For advertisers and agencies that target Wall Street-savvy "baby boomers" and "echo boomers," how this coveted audience invests its media time is crucial.
Just-released data from Statistical
Research, Inc.'s "MultiMedia Mentor" show that the Internet is a key element of the information and entertainment "portfolios" of these important consumers.
The new Spring 2001 "Mentor" findings
are based on interviews with nearly 2,500 respondents about their use of five key media -- TV, radio, Internet, newspapers, and magazines.
The study shows that, among those 25 to 54 who have
brokerage accounts (on- or offline), the Web takes up 17% of their daily media time, versus 11% for the complete age group.
The account holders log an extra 48 minutes of media time each day,
compared to the full age group, and all but 10 minutes of that extra time is spent on the Internet.
In addition, while average 25-to-54 consumers allocate 50% of their media time to TV, those with
brokerage accounts devote 45%.