Summary Report

Transcription

Summary Report

Media habits
1
Media Habits of the Middle
Class in Tehran
2015 © aftabnetad.com
All Right Reserved
Media habits
2
Media habits of the middle
class in Tehran
September 2015
All Right Reserved
Media habits
Concepts & Methodology
All Right Reserved
3
Market-Oriented Marketing Process
Media habits
4
Market Segmentation
Choosing Target Markets
Positioning
Mixed Marketing decision
Run ( Organization & Resource Allocations)
Marketing Control
All Right Reserved
Marketing
Info
Criteria for market segmentation
Media habits
Geographic
Region, city or geographic size,
dispersion, climate
Demographic
Age, gender, race, job
Social Class
Psychological
Lifestyle, personality
Behavioral
Indications, Product Reaction
Consumption Habits
All Right Reserved
5
Social Class
Media habits
6
The division of members of a society into a hierarchy of
distinct status classes, so that members of each class
have either higher or lower status than members of
other classes.
Schiffman et al., 2006
All Right Reserved
Social Class Measurement
Media habits
7
 Subjective criteria: According to their estimate of the social
classes
 Criteria based on reputation : Based on Judgment of others
 Objective criteria : Based on the answers to a series of
Socioeconomic questions
All Right Reserved
Objective criteria
Media habits
8
One variable indicators
Job
Education Degree
Income
Other indicators
Multivariate indicators
(Index of Status Characteristics) –
(Socioeconomic Status Score) –
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o
–
–
–
–
o
Multivariate indicators
Media habits
Indicator status characteristics (ISC)
Combined balanced criteria
 Job
 Source of Income
 Type of home / place of residence
Socio-economic status (SES)
Multiple criteria used in the US Census Bureau
 Employment Status
 Family Income
 Academic position
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9
Local model assessment of social class
Media habits
10
o Educational level of household head
o Job of head of household
o Income & Expenses of household(household monthly income, the
percentage of spending on household income)
o Real estate property(Region of residence, type of home ownership, residential
size, the age of the building)
o Living Facilities(Facilities, location, conditioned, furniture)
o Other facilities(Type of vehicle, type of children's school, club membership, the
number of foreign travel, Purchasing power of interesting necessary goods)
All Right Reserved
Media Usage Habits
Media habits
All Right Reserved
11
Sampling plan
Media habits
12
Map of Tehran Municipality
(Multi-Stages) ‫ ﭼﻨﺪ ﻣﺮﺣﻠﻪ اي‬:‫روش ﻧﻤﻮﻧﻪ ﮔﻴﺮي‬
(‫•ﻣﺮﺣﻠﻪ اول )اﻧﺘﺨﺎب ﻣﻨﺎﻃﻖ ﺷﻬﺮداري‬
All Right Reserved
Sampling Plan-Second Phase
Media habits
Municipality
Local subsidiary
13
