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Media Audit: Affluent Working Women Increasing In Number
According to new research by The Media Audit, affluent working women with family incomes of $75,000 or more are growing in number and 94.3 percent access the Internet during an average month. Among all adults per month usage of the Internet stands at 71.4 percent.
“From 2004 to 2005 affluent working women increased from 8.7 percent to 9.2 percent of the 137 million adults in the 80 plus markets we survey,” said Bob Jordan, president of International Demographics, Inc. which produces The Media Audit. Jordan added, “Affluent working women have also made some rather dramatic changes in their media habits. The percentage of working women that spent at least 430 minutes a week on the Internet (heavy users) jumped from 48.6 percent in 2004 to 50.8 percent in 2005.”
From 2004 to 2005 the percent of affluent working women making five or more purchases on the Internet increased from 54.1 percent to 56.6 percent. The percent making 12 or more purchases in the same years increased from 30.0 percent to 32.2.
The collective Internet changes for this group are significant,” added Jordan, “and other media is – once again – paying the price. Heavy use of radio, television, newspapers and direct mail all declined within this group. The newspaper decline was very slight. The others could be termed significant.”
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