*Brand filters were added to the Media Consumption workbook on March 26, 2021.*
The Media Consumption view presents consumers' responses to the two sets of questions "What media sources (and specific brands) have you used in the past week?" and "Where (and on which specific brands) have you seen or heard ads in the past week that made you want to purchase something?"
You can view the full list of response options and full questionnaire here.
Because these media consumption questions are asked to all respondents taking the survey, you're able to filter the results by the specific user bases of any brand we track. This allows you to understand:
Which media sources and specific brands your brand's users and/or loyalists are spending their time on each week
Which media sources and specific brands your brand's users and/or loyalists are seeing or hearing ads that are influencing their purchasing decisions
How many media sources your brand's users and/or loyalists use per week
How the media consumptions habits and influences of your brand's users and/or loyalists compare to those of all young consumers
Filters > Choose Brands > Xbox
Filters > Mindshare > Loyal to brand, One of my favorite brands
EXAMPLE: Media Sources Used Filtered for Xbox Brand Loyalists:
The bar charts represent all young consumer respondents ages 13-39-years-old and the green dots represent the consumer base of those loyal to the Xbox brand.
Note: This image is not showing all media source options available.
Hover over each bar to view more information behind each data point. The Xbox brand Loyalists are labeled as the "Percentage based on Brand filters."
Brand Filtered Interpretation: Loyal consumers of the Xbox brand (36%) are more likely than the general population of young consumers ages 13-39-years-old (32%) to have used Twitter in the past week between 5/27/2019 and 3/21/2021.
Note: Beware of small base sizes when using this tool for narrow time periods.
Media Sources of Influence Filtered for Xbox Brand Loyalists:
Brand Filtered Interpretation: Loyal consumers of the Xbox brand (28%) are more likely than the general population of young consumers ages 13-39-years-old (20%) to have seen an ad on a Streaming Video service that influenced them to purchase something in the past week between 5/27/2019 and 3/21/2021.
Number of Media Sources Used in a Week
The last chart in the workbook is a histogram for the number of media sources used in a week, based on the total number of source selections from each respondent.
This shows that 10% of respondents chose 6 media sources.
Brand Filtered Interpretation: Of respondents who are loyal to the Xbox brand and use 6 media sources per week between 5/27/2019 and 3/21/2021, 69% use YouTube. This is 3 points lower than all respondents who use YouTube.