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BizReport : Advertising archives : February 24, 2010

Are you changing with the demographic times?

Demographics. Marketers live and die by them, but relying on demographics is not the best way to run any campaign according to two recent reports. These reports, geared to toward tech early adopters and straight demographic marketers, indicate that marketers need to think outside the box when developing campaign targets.

by Kristina Knight

When it comes to tech marketing, the key is to get consumers interested in the platform, program or device early. The problem is finding the right consumer for the right product.
For most of the past twenty years, tech marketers operated under the assumption that the early adopters of tech products had higher income levels, were male and were professionals. But over the past few years the tech demographic has changed, according to an In-Stat report, are now younger, not necessarily richer but definitely cutting edge.

The report finds:

• 66% of early adopters subscribe to at least one premium pay-television channel
• More than half are HBO subscribers
• Subscribe to fee-based sports programming such as DirecTV's NFL Sunday Ticket
• Utilize DVR services and watch Video on Demand (VoD) content
• Spend five or more hours watching video content (daily)

A related report from E-Poll Research, the Hallmark Channel and the Entertainment Technology Center (USC) finds that demographics are quickly becoming a less-important facet of ad targeting. The report indicates that straight demographic - a white female age 35 - is actually less important that the woman's life stage.

"In identifying the predictive value of life stages, the study reveals the limitations in traditional demographic research," said Gerry Philpott, CEO, E-Poll Market Research. "A 45-year-old with a child in pre-school will have different entertainment and purchasing needs than a 45-year-old whose teenager has just left for college."

Rather than focus on race, age and sex, the report advises marketers to focus on the stage of life - Empy Nesters, Newlyweds with Kids, Single Parents, College Graduates, etc.

"The results from the study are eye opening, with strong implications for the television industry," said Jess Aguirre, Senior Vice President, Research, Hallmark Channel and Hallmark Movie Channel. "While we have known that only 23% of American parents are satisfied with the amount of family programming available to them, this new research shows the lengths to which New Nesters and established families will go to provide trusted content to their households. These groups are using all technological means at their disposal to protect their families from unwanted content."

Information from the study, "Life Stage: Its Impact on the Future of the Traditional and Emerging Media" can be downloaded here.

Tags: E-Poll Market Research, early adopters, InStat, lifestage advertising, online advertising, targeted advertising

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  • Don

    There's no download here. Last sentence. Liked the article but really would like the download.




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