Seeing it in print Consumer perspective on print advertising

Transcription

1 CUSTOMER REPORT Seeing it in print Consumer perspective on print advertising Author: Anu Seisto

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3 1 (43) Report s title Seeing it in print - Consumer perspective on print advertising Customer, contact person, address Print Power Frank Leerkotte Box Brussels Order reference VTT-V Project name Project number/short name PrintAd Summary VTT performed a quantitative questionnaire study for Print Power. The object of the study was to find out the role of printed media in the everyday life of consumers as as their attitudes towards advertisements through different channels. The survey was carried out in all Print Power countries. In this result report, results from Austria, Belgium/Netherlands, Finland, Germany, Italy, Norway, Sweden and UK are presented (N=747). The background for the study comes from the fact that media is changing its shape and media channels abound this is a situation where assumptions about consumers media use and attitudes towards different media can no longer be based solely on e.g. demographics. Especially when evaluating the effectiveness of advertising, it s important to know which media products play an important role in the everyday life of consumers. The survey asked consumers to comment on different media use situations and ascertain how these stories described their own media use. They were also asked to estimate the advertising channels that worked to grab their attention, were seen as trustworthy and useful, and where they would look for information to support their buying decisions. Based on the comments that were given on the media use situations, the consumers could be divided into four segments: Slow bons vivants, Busy mix-and-matchers, Tolerant surfers and Youthful digilovers. Slow bons vivants have a specific role for printed products and electronic media in their life: electronic media is more work-related and print is for relaxing. Busy mix-and-matchers instead make easy transitions between printed and electronic media. In this group, families with small children have an important role, and the user comments stated that media choices were often dictated by hurry. Tolerant surfers enjoy using electronic media, but have a very positive attitude towards printed products. Some users in this group are active social media users. Youthful digilovers, for their part, don t feel like printed products have much of a role in their daily media use. Print media was highly valued especially as a trustworthy advertising channel and in all groups attention is paid to it. In general, print advertising was also seen as useful. The role of the as an advertising channel grew in importance as the role of digital media in the consumers everyday life increased. The was used especially to actively search for information to support buying decisions. The segments that appear the most interesting with respect to the future of print ads are Busy mix-and-matchers and Tolerant surfers, who use both print and digital media and have a positive attitude towards print ads. Espoo Written by Reviewed by Accepted by Anu Seisto Caj Södergård Principal Scientist Research Professor VTT s contact address Vuorimiehentie 3, Espoo, Finland Distribution: customer and VTT Petteri Alahuhta Technology Manager The use of the name of the VTT Technical Research Centre of Finland (VTT) in advertising or publication in part of this report is only permissible with written authorisation from VTT Technical Research Centre of Finland.

4 2 (43) Contents Contents Description and objectives Background Methods Results Austria Belgium/Netherlands Finland Germany Italy Norway Sweden UK Print Power countries Other countries Concluding remarks Executive summary Appendix Questionnaire

5 3 (43) 1 Description and objectives As reasoning for this project is the fact that more detailed information is needed to give evidence and proof of the effectiveness of print in multi-media marketing campaigns. Hence, the main question to be solved in this study has been: What are the key strengths of print media as advertising channel in multi-media marketing today and how will it evolve in 5 years from now? The work is based on a two stage approach, in which qualitative and quantitative methods are combined. This way we aim at 1) getting an overview of how the consumers in Print Power countries perceive print advertising, how they may be divided into segments within Europe and how they may have national consumer profiles and 2) getting detailed information of why they perceive print advertising as they do and what are the underlying reasons that may have an effect on their media use habits and choices. This report includes results from the first part of the study. Based on the results, recommendations are given for the second part of the study. Dr. Anu Seisto was in charge of the research carried out and Paula Järvinen was responsible for all mathematical treatment of the data. Frank Leerkotte, Ulbe Jelluma and Martyn Eustace from Print Power and Two Sides in addition to the country managers of Print Power gave valuable help in carrying out the study. 1.1 Background Advertisers expect their messages and advertisements to be planned and executed in the right media at the right moment in time and space to reach the target group in the right mood effectively. However, having the right media mix is getting more and more complicated. Consumers are gaining more power because they are faced with more choices when it comes to the number of media available and the channels available within each medium. The possibilities to affect the choices of consumers are diminished and consumers are less attentive to mass media vehicles. Newer alternatives compete for consumers time and thus for advertisers money and new technologies are changing media consumption habits. There are increasingly those who no longer want to be passive media users. Social media services have made it easy for anyone to become a prosumer, an active consumer who also produces content. In respect to media advertisement buying and selling activities, the discussion is shifting from talking about different media or channels into talking about media brands. Thus, there is a need for better understanding of how to reach and impact consumers with advertisements regardless of the platform from which it is consumed. In this development target group definitions are shifting from mere demographic portraits (such as age or gender) into something much deeper. Traditionally, the currency for buying and selling media advertising space in print media has focused on media exposure an estimated number of readers for an average issue of publication. Changes in the media landscape are, however, putting accountability pressures for all media. Not only is it important to

6 4 (43) understand how many people have exposed to a certain media, but also who have exposed to the advertising message, and more importantly, what was the response to the message. As the ultimate objective of all advertising is to increase sales, it is essential to have knowledge on the role of different media in consumers lives and decision-making processes in order to reach the consumers effectively. More information on the challenges related to comparability of media may be found from the report by Viljakainen et al., Methods The study was carried out as a web questionnaire in all 13 Print Power countries, starting in April The questionnaire was divided into three parts: - background information of the respondents - reading, evaluating and commenting media use storylines - evaluating the importance of advertising in different channels. An example of the questionnaire is included in the appendices. The questionnaire was mainly distributed through professional and University networks. The aim was to attract respondents, whose media use was not limited by capability to use different platforms or by economic issues. Hence, it would be possible to introduce media use situations that are slightly futuristic. The results were analysed with the use of PCA (Principal Component Analysis) in order to reveal any possible grouping or segmenting of the respondents based on how they evaluated the stories related to their media use habits. In Finland and especially in the UK the respondents had explained their lifestyle and choice of media to a great detail. This material being so rich in detailed information was used to further differentiate the segments from eachother. Based on this analysis, four main segments could be found. Within these four segments, any possible correlations with the background information of the respondents were searched for. The attitudes of the respondents towards advertising were evaluated based on how important the different advertising channels were in each four segment. 3 Results The Print Power questionnaire was delivered via several different routes to people in the Print Power countries. In some countries help in spreading the web questionnaire was received from e.g. universities, newspaper publishers and trade magazines. At the same time the web questionnaire also spread outside the Print Power countries. The total number of replies was 1008 at the time of writing this report, and they came from 29 countries. Viljakainen, A. et al., On media metrics and currencies: /D %20Mobime%20Building%20Exchange%20Rates%20for%20Media%20Currencie s-mobime%202010_%20final%20report.pdf

