by Kris Van Hout -

Media-user Types

The classic way of media planning is planning according to buyer and user target groups in the corresponding product or service area.

Target groups can be defined using demographic characteristics. Different age groups, genders or occupational groups differ significantly in their behavior.
In recent years, qualitative target group models have increasingly found their way into marketing planning. There enables communication planning differentiated according to values, lifestyles and preferences, which in turn takes into account the psychologically different brand positions in the target group definitions.

One of the Psychographic target group models is Sinus milieus what I talked about in my previous blog post. But other ones are Sigma-milieus, Limbic-types, Uranos Clåss.

You can also differ target groups in Market-related models. Think about Food, Living, Health, Cars, Finance, Fashion, Innovation.

But Different target groups also means different type of media to approach them. (e.g. Magazines, newspapers, posters, TV, radio, internet, mobile and apps) these are each divided into 7 types that describe the intensity of the use of media. In this way, the media planner can see at a glance wheter his target group tends towards the preferred medium or not.

Type 1 Info Elite 18%:
Gets information several times a day and expect a wide range of news form various information sources. Newspaper and other printed media. Willing to pay for journalistic offers on the internet. Product suggestions from influencers. Podcast are used on a wide range of topics. They network professionally and privately via social media
Demographic info:
from 20 to middle age high level of education and high income, time independent. Woman and men are equally represented.

Type 2 Info scanner 20%:
Media consumed several times a day as a trusted source of information from this well-educated, highincome guy. Analoge and digital. Print plays a important role in their routine. Political, economic and cultural topics arouse the most interest. But health, nature and DIY are also important. Social networks and internet are used carefully with focus on data protection to maintain private contacts.|
Demographic info:
Older age group 50+ years old

Type 3 analog ♀ 13%:
daily use of newspaper and television. Most focus on handcrafts, cooking, celebrities. There is also a big interest in folk music, telenovelas and homeland movies. Media use is based on entertainment and escapism. Paper is still important, for example the weekly magazines. While the internet, tablets and smartphones are hardly used.
Demographic info:
age: begin 60s people over 70 are well represented. female dominated. Rather low-educated, low income

Type 4 analog ♂ 10%:
Regional daily newspaper and television. Likes to find out about regional topics, sports or politics and like to watch Krimis and folk music programs. Social media is almost non existing
Demographic info:
Age: begin 60s people over 70 are well represented. male dominated. Rather low-educated, low income. Often retired

Type 5 selective user 12%:
Topics such as sports, cars and computers are very popular with the predominantly male type. Diversity of information and trustworthy sources are less important. They often use streaming platforms, linear television, topic-related magazines. Fictitious series are also part of their everyday life.
Common social media are used to maintain contacts while business networks are irrelevant.
a part of the selective users uses both digital and analog distribution channels.
Demographic info:
Either very young or middle-aged

Type 6 digital entertainment oriented 20%:
Focus on shows, soaps entertainment and lifestyle access through video and audio streaming. Influencers and bloggers also provide strong impulses and to buy on social media. Messenger services and Instagram are used more frequently to make and maintain contacts than networks like LinkedIn. Fast availability as well as time and location-independent media use via smartphone and tablet are of great importance. In case of print, is this target group in minority unless some persons are interested in some segments of print.
Demographic info:
Young mostly student

Type 7 mediamuffle 9%:
They have no special expectations of the media and use all media under-proportionally.
Demographic info:
Middle-aged cohorts are disproportionately represented, men and women to the same extent. Low educational qualifications or some are still in training. Income is low.

Sources:
Zielgruppen •. (2022, October 4). Gesellschaft Für Integrierte Kommunikationsforschung. https://gik.media/best-4-planning/zielgruppen/

Marktstudien •. (2022, October 4). Gesellschaft Für Integrierte Kommunikationsforschung. https://gik.media/best-4-planning/marktstudie/

Mediaplanung •. (2022, November 28). Gesellschaft Für Integrierte Kommunikationsforschung. https://gik.media/best-4-planning/mediaplanung/

by Christina Mutz -

Image design of mobile moving image content

Not only with movies or videos in the cinema, TV or on the computer is the image design a relevant point, but also on the cell phone certain characteristics must be considered so that the recipient likes the content (Giessen, 2016, 93f).

The following results were found in the survey conducted by Giessen:

Image size

Here, attention should be paid to the fact that, in addition to extreme close-ups, few details are to be seen in the image, to be able to grasp the content strikingly and quickly. Furthermore, the objects or faces should be shown in a way that fills the picture and, in the case of landscapes or crowded scenes, care should be taken that they are not too varied (ibid., 97-99).

Cut rhythm

In order not to let the picture stand too long, fast cuts (between three and five seconds) should tend to happen (ibid., 99-101).

Movement

The respondents agree that there should be hardly any movement in cell phone formats, as these are mostly consumed when there is a lot of movement around the recipient (ibid., 101f).

