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Consumers with higher incomes are heavier users of newspapers than radio

Consumers with higher incomes are heavier users of newspapers than radio. Top Quintile Index*. *Top Quintiles. Quintile refers to an audience divided into five equal groups ranging from the heaviest to lightest media usage levels.

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Consumers with higher incomes are heavier users of newspapers than radio

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  1. Consumers with higher incomes are heavier users of newspapers than radio Top Quintile Index* *Top Quintiles. Quintile refers to an audience divided into five equal groups ranging from the heaviest to lightest media usage levels. Index is a number expressed as the percentage above or below the base. The base (total adults) has an index of 100. Source: Mediamark Research Inc. 2002.

  2. Higher-educated consumers are advertisers’ best customers and use newspaper more heavily than radio Top Quintile Index* *Top Quintiles. Quintile refers to an audience divided into five equal groups ranging from the heaviest to lightest media usage levels. Index is a number expressed as the percentage above or below the base. The base (total adults) has an index of 100. Source: Mediamark Research Inc. 2002.

  3. Consumers living in higher-valued homes are heavier users of newspaper than radio Top Quintile Index* *Top Quintiles. Quintile refers to an audience divided into five equal groups ranging from the heaviest to lightest media usage levels. Index is a number expressed as the percentage above or below the base. The base (total adults) has an index of 100. Source: Mediamark Research Inc. 2002.

  4. Adults with more job responsibility are heavier users of newspaper than radio Top Quintile Index* *Top Quintiles. Quintile refers to an audience divided into five equal groups ranging from the heaviest to lightest media usage levels. Index is a number expressed as the percentage above or below the base. The base (total adults) has an index of 100. Source: Mediamark Research Inc. 2002.

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