Even after adding the kids of affluent heads of household to the survey, Ipsos still finds some newer technologies, such as tablet computers, smart phones and flat-screen TVs still count fewer than half of the richest Americans (the 20% with incomes of $100,000 or more annually by the Ipsos defnitition) as owners.
Still only 9% of affluents own tablet computers. That’s up from 2% a year ago, and another 8% plan to buy tablets this year. But e-readers, despite falling behind tablets in hype, still beat tablets by a 13% to 9% in ownership by affluents. Though only 6% of affluents plan to buy e-readers in the next year,that means e-readers will still be beating tablets among the affluent by next year.
Affluents overindex the general population in use of social media, with 59% using Facebook, according to Ipsos vs. about 52% of the general U.S. population (per ComScore monthly unique visitor data). But affluents underindex for use of Twitter (about 8%, vs. 11% for the U.S. population who visited in the past month). A much bigger 20% of affluent millennials, though, use Twitter, and 86% of affluent millennials are on Facebook.