Randomly selected
neighborhoods
2
Gisha, Shahrara, Shahrak-e-Jandarmeri, Shahrak-e-Azmayesh,
Marzadaran Blvd, Starkhan, Tarasht
Gisha,Satarkhan
5
Janatabad, Punak, Hesarak, Bagh-e-Feyz, Shar-e-Ziba, Ferdos,
Sharak-e-Ekbatan, Sadeghiye
Punak, Ferdos
6
Fatemi Street, Keshavarz Blvd, Taleghani Street, Yousef Abad,
Karegar Shomali, Karim Khan, Saei Park, Argentine Square
Keshavarz Blvd, Yousef Abad
7
Shahid Beheshti Street, Motahari Street, Shariati Street, Sbalan
Street
8
Majidiye, Narmak, First Square Tehran Pars
22
Shahrak-e-Cheshme, Sharak-e-Rahahan, Shahrak-e-Olampic,
Sharak-e-Omid, Shahrak-e-Bagheri, Shahrak-e-Apadana, Sharan,
Sardar Jangal…
All Right Reserved
Shahid Beheshti Street,
Motahari Street
Narmak, First Square Tehran
Pars
Sharak-e-Rahahn, Saardar
Jangal
Sampling plan-Allocation of samples
Media habits
14
Municipality
Total
sample
First selected
neighborhood
Size of
Sample
Secound selected
neighborhood
Size of
Sample
2
120
Gisha
60
Satarkhan
60
5
148
Punak
74
Ferdos
74
6
42
Keshavarz Blvd
21
Yousef Abad
21
7
60
Shahid Beheshti
Street
30
Motahari Street
30
8
70
Narmak
35
First Square Tehran Pars
35
22
24
Sardar Jangal
12
Shahrak-e-Rah Ahan
12
All Right Reserved
Media habits
15
Demographic Characteristics of Respondents
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Demographic Characteristics
Media habits
37.6%
62.4%
Single
Married
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16
48.2%
51.8%
Female
Male
Media habits
60<
60-51
1.1%
5.1%
50-41
15.7%
40-31
23.1%
30-26
26.6%
25-21
20-15
20.6%
6.9%
All Right Reserved
17
Media habits
%۵
18
%١۵
%١٩
High school diploma
Diploma and Associate Degree
BS
Master's degree or higher
%۶١
All Right Reserved
‫‪Demographic Characteristics‬‬
‫‪19‬‬
‫‪Media habits‬‬
‫‪%٢‬‬
‫‪%۵‬‬
‫‪%٣‬‬
‫ﻋﺪم اﺷﺘﻐﺎل‬
‫ﻛﺎرﮔﺮ ﺳﺎده‬
‫ﻛﺎرﻣﻨﺪ ﻧﻴﻤﻪ ﻣﺎﻫﺮ‬
‫‪%١٨‬‬
‫‪%۴۶‬‬
‫ﻛﺎرﻣﻨﺪ ﻣﺘﺨﺼﺺ‬
‫ﻧﻴﻤﻪ ﺣﺮﻓﻪ اي‬
‫ﻛﺴﺐ و ﻛﺎر ﺷﺨﺼﻲ‬
‫ﺣﺮﻓﻪ اي و ﻣﺪﻳﺮ‬
‫‪%٢٠‬‬
‫‪%۶‬‬
‫‪2014 © aftabnetad.com‬‬
‫‪All Right Reserved‬‬
Family Characteristics
Media habits
All Right Reserved
20
Media habits
21
%۵
%١٧
%١٨
High school diploma
Diploma and Associate Degree
BS
Master's degree or higher
%۶٠
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Media habits
22
%٢ %٢
%٨
%٧
%٧
Unemployment
Worker
Semi-skilled worker / specialist
Semi Pro
Business Owner
Professional and Director
%٧۴
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The Monthly Income of Households
Media habits
7.5-10 Million
5-7.5 Million
3-5 Million
0.3%
1.3%
19.5%
50.0%
1.5-3 Million
25.1%
800 Thousand-1.5 Million
500-800 Thousand
3.8%
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23
Media habits
Media Habits
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24
Media habits
25
The flowing Media Plan was prepared
by AftabNet and based on the inhouse
“Media Habits Research”.
