People with children surf the Internet more often
Children influence the media usage habits of the adults who live in the same household as them. This finding is based on data from the MA Strategy 2013 study, which was published on Thursday.
The media consumption behavior of adults living in households with children up to the age of 19 differs from that of adults from childless households. The latter go to the movies more often than average. In contrast, respondents living in a household with a child spend more time on the internet than people from adult-only households.
Public radio stations are more popular with the childless
Adults living in households with children listen to private radio stations more often than average. Their consumption of public radio stations, however, is below the Swiss average. In contrast, respondents from childless households listen to more public radio stations than private radio stations. There are hardly any differences with regard to television consumption and reading print media. Whether someone lives in a household with or without children does not seem to have any influence here.
Data basis: MA Strategy 2013 study
The data can be found in the MA Strategy intermedia study by WEMF AG für Werbemedienforschung. The study enables a user comparison between media groups and relevant individual media from the areas of press, television, radio, cinema, teletext, Internet, address directories and outdoor advertising. Advertisers can find out which media categories or mix of categories is best suited to reach their target group. The target group can be defined according to socio-demographic characteristics as well as consumer characteristics. The latest MA Strategy publication is available from Thursday at Wemf.ch ready for download.
Image: Keystone
