CMB

Mass market media proves to have near universal appeal, despite social differences in income and education: A Society Divided

 

21.07.17
Television’s massive appeal transcends socioeconomic status, but is particularly popular among those with lower incomes and education levels, while higher income and highly educated people tend to notice digital media platforms more often, a new survey on media consumption habits in Trinidad & Tobago, commissioned by advertising and marketing communications firm, cmb, has shown.
Nearly 60 percent of those in the C1, C2, D socioeconomic demographic (lower income/partial secondary or vocational training) said they frequently noticed TV content—an almost 20-point lead over radio, the second most popular medium at just under 42 percent. Among the A, B demographic (higher income/complete secondary or tertiary education), however, Facebook just edged out TV as the most noticed medium by a one percent margin, at 53.4 percent and 52.4 percent, respectively.
As a source of news, television again dominated, with 66 percent of C1, C2, D viewers naming it their most trusted news source, along with nearly 40 percent of A, B respondents. Newspapers also maintained a firm grasp of the news media market, as the second most trusted source of news among both demographics, claiming about 25 percent of the C1, C2, D bracket and 17 percent of the A, B group.
The survey’s framework was developed by cmb, and its partners, data analytics firms Lucent Research Ltd and Sacoda Serv Ltd, conducted the research, interviewing over 900 people using the latest census data as a demographic guide.
Interestingly, while 70 percent of the respondents surveyed had completed secondary (38 percent) or tertiary (32 percent) level education, 50 percent said their monthly income was below $10,000, and 20 percent said it was between $10,000 and $20,000. This suggests there is overlap between socioeconomic levels, possibly as a result of new graduates joining the workforce and therefore earning comparatively lower entry-level salaries. As their careers progress, however, these individuals have the potential to become higher income earners. Millennials (18-35 years old) would comprise the majority of that group straddling socioeconomic demographics, and as the biggest age group in the country, their evolution is something advertisers and marketers need to pay attention to when considering a brand’s image and appeal.
Digital media consumption among both socioeconomic groups was dominated by Facebook, with 58 percent of C1, C2, D using the social media platform and 29.5 percent using Instagram; 46.5 percent of A, B respondents had Facebook accounts, while 26 percent had Instagram. Mobile data use between the groups, however, offered some noteworthy insight: nearly 68 percent of A, B respondents had a mobile data plan, compared to 45.4 percent of C1, C2, D. The type of plan also differed drastically among the groups: 44.1 percent of A, B respondents had prepaid plans compared to 36 percent of C1, C2, D; and 23.8 percent of A, B had postpaid plans compared to just 8.9 percent of C1, C2, D.
A comprehensive understanding of the elements of consumer choice—including socioeconomic influences like education and potential for mobility— is integral for marketers and advertisers to adequately target key demographics. The ubiquitous appeal of primary mass media platforms like television underscores the necessity maintaining a robust traditional media schedule, but increasingly, digital media, especially social media, is establishing a strong grip on consumers’ attention. A well-rounded strategy that leverages the appeal of both traditional and digital media ensures that target markets are covered, while at the same time maximizing a brand’s overall reach.

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