• Most overindexed media consumed: Interactivity enthusiasts overindex on live professional sporting events, console or handheld games, and PC games. • Most underindexed media consumed: Interactivity enthusiast underindex on magazines, newspapers, and radio. — Community trendsetters (10 percent of consumers): • Highest nominal belief: “Shopping is one of my favorite hobbies.” • Most underindexed belief: “I’ll avoid advertisements at all costs, even if it means that I have to pay more.” • Most overindexed media consumed: Community trendsetters overindex on theme parks and concerts or music festivals. • Mediums where focus is most overindexed: Community trendsetters overindex on focus for social media (nonvideo) and social video (particularly TikTok). — ‘Digital traditionalists’ (10 percent of consumers): • Highest nominal belief: “I’m very curious and always looking to learn new things.” • Most overindexed belief: “Shopping is one of my favorite hobbies.” • Most overindexed TV genres: Digital traditionalists would miss drama, news, and talk shows the most if a genre was removed from their lives completely. • Mediums of focus (versus average): Digital traditionalists are most comparatively focused on audiobooks and e-commerce websites and applications. — Mobile scrollers (11 percent of consumers): • Highest nominal belief: “I’m very curious and always looking to learn new things.” • Most overindexed belief: “I consume content primarily through my phone.” • Most underindexed belief: “It’s hard to figure out what content I want to consume.” • Proportion that enjoy advertisements: Mobile scrollers enjoy advertisements 0.4 times more than the average consumer does. — Legacy holdouts (29 percent of consumers): • Highest nominal belief: “I’m worried about sharing too much of my personal information and data with media companies.” • Most underindexed belief: “I consume content primarily through my phone.” 30 The ‘attention equation’: Winning the right battles for consumer attention