affluents
- That’s a lot of print possibilities
Ignoring what your market prefers could be a whole lot of lost opportunity.
I wonder if Bill Gates has any ink on his hands.
Are you surprised by the survey findings?
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No- and neither are my two postmen (ok, one’s a woman)!
Funny, Roy. 😀 As always.
I’m not surprised.
I still read lots of magazines and print books, either those I purchase or those I get from the library.
I do as well, John. So which category do you fall into – Affluent or Ultra? 😀
I am not surprised that there are a lot of people out there who read print materials. I have to say that one thing that may drive that is that many times when you order things online, they sign you up for a magazine subscription. I ordered some tea from somewhere and was signed up for a year of Martha Stuart Living. A couple of years back it was Rolling Stone. Our house is a multimedia house for sure. Besides the magazines that creep into our house, I read books in print and on the tablet. We subscribe to a newspaper. We also get books and other media from the library. I don’t know that it is affluence that drives it. It is more that we value reading about interesting things!
Nicely said, Kristen. My morning ritual still includes the paper with my coffee and reading my non-electronic book before sleeping. I’m not ready to give up either. 🙂
Thank you for stopping by and sharing your thoughts, Kristen.
Hey Cathy, actually I’m not too surprised by the results. Though I’m not (yet) at that income level, I would fit the results as I like my print materials as well. (I still sit in Barnes and Noble and read books and magazines on the regular versus going online to read the same material 🙂 ).
Print still has its place and I don’t see it going away any time too soon. It’s still a good, preferred medium for a lot of people!
Hi Kesha-appreciate you stopping by. I hear more and more people who like their print and e-copy, too. 🙂 Makes you wonder if digital publishers should find more of a balance. 🙂
Thanks for sharing your thoughts, Kesha.
I think this demonstrates one major difference between affluent and the rest – they know they need to keep learning to keep earning.
I come to a different conclusion, Roberta. An individual’s reading preferences are not right or wrong – just different. That last part is a mantra of mine. 🙂
Thanks for stopping by, Roberta.
The affluent have access to more things and more opportunity. Otherwise, they are no different than other people.
BTW, I love the title of the post.
Hi David: I’d like to think we are all unique in our own way, but I get your point. And thanks for the nice compliment. I appreciate you stopping by. 🙂