Market Connections Study Highlights Media Consumption Patterns, Challenges and Desires of Federal Workforce

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Market Connections, Inc. Releases Eleventh Annual Federal Media and Marketing Study

For eleven years in a row, Market Connections has studied the media habits of federal employees. The 2019 Federal Media and Marketing Study (FMMS), to be released today, looks at media consumption by federal workers before, during and after the workday. This year’s study identifies the peaks and valleys of media exposure as well as other marketing methods that can help public sector marketers reach their target customers.

Market Connections, Inc. will release results of the annual study this morning, October 31, 8:30-11:30 a.m. at the Center for Education at Wolf Trap in Vienna, Va.

The 2019 survey finds that federal workers are consciously choosing to receive their news and information from a variety of sources -- from AM/FM and satellite radio during morning commutes, digital news/magazines and social media during their lunch breaks, to broadcast/cable TV and streaming services before and after work.

Findings include:

  • One in four respondents are checking digital news sites during the workday. Among federally-focused news sites, Government Executive is the most likely to be accessed among federal respondents;
  • While half of employees are checking social media daily, one out of five say they check social media during their lunch break, ranking social media above all other media channels during this time of day;
  • Print is not dead. One in four are reading a local or national print news magazine in the evening;
  • Streaming video is quickly catching up to traditional TV. Forty-five percent of respondents are streaming online video during the evening, this media channel’s peak during the day.
  • While AM/FM radio is still the top activity during the commute, 1 in 4 report listening to satellite radio and 1 in 10 are listening to podcasts.

“Federal marketers are consuming a growing mix of media, with certain peak times during the day,” asserts study cofounder Sara Leiman, VP media director of TMP Government. “Maximizing your mix can help you more cost effectively reach the most eyes, ears, and minds.”

New this year, Market Connections dove deeper into respondent demographics and major personal purchase plans for the next year, such as cars, homes and other financial decisions like saving for college and retirement. In addition, this year’s survey looks at the top work-related challenges and workers’ plans for the future both professionally and personally . This data can provide companies deeper insights that go beyond the business decisions federal employees make to understanding their personal priorities.

“While knowing the best way to reach your audiences is incredibly helpful, without an effective message that touches on not only the business challenges but also the personal concerns of your customers you are wasting your marketing dollars,” said Aaron Heffron, President of Market Connections, Inc. “Addressing what really keeps people up at night will help them make a better decision in the morning.”

Following the presentation of the findings, a panel of experts will discuss the insights from the survey and what the data means to both federal employees and public sector marketers.

EVENT PANELISTS INCLUDE:

  • Virginia Grebbien, chief marketing officer, Parsons Corporation;
  • Joseph Pendry, vice president, marketing and communications, Akima LLC;
  • Pete Tseronis, former chief technology officer, Department of Energy.
  • Constance Sayers, president, Government Executive Media Group (moderator)

The study results summary will be available online after the event. The online dashboard that provides access to study data from 2017, 2018 and 2019 is available for purchase through Market Connections. More information is available at http://www.marketconnectionsinc.com/fmms2019study.

About the Study:
The survey represents the views of nearly 2,800 federal workers in a variety of positions. Market Connections aggregates the data and makes it available to federal marketers online. Clients use the data to assess changes in media consumption and identify preferences for print, television, radio, mobile, social media and Internet-based news media. Demographic, job function, and purchasing data allows for tactical media targeting and placements.

About Market Connections
Market Connections delivers actionable intelligence and insights that enable improved business performance and positioning for leading businesses, government agencies and trade associations.
The custom market research firm is a sought-after authority on preferences, perceptions and trends among government executives and the contractors who serve them, offering deep domain expertise in information technology and telecommunications; healthcare; and education. Market Connections also provides the tools for organizations to expand thought-leadership in their respective markets and is known for its annual Federal Media and Marketing Study, the only comprehensive survey of the media habits of federal decision-makers, as well as the Government Contractor Study and the Federal Content Marketing Review. For more information, please visit: http://www.marketconnectionsinc.com.

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Jessica Lindberg
REQ for Market Connections, Inc.
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