Media professionals' digital bias

New research from the Media Behavior Institute bolsters what many of us have long suspected: that we—the media and advertising pros who claim to best understand consumer behavior—are rather different than the consumers we often represent. As reported in MediaPost:

While the data is based on a small sample, the findings are striking, because the media pros reporting were so dramatically different than average consumers, especially when it came to their use of Internet-connected computers and mobile devices.

Amazingly, the media pros spent 53% of their waking day interacting with email, vs. 20% for the general population, and they spent 28% accessing the Internet vs. 15% for average consumers.

Their use of mobile apps and social networks were similarly distorted, which may go a long way toward explaining Madison Avenue’s obsession with those media platforms.

Ninety-two percent of the media pros utilized mobile apps, and they used them for 11% of their waking day, on average. Only 25% of consumers utilize mobile apps, and use them for 6% of their waking time on average.

Exactly half of the media pros used a social network and accessed it for 19% of their waking time vs. 19% of consumers who used it for 7% of their waking time.

Also notable was the finding that, "When it comes to 'traditional media,' consumers utilize all forms—especially radio—more than industry pros with the exception of print."

The research was presented by the Media Behavior Institute during MPG’s Collaborative Alliance session during Advertising Week.

(Note: Kevin Moeller, Executive Director of Research & Analytics for the Media Behavior Institute is a speaker at the fall 2012 Chicago and New York Media Mixology events.)



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