Researchers at Michigan State University have developed a new model for forecasting the habits of consumers using numerous media platforms at once, a practice known as media multiplexing.
The study, published in Marketing Science, concluded that marketers should use numerous platforms at certain times throughout the day to complement and enhance their message.
The research team’s new model, which draws on the media habits of 2,000 US residents, delivers a 97% accuracy for predicting media usage. This is a marked improvement of past models that forecasted with an accuracy of 60-70%.
The study associated with the forecasting model also suggested that print remained popular with consumers, particularly in the morning when paired with other forms of media.Read more at Michigan State University