7 5 (43) In this report, we have included the results from nine Print Power countries, namely Austria, Belgium/Netherlands (combined), Finland, Germany, Italy, Norway, Sweden and UK, in which the number of replies was very close to or over 100. From the remaining countries France, Hungary, Portugal and Spain there was not enough data for carrying out the analysis. In addition, the results are presented for all replies coming from the 13 Print Power countries as as replies from other countries. According to the results, four main consumer segments could be found in all cases: 1. Slow bons vivants. People who consider themselves as print users, and who have a clear distinction between using print or digital media for certain purposes. This group has no need for interactivity in print. 2. Busy mix-and-matchers. People who enjoy and appreciate print media, but who very naturally shift between print and digital. Interactivity in print is considered as a positive feature. 3. Tolerant surfers. People who use digital media more than print but have a positive attitude towards print. They also appreciate the possibility to choose from a large variety of media. Especially in Finland and UK, use of social media services is frequent and valued in this group. 4. Youthful digilovers. People who consider themselves as digital users. This group sees no benefits in the use of print media. The results below describe the four consumer groups within each country, how they use media and what their attitudes towards print media as part of the everyday life are. In addition, the ways consumers in these groups perceive advertising in different channels is presented. The sizes of the groups in different countries are applicable only for this study and cannot be used to represent the whole population in any of the countries. The results do, however, give very good indication of the media use habits and attitudes of some lead user groups. 3.1 Austria Out of the Austrian respondents, 46% were women and 54% men. The age distribution of the respondents is presented in Figure 1. Figure 1. Age distribution of the Austrian respondents. 51% of the respondents lived in a family with children and 11% were single households. Most of the respondents (54%) had a full time job, and most of them (72%) had moderately money to spend on other than essentials. In addition, 79% of the respondents lived in cities.

8 6 (43) As presented in Figure 2, the largest proportion of the respondents belonged to the group Busy mix-and-matchers. Figure 2. Proportions of the different consumer segments in Austria. In the group Slow bons vivants, an age correlation could be found the respondents in this sub group were older than people in the other groups. At the same time, they also lived in smaller families with less children living with them. In addition, there was a higher proportion of people with a full time job in this group. People in this group enjoyed the use of printed products during their leisure time. I only use digital media for targeted search. I prefer magazines and newspapers for leisure reading and find them also easier on the eyes. The busy mix-and-matchers group had a positive attitude towards digital media, even though based on their open answers they could be seen as print users. In this group a clear correlation with family size could be seen, i.e. in this group people had more children <18 years living with them than in the other groups. There also seemed to be a tendency for more women in this group than in the other groups. Services that made everyday life easier were appreciated, but in the open answers there were more comments on not being willing to give out information of themselves than the opposite. There were some respondents who mentioned that they especially enjoy reading printed products but several respondents also told about the use of both printed and digital media for all purposes. Opposite to the first group, in the Tolerant surfers group there was a sub group of younger people. In addition, people in this group lived more in the cities than in the countryside. Some respondents in this group were active users of social media or enjoyed using social media services. They were also active users of digital media and digital devices, but in general they were not willing to give up print media. There were some recipients in this group who mentioned liking print media but for practical reasons often using digital media instead. Kindle & ipad have replaced books & magazines for a good part.

9 7 (43) Also in the Youthful digilovers group there was a high proportion of young people and in general the respondents were not active users of printed products. When asked about the attitudes of the respondents towards advertising in different channels, the groups Slow bons vivants and Busy mix-and-matchers replied in a fairly similar manner (Table 1). Newspaper, magazines, catalogues and were mentioned by both groups as the channels at which they pay the most attention to, find trustworthy and useful. A difference could be seen in the channels that were mentioned as useful and as important for making purchase decisions. The Slow bons vivants mentioned radio as a useful channel whereas the Busy mix-andmatchers mentioned the. For making purchasing decisions the Busy mixand-matchers group found internet as a more important channel than the Slow bons vivants group. In the groups Tolerant surfers and Youthful digilovers, magazines and newspaper were ranked the highest of the advertising channels that attention is paid to and that are found trustworthy alongside with the and catalogues. Both groups found the as the most important channel for making purchase decisions but catalogues and magazines followed right after it. Youthful digilovers group differed from the others in considering the also as the most useful channel for advertising. Table 1. Evaluation of advertising channels, order of importance in the different consumer groups in Austria. in the table refers to addressed dm. Slow bons vivants Busy mix-andmatchers Tolerant surfers Youthful digilovers Attention Trust Useful Purchase decision Newpapers s Newpapers s Newpapers s Newpapers s Newpapers s Newpapers s Newpapers s Newpapers s Newpapers s Newpapers s Newpapers Newpapers s s s s 3.2 Belgium/Netherlands Out of the respondents in Belgium and the Netherlands, 39% were women and 61% men. The age distribution of the respondents is presented in Figure 3.

10 8 (43) Figure 3. Age distribution of the respondents from Belgium/Netherlands. 55% of the respondents lived in a family with children and 13% were single households. Most of the respondents (69%) had a full time job, and most of them (62%) had moderately money to spend on other than essentials. In addition, 60% of the respondents lived in cities. As presented in Figure 4, the largest proportion of the respondents belonged to the group Busy mix-and-matchers. Figure 4. Proportions of the different consumer segments in Belgium/Netherlands. In the group Slow bons vivants there was a clear age correlation the respondents in this sub group were older than people in the other groups. This group valued print products especially as a way to relax, and there were several comments of choosing to use print instead of digital media after work. Print allows me to relax. Electronic means rush and work. The busy mix-and-matchers group had a positive attitude towards digital media, even though based on their open answers they could be seen as print users. In this group the only clear correlation with the background information appeared to be with the occupation. There was a high proportion of people working full time in this group. Services that made everyday life easier were appreciated, and in the open answers there were both comments on not being willing to give out information of themselves and on not having a problem with it. There were many comments about the combined use of printed and digital media for all purposes.

