Impact of Wealth, Age, and Urbanicity on How Households Connect to the Internet

Data-driven Marketing

Curious about how wealth (estimated investable assets), age, and urbanicity impact how U.S. households choose to access the Internet? So were we!

Using our Financial Cohorts framework, we decided to take a look at the device each group is most likely to use when going online:

Impact of Wealth, Age, and Urbanicity on How Households Connect to the Internet

Source: Financial Cohorts and data provided by GfK Mediamark Research & Intelligence, LLC


Multi-Device Users

Which Financial Cohorts groups are most likely to have access to and use four different types of devices (tablet, cellphone, desktop computer, and laptop computer) to go online?

  • Group F (Mass Affluent, Major Metro, Working Years)
  • Group I (Affluent, Major Metro, Younger)
  • Group J (Affluent, Major Metro, Working Years)
  • Group K (Affluent, Major Metro, Pre-Retirement)


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