Winners are the biggest users of paper towels

According to data from the joint data base of GfK Hungária and Szonda Ipsos, the Product Media Index (PMX), one out of two Hungarian households use paper napkins and towels. In general, the users of these articles are successful or career oriented “individualists”. According to definitions used by PMX, consumers of paper towels are successful in their work (56 %), self-centred and career-oriented (54 %) and have a positive attitude to life (53 %). The use of paper napkins is also characteristic of the above groups. Consumers belonging to the above groups prefer to spend a lot of their free time with “active, feminine” activities in their homes. Classifying consumers of paper napkins and towels, we can say that they are independent minded, conservative and quality-oriented. Regular use of paper towels and napkins is highest among intensive users of the Internet, the only media they are “hooked on”, whereas they are not very interested in tabloids, or even public broadcasting services.