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