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Print in the Mix
Affluent Millennials Open to Advertising
According to the "2010 Ipsos Mendelsohn Affluent Survey," contrary to the popular belief that 18- to 34-year-old affluent consumers are more likely to reject or avoid advertising than older affluent consumers—these younger consumers are in fact more open to advertising nearly across the board.
The 2010 survey focuses solely on the top fifth of U.S. households based on current household incomes ($100,000 or higher). This group of households accounts for approximately 60 percent of household income and about 70 percent of all net worth. Additionally, on average, they are 2.0 times more likely to buy goods and services than the mass market and, when they buy, they spend 3.2 times more.
Compared to older affluents, 18- to 34-year-olds were likely to be:
• Nine percent considerably or somewhat more interested in magazine ads
• 13 percent more receptive to direct mail advertising
• 13 percent considerably or somewhat more interested in TV ads
• 19 percent more open to shopping mall advertising
• 25 percent more likely to be interested in billboards ads
• 28 percent more likely to be receptive to Website ads
• 47 percent more likely to be open to movie theater advertising
• Five percent less interested in newspaper advertising.
To read this Print in the Mix Fast Fact and other print market research studies, go to www.printinthemix.rit.edu. Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (www.theprintcouncil.org).
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