According to the Mendelsohn Affluent Survey, individuals making over $100,000 a year are watching 17.6 hours of TV a week, the same as in 2009. However, Internet usage has increased by 12 percent, rising from an average of 22.6 hours a week in 2009 to 25.3 in 2010.
Age was shown to have a large difference in usage. Among the affluents in the 18-to-34 demo, there was an average of 15.4 hours a week, compared to 22.2 for ages 65-plus, while the younger demo used the Internet an average of 31.5 hours a week compared to 14.1 for the older affluents.
TV advertising still has a lot of power, as shown by the exposure and engagement ratings. Of an estimated 44.1 million affluent Americans, 38.6 million saw an ad on TV in a six-month period, followed by magazines at 35.5 million, then direct mail, newspapers, and then web sites were fifth at 33.4 million. Ads in movie theaters were seen by 26.2 million, while 17.5 million saw ads at sports venues; in-taxi ads accounted for the lowest amount at 7.6 million.
The estimates also said that 16.5 million affluents have a gaming system, 600,000 have a 3D TV, and 500,000 an Apple TV.
Source: MediaPost
