January 20, 2022

New Research from Ipsos: "E-Readers Still Beat Tablets Among the Wealthy"

From AdAge:

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.

Read the Complete Article (With More Findings)

About Gary Price

Gary Price (gprice@mediasourceinc.com) is a librarian, writer, consultant, and frequent conference speaker based in the Washington D.C. metro area. Before launching INFOdocket, Price and Shirl Kennedy were the founders and senior editors at ResourceShelf and DocuTicker for 10 years. From 2006-2009 he was Director of Online Information Services at Ask.com, and is currently a contributing editor at Search Engine Land.