All Right Reserved
Media habits
TV Habits
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26
The Regular Time of Watching TV
Media habits
27
45.7%
32.4%
Before or during
breakfast
Before noon
Noon and lunchtime
All Right Reserved
Late Night
16.2%
In the evening and
dinner
15.1%
afternoon
16.5%
Midnight
25.7%
23.0%
Types of Favorite TV Programs
Media habits
28
78.4%
57.6%
29.5%
21.4%
All Right Reserved
13.0%
10.0%
8.1%
4.9%
Political
13.8%
Academic
14.3%
Economy
14.3%
Religious
14.6%
Cartoon
Competition
Documentary
Education
Athletic
Comics
Family
News
Film and Series
15.4%
Cultural
24.9%
Health
30.5%
Social
30.8%
All Right Reserved
11.6% 10.0%
8.6%
5.1%
4.6%
3.2%
Shoma Channel
Regional Channel
7.3%
Quran Channel
Media habits
Ofough Channe
Amuzesh Channel
Mostanad Channel
Jam-jam Channel
Puya Channe
Channel 4
Bazar Channel
Khabar Channel
HD Channel
Varzesh Channel
44.9%
Nasim Channel
Channel 5
Channel 2
Channel 1
54.3%
Namayesh Channel
IFILM Channel
Channel 3
Favorite TV Channels
29
71.4%
52.4% 51.0% 51.0%
42.7%
31.4% 30.5%
24.9%
19.2% 18.1%
17.3%
All Right Reserved
12.7%
7.3%
6.8%
18:20 News Channel 5
11.9%
19 News Channel 1
Media habits
20 News Channel 4
13.2%
14 News Channel 1
15.4%
Sport News Channel 3
News of Khabar Channel
21 News Channel 1
25.9%
22 News Channel 3
22:30 News Channel 2
2:30 News Channel 2
Favorite News TV Programs
30
52.4%
22.2%
3.2%
All Right Reserved
7.3%
6.5%
5.4%
4.3%
Wrestling National Team
Other Sports
National basketball team
National weightlifting team
17.3%
World Cup and Europe Cup
Olympic and Asian
25.1%
Premier League football
Europe League and Champions
League
34.3%
National volleyball team
National Football Team
Favorite Athletics & Sports Programs
Media habits
31
32.4%
23.2%
15.9%
Radio Habits
Media habits
All Right Reserved
32
The Regular Time of Listening Radio
Media habits
33
39.7%
22.2%
19.8%
15.9%
All Right Reserved
Midnight
In the evening
and dinner
afternoon
Noon and
lunchtime
Before noon
Before or during
breakfast
5.6%
7.9%
Late Night
10.3%
All Right Reserved
8.7%
7.9%
6.3%
6.3%
5.5%
Health and Care
Performing and cultural
Other
Scientific Programs
11.9% 11.9% 11.1% 11.1%
9.5%
Consultation
Economic business news
Religious programs
Learnings Programs
Games and entertainment
18.3% 16.7%
15.0%
Social
Athletic
Political
Family
Comics
Music
Types of Favorite Radio Programs
Media habits
34
50.0%
32.5%
Favorite Radio Channels
Media habits
35
54.0%
36.5%
30.1%
19.8%
15.1% 14.3%
13.5%
9.5%
7.9% 7.9% 7.1%
6.3%
All Right Reserved
4.7% 3.9%
