The myth of targeting small, but loyal niche audiences double-jeopardy effects in digital-media consumption

Higher attention traditionally has translated into higher advertising revenues for media. With a multitude of options to choose from on the Internet, however, advertisers often are tempted to turn away from outlets with mass appeal toward niche outlets, which often have loyal audiences. In this high-choice media environment, where people purportedly are consuming content per their personal preferences and attitudes, on what basis do audiences fragment? This study examines associations between users and usage of the 2,000 most popular websites in the United States. Results indicate that popularity predicts usage, and audience niches are less prevalent than commonly assumed. The findings are a cautionary tale for advertisers targeting a more loyal audience by dissociating with traditional big media, turning most of their spending toward smaller niche outlets.