11 9 (43) Some respondents also mentioned specifically enjoying printed books and the way they feel. Print media still represent an important part of life, but they are no longer in everyday life... Also after-work the majority of the media I use are digital (,, tablets,...). Opposite to the Slow bons vivants group, in the Tolerant surfers group there was a sub group with of younger people. People in this group tended to have less money to spend after the essentials than people in other groups. They were active users of digital media, but mentioned positive features related to print media as. There were some recipients in this group who mentioned liking print media but for practical reasons often using digital media instead. Also in the Youthful digilovers group there was a high proportion of young people. The people in this group lived more in the cities and had less children in their households than people in the other groups. There were also less people with full time jobs in this group than in the others. In general the respondents were not active users of printed products. Table 2. Evaluation of advertising channels, order of importance in the different consumer groups in Belgium/Netherlands. in the table refers to addressed dm. Slow bons vivants Busy mix-andmatchers Tolerant surfers Youthful digilovers Attention Trust Useful Purchase decision Newpapers s Newpapers s Newpapers s Social media Newpapers s Newpapers s Newpapers s s Newpapers s Newpapers s Newpapers s Social media s s s When asked about the attitudes of the respondents towards advertising in different channels, the groups Slow bons vivants and Busy mix-and-matchers replied in a

12 10 (43) fairly similar manner (Table 2). Newspaper, magazines, catalogues and addressed direct mail were mentioned by both groups as the channels at which they pay the most attention to, find trustworthy and useful. For making purchasing decisions the Busy mix-and-matchers group found internet as a slightly more important channel than the Slow bons vivants group. In the groups Tolerant surfers and Youthful digilovers, the was ranked the highest of the advertising channels that attention is paid to. Tolerant surfers also ranked magazines and direct mail as important channels when considering trustworthiness and usefulness. These channels were also found important for making purchase decisions. The Youthful digilovers found the as the most important channel for all purposes. are also valued by this group. were seen as a trustworthy advertising channel but catalogues were found more useful and important for purchase decision making. Youthful digilovers group differed from the others in considering social media as a useful channel for advertising and in mentioning radio as a more important channel than the other groups. 3.3 Finland Out of the Finnish respondents, 63% were women and 37% men. The age distribution of the respondents is presented in Figure 5. Figure 5. Age distribution of the Finnish respondents. 45% of the respondents lived in a family with children and 11% were single households. Most of the respondents (85%) had a full time job, and most of them (72%) had moderately money to spend on other than essentials. In addition, 84% of the respondents lived in cities. As presented in Figure 6, the largest proportion of the respondents belonged to the group Print with interactivity.

13 11 (43) Figure 6. Proportions of the different consumer segments in Finland. In the group Slow bons vivants there was a clear sub group with age correlation the respondents in this sub group were older than people in the other groups. This group valued print products especially as a way to relax, and there were several comments of choosing to use print instead of digital media after work. As I use the computer a lot at work, I very much value free time without it. I like reading newspapers and printed magazines because there tend to be longer and more profound stories there. Based on the open answers of the respondents, there also was a sub group with a very negative attitude towards social media. The busy mix-and-matchers group had a positive attitude towards digital media and sharing information, even though based on their open answers they could be seen as print users. In this group the most important correlation was with family size, i.e. in this group people had larger family size and more children <18 years living with them than in the other groups. Several recipients mentioned that their family situation, i.e. small children, and busy life affect their media use habits. There were also several, who considered interactivity as a positive feature. Even though there were some respondents who mentioned that they are not willing to give out information of themselves and their consumption habits, many respondents also had no problem with it. Instead, services that made their everyday life easier were appreciated. There were some respondents who mentioned reading printed products as a good way to relax but several respondents also told about the use of digital media for relaxing. I can sometimes relax also with digital equipment, e.g. with social media, games, and browsing blogs and stores in internet, even though I really prefer offline activities like books and handicraft... In the Tolerant surfers group there was a sub group with of younger people. People in this group were active users of social media. They were also active users of digital media and digital devices, but they were not willing to give up print media. There were some recipients in this group that mentioned print media as their choice for relaxing or that in some situations printed products are more

14 12 (43) convenient than digital media. However, over all recipients in this group appeared to be more active in using digital than print media. In the Youthful digilovers group a negative age correlation was found, i.e. young people dominated in this group. Most of the respondents were not interested in print media. Some also mentioned that they didn t want to have paper trash around them. Some, however, told that even though they prefer digital media they do read printed magazines or books as, but not on a regular basis. Table 3. Evaluation of advertising channels, order of importance in the different consumer groups in Finland. includes both addresses and nonaddressed dm. Attention Trust Useful Purchase decision Slow bons vivants Busy mix-andmatchers Tolerant surfers Youthful digilovers Social media Social media Social media Social media When asked about the attitudes of the respondents towards advertising in different channels, the groups Slow bons vivants and Busy mix-and-matchers replied in a very similar manner (Table 3). Newspaper, magazines, and catalogues were mentioned by both groups as the channels at which they pay the most attention to, find trustworthy and useful. In both groups there were also recipients who valued direct mail. Only in getting information for making purchasing decisions did the Busy mix-and-matchers group found the as somewhat more important channel than the Slow bons vivants group. In both Tolerant surfers and Youthful digilovers groups newspaper, magazines and were ranked the highest of the advertising channels that attention is paid to and that are found trustworthy. In both groups attention was also paid to advertising in the radio and social media. However, these groups also mentioned

15 13 (43) internet as a useful advertising channel alongside with newspapers and magazines. The Tolerant surfers group found internet as the most important channel to support purchasing decisions. Newspaper, magazines and followed right after internet. In the Youthful digilovers group internet was considerably more valued as an information channel for purchase decision making than any other channel. 3.4 Germany Out of the German replies, 56% came from women and 44% from men. The age distribution of the respondents is presented in Figure 7. On the contrary to the other countries involved, in Germany an especially large proportion of young people were involved in the survey as 63% of the respondents were below the age of 35. Figure 7. Age distribution of the German respondents. 21% of the respondents lived in a family with children and 30% were single households. Less than half of the respondents (42%) had a full time job, yet most of them (55%) had moderately money to spend on other than essentials. In addition, 85% of the respondents lived in cities. Even though the proportion of young respondents was high, similar to the other countries the largest proportion of the respondents belonged to the group Busy mix-and-matchers (Figure 8). Figure 8. Proportions of the different consumer segments in Germany.

