How consumers prefer to receive advertising.

Mediamark Research & Intelligence (MRI) has released a new consumer segmentation analysis—titled Responsiveness to Ads Across Media—categorizing U.S. adults according to the media in which they prefer to receive advertising messages.

Among other findings, the data show that nine percent of U.S. adults belong in the “Ads on Emerging Media Vehicles” segment, the group of consumers who say they are most interested in advertising delivered via such non-traditional media as mobile devices and product placement in video games, movies and in TV shows.

The median age of this segment is 35.5—younger than the median age of the other five segments.

Ads delivered via mass media are preferred by 17% of U.S. adults; an additional 17% of consumers belong in the “Ads on Paper” segment and are most interested in ads delivered in print.

The most populous segment, at 32% of U.S. all adults, is labeled “Ad Adverse,” meaning they are either disinterested in advertising delivered by any medium or they have not been exposed to a particular ad platform.

The 9% of U.S. adults who comprise the “Ads on Emerging Media Vehicles” segment are far more likely than the average adult to agree with the following statements.

• A celebrity endorsement may influence me to consider or buy a product.
• I’m always one of the first of my friends to try new products or services.
• I follow the latest trends and fashions.
• Brand name is the best indication of quality.

“Consumers who prefer advertising messages delivered through their mobile devices and through product placement tend to be younger, pro-innovation, procelebrity and pro-fashion,” said Anne Marie Kelly, Vice President of Marketing and Strategic Planning at MRI. “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.”

This segmentation classifies consumers according to their interest in advertising across different media. Consumers fall into one of six segments.

•• Ads on Emerging Media Vehicles: Members of this segment are most interested in ads delivered through non-traditional media including mobile devices and product placement in movies, TV shows, and in video games.
•• Ads on the Road: Members of this segment are most interested in advertising on billboards, taxis, buses and trains, at bus stops and train stations, and atop taxicabs.
•• Ads in Mass Media: Advertising delivered through magazines and electronic media such as TV, radio, and the Internet appeals the most to this segment.
•• Ads on Paper: Members of this segment are most interested in advertising delivered through print, which they find informative, relaxing and/or inspirational.
•• Ads at Events: The advertising that appeals most to this group is displayed at sports or entertainment events and through product placement in movies and TV shows.
•• Ad Adverse: Consumers in this segment are most likely either to be not interested in or to have not been exposed to advertising in TV, radio, newspapers, magazines and the Internet.

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Courtesy of http://www.mediamark.com/>