WHAT IS TRADIGITAL? Q: It’s all about digital, right? A: It’s about everything.
UNDERSTANDING THE TRADIGITAL ENVIRONMENT How is media consumption trending in Europe? What weighting should we give to traditional and new media channels? How do we engage with consumers and how do they engage with the media? Let’s ask them...
Internet Users are engaging more with Social Media Base: All adults aged 15+Source: TGI Europa 2010
NOT ALL MARKETS ARE THE SAME Base: All adults aged 15+ Source: TGI Europa 2010
EUROPEAN MEDIA CHANGE 2010 Base: All adults aged 15+ Source: TGI Europa 2010
EUROPEAN MEDIA CHANGE 2010 New Media New Media Traditional Media Traditional Media Base: All adults aged 15+ Source: TGI Europa July 2009 & April 2010
EUROPE’S SOCIAL MEDIA UNIVERSE 45% use the Internet every day or most days 42% visitedYouTube during last 4 weeks 45% watch TV for 20 hours per week 33% visitedFacebook during last 4 weeks 37% read a Newspaper every day 24% listen to Radio for 14 hours per week Base: All adults aged 15+ Source: TGI Europa2010
There is a measurable trend towards web & digital media
But significant variances exist between markets
Engagement channels need to be tailored by market
Combination of traditional and digital media delivers optimum engagement
Yahoo! Labs research has confirmed that combination of mainstream and social messaging delivers greatest impact on public opinion in the online space
Transition - The Tradigital model requires continued commitment to offline mainstream media, in tandem with development of social media models.
# 02 WHY ARE CONSUMERS HEADING FOR DIGITAL?
I USE SOCIAL MEDIA BECAUSE... To communicate with friends 67% To take part in forums & chat rooms 26% To express opinions on public websites 20% To read opinions on public websites 42% To publish a blog 8% To read blogs 28% To upload video 16% To watch video 61% Base: All adult internet users aged 15+ Source: TGI Europa2010
# 03 WHAT DOES THIS MEAN FOR YOUR BOTTOM LINE?
THE IMPACT ON THE BOTTOM LINE 138.7m Total population of online consumers 45% Proportion of online consumers influenced by social media in major buying decisions Base: All adult internet users aged 15+ Source: TGI Europa2010