• by Jack Loechner , Staff Writer @mp_research, March 5, 2004

Web Users Attached to Both Online and Offline Media Brand

The Online Publishers Association announced the results of its Multi-Channel Media Brand study, which found that frequent visitors to media Web sites show strong emotional bonds to these sites and the related offline properties.

Michael Zimbalist, executive director of the Online Publishers Association, said "This research has significant implications for advertisers. By developing effective cross-media messaging, advertisers can take advantage of the considerable overlap in online and offline media brand usage."

The study identified and profiled four segments among those who use both the online and offline versions of a media brand: Onliners, Multi-channelers, Dabblers and Offliners.

Onliners, 29% of survey respondents, are defined as frequent users of the online brand and infrequent users of the corresponding offline brand. Onliners are:

significantly more male (70%) than female (30%),

contain the highest concentration of users between the ages of 18-34 (40%).

low TV viewers,spending 21 hours per week online compared to only 14 hours per week watching television.

Multi-channelers, 51% of those surveyed, are:

defined as frequent users of both the online and offline versions of a media brand.

more evenly split between males (51%) and females (49%).

the highest users (62%) of Web sites affiliated with TV channels

The research was conducted through an online survey of 25,852 users aged 18-54 using pop-up intercepts

The full report, including additional attitudinal and usage data as well as all four segment profiles, can be found at the OnlinePublishers Association Web site at www.online-publishers.org.