Consumers Are Emotionally Attached to Media Web Sites and Use Them Out of Habit, According to New Online Publishers Association Report.Business Editors/High-Tech Writers NEW YORK--(BUSINESS WIRE)--Feb. 12, 2004 Measures of Enjoyment, Trust and Reliance Strong for Both Online and Offline Versions of a Media Brand The Online Publishers Association (OPA OPA: see Office of Price Administration. ) announced today the results of its Multi-Channel See multichannel. Media Brand study, which examined behavioral behavioral pertaining to behavior. behavioral disorders see vice. behavioral seizure see psychomotor seizure. and attitudinal characteristics of consumers who utilize both the online and offline versions of a media brand. The study, conducted by Frank N. Magid Associates, surveyed frequent visitors to media Web sites and found that consumers show strong emotional bonds to these sites, just as they do to the related offline properties. Specifically, 72% enjoy the Web site, 71% trust the Web site, 69% look forward to visiting the Web site, 56% rely on the Web site, and 47% miss the Web site when they can't access it. These numbers compare favorably fa·vor·a·ble adj. 1. Advantageous; helpful: favorable winds. 2. Encouraging; propitious: a favorable diagnosis. 3. to consumers' attitudes toward the related offline property on nearly every measure. (Percentages as they relate to the offline brands were 76%, 69%, 62%, 49% and 45%, respectively.) Further, the study also found that use of media Web sites is becoming habitual Regular or customary; usual. A habitual drunkard, for example, is an individual who regularly becomes intoxicated as opposed to a person who drinks infrequently. . As one might expect, consumers frequently visit national news sites to get national news (68%), get breaking news (64%), and get international news (52%). However, a striking 44% of consumers say they frequently visit national news sites out of habit, and 23% just for fun or to relax. Similarly, 38% of consumers use local news sites out of habit. The study also identified and profiled four segments among those who use both the online and offline versions of a media brand: Onliners, Multi-channelers, Dabblers and Offliners. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. the study, Onliners, who are defined as frequent users of the online brand and infrequent in·fre·quent adj. 1. Not occurring regularly; occasional or rare: an infrequent guest. 2. users of the corresponding offline brand, represented 29% of survey respondents In the context of marketing research, a representative sample drawn from a larger population of people from whom information is collected and used to develop or confirm marketing strategy. . Onliners are significantly more male (70%) than female (30%), and contain the highest concentration of users between the ages of 18-34 (40%). Most notably, average TV viewing among this group is the lowest of any of the four segments. Onliners spend 21 hours per week online compared to only 14 hours per week watching television. Multi-channelers, who represented 51% of those surveyed, are defined as frequent users of both the online and offline versions of a media brand. This group is more evenly split between males (51%) and females (49%). Web sites affiliated with TV channels have the highest concentration of Multi-channelers among their online visitors (62%). "This research has significant implications for advertisers," said Michael Michael, archangel Michael (mī`kəl) [Heb.,=who is like God?], archangel prominent in Christian, Jewish, and Muslim traditions. In the Bible and early Jewish literature, Michael is one of the angels of God's presence. Zimbalist, executive director of the Online Publishers Association. "By developing effective cross-media messaging, advertisers can take advantage of the considerable overlap o·ver·lap n. 1. A part or portion of a structure that extends or projects over another. 2. The suturing of one layer of tissue above or under another layer to provide additional strength, often used in dental surgery. v. in online and offline media brand usage. At the same time, advertisers can use the online medium to extend the reach of their campaigns among important segments of the population whom we know to be spending increasingly less time with other media." The research was conducted through an online survey of 25,852 users aged 18-54 using pop-up intercepts on 41 individual OPA member sites. The full report, including additional attitudinal and usage data as well as all four segment profiles, can be found at the Online Publishers Association Web site at www.online-publishers.org. About the Online Publishers Association Founded in June 2001, the Online Publishers Association (OPA) is an industry trade organization whose mission is to advance the interests of high-quality online publishers before the advertising community, the press, the government and the public. Members of OPA represent the standards in Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the publishing with respect to editorial quality and integrity, credibility and accountability. OPA member sites have a combined, unduplicated reach of 109.2 million visitors, or 73 percent of the total U.S. Internet audience (Source: comScore Media Metrix, September 2003 combined home/work/university data). For more information about the Online Publishers Association, visit www.online-publishers.org. This press release can be found at http://www.online-publishers.org |
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