[Report] US Media Audience Demographics: 4th Annual Edition

December 18, 2017

Marketers today are faced with a daunting task: making sense of an increasingly fragmented media landscape in an atmosphere where audience- and customer-centricity is key. MarketingCharts’ newly-released 4th annual “US Media Audience Demographics” report provides high-quality data for decision-makers, offering strategic insights into the changing demographics of media audiences today.

The study sizes up the media landscape, then delves into the age, income and racial/ethnic composition of several media types in 3 sections: traditional; digital; and social media.

Some highlights from the study, which is available for purchase here, follow.

Traditional Media

  • While traditional TV and radio continue to have the broadest reach among US adults, people under the age of 45 are now more likely to watch streaming/downloaded video than traditional TV.
  • Although the broadcast and cable TV audiences are both “graying,” cable is more likely to attract an affluent viewer and has above-average Black adult representation.
  • Unlike other traditional media, terrestrial radio over-indexes the most in the middle-age brackets, with adults ages 35-54 almost 10% more likely than average to listen in during an average week.
  • The national newspaper audience skews most towards the affluent: more than 4 in 10 readers have household incomes of at least $100k.
  • Among traditional media, the local newspaper audience profiles as the oldest, with half of readers ages 55 and older.

Digital Media

  • Online TV program viewers skew more towards the 18-24 demographic than internet radio listeners and newspaper or magazine site visitors.
  • As with its offline audience, print maintains an affluent audience online: more than 6 in 10 visitors to magazine and newspaper websites are from higher-income households.
  • Internet radio has a strong multicultural representation in its audience, proving to have particular appeal among Hispanic adults.

Social Media

  • LinkedIn has the most affluent skew of the leading platforms analyzed, although a couple of others are surprisingly close.
  • Snapchat not only has the highest density of young adult users of the platforms examined, but also the highest concentration of Hispanic users.

The 56-page study contains 48 charts and tables, including an array of cheat sheets comparing traditional, digital and social media across demographic groups.

The report can be purchased in 2 ways: as a PDF file containing charts and analyses ($99); or as a PDF file along with a folder containing all of the charts and underlying data ($179).

Head on over here for your copy.


Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This