The GfK MRI Psychographic Sourcebook

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Survey of the American Consumer: Part 2 I. Advertising & Media B. Media Attitudes Segmentation Do people have different attitudes toward different media? Do they use different media in different ways for different purposes? What expectations do they have for the media they use? Answers to these questions can be found within the Media Attitudes segmentation. Consumers generally value a particular medium (television, radio, newspapers, magazines, or the Internet) according to three criteria: how well it performs as a means to relax or entertain; how well it informs, and how well it inspires. For each medium, the Media Attitudes segmentation uses data about how these criteria are applied and identifies eight categories of media consumers. These categories are available and applied to each medium measured: • Relaxation Only—consumers who value a given medium exclusively for its ability to entertain. • Inspiration Only—users of a medium who primarily value the given medium as a source of good ideas and as a provider of information about new products, styles and trends. • Information Only—consumers who value a given medium only for its ability to provide news or information. • Relaxation & Inspiration—those consumers who value the medium as an entertainment resource and as a source for new ideas. • Relaxation & Information—those media users of who value the given medium as both an entertainment resource and as a source for news or information. • Information & Inspiration—those users of a given medium who describe it as a good source for news or information and as a source of good ideas for products or trends. • Three in One—those consumers who value a given medium for all three purposes—as an entertainment resource, as a source of news and information, and as a source of ideas or information about new trends and styles. • No Specification—consumers who do not ascribe any of the three media evaluation criteria to the given medium. 45
Survey of the American Consumer: Part 2 I. Advertising & Media C. Newspaper Readers Segmentation This segmentation looks at the different ways American consumers continue to use newspapers in their daily lives. • Cover to Cover Members of this segment read newspapers from cover-to-cover, section-by-section. These readers tend to be older (age 55+), environmentally concerned and are often wary of new technology. • Facts & Entertainment These readers have an appetite for both “hard” news (national, international, local, business, opinion) and “soft” news (entertainment, lifestyle, technology, sports, travel). They tend to be males age 45+, well-educated and with high household incomes. • News Hounds Demographically and behaviorally similar to Facts & Entertainment readers, this segment is nearly two times more likely than the average consumer to have a HHI $75,000+. They read newspapers for hard, not soft news. • Living Well Nearly 90% of the consumers in this segment are women. They are mostly college educated, age 45+ and look for information in newspapers to enhance their lifestyles. The most read newspaper sections among these consumers are Entertainment, Fashion, Food, Health, Home and Travel. • Lifestyle & Ads These readers like newspaper Fashion, Food and Health sections, but are also particularly interested in newspaper ads and inserts. Mostly women with household incomes below $40,000, they are unfamiliar with or uninterested in new technology and buy green only when it doesn’t conflict with their budgets. • Entertainment Almost evenly divided between men and women, the readers in this segment are most interested in entertainment stories. Their favorite parts of the newspaper are the Entertainment, Lifestyle, Movies and TV Listings sections. • Comics Two-thirds of the Comics segment readers are women and with limited income: 1 in 3 have a HHI > 46
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