2.3% 1.5% 1.5% 1.5% 1.5% 1.5%
7.1%
All Right Reserved
Golobal News at 20
11.9%
Other News
Media habits
Afternoon Nwes of Payam
Radio
11.1%
Morning News of Payam Radio
Radio Javan News at 14:30
Radio Javan News at 8:30
7.1%
Golobal News at 14
Golobal News at 8
Golobal News at 7
Favorite News Radio Programs
36
30.2%
18.3%
12.7%
9.5%
6.3%
Cell Phone
Habits
Media habits
All Right Reserved
37
‫‪Attitudes about phone ads‬‬
‫‪38‬‬
‫‪Media habits‬‬
‫‪%٢‬‬
‫‪%١٠‬‬
‫ﻋﺪم ﭘﺎﺳﺦ ﺑﻪ ﺷﻤﺎره ﻫﺎي ﻧﺎآﺷﻨﺎ‬
‫‪%٣٩‬‬
‫‪%٢١‬‬
‫ﻗﻄﻊ ﺗﻤﺎس در ﺻﻮرت ﺗﺒﻠﻴﻴﻐﺎﺗﻲ ﺑﻮدن‬
‫ﺷﻨﻴﺪن و ﻋﺪم ﺗﻮﺟﻪ‬
‫درﻳﺎﻓﺖ ﻣﺸﺨﺼﺎت ﭘﻴﮕﻴﺮي در ﺻﻮرت ﺟﺬاﺑﻴﺖ‬
‫ﺧﺮﻳﺪ در ﺻﻮرت ﺟﺬاﺑﻴﺖ‬
‫‪%٢٨‬‬
‫‪2014 © aftabnetad.com‬‬
‫‪All Right Reserved‬‬
Attitude toward SMS advertising
Media habits
39
%۵
%٨
%٢۴
Inactive
‫ﻏﻴﺮﻓﻌﺎل‬
Remove
receiving
‫درﻳﺎﻓﺖ‬
‫از‬after
‫ﺣﺬف ﺑﻌﺪ‬
‫ﺧﻮاﻧﺪن‬
‫از‬after
‫ﺣﺬف ﺑﻌﺪ‬
Remove
reading
‫ﺟﺎﻟﺐ‬
‫ﻧﮕﻬﺪاﺷﺘﻦ‬
Keep‫ﺗﺒﻠﻴﻐﺎت‬
interesting
Ads
‫ﺟﺎﻟﺐ‬
‫ﺗﺒﻠﻴﻐﺎت‬
‫ ﭘﻴﮕﻴﺮي‬Ads
Follow
up interesting
%٢٧
%٣۶
All Right Reserved
Internet Habits
Media habits
All Right Reserved
40
Online activities when using the other media
Media habits
Never
Regulary
15.4%
37.3%
Sometimes
47.3%
All Right Reserved
41
Type of devices for logging onto the Internet at
home
Media habits 42
60%
53.9%
50%
40%
32.8%
28.6%
30%
20%
10.4%
10%
0%
Cellphone
Laptop
All Right Reserved
PC
Tablet
The most places for using the internet
Media habits
43
66.4%
25.7%
9.5%
House
Work
Restaurant/Café
All Right Reserved
7.1%
7.1%
Education Place
Other
Typical applications of the Internet for users
Media habits
66.0%
65.6%
44
62.7%
44.8%
42.7%
32.4%
11.2%
All Right Reserved
10.8%
The most visited website every day
Media habits
45
50%
45%
40%
35%
30%
44.0%
39.4%
31.1%
29.4% 28.4%
25%
20%
25.3%
17.4%
15%
10%
5%
0%
All Right Reserved
14.5%
12.9% 12.9% 12.9%
The main use of the Internet in different places
Media habits
46
70%
60%
50%
Social Network
‫اﺟﺘﻤﺎﻋﻲ‬
‫ﺷﺒﻜﻪ ﻫﺎي‬
40%
Email
‫اﻳﻤﻴﻞ‬
‫ﺟﺴﺘﺠﻮ‬
Search‫ﻣﻮﺗﻮر‬
Engine
‫ﭼﺖ‬
Chat
30%
‫ﺳﺮﮔﺮﻣﻲ‬
Entertainment
‫ﺗﻠﻔﻦ‬
Telephone
20%
10%
0%
‫ﻣﻨﺰل‬
House
‫ﻛﺎر‬
‫ﻣﺤﻞ‬
Work
‫ﻣﺤﻞ ﺗﺤﺼﻴﻞ‬
‫ رﺳﺘﻮران‬/‫ﻛﺎﻓﻪ‬
Education
Places Restaurant/Cafe
All Right Reserved
Social Network Habits
Media habits
All Right Reserved
47
Routine places for using social networks
Media habits
Education Place/Library
Restaurant/Café
Work
7.05%
11.60%
17.40%
62.60%
House
All Right Reserved
48
Popular social networks
Media habits
49
90.0%
48.9%
Viber
Line
40.2%
37.7%
Facebook
Intagram
All Right Reserved
31.1%
Whatsapp
The usage of social networks
Media habits
57.8
52.6
57.6
50
Several times a day
