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Agenda

nn. Agenda. Why do the research? Guy How was it done? Guy Overview of results James The internet experience Guy. Why do the research?. Existing media becoming more complex: TV/radio fragmenting, magazines proliferating & more targeted, newspapers sectionalised

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Agenda

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  1. nn

  2. Agenda • Why do the research? Guy • How was it done? Guy • Overview of results James • The internet experience Guy

  3. Why do the research? • Existing media becoming more complex: TV/radio fragmenting, magazines proliferating & more targeted, newspapers sectionalised • New media emerging: PCs, email, web, texting, PDAs, DVD, etc • Media choice more tailored to individual • Boundaries between different media becoming more fuzzy

  4. Why do the research? • People’s perceptions about media are changing • People’s relationships / loyalties / habits with media are changing • PPA wanted to understand this better • Look at implications for advertising strategy and buying/selling media space & time

  5. How was the research done? • PPA commissioned NFO WorldGroup • 1st stage: Qualitative • 2nd stage: Quantitative

  6. Qualitative research • People who use internet for leisure • 14-19 year olds: paired depth interviews • 20-60 year olds: group discussions • 42 informants

  7. Quantitative research • Universe: adults 12+ • Random location sampling • Face-to-face interviews in-home • 2,030 interviews • Weighted to be nationally representative • Universe size of 49.4 million

  8. Quantitative research: questionnaire • Weight of media exposure, by magazine/newspaper type; TV; multi-channel TV; radio; email; web; chat rooms • Other activities while using media • Attitudes to each medium • Actions as result of media exposure • Interest in topics • Preferred sources for info & ideas • Classification

  9. Overview of results • James Papworth

  10. Overview of results • James Papworth

  11. Absorbing MediaOverview Qu.9 12 statements : to which media does each apply ‘It is usually tailored to meet my individual needs’ ‘I can usually trust and believe the advertising’ ‘I often find the advertising annoying’ ‘The advertising is too intrusive’ Source:Absorbing Media

  12. Absorbing MediaAn Overview • How do people choose? • Are they paying attention? • Where do ads work best?

  13. Absorbing Media How Do People Choose? Tailored to our needs Has information of interest

  14. How Do People Choose?Focused on the Individual Q9a. “It is usually tailored to meet my individual needs” Source: Absorbing Media / Respondents 15+

  15. How Do People Choose?Focused on the Individual Q9a. “It is usually tailored to meet my individual needs” Source: Absorbing Media / Respondents 15+

  16. How Do People Choose?Focused on the Individual Q9a. “It is usually tailored to meet my individual needs” Source: Absorbing Media / Respondents 15+

  17. How Do People Choose?Focused on the Individual Q9a. “It is usually tailored to meet my individual needs” Source: Absorbing Media / Respondents 15+

  18. How Do People Choose?Individual Interests Q9b. “It contains information that I am most interested in” Source: Absorbing Media / Respondents 15+

  19. How Do People Choose?Individual Interest Q9b. “It contains information that I am most interested in” Source: Absorbing Media / Respondents 15+

  20. How Do People Choose?Individual Interest Q9b. “It contains information that I am most interested in” Source: Absorbing Media / Respondents 15+

  21. How Do People Choose?Individual Interest Q9b. “It contains information that I am most interested in” Source: Absorbing Media / Respondents 15+

  22. How do people choose?Qu.6Specific topics Are you interested or not interested in xxxx? Which of these media do you prefer when you are looking for information and ideas on xxxx?

