Traditional outlets for accessing media still reign supreme with the affluent, a study conducted by Advertising Age reveals. Using the Mendelsohn Affluent Barometer, which surveys the affluent on various topics, Ad Age gauged new and traditional media usage by this group. The results showed that traditional media won out, with 93% of all affluents reading hard copy magazines, and 86% reading hard copy newspapers. Only 27% viewed magazines by computer, and only 39% accessed their newspaper that way.
The numbers varied with the 18-34 age group, with 88% reading hard copy of magazines, and 70% reading hard copy newspapers. As an alternate viewing method, 35% view magazines on computer, while 54% view their newspapers online as well. This survey shows that although the affluent have more access to alternate technology with which to view traditional media, as well as the the savviness to use them, traditional methods seem to win out in the end -- at least for now.