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Four consumer segments

Slow Bons Vivants- print users, digital media are associated with hectic working life, print ads are very trustworthy and useful; 

Busy Mix-and-Matchers- easily shift between digital and print media, appreciate print media, trust the advertising in newspapers and magazines;

Tolerant Surfers- more digital media users, positive attitude towards print media, do not trust advertising on the Internet and in social media as much as printed ads;

Youthful Digilovers- digital users, see no benefits in the use of print media, put more trust in ads in magazines and newspapers than the ones on the Internet and TV.

Link para estudo completo.