Keeping Up Media Habits of Your Target Audience

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Connecting with your target audience means knowing their behaviors and putting your message in front of them. As marketers, it’s critically important to review your audience regularly, and to stay current on the most effective and cost-efficient ways to reach them.

December is a good time to reflect on your marketing strategies during the previous year, and to take note of emerging trends in media when considering your plans for next year. Here are some things to consider as we head into 2019.

Television

With so many news sources to choose from, particularly in digital media, fewer people are getting their news from local, network or cable television. According to Pew Research Center, 50% of adults in the U.S regularly get their news from television, down from 57% the previous year.

As you probably guessed, demographics figure heavily in media consumption habits, with younger audiences less likely than older ones to watch television. It’s also important to consider factors like education and income. Pew data show that adults who’ve completed college are far less likely to get news from local television than those with only a high school degree. These trends are evident across the general population and Latinx audiences.

Radio

Terrestrial radio continues to have high reach across all formats. Nielsen Media Research data published by the Radio Advertising Bureau found that for nearly the past decade around 90% of Americans ages 12 and older are radio listeners. Audiences for online radio and podcasts have grown year-over-year, with nearly half of Americans age 12 and older having listened to at least one podcast, and 17% of those age 12 and older having listened to a podcast within the last week.

Digital Content Marketing

Advertising revenue for online and mobile platforms continues to grow, with more than nine-in-ten Americans consuming at least a portion of their news online via apps, newsletters, podcasts, and platforms like Apple News. Rich media ads (interactive ads that feature audio and/or video components) have also increased substantially over the past two years.

More recently, search engines tend to favor long-form content (articles of over 2,000 words) as consumers search for reliable and relevant sources of information. Video continues its reign on the internet, with Animoto finding nearly two thirds of consumers will follow through on a purchase after watching a video on Facebook. Smart speakers have also risen in popularity as voice searches have risen exponentially in the last year.

Social Media

Recent data show that social media usage has plateaued, with roughly the same amount of users since 2016. Facebook continues its dominance, with 68% of U.S. adults as users, over half of whom visit the platform multiple times each day. Audiences age 18-24 are more likely to use Instagram, Twitter and SnapChat, but Facebook is still wildly popular across a variety of demographic categories. LinkedIn is experiencing a surge among audiences with college degrees, counting about half of them as regular users.

Staying on top of the latest media trends is one way we help our clients make the most of their media budgets. Check out the details about our media placement strategy and services here, and contact me directly if you’d like to learn how our expertise can keep you ahead of the game in 2019 and beyond.