DVR Owners More Likely To Skip All Ads

May 15, 2008
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Approximately 30% of online Americans, ages 12 to 64, own or subscribe to a TiVo or a DVR service from their cable or satellite company.
Older Americans are more likely to skip ads all of the time. When asked whether they skip ads 100% of the time, 52% of men ages 55 to 64 said they do. By comparison, only 21% of males ages 12 to 17 report skipping ads 100% of the time.

Many people might assume that young men and women are the heaviest ad skippers, given that this behavior requires the use of a newer technology. Perhaps one explanation of the results is that the older men are very focused on their TV viewing, while the younger people may well be multitasking while watching TV: texting, instant messaging, surfing the web and playing a game (or two). In that case, who needs ad skipping? They just pay attention to other media when the ads are on TV or, worse yet, perhaps the TV is just “background music” for the younger demos.

Where the Digitally Savvy Things Are

May 14, 2008
An interesting article from AdAge on a Scarborough report that examines the most digitally savvy consumers, their geographic locations as well as their behavioral characteristics. Perhaps not a complete road map to online targeting success, but a great place to begin informed decision making.
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To find the biggest concentration of digitally savvy consumers, you have to head to Texas, it turns out. Austin, to be exact. And the second-highest concentration of this segment is not in Silicon Valley but in Las Vegas. Spots three through 10 go to, respectively, Sacramento, San Diego, Washington, Seattle, Phoenix, Chicago, New York and San Francisco.

What else does the Scarborough report say about the digitally savvy? Members of this segment are most likely to be men between the ages of 25 and 34. They are also likely to be affluent, with 57% living in a household that earns more than $75,000 a year, and well-educated, with 36% having earned a college degree or higher
When Scarborough looked at SRI International’s VALS psychographic profiling, the digitally savvy tended to be “innovators,” “achievers” and “experiencers.”