66.2
82.7
One time a day
Several times a week
One time a week
One to three times a month
Less than one time a month
25.6
24.1
24.7
17.5
10.9
Viber
Line
Facebook
All Right Reserved
Intagram
Whatsapp
The Level of Engage with brands on social networks
Media habits
51
55.6
29.04
22.8
Viber
Line
Facebook
All Right Reserved
18.2
Intagram
14.1
Whatsapp
Preference for view advertising on social networks
Media habits
52
43.1
31.1
19.08
13.6
3.7
Viber
Line
Facebook
All Right Reserved
Intagram
Whatsapp
Media habits
Journal Habits
All Right Reserved
53
The last Reads Magazines
Media habits
54
%٧
%٣٢
%٢٧
More than a montha go
Last mont
Last week
Several days ago
Today
%١٩
%١۵
All Right Reserved
Common places of Reading magazines
Media habits
55
67.1%
20.1%
16.1%
15.4%
6.7%
House
Public Places
Other
All Right Reserved
Work Places
Internet
2.7%
Education Places
Type of favorite journals
Media habits
56
47.7%
31.5%
23.5% 22.1%
20.1% 20.1%
18.1%
15.4%
9.4%
All Right Reserved
8.1%
7.4%
6.7%
6.0%
5.4%
Types of widely used journal
Media habits
57
45%
40%
39.6%
39.6%
37.5%
33.3%
35%
30%
25%
22.9%
20%
15%
12.5%
10%
5%
0%
Social
Psychology
Health
All Right Reserved
Scientific
Cultural
Athletics
The usage of popular journal
Media habits
Sibe Sabz
Zendegi Ideal
16.3
%24
39.9
58
%32
‫ﻛﻢ‬
Low
‫ﻣﺘﻮﺳﻂ‬
Average
High
‫زﻳﺎد‬
‫ﻛﻢ‬
Low
Average
High
‫زﻳﺎد‬
43.6
%44
All Right Reserved
The usage of popular journal
59
Media habits
Khanevade Sabz
Chelcheragh
Sanaz-Saniya
3.3
10
24
56.2
19.5
8.2
11.1
‫ﻛﻢ‬
Low
Average
High
‫زﻳﺎد‬
86.6
All Right Reserved
Low
‫ﻛﻢ‬
Average
‫زﻳﺎد‬
High
80.5
‫ﻛﻢ‬
Low
Average
‫زﻳﺎد‬
High
Media habits
60
Newspaper
Habits
All Right Reserved
The last Reads Newspaper
Media habits
%٢٢
61
%٢۴
Today
Couple days ago
last week
last month
more than amonth ago
%۵
%١٣
%٣۶
All Right Reserved
Common places of Reading Newspaper
Media habits
62
47.7%
43.8%
16.3%
11.8%
7.8%
3.9%
House
Public Places
Other
All Right Reserved
Work Places
Internet
Education Places
Type of Favorite Newspaper
Media habits
39.9%
63
39.2%
33.3%
19.0%
13.1%
All Right Reserved
12.4%
9.2%
7.2%
All Right Reserved
Real Estate
17.0% 17.0% 15.7%
14.4% 13.1%
12.4% 11.8%
vehicle
Media habits
Fashion Life style
Nature and Tourism
Technology & Communications
Art & Culture
Nutrition and Health
Iran and world news
19.6%
Economy and stock
Film & Entertainment
Political
31.4% 30.6%
Business
Leading Articles
General News
38.6%
Accident
Athletic
Favorite content pages
64
35.9%
28.8%
24.2%
9.2% 7.8%
Types of widely used Newspaper
Media habits