16 14 (43) In the group Slow bons vivants there was an age and residence correlation the proportion of older respondents as as people living in the countryside was higher in this group than in the other groups. This group valued print products and mentioned them as a way to relax. Respondents in this group had very little interest in the use of social media. I find it pleasant to read the newspaper every day at breakfast The busy mix-and-matchers group had a positive attitude towards digital media, but based on their open answers they were also active users of printed products. In this group there was a correlation with family size there was a tendency towards larger family size than in the other groups. There were also clearly younger people in this group than in the Slow bons vivants group. There were several respondents who mentioned reading printed products as a good way to relax, and especially reading printed books was appreciated as a way of being offline. I read news, articles or books from whatever platform is the most convenient. I actually read messages frequently in print, but certainly also on the laptop. I read books only in the printed form. In the Tolerant surfers group there was an age correlation towards younger people. People in this group were active users of digital media and had a positive attitude towards social media. They also valued print media even though based on the open answers they were clearly less active in using print products than the Slow bons vivants and Busy mix-and-matchers. Some recipients in this group mentioned print media as being suitable for relaxing. Also in the Youthful digilovers group an age correlation towards younger people was found, and people in this group appeared to come from cities more than from the countryside. There also appeared to be a correlation towards smaller family size, i.e. less people in the household of these respondents. There were mostly respondents in this group who felt that everything they need is in digital form, although some mentioned reading printed books. When asked about the attitudes of the respondents towards advertising in different channels, the groups Slow bons vivants and Busy mix-and-matchers replied in a very similar manner (Table 4)., newspapers, catalogues and were mentioned by both groups as the channels at which they pay the most attention to, find trustworthy and useful. The same channels were also important for information related to purchase decisions. The Busy mix-and-matchers group found the as a somewhat more important channel than the Slow bons vivants group when it came to attention and purchase decision making. Also the Tolerant surfers group was fairly close to the Slow bons vivants and Busy mixand-matchers in the way they evaluated the different advertising channels. The role of the grew in importance in several aspects, but otherwise very much the same channels were valued. Only the Youthful digilovers group behaved slightly differently. Print products, newspapers, magazines and catalogues, were found as the most trustworthy advertising channels and they were all also mentioned as useful channels for

17 15 (43) advertising. However, the and social media were valued more as advertising channels by this group than by the other groups, especially in the role of supporting purchase decision making. Table 4. Evaluation of advertising channels, order of importance in the different consumer groups in Germany. Slow bons vivants Busy mix-andmatchers Attention Trust Useful Purchase decision Tolerant surfers Youthful digilovers Social Media Social Media Magazine Magazine Newspaper Social Media 3.5 Italy Out of the Italian replies, 44% came from women and 56% from men. The age distribution of the respondents is presented in Figure 9. Figure 9. Age distribution of the Italian respondents. 68% of the respondents lived in a family with children and 12% were single households. Nearly all respondents (63%) had a full time job, and most of them (53%) had moderately money to spend on other than essentials. In addition, 82% of the respondents lived in cities.

18 16 (43) As presented in Figure 10, the largest proportion of the respondents belonged to the group Busy mix-and-matchers. Figure 10. Proportions of the different consumer segments in Italy. In the group Slow bons vivants there was a clear age correlation the respondents in this group were older than people in the other groups. This group valued print products and mentioned them as a way to relax and preferring the use of print instead of digital media after work. Respondents in this group were not interested in the use of social media. my work involves almost exclusively the use of [digital] tools. Consequently, printed media relate to my personal space. The busy mix-and-matchers group had a positive attitude towards digital media and sharing information, even though based on their open answers they could be seen as print users. In this group the most important correlation was with family size, i.e. in this group people had larger family size and more children <18 years living with them than in the other groups. There also appeared to be slightly younger people in this group than in the Slow bons vivants group. Even though there were several respondents who mentioned that they are not willing to give out information of themselves and their consumption habits, some respondents had no problem with it. In general, this group was also slightly more positive towards social media than the Slow bons vivants group. There were several respondents who mentioned reading printed products as a good way to relax. I sometimes prefer the printed media and other times digital media. And I quite like print ads or receiving targeted discount coupons. In the Tolerant surfers group there was an age correlation towards younger people and people in this group also had less money to spend after the essentials than people in the other groups. People in this group had a positive attitude towards social media. They were active users of digital media and digital devices, but they also valued print media. There were some recipients in this group that mentioned print media as being suitable for relaxing and wishing to spend more

19 17 (43) time reading from print. However, over all recipients in this group appeared to be more active in using digital than print media. I really like technology without distinction between work and leisure. With regard to the print media, the only form in which I'd like to be able to enjoy more sipping tea in silence, calm and comfort is the book. Also in the Youthful digilovers group an age correlation towards younger people was found, and people in this group appeared to come from cities more than from the countryside. There were mostly respondents in this group who felt that everything they need is in digital form. Table 5. Evaluation of advertising channels, order of importance in the different consumer groups in Italy. Slow bons vivants Busy mix-andmatchers Tolerant surfers Youthful digilovers Attention Trust Useful Purchase decision When asked about the attitudes of the respondents towards advertising in different channels, magazines, newspapers, catalogues and were mentioned by both Slow bons vivants and Busy mix-and-matchers as the channels at which they pay the most attention to, find trustworthy and useful (Table 5). The same channels were also important for information related to purchase decisions. The Busy mix-and-matchers group found the as a somewhat more important channel than the Slow bons vivants group when it came to usefulness and purchase decision making but the difference was very small. Also the Tolerant surfers group was fairly close to the Slow bons vivants and Busy mix-andmatchers in the way they evaluated the different advertising channels. The role of the grows in importance in several aspects, but otherwise very much the same channels were valued. Only the Youthful digilovers group behaved slightly differently. and catalogues were found as trustworthy advertising channels and newspapers were

20 18 (43) also mentioned as a useful channel for advertising. However, advertising in magazines did not appear to reach this group. In this group the was considerably more valued as an advertising channel than in the other groups, especially for purchase decision making. 3.6 Norway Out of the Norwegian replies, 24% came from women and 76% from men. The age distribution of the respondents is presented in Figure 11. In Norway, the proportion of respondents in the age groups 55+ was larger than in the other countries, 41%. Figure 11. Age distribution of the Norwegian respondents. 41% of the respondents lived in a family with children and 9% were single households. Nearly all respondents (92%) had a full time job, and most of them (60%) had moderately money to spend on other than essentials. In addition, 80% of the respondents lived in cities. As presented in Figure 12, the largest proportion of the respondents belonged to the group Slow bons vivants. Figure 12. Proportions of the different consumer segments in Norway. In the group Slow bons vivants there was a clear age correlation the respondents in this group were older than people in the other groups. In the open answers, the most common comment was that the respondents simply prefer reading from print to reading from screen. There was no specific trend towards

