Psychographic Sourcebook - GfK MRI

PART 1: Survey of the American Consumer
VI. Psychographic Segmentation Analyses
U. 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 >
48