Print remains the most widely used medium

More than 6.1 million people, or 96.2 percent of the population aged 14 and over, use print. This confirms the print media's leading position. They remain the most-used media genre and are positioned ahead of the electronic media of television, Internet and radio. Only among the generation of digital natives does the Internet come out on top and lead the ranking of the most-used media. The results come from the MA Strategy intermedia study conducted by WEMF AG für Werbemedienforschung. The study enables user comparisons between entire media groups. Here is the ranking of media users for the three main age groups:

Digital natives: 14 to 34 years

The 14-34 age group includes the first generation to grow up with the new technologies of the digital age, such as e-mails, the Internet and cell phones. The birth year 1980 is considered the oldest cohort of digital natives.

The Internet is establishing itself as the clear lead medium in this target group. Nevertheless, young people also love the old media. Thanks to commuter newspapers, the press follows with 83.6 percent. 20 Minuten and Blick am Abend make a significant contribution to the strong newspaper value. Television and radio are positioned behind magazines in fourth and fifth place.

Internet 96.7%
- Newspapers 83.6%
- Magazines 77,9%
- Television 76.9%
- Radio 65,2%

Middle Age: 35 to 54 years

The middle age group of 35 to 54-year-olds is one of the most consumer-intensive target groups. Households with children are particularly well represented.

In this age group, magazines are the strongest medium and the only genre with over 90 percent reach. However, it is likely to be only a matter of time before the Internet also becomes the leading media channel among 35- to 54-year-olds.

- Magazines 90,7%
- Internet 88.8%
- Newspapers 88.5%
- Television 82.6%
- Radio 77.6%

Best Agers: 55 plus

The age group of Best Agers has the greatest disposable assets, which makes them attractive for many products and services. The target group currently comprises one-third of people aged 14 and over - and the trend is rising. The older the target group, the higher the media usage. No less than three media types achieve reach rates of over 90 percent. The digital immigrant target group prefers print media in particular. Television is also among the top three, well ahead of radio and the Internet.

- Magazines 96.2%
- Newspapers 94.5%
- Television 91.8%
- Radio 79.2%
- Internet 58.2%

MA Strategy new with Direct Mail

Thanks to the uniformly recorded media performance in the form of RUS (Regular Readership/ narrow user group), MA Strategy is used to create or evaluate media strategies. The study enables performance comparisons between media groups and relevant individual media from the areas of newspapers, magazines, television, radio cinema, teletext, Internet, address directories, outdoor advertising and - for the first time - direct mail. MA Strategy evaluates the media at the level of reach (narrower circle of users) as well as suitability in relation to socio-demographically or consumption-related defined target groups.

Otto Meier