Earlier this year, we launched a Media Preference Study to look into the communication habits and preferences of cooperative members to optimize strategies and ensure we’re connecting effectively with audiences. Partnering with MRI Simmons, a market research firm, and American Mainstreet Publications, our advertising partner for Indiana Connection, we set out to gather actionable insights.
The survey was distributed via email to member-consumers using cooperative data. Our primary objectives were to gather insights on content delivery for Indiana Connection magazine and to guide broader communication decisions by understanding media consumption patterns, particularly post-pandemic, across different age groups. The robust dataset, comprising responses from 22 Indiana co-ops and totaling 11,021 responses, provided a comprehensive view of members’ preferences.
Our survey examined how members stay informed about their cooperative, exploring 15 different media sources. The findings revealed a balanced blend of traditional and digital media preferences. Traditional sources, such as print media like Indiana Connection magazine, co-op publications and electric bill inserts, remain highly valued. Concurrently, digital platforms are gaining traction, especially among younger demographics. Co-op websites, SmartHub, and social media are crucial touchpoints, reflecting a shift towards online engagement.
Indiana Connection magazine emerged as the most used information source among subscribing cooperatives, especially favored by older members. Remarkably, 72.2% of respondents aged 18-34 still prefer receiving it in printed format, indicating print media’s enduring relevance. There’s a slight uptick in preference for digital formats, with 16.1% of those aged 18-34 leaning towards e-newsletters in the future. This potential shift underscores the necessity of balancing traditional and digital communication channels.
The study’s key takeaway is the distinct media preferences across age demographics. Younger members (18-34) favor digital formats and social media, reflecting their comfort with technology. Older members (65+) strongly prefer print media but are gradually embracing digital platforms. This highlights the need for a balanced, multi-channel communication strategy. While digital media offers flexibility, immediacy, and interactivity, print media remains a trusted and preferred source of information. By catering to varied preferences, we can enhance our connection with all member segments, ensuring effective and inclusive communication.