Most media show higher levels of reach among affluent than lower-income households, finds TVB in survey results released in June 2012. This pattern is, somewhat predictably, most apparent for digital and mobile channels, but also holds true for traditional media such as TV, which has the largest reach. For example, TV’s reach increases from 83.7% among those with household income (HHI) of less than $25k to 90.5% among those with HHI of more than $100k. While reach also grows steadily alongside income levels for magazines, newspapers’ reach is highest among those with HHI of $50-75k (37.7%).
In the context of the report, reach refers to the proportion of respondents who were “reached yesterday.” Read the rest at MarketingCharts.
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