Survey: Rich Cut Back But Still Dig Media

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Even America’s richest households trimming their spending plans, a new survey shows. Affluent consumers--defined as the top one-fifth of U.S. households who are responsible for $1.2 trillion in discretionary spending--plan to spend less than they did in 2008 in 16 major areas including investments, vacations, home remodeling and big-ticket purchases.<br clear="none" /> <br clear="none" /> The findings are in an extended version of Ipsos Mendelsohn’s annual Affluent Survey, set to be released Dec. 7 by the 4A’s.<br clear="none" /> <br clear="none" /> Among new topics in the survey was affluent consumers’ relative exposure to Web sites. It found that in terms of online media usage, social networking sites ranked among the most-visited categories of sites among the rich, along with specialized search, shopping, and news. <br clear="none" /> <br clear="none" /> When it comes to television watching, Fox was the top-viewed network in terms of hours watched, followed by NBC and ESPN. <br clear="none" /> <br clear="none" /> Affluent consumers also love their DVRs--this segment is twice as likely as the overall U.S. population to own a DVR, and as income and wealth grow, so does DVR usage. <br clear="none" /> <br clear="none" /> In terms of print, People magazine continues to enjoy the greatest reach among all affluents, followed by National Geographic and Time. Among the highest echelon of luxury consumers (those with a household income of $250,000 and up and liquid assets of at least $1 million), People dropped to No. 3, behind The Wall Street Journal and Nat Geo. <br clear="none" /> <br clear="none" /> <a href="http://www.mediaweek.com" target="_blank">&#x2014; Nielsen Business Media</a>