Some 9% of US adults belong in the “Ads on Emerging Media Vehicles” segment, which has the youngest median age (35.5) among the six segment. They are most interested in advertising delivered via non-traditional media such as mobile devices and product placement in videogames, movies and TV shows.

Ads delivered via mass media are preferred by 17% of US adults. An additional 17% of consumers belong in the “Ads on Paper” segment and are most interested in ads delivered via print.

The most populous segment, at 32% of US all adults, is labeled “Ad Averse”; that is, they are either uninterested in advertising delivered by any medium or have not been exposed to a particular ad platform.

“Consumers who prefer advertising messages delivered through their mobile devices and through product placement tend to be younger, pro-innovation, pro-celebrity and pro-fashion,” said Anne Marie Kelly, VP of marketing and strategic planning at MRI.