NEW YORK, Jan. 16 /PRNewswire/ -- Mindset Media
(http://www.mindset-media.com), which operates an online ad network that enables
brand advertisers to reach millions of people with the personality traits
that fit their brands, today released a Mindset Profile(TM) of Mac users,
which the company generated from a recent study conducted using Nielsen's
Online panel (http://www.nielsen-online.com).
(Photo: http://www.newscom.com/cgi-bin/prnh/20080116/NYW072 )
According to Mindset Media, Mac enthusiasts descending on San Francisco
in droves this week to see the latest Apple innovations are apt to have a
lot in common with the open-minded, liberal population they will find
there. The study, with a robust sample of 7,500 respondents, revealed that
people who are highly open-minded or, in Mindset Media parlance, "Openness
5's", are 60 percent more likely than people in the general population to
have purchased a Mac. These purchasers are also more liberal, less modest,
and more assured of their own superiority than the population at large.
Mindset Media defines Openness 5's as those who seek rich, varied and
novel experiences, believing that imagination and intellectual curiosity
contribute to a life well lived. They are receptive to their own inner
feelings and may feel both happiness and unhappiness more intensely than
others.
"In a competitive market, like the one for personal computers, many
brands compete for the same demographic, and what separates the winners
from the losers is often the ability to identify and reach the right
psychographic," said Sarah Welch, COO and co-founder of Mindset Media. "For
the first time, marketers with brands that have distinctive Mindset
Profiles, like Apple, can directly reach the people with the personality
and attitudes that love what they sell."
About Mindset Media
Mindset Media is the internet ad network for brands. Using its
proprietary psychographic standard, Mindset Media enables brand advertisers
to target millions of people with the personality traits that fit their
brands in online media buys. The company works in partnership with Nielsen
Online to develop consumer profiles that help brand marketers specify their
psychographic targets. For more information, visit http://www.mindset-media.com.
SOURCE Mindset Media
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Related links:
http://www.mindset-media.com
http://www.nielsen-online.com
Photo Notes:
NewsCom: http://www.newscom.com/cgi-bin/prnh/20080116/NYW072
PRN Photo Desk, photodesk@prnewswire.com
CONTACT:
Jennifer Handshew, of DiGennaro
Communications, +1-212-966-9525, jen@digennarony.com
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