Survey of college students media consumption habits, to determine which platforms are best suited for marketing to the key 18-25 y.o. demographic.

1. Media Consumption & Advertising
Visibility Among Target
Demographic Group: Young Adults
James McCormack
Ricciardi College of Business
Bridgewater State College

2. WHAT MEDIUM DO WE SPEND OUR
MARKETING BUDGET ON?
WHERE CAN WE FIND THE TARGET
MARKET OF YOUNG ADULTS?
Problem Statement

3. Statement of Purpose
This research is being conducted in order to
determine where a limited marketing budget’s
promotions should be placed to reach the
target market, young adults, to make them
aware of the organization and the organization’s
offerings.

4. OBJECTIVE
What medium is the target segment using? Where
will the marketing promotions reach the target?
Where should the advertising budget be allocated?

5. Secondary Data

6. Web Advertising Eclipsed Newspapers in 2010
• Web adv. Up 15% $26B
• Newspapers $22.8B
• Cable TV $22.5B
• Broadcast TV $17.3B
• Radio $15.3B
According to Wall St. Journal & PricewaterhouseCoopers
6

7. AdobeOnlineAdvertising
Survey

8. AdobeOnlineAdvertising
Survey

9. Baynote Study of Online Purchases
“Paper catalogs influenced 81.9% more in-store
purchases and 42.9% more online purchases
than Facebook”
Email and Online Ratings were the most
influential purchase drivers for online and in-
store purchases.

10. The Survey
Young adults were surveyed on media
consumption/usage on
websites, reading newspapers and
magazines

11. Data Collection
• Survey was developed, using paper and and
then online surveys.
• Data was collected once a year over a three
year period, 2008-2010.
• College students were asked to anonymously
take the survey.
• Average respondent population was 75-100
per year.

12. Sample Survey Questions
• Have you heard of or have an awareness of any of the
following publications?
• Have you read any of these publications in the last
week?/Last Month?
• Which sections of the newspaper do you read or find
valuable?
• Where do you go to get news information?
• Where do you go to get entertainment information?
• Which websites have you visited this week?
• Do you value newspapers?/Magazines?/Websites?
• Do you trust ads in newspapers?/Magazines?/Websites?

13. The Data Results

14. What source do you use to
get news information?
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%

15. Please check any of these publications that you
have hear of or are aware of.
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%

16. Please check any of these publications that
you have read some part of in the last week?
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%

17. List websites that you have visited in the
past week
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%

18. How often do you read the
newspaper?
Daily
0%
Weekly
19%
Monthly
9%
Less Than
Monthly
48%
Not at all
24%
Frequency

19. Daily Internet Use
How many hours per day are you online?
0%
33%
62%
5%
Hours Online
< 1 Hour
1 -< 3 Hours
3 - < 6 Hours
6 + Hours

20. Do you read any newspaper’s websites?
Yes, 81%
No, 19%

21. Are newspapers valuable to you?
Yes, 57%
No, 43%

22. Do you value the ads in newspapers?
Yes
33%
No
67%
Value Ads?

23. Do you trust the ads in newspapers?
Yes
71%
No
29%
Trust Ads?

24. Do you value ads on web sites?
Yes
29%
No
71%
Value Web Ads?

25. Do you trust the ads on web sites?
Yes
10%
No
90%
Trust Web Ads?

26. Analysis
Media usage is shifting, but traditional media is still
valuable
An integrated marketing plan that uses multiple
media platforms is important in marketing.
In order to get noticed in a crowded media
space, marketers must use online media.
In order to build credibility, marketing must use
advertising in traditional media.

27. Recommendation
Move more marketing budget to online, social
media and mobile platforms to gain attention
while reserving some budget for marketing in
traditional media for credibility.
The message for all campaigns across integrated
marketing channels must be coordinated and
consistent so that the target will identify the
company across all media channels.

28. The Take Away
• Online or In Decline
–Marketers have to integrate and use online
marketing channels to get attention and
notice, choose the right channels for target
• Seven Touches
–The rule of multiple interactions across
multiple channels with the consumer
remains. Marketers need to use multiple
platforms, including traditional media to
maximize reach and build credibility

29. Limitations
• Limited audience in size, geography, age and
scope
• Data is aging while media are changing rapidly
• Focus was on traditional media
consumption, not usage
• No detail on radio or TV usage

30. Proposed Research Opportunities
• Extend the research
• Expand the audience
• Increase questions online, reduce media outlets
with more focus?
• Expand questions for online media usage?
• How are each media used, and how often?
• Do some channels serve a narrower focus?
• Follow up interviews for more qualitative data
• Are the differences in media usage statistically
significant enough to make an impact?

31. Future Research Questions
• Which social media works best for each marketing
objective?
• How do consumers use SM in consumer buying
behavior? Does SM influence consumer buying
behavior?
• How does SM amplify WOM?
• How can SM be used to increase brand loyalty and
brand enthusiasts?
• What is each SM best used for in MarCom?
• Can a best practice model for IMC be created?