6 audience segments defined by preferences (hint: trust is key)
By Donald Williams and Rahul Sethi
As appearing on the INMA blog on May 16, 2018.
Newspaper and Magazine audiences are generally viewed through a limited lens, but the recently released Vividata’s Spring 2018 Study is expanding the way we look at these audiences.
The Attitudes Towards Media segments provide unique findings for Newspaper Brand audiences. There are six distinct groups (see Figure 1) that showcase the various attitudes and preferences Canadians have for different media vehicles.
Looking at newspaper audiences from the perspective of attitudes and preferences brings to light unique behaviors beyond simply mirroring age, gender, income, and so on. Certain behaviour is simply dictated by personal preference. Those who have a shared preference, behaviour, or a way of thinking may share some demographic qualities, but this is not always the case. And so, if we just stick to looking at the demographic make-up of who audiences are, and disregard why audiences engage with certain media the way they do, we miss an opportunity for building deeper relationships with them.