Media consumption segmentation
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This document discusses media consumption segmentation based on time spent with different media types. It defines categories from non-consumers to heavy users and describes how the categories are determined for different media like TV, radio, newspapers, magazines, and internet based on thresholds for weekly time spent. The categories were assigned to panel members in Bulgaria who participated in a survey and cover people age 16 and older. Charts show proportions of heavy and middle users by gender and age group for each media type based on data from January 2018.
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Media consumption segmentation
- 1. Copyright ? 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. MEDIA CONSUMPTION SEGMENTATION
- 2. Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. ? definition of different media types users ? based on media types time spent ? non-consumers/extra light users ? light users ? middle users ? heavy users ? radio, newspapers, magazines, internet C declaratory ? TV C according to time spent ENHANCEMENT OF TAM DATA Possibilities for media segmentation
- 3. Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. ? Survey LSS BG was conducted with aim reach all panel members from 16 y.o. ? The groups were assigned only to people who participated in BG LSS survey (so they cover only 16+ and those who took part in the survey) ? For the rest of the people in panel at the time when the data were loaded ?Not questioned was assigned (so it means that the category is irrelevant for the respondents of BG LSS but some people in Kite can be in it) ? N/A is the group of people that got into our panel since the BG LSS survey was carried out MEDIA CONSUMPTION SEGMENTATION How are the groups defined?
- 4. Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. ? For TV groups are simply quartiles with respect to TV audience which we measure ? For other media types it was not possible to calculate exact quartiles (because the time spent is declaratory), so there were boarders for each media type set MEDIA CONSUMPTION SEGMENTATION How are the groups defined? Newspaper usage Magazines usage Radio usage Internet usage no user none none none none week user 1-15 min 1-15 min 1-30 min 1-30 min medium user 15-60 min 15-30 min 30 - 120 min 30 - 120 min heavy user 60 min + 30 min + 120 min + 120 min +
- 5. Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. ENHANCEMENT OF TAM DATA Heavy and middle users by GENDER Source: Neislen Admosphere Bulgaria, LLS Bulgaria, January 2018 57% 61% 61% 50% 57%43% 50% 30% 45% Internet Radio Magazines Newspapers Television 39%
- 6. Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. ENHANCEMENT OF TAM DATA Heavy and middle users by AGE Source: Neislen Admosphere Bulgaria, LLS Bulgaria, January 2018 0 5 10 15 20 25 30 16-25 26-35 36-45 46-5556-65 66-75 76+ TV Radio Magazines Newspaper Internet