Good news for newspapers: Readers are “68% more likely to always purchase organic breakfast cereals”

Simon — Mon, 04 May 2009 13:39:10 +0000

How random. A “psychographic-research company” called Mindset Media has performed personality tests on thousands of individuals, all in order to ascribe personality traits to different kinds of media consumption. Like horoscopes, I think personality tests lure people in with the irrational tendency to gravitate toward confirmation bias — especially if all the personality traits are positive — but some of the consumption trends for different mediums were interesting. For instance, did you know that heavy internet users are “153% more likely to always buy organic products and 104% more likely to drive a hybrid car”?

Oh, and we now know where the conservative blogosphere’s readership comes from:

Low-level consumers of the internet tend to rank high in dogmatism, and are described as socially conservative people who tend to look to a religious or moral authority for guidance. “People who are more liberal are more likely to have the internet as the most consumed media,” Ms. Welch said.

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Good news for newspapers: Readers are “68% more likely to always purchase organic breakfast cereals”