Media Week delved into the IPA's TouchPoints2 survey, to look at the media that ABC1 women engaged with on a weekday lunchtime.
Communicating dominated (56%), with chatting face-to-face (51%) and talking on the phone (9%) outweighing e-mail (7%).
TV and radio accounted for around 11%, with the internet and reading in single digits. The research underlines the importance of word of mouth in reaching this demographic.
METHODOLOGY:
The survey, conducted by Taylor Nelson Sofres, questioned 5,400 adults, aged 15+, through a questionnaire and a PDA time-based diary that collected data every half hour for a week on how they were spending their time, their opinions and the role of media in their lives.