Tabloid readers give expensive jewelry
Anyone who puts wristwatches or high-end jewelry under the Christmas tree as gifts is very likely to be an extrovert, male, and a reader of tabloids. This is shown by the Wemf study “MA Strategy Radar 2013.”.
The study was published on Thursday. Respondents who say they like to give other people wristwatches or high-quality jewelry are mostly materialistic, extraverted personalities with a tendency towards hedonism. They attach importance to a well-groomed appearance, correctness and adherence to conventions. When it comes to consumption, this group of people sets clear priorities. For the desired prestige, they rely on tried-and-tested products and strong brands. They usually pay the prices demanded for them. Otherwise, however, this target group is rather stingy. People who like to give away wristwatches and high-quality jewelry have an above-average consumption of tabloid entertainment media.
By contrast, respondents who rarely give wristwatches or high-quality jewelry as gifts prefer to read print media of a more serious nature - such as daily newspapers and family magazines. They tend to be introverted and conservative in character. With a share of 60.5 percent, the majority of people who like to give wristwatches and high-quality jewelry as gifts are male.
Data basis: MA Strategy Radar 2013
The data were collected as part of the MA Strategy Radar 2013 intermedia study conducted by Wemf AG für Werbemedienforschung. The study makes it possible to link media and consumption data with psychographic characteristics and value attitudes. Marketing and media professionals can use the MA Strategy Radar to quickly and comprehensively analyze their target group and their media consumption in all relevant media genres. The latest edition of the MA Strategy Radar was published on Thursday.
