ANA Magazine - May 2012

[FROM THE GFK MRI SURVEY OF THE AMERICAN CONSUMER] A FEW INSIGHTS INTO

Apple Fanboys & Fangirls

; 16,083,000 U.S. adults are Apple Evangelists.

; They are heavy Internet users, but light TV viewers.

; Three-quarters say they are willing to pay more for high-quality items.

; They’re 78 percent more likely than the average adult to be interested in ads inside taxis.

; They’re 50 percent more likely to be interested in on-screen ads shown before the start of a movie.

; They are almost three times more likely than the average adult to have down-loaded a TV program from the Internet or uploaded video to a website.

Political News Junkies

; Compared to the average U.S. adult, Political News Junkies tend to be older, more financially and educationally upscale, and more likely to hold managerial positions.

; They spend 6.8 hours a week, on average, watching politically oriented cable networks such as CNN, Fox News, and MSNBC.

; They are almost twice as likely as the average adult to read airline magazines.

They are more likely to be Republican.

; Compared to the average U.S. adult, they are more likely to spend their free time engaging in “high culture,” such as going to live theater, art galleries and classical music, and operatic performances.

Hyper Digitally
Connected Consumers

; 27,637,000 U.S. adults are Hyper Digitally Connected — meaning they are online, on mobile, and on social much more than the average adult.

; They are nearly four times more likely than the average adult to be upscale millennials living in one of the Top 10 media markets.

; Not surprisingly, the Hyper Digitally Connected Consumer is far more likely to read computer magazines — but they are also significantly more likely to read bridal or music magazines.

; Hyper Digitally Connected Consumers are confident and ambitious. They are 54 percent more likely than the average U.S. adult to say, “I want to make it to the top of my profession,” 49 percent more likely to say, “I enjoy being the center of attention,” and 38 percent more likely to say, “I consider myself sophisticated.”

; Along with their propensity to play video/electronic games, Hyper Digitally Connected Consumers are also more likely to spend their free time reading comic books, playing chess, or performing karaoke.