STAHLHEBER TO COLLECT MEDIAMARK DATALHK Partners Inc. was founded earlier this year by Dan Hagan, Bill Kramkowski, and Andy Lohan, three former Chilton Research Services executives, all of whom had extensive experience with the MRI data collection during their tenure at Chilton. Since MRI was founded in 1979, Chilton Research Services, Radnor, PA, has collected the MRI data.
"Dan, Bill, and Andy have been the primary managers of our fieldwork since there was an MRI," said Mediamark Chairman and Chief Executive Officer Alain Tessier. "Their company and MRI's even-closer involvement with the data collection ensure the continuity of our studies."
The joint venture has been named to honor the late Bob Stahlheber, founder and director of MRI's Custom Research Division. Bob's broad experience in data collection and his insistence on perfection in the conduct of research earned him a reputation as a "researcher's researcher." Bob's last project at MRI, fittingly, was an investigation of the feasibility of MRI conducting its own fieldwork.
"We are honored to be part of this commemoration of Bob. Bob was a true gentleman who always strived for the highest quality attainable in everything he did," said Dan Hagan. "Our mission and our greatest challenge will be to achieve the same level of excellence."
LHK Partners, INC.
Dan Hagan has been a marketing research executive for more than 15 years. He joined Chilton as chief statistician in 1978 and he had been vice president/group manager for the past decade.
Bill Kramkowski had worked in research for 13 years before joining Chilton in 1990. He had been group manager at Chilton since 1993.
Andy Lohan began working at Chilton in 1969 as data processing manager. He left in 1973 to work at other research companies, and in 1985 returned to Chilton as vice president and director of operations.
PAVING THE INFO HIGHWAY ON SOLID GROUND
More than 20 million American adults have access to the Internet, according to the most recent wave of Mediamark fieldwork. Of these "connected" adults, more than 15 million have used the net in the past 30 days. Online services have a healthy share of the market, too, with more than ten million adults having been online in the past 30 days and 14 percent of online subscribers requesting additional information about something they saw in cyberspace.
These findings are among topline results of wave 33 of MRI fieldwork, which collected in-depth data on access to and use of online services and the Internet and interest in interactive TV. Marketers now can analyze these new data, cross-tabulating them with demographics and other product and media usage behaviors.
The Internet
15,426,000 adults have used the Internet in the past month, and an additional eight million have access. Among adults who use a computer, nearly one-third have access to the Internet.
Although more Americans have access to the Internet at work, a significant number are wired at home. However, among the 11 million+ adults who have brought the Internet into their homes, only seven million have used it in the past 30 days.
Commercial Online Services
Commercial online services have been used by more than 10 million adults in the past 30 days Among online subscribers, three in ten use their service once a day, more than one-quarter go online 2-3 times a week, and 15 percent use their service once a week. More than one-third of all subscribers say they are interested in online advertising.
Who are the 10 million online service users?
Adults who have used an online service in the past 30 days are most likely to be male (62 percent), aged 18-34 (43 percent), and married (62 percent). They are also likely to have household incomes of $60,000 or more (56 percent), be college graduates (51 percent), and live in the West (29 percent).
What actions did users take as a result of using an online service?
Two in ten subscribers printed an article they found online, 14 percent sent for information about a product advertised online, and one in ten made travel plans using an online service. Others sent for an advertised product or printed out an online advertisement. Bank and stock transactions were also made online.
Other media use by online subscribers
- Marketers targeting online subscribers can find them reading magazines and watching TV:
- Four in ten are heavy readers of magazines.
- More than one-third of online users read a magazine through an online service in the past 30 days.
- Three-quarters have cable television, and more than four in ten are heavy cable viewers.
- More than four in ten have pay cable TV.
Interactively Inclined
One-half of adults say they would be interested in having interactive television services in their homes. While one-third are "somewhat" interested, 19 percent are "very" or "extremely" interested. Movies on demand would be the most popular activity, with at least twice as many adults interested in movies than in other possibilities. Watching regularly scheduled TV programs whenever they'd like would be the second most popular use. Playing along with TV game shows, shopping, and playing interactive video games with other people would also interest some consumers.
As Americans embrace media in new forms, Mediamark continues to expand its research to measure these emerging media vehicles. We are working with interactive media providers to evaluate current research needs and to anticipate future issues. For more topline data on interactive media or for information on researching new media, please call Gabe Samuels or Cory Marks at (800) 310-3305 or (212) 599-0444.
DID YOU KNOW...
On the Internet
- 8% (15,498,000) of adults have access at work
- 5% (9,294,000) have used the Internet at work in the past 30 days
- 6% (11,448,000) have Internet access at home
- 4% (6,804,000) have used the Internet at home in the past 30 days
And Online...
Six percent (10,445,000) of adults have used an online service in the past 30 days. Among them:
- 31% (3,265,000,) say their average use is once a day
- 28% say their average use is 2-3 times a week
- 15% say their average use is once a week
- 27% of online users in the past 30 days say they have some interest in ads online and 9% have "considerable" interest in online advertising
"What's New" is an interactive reference tool which appears on all MEMRI CDs and Mediamark Reporter disks and CDs.
