Affluency: New Survey Reveals Growing Media Use

Media Use Is Not a Zero-Sum Game for the Affluent

AdAge Article Published October 27, 2011 – Welcome to this month's Affluency column by Bob Shullman, President of Ipsos Mendelsohn, and Stephen Kraus, Chief Research & Insights Officer for Ipsos Mendelsohn, featuring insights from the newly released 2011 Ipsos Mendelsohn Affluent Survey.

Internet use is already essentially universal among the affluent, with 98% going online. The surprising finding from the study is that in the past year alone, affluent internet use rose about 20%, to more than 30 hours in a typical week. Ownership of devices that serve as on-ramps to the connected world rose significantly among the affluent as well: ownership of smartphones rose by a third, ownership of e-readers nearly tripled, and ownership of tablets more than quadrupled.

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