65
60%
54.1%
50%
40%
32.7%
30%
29.6%
20.4%
20%
18.4%
10%
0%
Social
Economics
All Right Reserved
Athletics
Health
Political
The Favorite Pages of Newspaper for High
Consumption Contacts
Media habits 66
50%
44.9%
45%
40%
37.8%
36.7%
39.8%
41.8%
35%
30%
25%
20%
15%
10%
5%
0%
Athletics
Accidents
General News
All Right Reserved
Leading Articles
Commerce &
Business
The usage of famous newspaper
Media habits
Hamshahri
Iran
15.5
56.5
24.8
‫ﻛﻢ‬
Low
Average
High
‫زﻳﺎد‬
32
39
Jam e Jam
‫ﻛﻢ‬
Low
Average
High
‫زﻳﺎد‬
29
All Right Reserved
67
32.9
40.1
Average
High
‫زﻳﺎد‬
26.8
‫ﻛﻢ‬
Low
The usage of Popular Newspaper
Media habits
Etemad
68
Khabar e varzeshi
6.5
10.6
36.9
56.4
‫ﻛﻢ‬
Low
Average
High
‫زﻳﺎد‬
19.1
‫ﻛﻢ‬
Low
Average
High
‫زﻳﺎد‬
70.1
All Right Reserved
Media habits
69
Outdoors Media Habits
All Right Reserved
26.6%
During the Driving
‫ﺣﻴﻦ ﺣﺮﻛﺖ اﺗﻮﻣﺒﻴﻞ‬
Traffic Jam
‫ﻫﻨﮕﺎم ﺗﺮاﻓﻴﻚ‬
Behind the red
light
‫ﭼﺮاغ ﻗﺮﻣﺰ‬
‫ﭘﺸﺖ‬
Considering outdoor advertising in different
situations
Media habits 70
37.2%
21.2%
All Right Reserved
Media habits
All Right Reserved
Other
17.9%
Urban Screens
31.6%
Indoor spaces advertising
signs like subway, airport
squares and main streets of
the city Billboards
32.5%
Bus Ads
Boards pedestrian bridges
Highway billboards
Top preferences outdoor advertising
71
65.7%
31.3%
12.2%
3.9%
Media Consumption
Media habits
All Right Reserved
72
Media Consumption During a Day
Media habits
TV
Satellite
Radio
Journal
Internet
Social Network
73
News Paper
%٢١
%٢٩
%۵
%۶
%١۵
%۶
%١٨
All Right Reserved
Media Consumption
Media habits
TV
‫اﺻﻼ‬
Never
Between
5
‫ﺳﺎﻋﺖ‬
5 one
‫ﺑﻴﻦ&ا ﺗﺎ‬
hour
74
Radio
Under1one
‫ﺳﺎﻋﺖ‬
‫زﻳﺮ‬hour
‫ﺳﺎﻋﺖ‬
5 ‫از‬5 hour
‫ﺑﻴﺶ‬
More than
Under One Hour
More than 5 Hour
Between 1 & 5 Hour
Never
%١٠ %۶
%٢۵
%٢٩
%۶٨
%۵
%٢
%۵۵
All Right Reserved
The Usage of Media
Media habits
Social Network
Internet
A few times a day
One time a day
A few times in a week
one time in a week
One to three times in a month
Less then one time in a month
Never
A few times a day
One time a day
A few times in a week
one time in a week
One to three times in a month
Less then one time in a month
Never
%٣٩
75
%١
%٣ %١
%٣٩
%٣٧
%١٠
%۴٣
%۵
%٨
%١
%٧
%٣
All Right Reserved
%٣
The Usage of Media
Media habits
Cell Phone
Never
‫اﺻﻼ‬
‫ﺳﺎﻋﺖ‬
‫زﻳﺮ‬
Under 11hour
‫ﺳﺎﻋﺖ‬
5 1‫ا&ﺗﺎ‬5 ‫ﺑﻴﻦ‬
Between
hour
76
Presence in public places
‫ﺳﺎﻋﺖ‬
5 ‫از‬5 ‫ﺑﻴﺶ‬
More than
hour
%۴
Under11‫زﻳﺮ‬
hour
‫ﺳﺎﻋﺖ‬
‫ﺳﺎﻋﺖ‬
21‫ &ﺗﺎ‬21hour
‫ﺑﻴﻦ‬
Between
More than
hour
‫ﺳﺎﻋﺖ‬
5 ‫از‬5 ‫ﺑﻴﺶ‬
Never
‫اﺻﻼ‬
%١۶
%٣
%٣٨
%١۵
%۴۶
%٨
%۴٢
%٢٨
