Traditional media habits die hard, but new media can often lead us down surprising paths. GfK MRI’s comprehensive coverage of media usage – both old and new - can provide the insight marketers need to chart the ebb and flow of consumers’ media choices.
Below are some examples of the thousands of media insights available from GfK MRI.
*****
Tweeps Are Civic-Minded And Proactive
Twitter.com, an increasingly popular micro-blogging site, has attracted a widespread user base of active tweeps. According to GfK MRI’s Survey of the American Consumer, these Twitter users are more likely to partake in social, political and environmental activities than the average consumer. In fact, Twitter users are 142% more likely to participate in environmental groups/causes. They are also 141% more likely than the average American to be an active member of any group that tries to influence policy or government and 103% more likely to attend a political rally, speech or organized protest in the past 12 months.
Source: GfK MRI Survey of the American Consumer, Spring 2010
*****
E-Reader Owners Are Social Media Users
Social networking websites, including Twitter, Facebook, and Linkedin, are interactive sources of communication and content generation. New GfK MRI data show that adults 18+ who own an e-reader are more likely than the average American to be on these sites. In fact, e-reader owners are 375% more than likely than the average American adult to have visited the professional networking site Linkedin.com in the last 30 days. Additionally, e-reader owners are 269% more likely to be on the micro-blogging site Twitter.com and 64% more likely to have visited Facebook.com in the last 30 days.
Source: GfK MRI Survey of the American Consumer, Spring 2010
*****
E-Reader Owners Also Like Magazines
E-readers, the popular new digital distribution platform for magazines, have recently become increasingly popular among American consumers. GfK MRI data show that, both behaviorally and attitudinally, current e-reader owners favor magazines. In fact, 91% of e-reader owners are magazine readers.
In addition to being heavy magazine readers, e-reader owners have favorable opinions toward magazines. 65% of e-reader owners say they read magazines to keep up-to-date with the latest styles and trends. And, 49% of e-reader owners say magazines make them think and are a good source of learning.
Read more about e-reader owners in GfK MRI's Press Releases.
Source: GfK MRI Survey of the American Consumer, Fall 2009
*****
Most Kids Eventually Wind Up Using The Internet
Three out of 4 kids went online in the last 30 days. While 10-11 year olds have the largest number using the Internet at 85%. It’s interesting to note that even 6-7 year olds are now likely to be online, with 3 out of every 5 doing so.
- 61% of 6-7 year olds
- 76% of 8-9 year olds
- 85% of 10-11 year olds
The most popular online activity is game playing (83%), but we also see 40% watching video, TV programs or movies, 34% using it for homework or school stuff and 33% listening to music.
There is a clear difference in how boys and girls use the Internet, with girls more likely to email, IM and visit chat rooms while boys use it for anything related to gaming.
*****
Boys Focus On Video Games, Girls On Music
Playing video games is a popular activity for kids, but especially for boys, as 36% of them play every day compared to 19% of girls. Listening to the radio (music) is more popular among girls. 83% percent of girls 6-11 have listened to the radio in the last 30 days compared to 71% of boys.
This preference is also evidenced by their respective word-of-mouth communication about these two activities, with girls more likely to hear about and tell friends about music and boys more so for video games.