Study: When chasing webheads, think cerebral

'I was
surprised by the fact that so many TV shows did so well. But they are appointment TV viewers, based on the fact that they are busy at their jobs. Because they are more educated, there’s less out there that is of interest
to them.'

Study: When chasing
webheads, think cerebral

Heavy internet users prefer their media brainy

By Kevin Downey

      When it comes to advertising to the heaviest users of the internet with traditional media, planners would do well to stick to highbrow media.
     The 23 percent of the population that logs on to the internet more than once a day has a notably high propensity to use media like newspapers and intellectual magazines.
     But media planners would do a better job by scanning all media for a wide range of vehicles that reach heavy internet users.
     TV shows like Fox’s "Malcolm in the Middle," for example, would be a good place to start.
    "Malcolm," in fact, has an 80 percent higher concentration of the hard-to-reach audience than average, the highest of any TV show, according to a research report by FCB that’s based on data from MRI.
    Fox actually has some of the TV shows with the highest concentration of heavy internet users, despite the lingering impression that the network has an audience that consists of unruly young guys.
    "People think internet users, in general, are abandoning traditional media," says Rob Frydlewicz, vice president and research director at FCB.
    "What this is showing us is that they are not."
     Still, they are a niche audience, and not unlike high-level executives in the way that they use media, so planners need to be selective.
     When it comes to media that reach heavy internet users, few broad generalizations work.
     Heavy internet users are 38 percent less likely than the average person to be heavy users of television, for example. But there are specific shows, like "Malcolm," and networks that do a good job of reaching them.
     Shows like "The West Wing," "Ally McBeal," and "Whose Line is it Anyway?" also have a high concentration of heavy internet users.
     Other shows that do well are specials and sports. Heavy internet users, for example, are 21 percent more likely than the average adult to watch the "Super Bowl," 20 percent more likely to watch the "World Series," and 28 percent more likely to watch the "NBA Finals."
    "I was surprised by the fact that so many TV shows did so well," says Frydlewicz.
    "But they are appointment TV viewers, based on the fact that they are busy at their jobs. Because they are more educated, there’s less out there that is of interest to them."
    Heavy internet users can also be reached in other media, such as radio during the morning and afternoon commute, newspapers, especially the business and technology sections, and magazines.
    Certain magazines like intellectual titles, which include magazines like The New Yorker, have a higher concentration of heavy internet users. But the FCB report shows that magazines generally not thought of as high-tech, like women’s service titles, can be used to reach a good number of the heaviest internet users as well.
    Frydlewicz says that the media used by heavy internet users are similar to those of professionals, in general.
    Overall, they are far more likely than average to have a college education, to have household incomes in excess of $100,000, and to hold managerial positions.
    One of the similarities between the groups is that they spend a good deal of time at work.
    In fact, Frydlewicz says the 22 million most frequent users of the internet – out of 95 million users – spend so much time on the internet at work that they often turn to traditional media at home as something of a respite from the office.
    "They spend a lot of time on the internet. So, when they are home, traditional media might be an escape for them," he says.

INTERNET USER PROFILE
Based on Frequency of Use

Frequency of Use

Internet Users
% Composition

Once a Day

31%

More than Once-a-Day

23%

3-6 Times a Week

21%

1-2 Times a Week

14%

Less than Once a Week

11%

Source: FCB, based on 2000 Fall MRI

INTERNET USER PROFILE Demographic Profile Ranked on Index (Index 100 = National Avg.)
	HEAVY INTERNET USERS (23% of U.S.)		ALL OTHER INTERNET USERS (77% of U.S.)
Demographic	% Composition	Index	Index
Used Internet for 5+ years	10%	367	156
Individual Income $60,000+	25%	269	149
Post-graduate degree	19%	250	155
Presently attending college	17%	232	167
Professional/managerial	45%	221	157
HHI $100,000+	29%	216	158
Bach. degree or higher	49%	213	154
Work for a large co.-1000+	27%	153	121
Political outlook: liberal	22%	149	115
Clerical/sales/tech. jobs	28%	148	139
Asian-American	4%	143	104
Employed full time	76%	134	122
Age 21-49	74%	126	119
Single	30%	126	114
Recently moved	22%	125	100
Live in Western U.S.	27%	122	112
Men	55%	115	99
Source: FCB, based on 2000 Fall MRI

