Media Consumption Insights from Kantar Media's 2012 MARS OTC/DTC Study
According to the Kantar Media's 2012 MARS OTC/DTC Study, close to 80% (184 million) of U.S. adults now own a device that can access the Internet—whether it's a desktop PC, laptop, tablet, e-reader or smartphone. Understanding how these consumers use those devices and how they engage with media brands is an increasingly vital part of creating more effective campaigns.
The size of the market varies depending on the individual device, with 75% of all adults owning a desktop/laptop, 39% a smartphone, 14% an e-reader and 13% a tablet. But more importantly, how consumers use their devices to interact with content varies by device.
Although nearly all are using one or more of these tools to visit websites, the tablet owner is the most likely to read a magazine or newspaper, and to watch TV on these devices. The tablet user is much more likely than any other device user to access a magazine/newspaper through the media property's app.
Adults who use these electronic devices are involved in all media consumption on these devices…yet how they consume media varies.
For example, the types and genres of magazines they enjoy reading vary, with the smartphone user liking men's publications, the e-reader is partial to the epicurean magazines and tablet owners like business/finance books.
When accessing the internet, they all like to tweet, but the smartphone user is likely to be downloading music, the e-reader is accessing blogs and the tablet user likes to stream audio/programming.
Even the types of TV programs they like to watch vary by device. The smartphone user being a competitive reality show watcher, e-readers lean towards home/garden improvement shows and the tablet owner is inclined to watch financial news programs.
MARS Consumer data can be accessed through third-party media research programs or via a new interactive dashboard that makes it easy to find insights quickly. Ask your Kantar Media Healthcare contact for a quick demo.
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