Bridge Ratings Looks At 'Media Proclivity By Lifestyle'
August 2, 2010 at 4:28 AM (PT)
In a new study, BRIDGE RATINGS writes, "It is a wide-held belief that people living in the same neighborhoods tend to have similar lifestyles, proving the old adage that 'birds of a feather flock together' still holds true. To a large extent, you are where you live! NIELSEN's lifestyle segmentation systems define every neighborhood in the U.S. in terms of 67 distinct lifestyle types using ground-breaking segmentation techniques."
BRIDGE RATINGS recently completed a national year-long, 7,000 person study analyzing these "lifestyle clusters" for "media proclivity" or the predisposition or natural inclination for preference of Traditional radio, Internet radio, MP3 players, satellite radio, podcasting, smartphones and social networks.
The better media companies understand the relationship between lifestyle and media consumption, the more effective will be their marketing efforts and the more profound their ability to compete in a world where media consumers are in constant motion.
Pres./CEO DAVE VAN DYKE said, "Why is this analysis so important? The better media companies understand the relationship between lifestyle and media consumption, the more efficient and effective will be their marketing efforts and the more profound their ability to compete in a world where media consumers are in constant motion."
BRIDGE concludes, "With deepening competition, traditional radio is rapidly learning that its identity and consumer appeal are tied to multiple media associations. The advantage of traditional radio -- among other things -- is its vast mass audience which it has accumulated over years of use. It's comfortable and free and it's "ease-of-use" ranks among the highest of all media."
The study highlights:
* Lifestyle often determines key consumer pockets for media affinity
* Lifestyle clusters are excellent indicators of where early-adopters live. Knowing this coupled with previous cluster analysis can help traditional radio determine which new media are most compatible with its heaviest users.
* Lifestyle clusters highlight variations in media use and ease the confusion associated with marketing to these consumers.
* Previous assumptions about media compatibility are often shattered by better understanding proclivity for potential media partnerships.
As current media alternatives continue to attract usage among consumers of traditional radio, learning to leverage the appropriate media distribution will be key to maintaining radio's mass usage, says the study.
"Rather than thinking of these alternatives as competitors, it is important to view them as valuable tools that will enable traditional radio operators to reach TODAY's migratory media consumer," concludes BRIDGE.