JSH&A Study Finds Women’s Media Habits in Migration as Media Landscape Evolves

Study Finds Women’s Media Habits In Migration as Media Landscape Evolves

Oakbrook Terrace, IL, May 27, 2009 —The JSH&A 2009 Women’s LIF™ Media Habits Survey found that women are migrating but not yet colonized when it comes to getting news. In a national study of 500 women, JSH&A Public Relations determined that traditional media sources plus online media and word-of-mouth marketing are all critical components to an effective communications strategy.

“We’re moving from “Mass Media” to a “Mass of Media,” states Jonni Hegenderfer, JSH&A CEO. “While traditional print and broadcast media sources are evolving, and clients are clamoring for social media and digital executions, the bottom-line is that all delivery systems must be integrated for a synergistic outreach that impacts the women’s market. More than ever before, the current environment of media migration demands that marketers deploy 360 degree communication strategies specifically designed to reach the target market when and where she is listening,” adds Hegenderfer.

According to the survey, 84% of women still read hard copy versions of their local newspapers and one out of three women (34%) read the paper daily. This compares to 53% of women who go online for news with only one in ten (12%) doing so on a daily basis and 47% never going to online news sources.

“Not surprisingly,” notes Hegenderfer, “this is a generational trend with 23% of women ages 20-30 reading online news every day.”

The study identifies four categories of women in migration: Wired, Transitionals, Dabblers and Grounded.

• Wired Women – younger, web-savvy, heavy online users who place trust and credibility in online sources.
  • 23% read local newspaper online on a daily basis. 22% never read a print newspaper.
  • Half watch the evening news on TV; of those, 20% rely on CNN. 18% do not watch TV news.
  • 71% are online three or more hours daily
  • Trust internet sites for good information and less likely to be influenced by traditional media reporters (44%).

• Transitionals – migrating online but still utilizing a variety of media sources both on- and off-line.
  • 19% read a hard copy of their local newspaper daily, 16% never read the printed paper. 19% read the local paper online.
  • Television viewing is likely to be the evening news, followed by morning news and food/cooking programs such as Martha Stewart and Rachel Ray.
    Women’s Media Habits Study – add one
  • 49% spend three or more hours online daily.
  • They are more likely to trust a variety of sources for information including Internet sites, personal referrals and then the news media and not likely to be influenced by media reporters (40%)

• Dabblers – tending toward traditional media but dabbling online, and more likely to be watching television evening and morning news.
  • 24% read the local paper daily in hard copy, 19% never read the local paper. Only 9% read the paper online.
  • 55% watch the evening news but less than half (39%) watch morning shows such as GMA, Today or The Early Show. Food/Cooking shows are most popular.
  • 29% spend three or more hours online daily.
  • More likely to trust family/friends for information and somewhat likely to be influenced by TV anchors (30%).

• Grounded – dependent on traditional media sources and respectful of news journalists, while using the Internet for personal connections through email.
  • 54% read the local paper daily in print form, only 12% never read the local paper. Only 4% go online for the daily news.
  • Most likely to be watching the evening news or the morning news
  • 67% are online but only 12% are on for three or more hours daily.
  • More likely to trust newspaper, magazine or TV reports for information.
  • Their opinions and decisions are most influenced by TV anchors such as Katie Couric or Brian Williams (40%).

The study concludes that the new communications formula is:

Mass of Media + Mass of Messages = Mass of Mindshare

“A strategy involving only social media will reach only the highly Wired and some Transitionals. If the goal is to reach a broader audience, broader media tactics must be implemented to drive awareness and participation” advises Hegenderfer.

A copy of the whitepaper “JSH&A 2009 Women’s LIF™ Media Habits Survey” is available for free download at www.jsha.com/blog/socialmedianewsroom.

About JSH&A Public Relations:

JSH&A is an award-winning public relations agency known for its trademarked LIF™Style marketing approach, Social LIF™ practice and issues management expertise. Celebrating its 20th anniversary, JSH&A is redefining strategic public relations with high-impact campaigns that build brands and corporate reputations. For more information and to view the company’s social media newsroom, visit www.jsha.com.