NEW YORK, NY — Nine-percent of U.S. adults prefer to receive their advertising through emerging media vehicles, according to a new report from Mediamark Research & Intelligence. The group, one of six consumer groups identified by MRI, is especially drawn to advertising presented via non-traditional media such as mobile devices and product placement in video games, movies and TV shows.Although the median age of this segment is 35.5, younger than the median age of the other five segments, one third of the group is composed of baby boomers or older, according to MRI Vice President of Marketing and Strategic Planning Anne Maria Kelly.
Ads delivered via traditional mass media (magazines, TV, radio and the internet) are preferred by 17-percent of U.S. adults. An additional 17-percent of consumers belong in the “Ads on Paper” segment and are most interested in ads delivered in print. They report they find such ads informative, relaxing and/or inspirational, the report noted.
“Ads at Events” and “Ads on the Road” categories were occupied by 13-percent and 12-percent of U.S. adult, respectively. The former group prefers to see ads displayed at sports or entertainment events and through product placement in movies and TV shows, and the latter prefers to see ads on billboards, taxis, buses and trains, at bus stops and train stations, and atop taxicabs.
The most populous segment, at 32-percent of U.S. all adults, is labeled “Ad Adverse.” These consumers either are disinterested in advertising delivered by any medium or they have not been exposed to a particular ad platform.
According to MRI, the 9-percent of U.S. adults who compose the “Ads on Emerging Media Vehicles” segment are far more likely than the average adult to agree that celebrity endorsements influence them to consider or buy a product. They report being one of the first to try new products or services and they follow the latest trends and fashions. For them, brand names are the best indicators of quality, according to the report.
“Consumers who prefer advertising messages delivered through their mobile devices and through product placement tend to be younger, pro-innovation, pro-celebrity and pro-fashion,” Kelly said. “Today’s marketers are extending their messaging through non-traditional advertising vehicles to engage today’s busy audiences. This segmentation analysis helps them to target the kinds of consumers most receptive to their media plan.”