All Right Reserved
‫ﺳﺎﻋﺖ‬
52‫ &ﺗﺎ‬52hour
‫ﺑﻴﻦ‬
Between
Media Consumption
Media habits
Journal
77
News Paper
‫اﺻﻼ‬Never
‫ﻛﻤﺘﺮ‬
‫ﻣﺎه‬in‫در‬
‫ﻳﻚ ﺑﺎر‬
One‫ﻳﺎ‬
time
a month
‫ اﺻﻼ‬Never
‫ﻛﻤﺘﺮ‬
‫ﻣﺎه‬in‫در‬a month
‫ﻳﻚ ﺑﺎر‬
One‫ﻳﺎ‬time
4 time‫از‬in‫ﻛﻤﺘﺮ‬
a
‫ﻣﺎه‬Less
‫ در‬than
‫ﭼﻬﺎر ﺑﺎر‬
One ‫اي‬
time‫ﻫﻔﺘﻪ‬
in a
‫ﻳﻜﺒﺎر‬
than‫ﭼﻬﺎر‬
4 time
a
‫ ﻣﺎه‬Less
‫ﺑﺎر در‬
‫از‬in‫ﻛﻤﺘﺮ‬
‫ﻫﻔﺘﻪ اي‬
One time
in a week
month
‫ﻫﻔﺘﻪ‬
‫ﺑﻴﺶ از‬
More‫در‬
than
one time
in a week
month
‫ﻫﻔﺘﻪ‬
‫در‬
‫ﺑﻴﺶ‬
More than
one ‫از‬
time
in a week
week
%۴
%٣
%٨
%١٧
%٨
%۴
%٢٣
%۶٢
All Right Reserved
%١١
%۶١
Characteristics of the different
consumer categories
Media habits
All Right Reserved
78
The media usage and gender of respondents
Media habits
79
58.9%
51.5%
43.1%
34.7%
Low Usage
Average Usage
High Usage
6.3%
5.4%
Female
Male
All Right Reserved
The media usage and Marital status of respondents
Media habits
80
80%
69.6%
70%
60%
49.6%
50%
46.3%
Low Usage
40%
Average Usage
High Usage
30%
21.6%
20%
8.8%
10%
4.1%
0%
Bachelor
Married
All Right Reserved
The Media Usage & the age of respondents
Media habits
85.2%
82.0%
64.8%
60.5%
64.5%
58.2%
37.4%
14.8%
8.6%
25-25
4.8%
30-25
4.4%
40-30
All Right Reserved
Low Usage
Average Usage
High Usage
33.9%
30.5%
30.9%
20-15
81
1.6%
50-40
11.0%
7.0%
More than 50
The Media Usage & Education Degree
Media habits
82
87.9%
71.6%
60.9%
52.2%
44.5%
Low Usage
Average Usage
High Usage
32.6%
17.6%
10.8% 10.5%
3.3%
10.5%
6.5%
High school diploma & Diploma and Associate
Lower
Degree
All Right Reserved
BS
Master's degree or
higher
The Media Usage & Type of job
83
Media habits
Low Usage
Average Usage
High Usage
79.2%
64.3%
57.2%
56.4%
58.6%
57.9%
55.6%
45.3%
37.8%
31.6%
28.6%
22.2%
22.2%
16.7%
All Right Reserved
Business Owner
Semi Pro
Specialist
10.5%
7.1%
Professional &
Director
8.6%
2.6% 4.3%
Semi-skilled
worker/Specialist
4.2%
Worker
Unemployment
5.0%
Results and Findings
Media habits
84
A variety of middle class & The necessity of segmentation& Targeting more accurate
audience targeting
Changing media tastes of people & Media diversity consumption of different groups of
middle-class
Presence of multimedia by considering the diversity each media consumption and
consumer level
Identification and purposive and optimization presence in the popular media for the target
group
Considering and targeting new media Contact person to person and Interactive with the
audience
All Right Reserved
Media habits
All Right Reserved
85

Summary Report

Transcription

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