[ press Release ]
High-Income Young Adult "Media Fivers" Provide Opportunity for Increase in Targeted Advertising Impressions
New Knowledge Networks reports show TV, Internet are drivers of increase in daily media time
Menlo Park, CA; March 23, 2011: A new series of Knowledge Networks reports shows that young adults (ages 18 to 34) who use, on average, five media a day (TV plus 4 other media) have increased their time spent with media by about 1.5 hours since 2009. These "Media Fivers" represent 4 million people in the U.S. – with high levels of income and education – whom advertisers can target across multiple screens. This media-intensive group consumes almost 2.2 hours more daily media than those young adults who use one less medium per day ("TV+3").
Knowledge Networks has found that 55% of "Media Fivers" have an annual household income of $75,000 or more, compared to only 21% of average 18 to 34 year olds. These heavy media consumers are also more educated than their counterparts; 38% are college graduates, versus 23% of the 18- to 34-year-old average.
KN's research further shows that young adults who use a greater variety of media – traditional and digital – have added media time since 2009, with TV and Internet accounting for most of that growth.
"Young adults' desire for access to digital content is clearly demonstrated by their growing use of screen-based media," said Bob DeFelice, Vice President of Client Service at Knowledge Networks. "Simultaneous use plays a major role in this growth, and just among 18-to-34 year olds we see many nuances in media use and combinations. This challenges advertisers and planners to find the right media combinations for reaching their targets with high efficiency. Their prodigious use of media clearly means they are available for messaging – but knowing where and when is essential. For Media Fivers, the ‘where' clearly includes TV and Internet as part of a carefully crafted media plan."
Media Time (Ages 18 to 34): '09 vs. '10
| Total media (2010) | Total Change Vs. (2009) |
TV (2010) | TV Change vs. (2009) | Internet (2010) | Internet Change vs. (2009) |
|
| TV only | 5:08 | +0:32 | 4:52 | +0:33 | 0:05 | -0:01 |
| TV+1 | 8:39 | +0:15 | 5:01 | +0:27 | 2:14 | -0:18 |
| TV+2 | 11:01 | +0:19 | 4:56 | +0:21 | 3:34 | +0:09 |
| TV+3 | 12:07 | -0:52 | 5:15 | +0:17 | 3:36 | +0:01 |
| TV+4 | 14:24 | +1:26 | 5:34 | +1:06 | 3:39 | +0:36 |
Source: MultiMedia Mentor®, Spring 2009 and Spring 2010
These latest MultiMedia Mentor® reports, dataset, and planning software are available to clients on demand through the new Knowledge Networks MediaCenter], which contains information and services that help firms effectively create media plans as well as understand connections among consumers, media, and technology.
The variety of new reports includes:
- Cumulative Audience Report: Cumulative audience levels for the eight media measured, as well as cumes for broadcast TV, cable TV, and 12 Internet
activities - Combinations of Media Use: Time spent with various combinations of TV, radio, newspapers, magazines and the Internet
- TV Detail: Breaks TV time spent into Live TV, DVR, and VOD time
Knowledge Networks is passionate about research in marketing, media, health and social policy – collaborating closely with client teams throughout the research process, while applying rigor in everything we do. We specialize in innovative online research that consistently gives leaders in business, government, and academia the confidence to make important decisions.
KN delivers affordable, statistically valid online research through KnowledgePanel and leverages a variety of other assets, such as world class advanced analytics, an industry-leading physician panel, an innovative platform for measuring online ad effectiveness, and a research-ready behavioral database of frequent supermarket and drug store shoppers.
