For years we have heard that high income Americans are the heaviest users of technology. It turns out that is not exactly true.
According to Nielsen’s latest Total Audience Report, higher income consumers own more devices and services, but lower earning Americans spend more time with every one they have. This relationship holds true across all income levels and technologies—including TV, smartphones, tablets, game consoles and video streaming services.
Households with annual incomes under $25K watch twice as much TV as those who earn over $75K. They spend 50% more time on the Internet, and 24% more time online via their smartphone.
Americans who earn less have fewer devices and services. Virtually everyone in the top income bracket owns a smartphone, versus only 64% of those in the bottom bracket. As a result, poorer consumers spend a greater percentage of their media time with TV than do wealthier Americans. The reverse is true for digital technology.
Income has a stronger correlation with technology usage than race does. Within the same income band, device ownership and time spent with each technology is almost identical across ethnicities.
What are the implications for your business?
- Does knowing that the relationship between technology and income is more nuanced than previously thought change any of your marketing plans?
For help developing powerful digital strategies that work, compelling marketing strategies that drive results, strategic plans that deliver growth, or new products that consumers love, contact Brandology at 925-417-2253 or Maura@Brandology.com.
Sources: Nielsen 2016