8th Marketing Dialog: Social Milieus and Media Preferences: Who Uses Which Media and Why
Successful marketing hinges on knowing which media are best for
reaching which target groups. The concept of 10 "sinus
milieus" for classifying Germany's population is a useful tool
for figuring this out.
At the 8th Marketing Dialog of the Print Media Academy in late October 2007, Michael Schipperges, Director of Research & Consulting at Sinus Sociovision GmbH, provided insights into media preferences and, specifically, the role of print media. Taking three "sinus milieus" by way of example, he showed how people are shaped by their social situation and values, and which needs drive their media consumption. "In order to understand why people behave the way they do and influence them with marketing activities, you have to be familiar with their basic orientation within the context of their societal positioning," Schipperges explained. This research and consulting company, based in Heidelberg, Germany, has therefore been studying the development of social values for about 30 years now.
At the 8th Marketing Dialog of the Print Media Academy in late October 2007, Michael Schipperges, Director of Research & Consulting at Sinus Sociovision GmbH, provided insights into media preferences and, specifically, the role of print media. Taking three "sinus milieus" by way of example, he showed how people are shaped by their social situation and values, and which needs drive their media consumption. "In order to understand why people behave the way they do and influence them with marketing activities, you have to be familiar with their basic orientation within the context of their societal positioning," Schipperges explained. This research and consulting company, based in Heidelberg, Germany, has therefore been studying the development of social values for about 30 years now.
Avid Users of Print Media
Where the use of print media is concerned, the "post-materialists" group are among the most avid consumers of newspapers and magazines. This is driven by a strong need for self-realization. In terms of age, these post-materialists can be anywhere from early 20s to "young-at-heart" golden-agers. They are educated, successful in their careers, and materially well-off. In their drive to realize their potential, they value time and leisure highly. They question everything and always want to know more in order to arrive at informed opinions. Print media therefore play a dominant role for them - in Germany, newspapers with a high standard of journalism such as Die Zeit, FAZ and Süddeutsche Zeitung, as well as magazines such as Öko-Text, GEO, Schöner Wohnen and Bild der Wissenschaft. The percentage of Zeit readers in this group, for example, is two-and-a-half times that of the German population as a whole.
Multi-Optional Experts
The "modern performers" group also has a strong affinity for print. To describe them in a single phrase, they are the "young elite". They are flexible and mobile. These people can easily imagine themselves doing creative work in a loft-type environment. They strive for material success, but they also want to lead full, active, enjoyable lives. They are intentionally unconventional and cultivate a trendsetter consciousness. For them, the borderline between work and free time is blurred. Where their media use is concerned, they have multiple options. On the one hand, they take advantage of lifestyle print media such as Men's Health and business publications like Manager Magazin. On the other, they are very much at home on the Internet. They have their own websites and blogs. They watch TV less than the average for the population at large, and prefer lifestyle-oriented programs.
Where the use of print media is concerned, the "post-materialists" group are among the most avid consumers of newspapers and magazines. This is driven by a strong need for self-realization. In terms of age, these post-materialists can be anywhere from early 20s to "young-at-heart" golden-agers. They are educated, successful in their careers, and materially well-off. In their drive to realize their potential, they value time and leisure highly. They question everything and always want to know more in order to arrive at informed opinions. Print media therefore play a dominant role for them - in Germany, newspapers with a high standard of journalism such as Die Zeit, FAZ and Süddeutsche Zeitung, as well as magazines such as Öko-Text, GEO, Schöner Wohnen and Bild der Wissenschaft. The percentage of Zeit readers in this group, for example, is two-and-a-half times that of the German population as a whole.
Multi-Optional Experts
The "modern performers" group also has a strong affinity for print. To describe them in a single phrase, they are the "young elite". They are flexible and mobile. These people can easily imagine themselves doing creative work in a loft-type environment. They strive for material success, but they also want to lead full, active, enjoyable lives. They are intentionally unconventional and cultivate a trendsetter consciousness. For them, the borderline between work and free time is blurred. Where their media use is concerned, they have multiple options. On the one hand, they take advantage of lifestyle print media such as Men's Health and business publications like Manager Magazin. On the other, they are very much at home on the Internet. They have their own websites and blogs. They watch TV less than the average for the population at large, and prefer lifestyle-oriented programs.