21 19 (43) print being better for relaxing, nor did the respondents have any particular opinions towards social media. Reading from paper makes it possible for me to peacefully concentrate, put aside and then pick up again... There were no clear correlations in the Busy mix-and-matchers group when the background information of the respondents was examined. A weak correlation with the number of children <18 years could be observed, but more replies should be gathered to confirm this. This group had written very little text in the open answers, which makes a closer examination of the group difficult. However, based on the comments that were given, this group appeared to have quite similar attitude towards print products as the Slow bons vivants group. However, there were some comments about using both print and digital media in this group. What also points towards this group having a more positive attitude towards digital media is that the storyline with digital media use (story 6 in the web questionnaire) got clearly better ratings from this group than from the Slow bons vivants group. In the Tolerant surfers group there was a sub group of younger people. Interestingly there also appeared to be a sub group of older respondents as. In the Norwegian data social media was not specifically brought up in the open answers. Sharing information did not raise any specific comments within this group. In the Youthful digilovers group a clear age correlation was found, respondents in this group consisting largely of young people. In Norway the total number of young respondents was small and therefore this group was also very small in size. However, based on the comments the respondents from this group had written, the attitude towards print was very similar to the ones received from other countries, i.e. respondents in this group used very little or not at all print products. The attitudes of the groups Slow bons vivants and Busy mix-and-matchers towards advertising were very similar (Table 6). In the Norwegian data, newspaper, magazines and direct mail (both addressed and non-addressed) received the most attention from these groups and they were also found as trustworthy and useful advertising channels. Both groups also mentioned catalogues, and internet in their evaluation. Only minor differences could be noticed in where information is received for purchasing decision, internet being slightly more important to the Busy mix-and-matchers group. The Tolerant surfers differed only slightly from the two previous groups. The Youthful digilovers differed from the other groups especially in that newspapers were not considered important at all and in the way how important social media was evaluated. From printed media only magazines and catalogues were mentioned. It has to be noted that the data for the Youthful digilovers group is based on information from a very small group and therefore these results should be treated as indicative.

22 20 (43) Table 6. Evaluation of advertising channels, order of importance in the different consumer groups in Norway. includes both addresses and nonaddressed dm. Slow bons vivants Busy mix-andmatchers Tolerant surfers Youthful digilovers Attention Trust Useful Purchase decision Social media Social media 3.7 Sweden Out of the Swedish replies, 36% came from women and 64% from men. The age distribution of the respondents is presented in Figure 13. Figure 13. Age distribution of the Swedish respondents. 44% of the respondents lived in a family with children and 18% were single families. Most of the respondents (75%) had a full time job, and most of them (55%) had moderately money to spend on other than essentials. In addition, 80% of the respondents lived in cities. As presented in Figure 14, the largest proportion of the respondents belonged to the group Print with interactivity.

23 21 (43) Figure 14. Proportions of the different consumer segments in Sweden. In the group Slow bons vivants there was a sub group with age correlation the respondents in this sub group were older than people in the other groups. The respondents from this group didn t mention digital media in their comments and descriptions of their media use. Most of the comments were descriptions of how comfortable they were with print and about the importance of printed products in their daily routines. I want to have my printed newspaper full stop!... I m basically a paper person... it touches many senses the best Busy mix-and-matchers group commented the use of both print and digital media and had a positive attitude towards digital media. However, some very similar comments were given about feeling comfortable with print as in the Print no interactivity group. In this group the most important correlation was with family size, i.e. in this group people had larger family size and more children <18 years living with them than people in the other groups. [I] use my ipad and smartphone pretty much but at the same time I purchase good magazines every now and then No clear correlations with the background information could be found in the case of the Tolerant surfers group. People in this group mentioned digital media but also print products in their comments. Regardless of the age of the respondents in this group, several positive comments were given about social media. Also, some comments were very positive towards new technology in general. In the Youthful digilovers group a clear negative age correlation was found, i.e. there was a higher proportion of younger people in this group than in the other groups. Even though the recipients described themselves as digital media users, there were no negative comments about print media. The respondents simply didn t have the habit of reading from print. I belong to the generation, for short. If it s not in the net it doesn t exist.

24 22 (43) Table 7. Evaluation of advertising channels, order of importance in the different consumer groups in Sweden. includes both addresses and nonaddressed dm. Slow bons vivants Busy mix-andmatchers Tolerant surfers Youthful digilovers Attention Trust Useful Purchase decision Social media Newspaper Magazine In the Swedish data there is a clear increase in the importance of internet as an advertising channel when moving from Slow bons vivants group towards the more digital users (Table 7). and magazines were highly recognized by the different groups with the exception of the Youthful digilovers. All other groups pay attention to advertising in these channels, find them trustworthy and useful. Also direct mail, catalogues and were mentioned. as an advertising channel was not interesting for the Slow bons vivants group whereas Busy mix-and-matchers and Tolerant surfers groups found it the most important channel for receiving information for purchasing decisions. It was also mentioned as a channel to which these groups pay attention to and find useful, but not as a channel that is found trustworthy. The Youthful digilovers group found internet as an important advertising channel in every way evaluated in this study. Respondents from this group do mention magazine, and social media in their evaluation as, but the role of newspapers was significantly smaller in this group than in the others. In the evaluation of receiving information for purchase decisions internet was evaluated as much more important than the print channels. 3.8 UK Out of the British replies, 35% came from women and 65% from men. The age distribution of the respondents is presented in Figure 15.

25 23 (43) Figure 15. Age distribution of the British respondents. 49% of the respondents lived in a family with children and 9% lived alone. Most of the respondents (88%) had a full time job, and most of them (56%) had moderately money to spend on other than essentials. In addition, 50% of the respondents lived in cities and 50% in the countryside. As presented in Figure 16, the largest proportion of the respondents belonged to the group Busy mix-and-matchers. Figure 16. Proportions of the different consumer segments in the UK. In the UK data, there was a clear sub group with age correlation within the group Slow bons vivants the respondents in this sub group were older than people in the other groups. There also appeared to be a correlation with the residence of the respondents with more people from the countryside belonging into this group. Based on the open answers of the respondents, there also was a sub group with no interest towards social media. Also based on the open answers, several respondents in this group made a specific distinction of the use of print media for relaxing, but music and were also mentioned on the side of reading. Some respondents mentioned use cases for which digital media is very suited, e.g. using the internet for searching for product information or for buying products. Subscribe to daily newspaper which is helpful for reading on train as as at home prefer not to read things on a laptop Busy mix-and-matchers group had a positive attitude towards digital media and sharing information, even though based on their open answers they could be seen as print users. In this group the most important correlation was with family size,

