A new approach to target segmentation: Media-usage segmentation in the multi-media environment

Abstract

This study attempts to develop new consumer segmentations based on consumer media habits in the multi-media environment. Three media-usage clusters are identified: print-oriented information/surveillance users; mediocre passive users; and sensual video-audio fun-seekers. Each cluster showed distinct patterns in terms of media-use time and motivation. The sensual video-audio fun-seekers are most likely to be simultaneous media users and opinion leaders, showed the most favorable attitudes toward advertising in general, and displayed the highest likelihood of interpersonal social interactions. Implications for media and advertising strategies are provided. © 2009 Palgrave Macmillan.