Contrasts

Since videos on cell phones are often consumed in public spaces and at different locations, the contrast should also be designed to be very strong and show a lot of color. The eye is very strained in dark light situations and the differentiation of the image content can also be impaired by the smaller format. Therefore details, structures and textures should be easily recognizable and tend to create a bright light situation (ibid., 102-104).

Format

On the cell phone, the format can be adjusted depending on how the device is held. Many images that are intentionally created in wide format look even smaller and more irritating. This is a reason to change the format to portrait format, in which mainly eye-catching close-ups and strong contrasts are to be used. Unlike the creative possibilities already mentioned, the format change in the moving image represents an extension, because the position of the human eye is ignored, which could result in increased attention (ibid., 104-f).

Film length

On cell phones, users are usually more concentrated to follow the content than in multimedia productions. On average, streaming content should be ten to fifteen minutes long. What still needs to be considered here, is social media consumption, which has not yet been taken into consideration (ibid., 105-107).

Content

Content consumption is very diverse; in addition to private videos of family and friends, music videos, news, sports or erotic content are also popular. In this context, it is important to mention that different content is relevant depending on age. In contrast to moving image productions that are played back with the computer, the chronological, argumentative, evolving content is possible with the cell phone (ibid., 107-110).

Bibliography:

Giessen, Hans W. (2016): Mediengestaltung im Wandel der Technologien – Wie Handys die Videoproduktion verändern. Bd. 1 (2016): Stabilität im Wandel (2016). DOI: https://doi.org/10.17885/heiup.hdjbo.23561.

by Kris Van Hout -

The gold standard for target group segmentation.

Sinus-Milieus

The Sinus-Milieus are a social model and are considered the gold standard of psychographic target group segmentation in the German-speaking market (in this case Austria). This model arranges people with similar values, lifestyle and comparable social situation. The Transition between milieus are fluid.

The Sinus-Milieus illustrate the motivations behind the various lifestyles in our society.

Conservatives 5 %
The older, structurally conservative elite: Strongly characterized by Christian ethics, high estimation of education and culture. Skeptical towards current social development.
Demographic info:
Age: 60+
Men are Academic schooled
Woman are housewifes
Retired
2 person household

Established 8 %
Strongly focused on status, exclusiveness,
responsibility and leadership

Demographic info:
age between 40 – 60
high educational level
Senior servants and self-employed and freelancer
High income
Life in a 3 or more household

Performers 8%
Flexible and globally orientated. Individual performance, efficiency and success have top-priority; competent in business and IT.
Demographic info:
Age: under 30
Most of them are still in school
Education level is high
Good income

Digital individualists 9%
Individual, networking, digital avant-garde.
Mentally and geographically worldwide mobile, cross-linked online and offline, permanently looking for new experiences
Demographic info:
Age: Under 35
small self-employed or freelancers
trainees, pupils and students without income is high.
Net household income is still above average. Thanks to good situated parents.
A lot of singles

Adaptive-Navigators 12%
The young pragmatic middle stratum. Strong desire for anchorage, membership, security, performance-orientation but also the wish for fun and entertainment

Demographic info:
Age 30-60
Personal households
Child friendly
Middle-income employees, civil servants or
skilled workers

Post-materialist 10 %
Open-minded social critics. Variated aspects of culture; cosmopolitan orientation, but critical towards globalization; socially engaged.

Demographic info:
Age: begin 30
after school they work in qualified and leading jobs.
high income
big households with kids

Modern Mainstreamers %
Adaptive mainstream. Seeking professional and social establishment, secure and harmonic circumstances, support and orientation, peace and a slow pace.

Demographic info:
Above 50
Simple educated
Jobs in administration, business and culture
Employed and unemployed

Traditionals 12 %
Emphasizing on security, order and stability. Rooted in the old pretty bourgeois world, in the traditional blue collar culture or in the rural milieu

Demographic info:
65+ (Boomers)
A lot of women in this milieu
A lot of traditional jobs (skilled worker/ farmers)

Consumption Oriented 8%

Materialistic lower class striving for participation. Sense of discrimination. Striving to stay connected with the consumption standards of the middle class.

Demographic info:
Younger and middle age group to 50, focus under 30
Simple to medium education.
Students and trainees are high.
Middle rage income

Consumer Hedonistic Milieu 8%
The modern lower middle class, living for the excitement of the moment. Seeking fun and amusement; rejection of traditional standards and conventions.

Demographic info:
Wide ranch up to 60
Most completed elementary school or secondary school.
Lower income.
Social disadvantages such as unemployment, illness or incomplete family often make the situation even more difficult

Sources:
– The gold standard for target group segmentation. (2023). https://www.sinus-institut.de/. Retrieved January 11, 2023, from https://www.sinus-institut.de/en/sinus-milieus
– Sinus-Milieus® Austria. (2018). https://www.sinus-institut.de/. Retrieved January 11, 2023, from https://www.sinus-institut.de/en/sinus-milieus/sinus-milieus-oesterreich
– PDF Sinus milieus (2009)