When you select the most recent "What's New at MRI" icon in Mediamark Reporter, you will link yourself to an interactive version of the Magazine Audience Estimates Pocketpiece, MRI fieldwork schedules, and a schedule and description of MRI classes.
"About MRI" is a comprehensive interactive overview of Mediamark's products and services.
We are especially interested in getting feedback from you on "What's New." This feature has been included to increase your understanding of MRI's capabilities and optimize usage of our data. Please tell us about additional topics or enhancements you'd like to see by calling or sending e-mail to Anne Drake or Jeff Cullen.
MRI is delighted to welcome six new staff and announce promotions of three employees.
New Staff:
- Ted D'Amico has joined MRI as vice president, marketing services. In this new position, Ted will be responsible for developing value-added enhancements to Mediamark's package of products and services. As the complexity of client research needs continues to grow, he will work with MRI's sales and marketing staff to address these issues. Ted will also manage MRI's Client Service staff.
- Gabe Samuels, a 30 year veteran of advertising, media, and research has joined MRI as vice president, new media. Gabe comes to us from Prodigy where he was manager, New Business Development and manager, Trade Marketing Research, responsible for Prodigy's member acquisition and retention research. Previously, Gabe was executive vice president, general manager of Yellow Spots, Inc., New York. He also spent ten years as senior vice president at J. Walter Thompson. Gabe has a bachelor's degree in business administration from Bernard Baruch College of the City University, NY. He has also completed graduate work in computer science at New York University.
- Tom Werther has joined MRI as assistant controller, Finance and Administration. He comes to us from the International Council of Shopping Centers (ICSC) where he was accounting manager for more than two years. Tom also worked at Schultheis & Panettieri, an accounting firm on Long Island, for two years. Tom graduated from Hofstra University with a bachelor's degree in business administration in 1990.
- Mitchell Goldberg is a new project manager in our Custom Research Department. Previously, Mitch was research coordinator at Moskowitz Jacobs, Inc. White Plains, New York. He graduated in 1994 from SUNY Oswego with a bachelor's degree in marketing.
- Ally Cok is the new administrative assistant in the Research Department. Ally graduated from the University of Buffalo with a bachelor's degree in business administration in May, 1995.
- Beneitha Fergus has joined us as database support technician in MEMRI Production. Beneitha graduated from Baruch College, New York, with a bachelor's degree in business administration/computer information systems in June, 1995. During college, she worked for four years as administrative assistant at the New York City Corporation Council.
Promotions:
- Jeff Baron has been promoted to manager, Technical Services. He had been client services representative since he joined MRI in 1993. Jeff graduated from Indiana University with a bachelor's degree in psychology (and an MRI summer internship) in 1993.
- Chetan Shah has been promoted to manager, client services in MRI's Los Angeles office. Chetan began his career at MRI in 1989 as client services representative. Before MRI, he was market research analyst at the Chinese Community Housing Corporation.
A native of Gujarat, India, Chetan came to the U.S. in 1986. He earned a bachelor's degree in mechanical engineering from Regional Engineering College, India, in 1986 and a master's degree in marketing from Golden Gate University in 1989.
- Jana Greenblum has been promoted to senior project director in the Custom Research Department. She had been project director, specializing in quantitative research since joining MRI two years ago. Before MRI, Jana conducted consumer product research at Newman-Stein, Inc., New York, and CLT Research, New York. Jana graduated from SUNY Albany in 1990 with a bachelor's degree in psychology.
MESSAGE FROM KEN WOLLENBERG, Senior Vice President, Sales & Marketing
During 1995 we introduced several additions to the Mediamark Reporter series of disks and CDs. These provide clients our databases in formats easier and more efficient than hard-copy volumes to use, to share, and to store.
Everyone's attention has been focused on the Internet, and so ours has been, too. We've added key "new media" questions to our survey to help us all understand the increasing use of interactive services and technologies. One new question even asks whether the respondent read a magazine on a computer. In fact, as you read this issue of The Source, you might well be doing so at http://www.mediamark.com, MRI's web site. From our home page, you can click to "What's New," a reference tool enabling you to keep up to date with MRI developments.
Finally, our experimentation collecting data using a Computer Assisted Self-Interviewing system continues to encourage us about using this innovative technique. Julian Baim and David Arpin, along with our consultant Val Appel, were honored with the most Innovative Paper Award at the recent Worldwide Readership Research Symposium for their work on this project.
Thank you for your support. Be assured we are committed to continue to keep pace with the changing needs of all our clients. As always, please call me with your comments and suggestions.
Q. How do I find out which Mediamark Reporter volume has the information I am seeking?
A. The Spring 1995 Mediamark Reporter volumes contain an electronic index which directs you to the volume and category where each product can be found. To search for a specific product, select any Mediamark Reporter product volume and press the More Information? button in the upper right hand corner of the screen. Select the Edit/Find menu, or press [Ctrl] [f] to search for any phrase. Type in the product/media/category for which you are looking and press [OK].
Published by Mediamark Research Inc.
A member of the MAI Information Group
Alain J. Tessier, Chairman, CEO
David C. Bender, President, COO
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