New data from BIGresearch shows the best time for reaching target demographics with email messaging.

In our last article we announced eight media consumption clusters, as discovered by Martin Block of Northwestern University, Medill School. The style of consumption allows planners and marketers to look at diverse populations with different demographics. Expectations and taste determine their commonality through the relationship to their media of use. 

In order to exhibit their commonality with different styles of media consumption, we present the following to demonstrate the diversity of day part use of media. In this case the sending and receiving of email. We will compare three clusters: News Mediacs, Independents and Ravenous. They are defined by their media consumption style, which are:

News Mediacs: Low mass media consumption and promotional influence. High electronic media consumption. Low print consumption.

Independents: Average search media influence. Low media consumption.

Ravenous: High overall media influence. High network print and electronic consumption.

Takeaway
In a consumer-centric world, advertisers and marketers need to know the style of media consumption from the point of view of the consumer. If email/advertising is part of the media mix, then knowing when to send or when the consumer is likely to open their email is important to targeting consumer and receptivity.

Knowing the customer requires intelligent knowing; that is anticipating the consumer behavior.

Joe Pilotta is Vice President of BIGresearch, and a Professor at Ohio State University, School of Communications. He holds two Ph.D.s from Ohio University (Communication Research) and from University of Toronto (Sociology), Canada. Senior Fellow, Midwestern Universities Consortium for International Activities (Bitten) and Co-Founder of the Center for Globalization, Guatemala.

BIGresearch is a consumer intelligence company which creates a syndicated product from the consumers’ point-of-view; their experiences, needs, wants, and difficulties in the consumer arena. Our monthly survey allows over 8,000 consumers to speak to the National Retail Federation, Retail Marketing Association and the President’s Council of Economic Advisors. Our survey has been featured in numerous publications such as the New York Times, Wall Street Journal, USA Today, myriads of local and international newspapers, online, as well as personally featured on CNBC.