INTERNET USER PROFILE Media-Usage Profile Ranked on Index (Index 100 = National Avg.)
	HEAVY INTERNET USERS (23% of U.S.)	ALL OTHER INTERNET USERS (77% of U.S.)
Media-Usage	Index	Index
Newspapers	156	116
Magazines	151	120
Billboards	132	132
Books	131	132
Video rentals	128	123
Movies	120	126
Cable TV	108	105
Radio	97	101
Primetime TV	67	84
TV - Total Day	62	64
Source: FCB, based on 2000 Fall MRI

INTERNET USER PROFILE Television Usage Profile Ranked on Index (Index 100 = National Avg.)
TV DAYPART	HEAVY INTERNET USERS
	% Reach	Index
Late Fringe (Mon-Fri)	12%	103
Overnight (Mon-Fri)	2%	99
Late News (Mon-Fri)	24%	92
Weekend Sports	16%	87
Primetime	36%	85
Sunday A.M.	7%	84
Saturday A.M. Kids	7%	83
Early Morning (Mon-Fri)	7%	82
Prime Access (Mon-Fri)	28%	70
Early Fringe (Mon-Fri)	16%	66
Daytime (Mon-Fri)	6%	56
Source: FCB, based on 2000 Fall MRI

INTERNET USER PROFILE Primetime TV Usage Profile - % Watch Ranked on % Reach
		HEAVY INTERNET USERS
Network Show	Network	% Reach	Index
Friends	NBC	22%	134
Frasier	NBC	21%	127
E.R.	NBC	17%	113
The Simpsons	Fox	15%	139
Drew Carey Show	ABC	15%	136
Monday Night Football	ABC	14%	138
Law & Order	NBC	14%	100
Ally McBeal	Fox	13%	144
60 Minutes	CBS	13%	83
X-Files	Fox	11%	123
Dharma & Greg	ABC	11%	127
When Animals Attack	Fox	10%	112
Source: FCB, based on 2000 Fall MRI

INTERNET USER PROFILE Primetime TV Usage Profile - % Composition Index Ranked on Index (Index 100 = National Avg.)
		HEAVY INTERNET USERS
Network Show	Network	Index
Malcolm In The Middle	Fox	180
The West Wing	NBC	166
Ally McBeal	Fox	144
That 70’s Show	Fox	144
Whose Line Is It Anyway?	ABC	141
Once & Again	ABC	140
The Simpsons	Fox	139
Felicity	The WB	137
Norm Show	ABC	133
Will & Grace	NBC	128
Dharma & Greg	ABC	127
Frasier	NBC	127
Dawson’s Creek	The WB	125
X-Files	Fox	123
King of the Hill	Fox	123
Spin City	ABC	122
Just Shoot Me	NBC	117
E.R.	NBC	113
Buffy the Vampire Slayer	The WB	110
Source: FCB, based on 2000 Fall MRI

INTERNET USER PROFILE Cable TV Networks - Weekly % Reach Ranked on % Reach
	HEAVY INTERNET USERS
Cable Network	Weekly Reach %	Index
ESPN	31%	119
TBS	29%	104
TNT	28%	109
History Channel	26%	129
Headline News	26%	144
USA Network	26%	104
CNBC	24%	151
MSNBC	23%	172
Learning Channel	22%	129
Comedy Central	22%	156
MTV	22%	155
E!	21%	166
Lifetime	20%	92
Source: FCB, based on 2000 Fall MRI

INTERNET USER PROFILE Magazines - Edit Category Ranked on % Reach
	HEAVY INTERNET USERS
Editorial Category	Reach %	Index
Intellectual	34%	155
Pop Culture	31%	127
Newsweeklies	29%	157
Computers	26%	312
Business/Finance	25%	224
Gracious Living	24%	132
Men’s Interest	21%	160
Young Women	21%	131
Health & Fitness	21%	126
Sports Fans	17%	138
In-Flights	14%	272
Food	12%	158
Mr. Fix-It	12%	122
Travel	11%	170
Fashion	11%	151
Automotive	11%	131
Active Sports	10%	230
Bridal	5%	119
Boating	4%	201
Source: FCB, based on 2000 Fall MRI

-Kevin Downey is a staff writer for Media Life.

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