How Consumers Prefer to Receive Advertising - a New Segmentation

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.

The 9% of US adults who comprise the “Ads on Emerging Media Vehicles” segment are far more likely than the average adult to agree with the following statements (see table, above):