TargetCast tcm Releases Findings of 2009 Consumer Trend Report
Study Illustrates How Advertising In the Digital Age Influences Purchase Decisions
NEW YORK, October 7, 2009 – Independent media agency TargetCast tcm today released a new consumer trend report that explores the evolution of consumer media usage in the digital age. Among its key findings, the study reveals a divide between men and women in how each gender engages with traditional media. Further, the study illustrates how a generational divide is affecting purchase influence among adults.
“More than ever, marketers must take into account the evolving media preferences of specific target audiences as they refine their approach to connecting with consumers,” said Peter Sedlarcik, SVP, Director of Insights and Analytics at TargetCast tcm. “Yet, while many may declare print media is dead, our findings show that marketing messages in newspapers and magazines still score well in terms of consumer attentiveness and purchase influence.”
The Gender Gap
Among its findings, the study discovers that men are generally more willing than women to adapt their usage habits to incorporate more digital and online platforms as replacements for traditional media. For example, men are more likely than women to indicate the Internet has replaced their need to read printed newspapers and magazines. On average, men are also more likely than women to be willing to pay for an online subscription that allows them to watch TV programs on the Internet with limited advertising. With respect to radio, 34 percent of men—compared to just 23 percent of women—say radio is not as relevant to them today with so many other sources for music.
The Generational Divide
The TargetCast tcm Consumer Trend Report also indicates that the generational difference in attention to digital media is notable between adults aged 18-34 and adults aged 35 and over. Adults aged 18-34 are more likely to have replaced newspapers and magazines with Internet content, while adults older than 25 are more likely to consider magazines and newspapers as valuable sources of information. Adults aged 18-24 were also more likely to say radio is not as relevant and that they prefer reading magazines online. This age group also indicates they don’t mind watching ads when watching TV programs online. Adults aged 18-34 are also more likely than other consumer groups to consider advertising on the Internet influential in their purchase decisions.
“In a fragmented media landscape, it’s critical that we understand the diversity of consumer media usage and how best to connect our brands with consumers during the ‘aperture moments’ when they are most receptive to marketing messages,” said Steve Farella, President & CEO of TargetCast tcm.
Encouraging News for Traditional Media
The study reveals a glimmer of hope for traditional mass media. While 60 percent of consumers say newspapers need to change the most to stay relevant, most are nevertheless sticking with the media they’ve known for years. Adults aged 35 and over still consider newspaper advertising to be more influential in determining their purchase decisions. More than 40 percent of adults aged 18-64 say they prefer the experience of reading a printed newspaper vs. online sources, and just 15 percent of all respondents say they would rather read magazines online. In fact, among those aged 45 and over, a solid 57 percent prefer the experience of reading a printed magazine over reading a magazine online. A significant number of adults aged 18-64 – 41 percent – also indicate radio is still relevant in their purchase decisions.
About the Consumer Trend Study
TargetCast tcm conducted this survey of 895 adults between the ages of 18-64, from September 1-4, 2009. The objective of the research was to gauge current and projected consumer attitudes, perceptions, and usage of mass media (magazines, newspapers, radio, TV, and the Internet) relative to reported past and expected future behavior. While the survey finds the future of traditional media — particularly newspapers, magazines and radio — is challenged by the rapid migration of hard-to-reach consumer groups to digital alternatives, Internet ads were also said to have a lower overall purchase influence. Not surprisingly, traditional media remains more influential in older age segments.
About TargetCast tcm
TargetCast tcm is a leading full-service, independent media agency providing total communications management to strong independent brands, including hotels.com, Expedia.com, New York Life, and 1-800-FLOWERS.COM. Founded by industry executives Steve Farella and Audrey Siegel, TargetCast tcm is based in New York and ranked among the fastest-growing private companies in the U.S. by Inc. Magazine. For more information, visit www.targetcast.com.
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