  23. Preferred Choice For Specific interestsTelevision Sport 66% 44% Newspapers Gardening 61% 41% Magazines Food & Drink 55% 46% Magazines DIY 53% 43% Magazines Science & Technology 51% 34% Internet Travel & Holidays 47% 32% Magazines Source: Absorbing Media

  24. Preferred Choice For Specific interestsTelevision Sport 66% 44% Newspapers Gardening 61% 41% Magazines Food & Drink 55% 46% Magazines DIY 53% 43% Magazines Science & Technology 51% 34% Internet Travel & Holidays 47% 32% Magazines Source: Absorbing Media

  25. Preferred Choice For Specific interestsMagazines Beauty 72% 26% TV Fashion/Clothes 66% 27% TV Celebrity news/goss 61% 43% TV Cars/Bikes 60% 30% Newspaper Child Care/Parenting 56% 35% TV Health/Fitness 53% 29% TV Photography 48% 20% TV Source: Absorbing Media

  26. Preferred Choice For Specific interestsInterested in / preferred choice Magazines Fashion/Clothes Women’s Monthlies 56% Men’s/Style Magazines 53% Child Care/Parenting Home / Decorating 17% Sports Magazines 9% Source: Absorbing Media

  27. Preferred Choice For Specific interestsNewspapers Jobs 70% 37% Internet For Sale 64% 30% Internet Business News 62% 35% Internet Personal Finance 54% 30% Internet Music/Cinema/Theatre 47% 33% TV TV Programmes 43% 42% TV 40% Magazines Source: Absorbing Media

  28. Preferred Choice For Specific interestsInternet Computers / web 64% 43% Magazines Source: Absorbing Media

  29. Are Consumers Paying Attention?

  30. Attention!Are You Paying It? Q.7 “When you are (using media X) how often do you (use media Y) or do action (Z)” Always/nearly all the time A lot of the time Some of the time Very Little/Never Source: Absorbing Media

  31. Attention!Are You Paying It? Source: Absorbing Media / Respondents using media a lot/always

  32. Attention!Are You Paying It .. To TV? Source: Absorbing Media / Respondents using media a lot /always

  33. Attention!Are You Paying It .. To TV and Radio? Source: Absorbing Media / Respondents using media a lot /always

  34. Attention!Are You Paying It? Q.7 “When you are (using media X) how often do you (use media Y) or do action (Z)” Index Using the internet 52 Reading a supplement 82 Reading a newspaper 92 Reading a magazine 100 Watching TV 114 Listening to the radio 213 Source: Absorbing Media / Respondents using media a lot /always

  35. Attention!Are You Paying It .. To TV Advertising? Q2d. “How often do you XXXX when an advert comes on” Source: Absorbing Media / Respondents using media a lot /always

  36. Where do Ads Work Best?

  37. Where Do Ads Work Best?Q.8 Editorial Ideas & Advice Source: Absorbing Media / Respondents using respective media

  38. Where do Ads Work Best?Q.9 Useful and Guiding Source: Absorbing Media / All Respondents

  39. Where do Ads Work Best?Q.9 Advertising helps me decide between two products that I’m considering purchasing Source: Absorbing Media / All Respondents

  40. Where do Ads Work Best?Q.9 I find the advertising can be Inspiring Source: Absorbing Media / All Respondents

  41. Where Do Ads Work Best?Q.9 Attention & Effect Source: Absorbing Media / All Respondents

  42. Where Are Adverts Annoying?

  43. Where Are Adverts annoying?Q9. Intrusive/Annoying Source: Absorbing Media / Adults agreeing with statement

  44. Where Are Adverts annoying?Q9. Intrusive/Annoying “you are literally clicking them away to get to what you want … they throw themselves at you” Source: Absorbing Media / Adults agreeing with statement

  45. Where Are Adverts annoying?Q9. Intrusive/Annoying “you are literally clicking them away to get to what you want … they throw themselves at you” Source: Absorbing Media / Adults agreeing with statement

  46. Absorbing MediaA Summary • Choose dependent upon interest and relevance • Specific media for specific information • Take-out depends upon investment • Adverts are helpful - some more than others • … but beware

  47. The internet experience • Guy Consterdine

  48. The internet experience • Wider horizons • ‘Internet’ is 2 media: - 2-way communication (email, chat) - information channel (websites)

  49. The web experience • The search for information • Searching implies control over: - information - time spent • Low control: TV, radio • High control: newspapers, magazines • Highest control: web • Control = personalised information

  50. The ‘web moment’ • Users’ lack of relationship with the web • PCs >>> school / work • “Internet is a lonely & intense medium” • Normally accessed alone • Unsociable • The silence of the web

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