Environmentally conscious people have a high media consumption
Environmentally conscious people are more likely than average to read news and special-interest publications. However, this target group is also quite receptive to other types of media. This is evident from the figures in the 2014 MA Strategy study.
The Intermedia study was published on Thursday. Ecological issues are becoming increasingly important in politics, business and society. As a result, environmentally conscious target groups are increasingly becoming the focus of advertising and public communication.People who attach great importance to environmental protection and pay attention to ecological criteria in their shopping and households can be addressed by various media. They make above-average use of titles in the news and theme press, but hobby magazines are also conspicuously popular with this target group. However, paper does not only reach the environmentally conscious Swiss resident population in the form of newspapers and magazines. Direct mail can reach around 63 percent of this target group.
Electronic media in addition to print
Electronic media are also suitable for addressing environmentally conscious people. Around 75 percent of them can be addressed via radio stations, with public radio stations being particularly popular with this target group. However, people who attach great importance to environmental protection and pay attention to ecological criteria in their shopping and households are also more likely than average to go to the movies. Around 71 percent of this target group can also be reached via the Internet.
Data basis: MA Strategy 2014 study
The data can be found in the MA Strategy intermedia study by Wemf AG für Werbemedienforschung. The study enables user comparisons between media groups and relevant individual media from the press, television, radio, cinema, teletext, Internet, address directories, outdoor advertising and - newly - also direct mail. This means that all advertising-relevant communication channels are represented in the study. Advertisers can find out which media types or which type mix is best suited to reach their target group. The target group can be defined both by sociodemographic characteristics and by consumption characteristics. The latest MA Strategy publication is available at Wemf.ch ready for download
Image: Keystone
