Psychographic Sourcebook - GfK MRI

More documents

Recommendations

Info

$more children enjoy math than reading & writing - GfK MRI$

PART 1: Survey of the American Consumer VI. <strong>Psychographic</strong> 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
PART 1: Survey of the American Consumer VI. <strong>Psychographic</strong> Segmentation Analyses U. Newspaper Readers Segmentation, continued • Comics & Sports Although more affluent than the Comics segment, these readers watch how they spend their money. 68% are men who have little interest in technology, unless it has to do with games. • Sports Fans Individuals in this segment tend to be younger men, (age 18-44). They are enthusiastic about cars, indifferent to environmental issues and are brand loyal. • Sports & Classifieds Readers who focus exclusively on newspaper Sports and Classified sections are mostly men with HHI
Page 1 and 2: The MRI Psychographic Sourcebook A
Page 3 and 4: The MRI Psychographic Sourcebook Ta
Page 5 and 6: Survey of the American Consumer
Page 7 and 8: PART 1: Survey of the American Cons
Page 49: PART 1: Survey of the American Cons
Page 55 and 56: PART 2: Teenmark I. Psychographic B
Page 65 and 66: PART 2: Teenmark II. Psychographic
Page 71 and 72: American Kids Study
Page 73: Mediamark Research & Intelligence A

Psychographic Sourcebook - GfK MRI

Create successful ePaper yourself

Delete template?

Save as template?