26 24 (43) i.e. in this group people had larger family size and more children <18 years living with them than in the other groups. People in this group told about using both print and digital media for relaxing, and in general, they were print users who enjoy the convenience offered by digital media. Some recipients told that their life is very busy and they appreciate services that make life easier, e.g. targeted ads. I use print and digital media in both my job and home life. I often read things online to relax. Opposite to the Slow bons vivants group, in the Tolerant surfers group there was a sub group with a negative age correlation, i.e. there was a higher proportion of younger people in this group. Most of the recipients in this group had a positive attitude towards social media and sharing information or were active users of social media. Digital media is a large part of everyday life in this group, but there were many comments about the importance of being able to choose different media for different situations and being able to use a mix of media. The general attitude in this group was that print media still has its place. I am increasingly being drawn into social media which drives digital content. However, books are still important to relax. In the Youthful digilovers group a clear age correlation was found, there were more young people in this group than in the others. In addition, the respondents in this group were more from the cities than from the countryside. Being connected is of specific importance to this group. This is more due to having all possible information easily at hand than e.g. social media. Some recipients mentioned not using print media at all, but in some cases print products were occasionally of interest. However, in contrast to the other groups, in this group use of print appears to be unplanned and irregular. The role of magazines was very much emphasized in the UK data. The Slow bons vivants, Busy mix-and-matchers and Tolerant surfers groups all evaluated magazines as the most important channel that they pay attention to as as find trustworthy and useful (Table 8). Slow bon vivants and Busy mix-and-matchers also mentioned newspapers and catalogues as important channels. However, these two groups differed from each other in the way how they evaluated channels that they prefer for purchase decision making. Alongside magazines and newspapers, the Slow bons vivants also mentioned addressed direct mail and. For the Busy mix-and-matchers the was a more important channel. In the Tolerant surfers group catalogues and addressed direct mail were also valued, but and the were in a more important role than in the two previous groups. In the Youthful digilovers group clear differences could be seen in comparison with the other groups. The was mentioned as the most valuable channel in all aspects studied but trustworthiness., newspapers and radio were seen as the channels where advertising is trusted. This was also the only group that evaluated Social media as an important advertising channel. Out of print media, newspapers, magazines and addressed direct mail was mentioned also by this group but they had a clearly less important role than in the other groups.

27 25 (43) Table 8. Evaluation of advertising channels, order of importance in the different consumer groups in the UK. in this table refers to addressed dm. Slow bons vivants Busy mix-andmatchers Tolerant surfers Youthful digilovers Attention Trust Useful Purchase decision Social media Magazine Magazine Magazine Newspaper Social media 3.9 Print Power countries Out of the replies that were collected from all 13 Print Power countries, 747 replies altogether, 43% came from women and 57% from men. The age distribution of the respondents is presented in Figure 17. Major proportion of the respondents belonged to the middle-aged groups between ages (30%) and (26%), 20% were younger than 35 and 23% were older than 54. Figure 17. Age distribution of the respondents from the Print Power countries. 48% of the respondents lived in a family with children and 13% in single households. Most of the respondents (83%) had a full time job, and most of them (61%) had moderately money to spend on other than essentials. In addition, 74% of the respondents lived in cities.

28 26 (43) As presented in Figure 18, the largest proportion of the respondents belonged to the group Busy mix-and-matchers. Figure 18. Proportions of the different consumer segments in the Print Power countries. Even though the correlations found from the country specific data showed that the proportion of young respondents was lower in the Slow bons vivants group and higher in the Tolerant surfers and Youthful digilovers groups, all age groups were present in all the segments found (Figures 19 and 20). This very much emphasizes the phenomenon of audience evolution (discussed e.g. by Prof. Napoli, 2010), and the difficulty of using traditional audience research methods based on demographics to understand the media use habits of consumers. For example, in our case when aiming at understanding the attitudes of the European consumers towards advertising in print, way of life and situation in life (e.g. having small children in the family) dictate the media use habits much more than age or gender. As could be expected from the country specific data, the proportion of young respondents (age group 15-34) was the lowest, about 15%, in the Slow bons vivants group and increased towards more digital media use. In the Youthful digilovers group the proportion of young respondents was nearly 40%. Similarly, the proportion of the oldest age group, 55 and older, was the highest in the Slow bons vivants group, 30%, and lowest in the Youthful digilovers group, nearly 15%. A fairly similar tendency could be seen with the age group also, although the difference in the proportions was not as large (decrease from about 25% to 20% when moving from Slow bons vivants to Youthful digilovers). On the other hand, from age group the largest proportion belonged to the groups Busy mix-and-matchers and Tolerant surfers. In these groups the proportion of year olds was slightly over 30%, whereas the proportion was about 25% in Slow bons vivants and Youthful digilovers. Hence, in the and groups age appeared to have less importance in the media use habits than in the oldest and youngest age groups. Napoli, P.M., Audience evolution. New technologies and the transformation of media audiences. Columbia University Press 2010.

29 27 (43) Figure 19. Age group distribution within the different consumer segments. Figure 20. Proportions of different age groups in the consumer segments. The respondents were asked about the role of print ads in their everyday life, and they evaluated the role from 1 to 4, 1 being not important and 4 very important. As presented in Figure 21, most respondents from all four segments evaluated the role of print ads as quite unimportant (2) in their everyday life. This result is in line with literature on consumer attitudes towards advertising. Studies tend to show a generally negative public attitude towards advertising (e.g. Alwitt and Prabhaker, 1994; Zanot, 1981). It is interesting to note that especially in the Slow bon vivants and Busy mix-and-matcher groups a significant proportion also evaluated the role of print ads quite or very important (3 or 4) in their everyday life. Roughly half of the respondents in the Slow bons vivant group and one third of the respondents in the Busy mix-and-matchers group had rated the role as quite or very important. This result could be expected based on the active use of print products by these consumer segments, and hence a more positive attitude. In the Tolerant surfers and Youthful digilovers groups the importance of print ads was naturally lower. Based on their open answers in the questionnaire print media use was not very active and especially in the case of Youthful digilovers tended to be Alwitt, L. F. and Prabhaker, P. R. Identifying Who Dislikes Television Advertising: Not By Demographics Alone. Journal of Advertising Research (34:6), 1994, pp Zanot, E..Public Attitudes Toward Advertising.. In H. Keith hount (Ed.), Advertising in a New Age,. Provo, Utah: American Academy of Advertising, 1981.

30 28 (43) irregular, which makes it very interesting that such a large proportion of respondents in these groups still found the role of print ads in the everyday life quite important (3). Figure 21. Relative proportions of the importance of print ads in the daily life in the different consumer segments. The following figures summarize the attitudes of the respondents towards advertising in different media within each segment. The figures show in percentages how large proportion of respondents within each segment had mentioned 1) paying attention to ads in different media, 2) finding ads in different media trustworthy, 3) finding ads in different media useful and 4) getting information that supports their purchasing decisions from ads in different media. Figure 22. Slow bons vivants attitudes towards advertising in different media.

