Winthrop Morgan and Associates

According to the 2008 biennial news consumption survey (PDF) by the Pew Research Center for the People & the Press the American public can be divided  into four distinct segments based upon how they receive news:

• Integrators - who turn to a blend of traditional and internet sources for news (23% of the US public)
• Net-Newsers - who get news primarily from the internet (13%) during the day
• Traditionalists - who favor television over all other media (46%)
• Disengaged - who have low overall levels of interest in the news and news consumption (14%)

source:  MarketingCharts.com August 7, 2008

A new consumer segmentation analysis from Mediamark Research & Intelligence (MRI), titled “Responsiveness to Ads Across Media,” categorizes US adults according to the media via which they prefer to receive advertising messages (segment definitions, below).

Some 9% of US adults belong in the “Ads on Emerging Media Vehicles” segment, which has the youngest median age (35.5) among the six segment. They are most interested in advertising delivered via non-traditional media such as mobile devices and product placement in videogames, movies and TV shows.