Matthew Couchman_Changing media trends_SMCC2011

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Matthew Couchman

Matthew Couchman

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  • 1. TRADIGITAL
    Matthew Couchman
    2nd June 2011
  • 2. INTRODUCTION
    • Matt Couchman, Media Evaluation Manager, Kantar Media, based in London
    • 3. Kantar Media monitors and measures media outcomes worldwide via network of 27 offices
    • 4. Key clients include Toyota Europe, Diageo, Procter & Gamble, Nissan, Reckitt Benckiser
    • 5. Data prepared by Kantar Media’s TGI Europe survey 2010
    • 6. Markets covered UK, France, Germany, Spain
  • WHAT IS TRADIGITAL?
    Q: It’s all about digital, right?
    A: It’s about everything.
  • 7. 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...
  • 8. # 01
    THE TRADIGITAL UNIVERSE
  • 9. EUROPEAN MEDIA CHANGE 2010
    • Daily readership of newspapers down 10m
    • 10. Daily use of internet up 11m
    • 11. Internet behaviour is shifting to social / CGM
    • 12. Social Media usage up by 18m
    Internet Users are engaging more with Social Media
    Base: All adults aged 15+Source: TGI Europa 2010
  • 13. NOT ALL MARKETS ARE THE SAME
    Base: All adults aged 15+ Source: TGI Europa 2010
  • 14. EUROPEAN MEDIA CHANGE 2010
    Base: All adults aged 15+ Source: TGI Europa 2010
  • 15. EUROPEAN MEDIA CHANGE 2010
    New Media
    New Media
    Traditional Media
    Traditional Media
    Base: All adults aged 15+ Source: TGI Europa July 2009 & April 2010
  • 16. 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
  • 17. EUROPE’S SOCIAL MEDIA UNIVERSE
    • YouTube and Facebook grew their customer base
    • 18. MySpace noted a downward trend, apart from Germany
    Base: All adult internet users aged 15+ Source: TGI Europa July 2009 & April 2010
  • 19. EUROPE’S TRADIGITAL MARKETPLACE
    • There is a measurable trend towards web & digital media
    • 20. But significant variances exist between markets
    • 21. Engagement channels need to be tailored by market
    • 22. Combination of traditional and digital media delivers optimum engagement
    • 23. Yahoo! Labs research has confirmed that combination of mainstream and social messaging delivers greatest impact on public opinion in the online space
    • 24. 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?
  • 25. 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
  • 26. # 03
    WHAT DOES THIS MEAN FOR YOUR BOTTOM LINE?
  • 27. 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
  • 28. 17
    THANK YOU!