31 29 (43) Figure 23. Busy mix-and-matchers attitudes towards advertising in different media. Figure 24. Tolerant surfers and attitudes towards advertising in different media. Figure 25. Youthful digilovers and attitudes towards advertising in different media.

32 30 (43) Common to all segments is that magazines and newspapers are found the most trustworthy advertising channels. With the exception of Youthful digilovers, they are also paid the most attention to and found the most useful alongside with catalogues and the. Also has an important role. For the Youthful digilovers the digital channels,,, radio and social media, play a clearly more important role than for the other segments, but fairly high figures were also obtained for magazines and newspapers in attention and usefulness. In all segments addressed direct mail is experienced as more valuable than nonaddressed direct mail. This is a possible indication of better targeting improving the impression towards the ads. All in all direct mail did not get very high scores in any segment, possibly due to the fact that everybody gets them without any extra effort. To make it easier to compare the different consumer segments attitudes towards the different advertising channels, Figures 26 and 27 summarize the data for print and digital channels. The European data shows that in the case of print ads, only the Youthful digilovers group differs clearly from the other groups. In the Busy mix-and-matchers and Tolerant surfers groups the attitudes towards print ads is very similar to the traditional print users in the Slow bons vivants group. Ads in magazines and newspapers are experienced as useful by more than 60% of respondents in all three groups. In the case of Tolerant surfers the value is surprisingly high, as based on their own description they used digital media more than print. High appreciation of print ads is also seen in the importance of finding information to support decision making. Also in the Youthful digilovers group the encounters with print ads are valuable, even though the use of print media is irregular. Figure 26. Attitudes towards advertising in different print media. Blue bars = Slow bons vivants, red = Busy mix-and-matchers, green = Tolerant surfers and lilac = Youthful digilovers.

33 31 (43) No major differences between the different consumer segments can be seen in the case of attitudes towards advertising on and radio. As seen in the country specific analysis, the importance of the especially as a channel used for searching for information to support decision making increases the more digital the media use habits in the segments are. A similar trend is also seen in the case of social media although it s importance in general appears to be very low. In the case of the as an advertising channel, the attitudes of Tolerant surfers resemble very much of those of the Youthful digilovers. In this group it was more visible than in the other groups that the respondents appreciated freedom of choice of any medium for any purpose. This seems to have a positive effect on the attitudes towards advertising by respondents belonging to this group. On the other hand, the Busy mix-and-matchers appear to differ from the other groups in their attitudes towards social media. This may be due to busy situation in life and therefore not being able to or willing to pay as much attention to social media as respondents in the other groups. Figure 27. Attitudes towards advertising in different digital media. Blue bars = Slow bons vivants, red = Busy mix-and-matchers, green = Tolerant surfers and lilac = Youthful digilovers Other countries Out of the replies that were collected outside the Print Power countries, 110 replies altogether, 33% came from women and 67% from men. The countries where replies were sent from included: Australia, Canada, China, Colombia, Egypt, Iceland, India, Iran, Ireland, Latvia, Romania, Russia, Switzerland, Slovenia, South Africa, Turkey and the USA. Major proportion of the replies were from Australia and the USA. The age distribution of the respondents is presented in Figure 27.

34 32 (43) Figure 27. Age distribution of the respondents outside the Print Power countries. 53% of the respondents lived in a family with children and 8% lived in single households. Nearly all respondents (95%) had a full time job, and most of them (69%) had moderately money to spend on other than essentials. In addition, 74% of the respondents lived in cities. As presented in Figure 28, the largest proportion of the respondents belonged to the group Print with interactivity. Figure 28. Proportions of the different consumer segments in the countries not included in Print Power. The data from countries outside Print Power was not analysed in detail and hence, no correlations against background information from these respondents were looked for and no comparison was made on their attitudes towards advertising. However, very similar comments as found from the open answers of respondents from the Print Power countries were also received from countries outside Print Power:

35 33 (43) I love the tactile feel of reading printed material, as as the ease and comfort of reading. I don't necessarily like reading on a computer, and tend to get sleepy., Slow bons vivant, USA I travel a lot and live in South Africa. So whatever medium is available I will read - free wifi I will use. So will read traditional media online as as normal printed media, Busy mix-andmatcher, South Africa I much prefer to view things on the computer or phone, it s simple and easier to do. However I do find that when purchasing products or holidays the internet websites can become very confusing, and printed material is very straight forward., Tolerant surfer, Australia I'm responding to this survey at 04:00am on my ipad in the dark because I can! This would not be possible as a paper survey and I would have thrown it away if it was. I guess I just find digital media exponentially more accessible, Youthful digilover, Australia 4 Concluding remarks Four consumer segments were found in this study: 1) Slow bons vivants (23% of the respondents), 2) Busy mix-and-matchers (46%), 3) Tolerant surfers (19%) and 4) Youthful digilovers (12%) The segments are very applicable to the whole material collected in the Print Power Survey, and very similar comments were received throughout Europe. Based on the way the respondents evaluated the storylines representing examples of media use and the open answers that they wrote, printed products play an important role in the lives of the first two groups, they are present in the third, and fairly much absent in the fourth group. The first group has a very traditional way of using print media, and even though digital media is used it is not valued in the same way as print media. For consumers in the second group, digital media is part of the everyday life, but at the same time they are strongly attached to print media. In the third group, digital media is not necessarily in a more important role than in the second group, but print media is not as actively used. However, having several media channels to choose from is important to this group. Finally, in the fourth group there is no specific need for print media and print is not a part of the everyday life, even though it might be used occasionally. The main correlations with background data are as follows: - Slow bons vivants older respondents than in the other groups - Busy mix-and-matchers larger family size and more children < 18 years in most of the countries, more people with full time jobs (Belgium/Netherlands) than in the other groups

