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IPA TouchPoints

IPA TouchPoints. Multi Media – multi tasking Belinda Beeftink July 2009. Agenda. An introduction to TouchPoints Media changes TP1 vs TP2 The role of TV The role of internet Concurrent media use Use of internet to view TV Some conclusions. where with whom main activities

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IPA TouchPoints

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  1. IPA TouchPoints Multi Media – multi tasking Belinda BeeftinkJuly 2009

  2. Agenda • An introduction to TouchPoints • Media changes TP1 vs TP2 • The role of TV • The role of internet • Concurrent media use • Use of internet to view TV • Some conclusions

  3. where with whom main activities media (usage and attitude to) mood lifestyles and attitudes shopping habits Deliverable 1 – The SuperHub Survey A time based study of how consumers spend their time:

  4. Deliverable 2 – The Integrated Planning Database (IPD) The first, industry available, multi-media planning system.

  5. Launched in 2006 First industry available, multi-media study Two databases:- the Hub Survey: a time diary based, multi-media survey for strategic channel planning.- The IPD: a multi-media channel planner constructed by integrating the UK Industry currencies onto the Hub. Great success 51 companies subscribing IPA TOUCHPOINTS1

  6. Launched in 2008 Used same basic methodology in TP1 but completely updated- particularly digital, retail and direct Great success 56 companies currently subscribing IPA TOUCHPOINTS2

  7. The Hub Survey – 2 parts a) PDA-based diary b) Self completion questionnaire covering attitudes, shopping, technology and media behaviour • Records Information • By half hour: • Where were you? • Who were you with? • What were you doing?  • If travelling, mode of travel and reasons for travel.  • Media consumption • What mood were you in? • Were you alert or relaxed? 
At the end of the day: • Cinema going • Advertising mail • Telemarketing calls received • Commercial text messages received • Asks respondents for their attitudes and habits in the following areas: • Television • Radio • Press • Outdoor • Cinema • Online • SMS text and picture messaging • Event and broadcast sponsorship • Direct Marketing • Technology Ownership • Lifestyles • Attitudes • Shopping • Travel 7

  8. Life-stage Demographics Lifestyle Life values Time Multi-tasking Where at Activities Who with Newspapers Direct Mail TV Radio Cinema Internet Sponsorship Out of home media Mobile phone Text Travel Shopping Technology Media values Brand/product values Communication Connections; interrelationships & multi-dimensional insights

  9. Major insights from TouchPoints2 Overall, time spent consuming traditional media is fairly consistent However, time spent consuming the internet is growing rapidly People are media multi-tasking more Television is still the dominant medium But internet is growing quickly amongst 15-24s. The usage of traditional media’s websites can be quite small but - they extend the net reach of parent channel - they tend to attract younger/more upmarket audiences

  10. Changes in Media use TP1 vs TP2average weekday Source: IPA Touchpoints Hub Survey 2005/2008

  11. Changes in Internet use TP1 vs TP2average weekday Source: IPA Touchpoints Hub Survey 2005/2008

  12. Minimal changes to average daily media use 2008 (hrs) 0.59 3.90 2.09 1.30 0.23 2005 (hrs) 3.83 2.18 1.19 0.59 0.27 5.4 minutes 6.6 minutes No change 2.4 minutes 4.2 minutes Source: Touchpoints 2005 and 2008 - Adults

  13. Commercial TV particularly strong 2008 (hrs) 2.68 1.17 0.49 0.59 0.23 2005 (hrs) 2.64 1.34 0.49 0.59 0.27 2.4 minutes 10.2 minutes No change No change 2.4 minutes Source: Touchpoints 2005 and 2008 – Adults Base: Commercial channels only. Internet excludes email and work use.

  14. Broadcast TV dominates the media day Source: Touchpoints 2008 – Adults Base: All Media use per day

  15. ……….including for young people …including for young people Source: Touchpoints 2008 – 15-24s Base: All Media use per day

  16. …as well as ABC1 adults Source: Touchpoints 2008 – ABC1 Adults Base: All Media use per day

  17. TV viewing is growing TV viewing has increased by over 4% since 2005 Average % of Adults Source: Touchpoints 2005 and 2008 - All Adults * On an average day Time

  18. Internet growth due to increased penetration 2005 57% Adults have used the internet before Internet Users 2008 73% Adults have used the internet before Internet Users Source: Touchpoints 2008 - Adults

  19. Older women main online growth driver % Online Penetration Source: Touchpoints 2008 Base: Yes – Have Internet access at home

  20. TV gets more of our undivided attention % of users of media who do nothing else* Source: Touchpoints 2008 * Any physical activity

  21. Other media compete during the day Average % of Adults Time Source: Touchpoints 2008 - All Adults * On an average day

  22. Concurrent use: a growing and useful trend 33% of adults have watched TV and used the internet concurrently at some point during the TP2 fieldwork period Average time spent 22 mins per session Source: Touchpoints 2008 - Adults

  23. Weekday TV and internet concurrent users Reach % Source: Touchpoints 2008 * Reach over the 2 week PDA period Time

  24. Weekend concurrent use – minimal Reach % Source: Touchpoints 2008 * Reach over the 2 week PDA period Time

  25. At the moment, TV + online still quite small 13% of online use is done with TV concurrently 3% of TV viewing is with the internet at the same time Source: Touchpoints 2008 - Adults

  26. Solus media activity Wednesday All Adults (15+) Source: IPA Touchpoints Hub Survey 2005/2008

  27. Multiple media activity Wednesday All Adults (15+) Source: IPA Touchpoints Hub Survey 2005/2008

  28. Solus media activity Wednesday Age 15-24 Source: IPA Touchpoints Hub Survey 2005/2008

  29. Multiple media activity Wednesday Age 15-24 Source: IPA Touchpoints Hub Survey 2005/2008

  30. Solus media consumption(%share of time and total hrs per day) Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)

  31. Internet activity in the last 7 days Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)

  32. Subscribe to dowloads by channel Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)

  33. Frequency of watching live via internet Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)

  34. Frequency of watching later via the internet Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)

  35. TV watched live by genre Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)

  36. TV watched later via the internet Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)

  37. Conclusions • Multiple media use is increasing • Media can work well together • A small but growing number – technology • Consumer is king • Technology will force convergence • TouchPoints 3 will provide an interesting point of comparison

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