Entertainment-Oriented Dreamers
In contrast, the consumer materialists dream of a better life, of ascending to the world of the wealthy and successful. But in their everyday lives, they have a hard time living up to their own expectations with regard to consumption and the envisaged standard of living. Because they live on a limited budget, they are bargain hunters. They are very entertainment-oriented and watch a lot of TV - for example, reality TV, sitcoms and casting shows. Where print media are concerned, they prefer the "yellow press". But in all categories, their choices depend on how well media convey their dream of a better life.
Reality Sampling
In addition to specific values and media preferences, Schipperges identified general trends across all 10 sinus milieus. For example, he sees the boundaries between actual reality and what is communicated by the media as becoming increasingly blurred. This is associated with a shift in perception that the experts call "reality sampling": a kaleidoscopic picture of reality. "People tend to merge and confuse what they have experienced themselves and what they have obtained from the media," he said. "More and more, this is relativizing the whole concept of truth." Because the flood of information can no longer be processed, people are falling back on their "gut feeling" for making judgments and decisions. This goes hand in hand with "regrounding" - i.e., making choices that revert to "old" values. This tendency is especially conspicuous in the age group up to 29.
In contrast, the consumer materialists dream of a better life, of ascending to the world of the wealthy and successful. But in their everyday lives, they have a hard time living up to their own expectations with regard to consumption and the envisaged standard of living. Because they live on a limited budget, they are bargain hunters. They are very entertainment-oriented and watch a lot of TV - for example, reality TV, sitcoms and casting shows. Where print media are concerned, they prefer the "yellow press". But in all categories, their choices depend on how well media convey their dream of a better life.
Reality Sampling
In addition to specific values and media preferences, Schipperges identified general trends across all 10 sinus milieus. For example, he sees the boundaries between actual reality and what is communicated by the media as becoming increasingly blurred. This is associated with a shift in perception that the experts call "reality sampling": a kaleidoscopic picture of reality. "People tend to merge and confuse what they have experienced themselves and what they have obtained from the media," he said. "More and more, this is relativizing the whole concept of truth." Because the flood of information can no longer be processed, people are falling back on their "gut feeling" for making judgments and decisions. This goes hand in hand with "regrounding" - i.e., making choices that revert to "old" values. This tendency is especially conspicuous in the age group up to 29.
At the same time, progressive values such as freedom,
self-realization and rejection of all kinds of authority continue
to be important. "People today long for structures and
orientation, even if these take flowing, controllable forms,"
summarized Schipperges. For the media, this means that they are
losing their authoritative status and must now grant readers,
listeners or viewers fast access to relevant information.
Conclusion
When choosing media for their marketing activities and corporate communications, companies must always keep the target group's media preferences in mind. Within the sinus milieu model, the biggest consumers of print media are innovative, higher-income individuals who are willing to experiment - such as the "modern post-performers" and the "post-materialists".
In today's constantly changing media landscape, print media play a pivotal role. This makes print the core instrument of the future for brand and corporate communication.
Contact:
Heidelberger Druckmaschinen AG
Print Media Academy
Kurfürsten-Anlage 52-60
69115 Heidelberg
Tel.: +49 (0) 6221 92 24 01
Fax: +49 (0) 6221 92 49 29
E-mail: pma-info@heidelberg.com
Conclusion
When choosing media for their marketing activities and corporate communications, companies must always keep the target group's media preferences in mind. Within the sinus milieu model, the biggest consumers of print media are innovative, higher-income individuals who are willing to experiment - such as the "modern post-performers" and the "post-materialists".
In today's constantly changing media landscape, print media play a pivotal role. This makes print the core instrument of the future for brand and corporate communication.
Contact:
Heidelberger Druckmaschinen AG
Print Media Academy
Kurfürsten-Anlage 52-60
69115 Heidelberg
Tel.: +49 (0) 6221 92 24 01
Fax: +49 (0) 6221 92 49 29
E-mail: pma-info@heidelberg.com
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