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Aegis Media releases Consumer Connection Study

Aegis Media has released the results of a study into the behaviour or Canadian media consumers called the "Consumer Connection Study." The study asked 11,000 respondents how, when and why they consume media in their daily lives. Among the study's findings: 38% of 18-to-24 year-olds find that television advertising is interesting because it gives them something to talk about, compared to 21% of all respondents; 40% of 15-to-34 year-olds search for more information on the Internet after seeing something interesting on TV, compared to 25% of all respondents; 28% of respondents between the ages of 15 and 17 agreed with the statement that online ads can improve the way they perceive a brand; 61% of 18-to-24 year-olds visit Facebook at least once a week, compared to 13% who visit Twitter. "The fact is most marketers today are working with consumer data that only tells a small part of the story and has them guessing on how best to reach their audience," said Annette Warring, COO of Aegis subsidiary Vizeum Canada.  "This study takes us to a new level of understanding of the Canadian consumer and will allow advertisers to engage people when they want to have a conversation." The Canadian results are drawn from an international study covering 340,000 respondents in 30 countries.

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