36 34 (43) - Tolerant surfers younger respondents, less money to spend after the essentials (Belgium/Netherlands, Italy), in most countries also more positive attitude towards social media than in the other groups - Youthful digilovers: younger respondents, mostly from cities (Belgium/Netherlands, Italy, UK), with less/no children in their households (Belgium/Netherlands) and with less full time jobs (Belgium/Netherlands). However, even though age correlations could be found, the European data showed very clearly that all age groups were present in all consumer segments found, and that lifestyle and situation in life are very important factors guiding the media choices. The Norwegian data differed from the rest of the data as only in Norway the Slow bons vivants group was the largest. This may partly be due to slightly higher proportion of older respondents taking part in the survey in Norway than in the other countries. Interestingly, in the German data the proportion of young respondents was clearly higher than in the other countries but the sizes of the segments were very similar. When it comes to advertising in different media, the following comments could be stated based on this study: - In all the countries studied, the group Slow bons vivants found printed media as the most important channel in all the ways evaluated. Some cultural differences could be seen as in the Nordic countries newspapers were valued more than magazines. In Austria newspaper advertising was paid the most attention to and in Italy newspapers were found the most trustworthy. In Belgium/Netherlands and the UK, magazines were valued more than newspapers. In all the countries this group also mentioned catalogues and direct mail as valuable channels for advertising and the as an important channel for finding information to support purchasing decisions. - The Busy mix-and-matchers group was very similar to the Slow bons vivants, but the role of the was higher, especially for finding information to support purchasing decisions - In the Tolerant surfers group the was again somewhat more highly valued than in the Busy mix-and-matchers group. In the Nordic countries the role of print media was high also in this group. In Austria and the UK newspapers were clearly less valued than by the Busy mix-and-matchers and Slow bons vivants groups - In the Youthful digilovers group the role of the Intenet was emphasized over others. However, also this group valued print media as the most trustworthy advertising channel, with the exception of the UK where was ranked the highest. In Austria, Finland and Sweden both magazines and newspapers are mentioned by this group as important advertising channels more than in the other countries. - In the Italian data, none of the groups valued direct mail as an advertising channel. In the Nordic countries both addressed and non-addressed direct mail was valued whereas in Austria, Belgium/Netherlands and the UK addressed direct mail was preferred. As a recommendation for the second phase, more attention could be paid to the groups that don t have a traditional way of using print media. Especially the Busy mix-and-matchers and Tolerant surfers would be interesting groups to study further, as in these groups there are excellent possibilities for effective utilization

37 35 (43) of print media as part of the media mix in advertising. Further studies with these groups could also reveal more detailed knowledge of the similarities and differences between these groups, e.g. how to maintain print as an important part of the everyday life of consumers in these groups, how to attract them and how to activate the use of print media.

38 36 (43) 5 Executive summary Understanding the attitudes of the consumers towards advertising is crucial to the media business as the on-going media convergence and audience evolution is very much blurring the traditional ways of consuming media. The new media environment empowers the audience to serve as both receivers and senders of mass communication, and hence, more complicated ways of understanding the media use habits than demographic data should be used. This report presents the results of the first part of a two-phase study, in which an online questionnaire was used to find different consumer segments from the 13 Print Power countries in Europe, have an understanding on the media use habits and especially highlight their attitudes towards advertising in different media. Four consumer segments, Slow bons vivants, Busy mix-and-matchers, Tolerant surfers and Youthful digilovers, were found from all the countries studied. The segments were quite similar throughout Europe. Age alone could not explain the choice of media and the role of print ads in the everyday lives of consumers in the different segments, as all age groups were present in each consumer segment. However, the proportion of older people was the highest in the Slow bons vivants group and the lowest in the Youthful digilovers group. With the youngest age group the proportions were just the opposite. The following four personas describe how respondents in the four consumer segments found use media and evaluate the role of ads in their everyday life. Slow bons vivants: Anita spends a large part of her day at work by the computer. Before and after work she enjoys the quiet print media. The old fashioned way of reading the newspaper and having a cup of coffee in the morning or enjoying a book and a glass of wine in the evening is the best way for her to take her mind off of everyday duties and relax. Digital devises remind too much of the hectic working life. As she reads newspapers and magazines quite often, and finds it enjoyable to leaf through printed catalogues and direct mail, she sees printed ads all the time and finds them very trustworthy and useful. As a result, printed ads are also important to her when she needs information to support purchase decision making, although it is very convenient to search for information from the as. Busy mix-and-matchers: Erik is managing his own business and a father of three children. Ever since the kids grow old enough to have their own hobbies, he and his wife have been very busy organizing their everyday life so that they have enough time to do their work, take the kids to their hobbies, cook dinner, take care of their own exercise and spend some time as a family. Erik often uses his laptop or tablet at home, but he also enjoys being offline and reading. When travelling, the tablet device is very handy both for working and for relaxing, but on holidays he prefers to read printed books. He uses several different media channels, mainly depending on what feels the most convenient, but considers print media as a valuable part of his everyday life. He trusts the newspapers and magazines he chooses to read, pays attention to ads in them and he finds them

39 37 (43) useful. As he uses digital devices all the time, it is easy for him to find relevant information to support purchase decision making both from the and from print. Tolerant surfers: Ella is just starting her career and lives an active life. She uses media through several channels- reads magazines that are of her interest, likes to read newspapers and catalogues, watches and is online almost all the time. She uses her smart phone not only for phone calls but also for listening to music and keeping in touch with friends through social media services. The magazines that she enjoys the most are in line with her lifestyle, and these magazine brands are very important to her. She would like to read more books if she just had the time. As she is active in using all sorts of media, she notices ads everywhere and feels quite comfortable with it. All kinds of advertising can be very useful to her, depending on the situation, but she doesn t trust ads in the or social media nearly as much as printed ads. Youthful digilovers: Oscar can t think of many situations where he would prefer print media over digital. When he wants to relax, he plays online games with friends or watches a movie from his laptop. He reads a magazine or a newspaper if there is one that is interesting available, for example when his waiting at the dentist. And sometimes, when there is nothing else to do, it s quite OK for him to leaf through a catalogue. But mostly, everything he needs to find out can be found from the. He doesn t pay all that much attention to ads in general, but in addition to the, ads in magazines, newspapers and on can be useful. However, he feels that magazine and newspaper ads can be trusted more than the ones in the or on, and they can also be good for decision making. More important than that though is for him to search from the or to check out what his friends have said if he needs support for purchase decisions. Based on this study, print ads play an important role for a large part of European consumers. Also, it seems evident that instead of dividing the consumers to digital immigrants and digital natives based on their media use habits, the most important factors influencing the choice of media and attitudes towards advertising are lifestyle and situation in life. Even though younger respondents tended to be more digital in their media use habits than the older ones, this did not directly result in them preferring ads in the digital form. In addition to magazine and newspaper advertising being the most trustworthy, they were also found as useful advertising channels by the digital media users, especially by the Tolerant surfers. The most versatile media use habits were found in the Busy mix-and-matchers and Tolerant surfers groups. These groups can be assumed to be important for the future role of print ads in the media mix, and are therefore recommended to be studied in more detail in the second phase of the study.