What drives readership – the mexican experience

This document shows 2003 second quarter results that refer to reasons for preferring one media over another, and whose research was done in the General Media Study conducted in Mexico by Ipsos-Bimsa. This report emphasizes results on reasons for selecting printed media: magazines and newspapers, since television, as the preferred media for any of the nine reasons studied, is practically the unanimous favorite. However, these results allow exploring and proposing hypotheses on reader behavior.
We try to answer questions that come up regarding this topic:
Why do people prefer a printed media?
How are these reasons distributed among readers?
Which printed matter do they usually read?
What are the people like that choose a printed media?



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