Study shows the media use of the Sinus-Milieus
The 2008 Publisuisse Media Usage Study broke new ground. It asked in great detail which social groups use which media, using Sinus’s ten categories—the so-called Sinus Milieus—to define the social groups.
The Publisuisse Media Usage Study 2008 broke new ground. It asked in great detail which social groups use which media, using the ten categories of Sinus, the so-called Sinus-Milieus, for the social groups. Companies or sectors that have worked with the Sinus-Milieus as a marketing tool now have an initial detailed media usage profile of the milieus at their disposal. It is possible to say, at least for Switzerland, which milieus have which media mix. Conversely, it is also possible to say which media are used by which milieus and to what extent. This linking of Sinus-Milieus and media usage data offers new insights for marketing and media planning. Publisuisse, which commissioned the study, will be publishing the results in more detail in Publisuisse.news and on the Internet in the coming weeks.
The Sinus-Milieus group people in Switzerland into ten groups of like-minded people who have a similar relationship to fundamental values in life and exhibit comparable consumer behavior. In recent years, the SRG marketing unit Publisuisse has repeatedly initiated studies on the Swiss Sinus-Milieus. These have examined the areas of health, medicine and nutrition as well as the automotive market, among others.
In the automotive market, for example, the question was which milieus exhibit which car buying behavior so that they could be specifically targeted in advertising and the car ads could be placed more precisely. The study now closes a gap here by showing in more detail than ever which milieus use which media. The accuracy of advertising placement is therefore likely to increase.
For the study, a total of 7,309 individual web-based interviews were conducted with consumers aged between 15 and 74 over a two-week period, as detailed in the press release. In terms of content, the study covers various media groups, including TV, teletext, radio, the Internet, daily, free and Sunday newspapers, the financial and business press and magazines. It provides information on the use of these groups as well as on the most important advertising media, such as individual radio stations or newspaper titles. The authors of the study are Dr. Kerstin Schoegel and Dr. Clemens Koob, Managing Directors of the strategy consultancy Zehnvier in Zurich.
The 10 Sinus-Milieus:
