How Personality Can Predict Media Usage

Great story from AdAge.com reporting on data from psychographic-research company Mindset Media. The findings---"personality is often a more effective prediction tool for media usage than age, gender and income."

Here are some highlights:

* People who have a lot of "bravado" -- who prefer to leap before they look -- are 50% more likely than the average person to be heavy consumers of all media.
* Those who chafe at rules and may be sarcastic are 60% more likely than the average person to be high consumers of all media.

According to study findings the Internet is almost more of a mass medium than TV.


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