Tech Product Decisions: Word-of-mouth is still powerful, according to Matter Communications. The top way (71%) consumers learn about new tech products is from family and friends, and the leading media channels are TV (38%), tech news sites (36%) and social media (26%). Social influencers aren't terribly influential—only 10% use them to make purchasing decisions—while celebrity endorsements hold even less sway (5%).
Affluent Media Consumption: Just over a quarter of US households are affluent ($100,000 or more in annual income) and only 7% are ultra-affluent ($200,000 or more), but these consumers have different behaviors from the other 72%, according to the Video Advertising Bureau (VAB). Most are Gen Xers or boomers (63%), and the majority live in urban locations (52%). They overindex for ownership of smart TVs, DVRs, iPhones and tablets. Some 82% of their TV viewing is live, and nearly three-quarters prefer to watch TV content on a television rather than another device.