A recent study featured on eMarketer shared the results of the most useful types of advertising according to US college students who use the internet. It's no big surprise that word of mouth tops the list. Samples—always a bonus for students on a budget—ranked second.
Mike Bloxham, research director at Ball State who conducted the study, noted in a statement that just because 18-to-34-year-olds like to spend time on social networks does not mean advertisers should try to reach them there.
“It is too easy to assume that the media consumers choose for their own news, information and entertainment are, by default, the best media to use for marketing messages,” Mr. Bloxham said.
It's also interesting to note the digital channel preferred by age group. Text wins the day for 15-17 year olds... and grandma still loves her email. See chart.
For more of the research results, go to eMarketer.
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