Advertising Is Good For You

You might be surprised who's clipping coupons

It's a common misconception that low-income consumers comprise the largest group of coupon users.In reality, it's affluent consumers who clip coupons.

According to new research from the Nielsen Company, affluent consumers are the ones who clip coupons, while low-income consumers are least likely to use coupons:  

• More affluent consumers ($70k+) are considered super heavy coupon users (39% compared to 35% for total U.S. households) and coupon enthusiasts (42% compared to 35% for total U.S. households.)
• Other serious coupon users include those from large households; those households with female heads age 54 and younger; as well as consumers living in affluent suburban and comfortable country spreads.
• Those likely to be low or non-coupon users: low income, one-member households; male-only head of households; African-American and Hispanic consumers; residents in rural and struggling urban areas.
  

SciFi Channel jumped the shark. Again.

I used to love SciFi Channel.

Then the heads of the channel decided it needed "broader appeal." Apparently, they wanted to expand SciFi's demographic to include people who like to watch TV programming that sucks.

Straight-to-video is no longer the bottom of the entertainment barrel.

Like that wasn't bad enough, they just changed SciFi's spelling to Syfy to better reflect the channel's much lower standards broader appeal.

I'm glad Joel isn't around to see this.

Tongue-in-cheek look at the demographics of major U.S. newspapers

1. The Wall Street Journal is read by the people who run the country

2. The Washington Post is read by people who think they run the country.

3. The New York Times is read by people who think they should run the country and who are very good at crossword puzzles.

4. USA Today is read by people who think they ought to run the country but don't really understand The New York Times. They do, however, like their statistics shown in pie charts.

5. The Los Angeles Times is read by people who wouldn't mind running the country—if they could find the time—and if they didn't have to leave Southern California to do it.

6. The Boston Globe is read by people whose parents used to run the country and did a poor job of it, thank you very much.

7. The New York Daily News is read by people who aren't too sure who's running the country and don't really care as long as they can get a seat on the train.

8. The New York Post is read by people who don't care who is running the country as long as they do something really scandalous, preferably while intoxicated.

9. The Miami Herald is read by people who are running another country but need the baseball scores.

10. The San Francisco Chronicle is read by people who aren't sure if there is a country or that anyone is running it; but if so, they oppose all that they stand for. There are occasional exceptions if the leaders are handicapped minority feminist atheist dwarfs who also happen to be illegal aliens from any other country or galaxy, provided of course, that they are not Republicans.

11. The National Enquirer is read by people trapped in line at the grocery store.

12. The Seattle Times is read by people who have recently caught a fish and need something in which to wrap it.

Source: Big Shot in Texas

Democrats like their stories.

Democrats are 29% more likely than Republicans to watch SoapNet.

Source: Scarborough Research

Republicans like it fast.

Republicans are 22% more likely than Democrats to watch the Speed Channel.

Source: Scarborough Research

Boomers are hipper than you think.

So-called ThirdAgers use the Internet at home more than any other age group.

In fact:

• 72% of ThirdAgers access the Internet from home via broadband
• 92% seek out information on the Internet
• 95% use the Internet to stay in touch with friends and family
• 73% shop online

Read more stats at at MediaPost's Center for Media Research

ThirdAgers are the population segment that includes baby boomers and mid-lifers; in other words, people aged forty-something to sixty-something.

Psssst. AARP types love their Macs. But don't tell anybody.

5 Blogs Before Lunch refers to a report that nearly half of Mac owners are 55 and older. Which doesn't surprise me that much. Baby Boomers have much more disposable income than the 18 to 25 group everybody is hot for, so why shouldn't they treat themselves to the more expensive (and infinitely easier to use, we Mac users would say) computer system?

I'm also not surprised that an Apple spokesperson argued that only 20% of Mac owners are 55 and older. Heaven forbid Mac -- or any brand, for that matter -- be considered the geezer brand.

How old is the average video gamer? Forty-one!

Photo: South Park Studios
Source: Center for Media Research

Users of Social-Networking Sites: Most Are Over 25

MySpace users who are 25 or older:      68%

Friendster users who are 25 or older:   71%

Facebook users who are 25 or older:    50%

Source: MediaWeek

64% of online gamers are women.

Sources: Nielsen and MediaPost's Online Media Daily

Women Love Their Moms More Than Their Dads

Or so it would seem from the results of a new survey measuring the gift giving behavior of American women.

According to the survey conducted by VoiceQuilt, last year:

74% of women gave Mother's Day gifts
66% of women gave Father's Day gifts

Photo: Postmark Press