I Want It My Way

by Jack Loechner, Aug 22, 2008, 8:15 AM

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I Want It My Way

A new consumer segmentation analysis from Mediamark Research & Intelligence (MRI)  shows that nine percent of U.S. adults belong in the "Ads on Emerging Media Vehicles" segment, the group of consumers who say they are most interested in advertising delivered via such non-traditional media as mobile devices and product placement in video games, movies and in TV shows. The median age of this segment is 35.5, younger than the median age of the other five segments.

Ads delivered via mass media are preferred by 17% of U.S. adults, and an additional 17% of consumers are most interested in ads delivered in print. 32% of U.S. all adults are either disinterested in advertising delivered by any medium or they have not been exposed to a particular ad platform.

The 9% of U.S. adults who prefer "Ads on Emerging Media Vehicles" are far more likely than the average adult to agree with the following statements.

• A celebrity endorsement may influence me to consider or buy a product.
• I'm always one of the first of my friends to try new products or services.
• I follow the latest trends and fashions.
• Brand name is the best indication of quality.

Anne Marie Kelly, Vice President of Marketing and Strategic Planning at MRI, says "Consumers who prefer advertising messages delivered through their mobile devices and product placement tend to be younger, pro-innovation, pro-celebrity and pro-fashion... this segmentation analysis helps them to target... consumers most receptive to their media plan." 

Responsiveness To Ads Across Media Consumer Segments
	Ads on Emerging Media Vehicles	Ads on the Road	Ads in Mass Media	Ads on Paper	Ads at Events	Ad Adverse
% US Adults	9%	12%	17%	17%	13%	32%
Percent more/less likely than the average U.S. adult to agree with the statement:
"A celebrity endorsement may influence me to consider or buy a product"	+134	-10	-8	-12	+8	-27
"I must admit I like to show off"	+53	-2	+2	-25	+29	-15
"I'm always one of the first of my friends to try new products or services"	+51	+5	+6	-13	+13	-18
"I follow the latest trends and fashions"	+50	+10	+3	-11	+30	-27
"Brand name is the best indication of quality"	+33	-2	-4	+10	+1	-12
Source: MRI's Fall 2007 Survey, August 2008

Consumers, according to their interest in advertising across different media, fall into one of six segments:

• Ads on Emerging Media Vehicles: Most interested in ads delivered through non-traditional media including mobile devices and product placement in movies, TV shows, and in video games.
• Ads on the Road: Most interested in advertising on billboards, taxis, buses and trains, at bus stops and train stations, and atop taxicabs.
• Ads in Mass Media: Advertising delivered through magazines and electronic media such as TV, radio, and the Internet appeals the most to this segment.
• Ads on Paper: Most interested in advertising delivered through print, which they find informative, relaxing and/or inspirational.
• Ads at Events: Displayed at sports or entertainment events and through product placement in movies and TV shows.
• Ad Adverse: Most likely either to be not interested in or to have not been exposed to advertising in TV, radio, newspapers, magazines and the Internet.

To access the PDF file on this study, please visit MRI here.

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