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Different media platforms – same consumers? (Maša Muster - Mediana)
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Different media platforms – same consumers? (Maša Muster - Mediana)

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To satisfy the needs of their users, it is imperative the media know them well. Research already shows that the total is more than the sum of individual parts – users are moving from traditional to …

To satisfy the needs of their users, it is imperative the media know them well. Research already shows that the total is more than the sum of individual parts – users are moving from traditional to modern forms of media usage and also transfer among the latter, which consequently means, that they often use our medium from several different platforms.
The potential for reaching new and new users is expending and we can take advantage of that. At Mediana, they already know the answers to several questions regarding the new habits of media users – who are the exclusive users, viewers or listeners over the traditional platforms, how many of them combine different methods of following the media and who are those who no longer care about traditional platforms. By enabling insight into this topic, media planners will gain a better understanding of new media landscape in the region and their decision making about future investments will be made easier.


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  • 1. DIFFERENT MEDIA PLATFORMS – SAME CONSUMERS? Maša Muster, Qualitative research manager Matej Mrevlje, Data analysis manager November 2012
  • 2. 2Data source   »Single-source« research about   Product and brand usage   Consumer opinions, free time activities and purchasing habits   Reading, listening, viewing and usage of other media Sociodemographic characteristics of respondents Mediana TGI (“Target group index) is the largest independent licensed international research in Slovenia   Interviewing method and sample size   Self-completion of questionnaires in households Multistratified, random sample, based on statistical regions   Annual average data are based on app. 4.000 respondents per country   Target group   individuals aged from 15 to 75   Frequency   Continuously from the second half of year 2000, half-year intervals
  • 3. 3 Global presence of TGI Sweden Canada Russia Ireland & N. Ireland GB Middle and Ukraine France eastern Europe Kazakhstan Turkey Japan USA Spain Greece S. Korea Lebanon China Egypt Israel Iran Taiwan Kuwait Hong Kong Saudi India Mexico Puerto Rico Arabia UAE Nigeria Thailand Philippines Venezuela Uganda MalaysiaMIDDLE AND E. EUROPE Columbia Germany Kenya Singapore Indonesia Brazil Poland Ecuador Tanzania Slovakia Czech republic Peru Romania South Africa Australia Italy Chile Slovenia Argentina Croatia Serbia New Zealand Macedonia Montenegro Hungary Bulgaria 69 countries – 700.000 interviews yearly
  • 4. 4The numbers never lie… 840.000.000 users 4 billion views/day 500.000.000 users 685.000 pieces of 48 hours of video 100.000 tweets/ content/minute uploaded/minute minute More than half of active67 % mobile growth 800.000.000 unique users follow companies, rate in 2012 users/month brands, products91 % of online adults regularly use social media40 % of people spend more time socializing online then they do face to face
  • 5. 5Digital revolution is SO last year!8 new people come onto the internet every secondAverage tablet user spends 14h/week with the deviceBy 2014, mobile internet should take over desktopinternet usage36 % of mobile users search for news! but only 3 % use dailies apps!
  • 6. 6What’s the catch?PRIMARY CHANNEL 69 % REVENUES DIGITAL CHANNELS 31 % REVENUES EXPECTATIONS BY 2015: 50 % PRIMARY - 50 % DIGITAL
  • 7. 7We can’t afford to ignore digital anymore INVESTMENTS EASY ACCESS NEW USERS HARD WORK &ORGANIZATIONAL PERSONALIZATION CHALLENGES REVENUES LOW ATTENTION SPAM BRANDING BRANDING LOYALTY
  • 8. 8 Media consumption in Adriatic region Slovenia Croatia Serbia Macedonia 82,9 TV 84,4 91,3 84,3 79,7 69,5 radio 46,6 25,3 74,1billboards 65,3 54,6 23,1 63,8 49,5 internet 40,9 42,7 53,1 dailies 44,6 32,4 28,6 11,5 7,1 cinema 3,7 1,0
  • 9. 9 Media consumption in an average day70,0% SLOVENIA CROATIA SERBIA MACEDONIA60,0%50,0%40,0%30,0%20,0%10,0% 0,0% 06:00 ‐ 06:59 07:00 ‐ 07:59 08:00 ‐ 08:59 09:00 ‐ 10:59 11:00 ‐ 12:59 13:00 ‐ 14:59 15:00 ‐ 16:59 17:00 ‐ 18:59 19:00 ‐ 20:59 21:00 ‐ 22:59 23:00 ‐ 05:59
  • 10. 10 In-depth classic vs. digital overview70,0%60,0% TV (classic)50,0% TV (online) magazines40,0% radio (classic) radio (online)30,0% computer books20,0% cinema dailies (print)10,0% dailies (online) 0,0% 06:00 ‐ 07:00 ‐ 08:00 ‐ 09:00 ‐ 11:00 ‐ 13:00 ‐ 15:00 ‐ 17:00 ‐ 19:00 ‐ 21:00 ‐ 23:00 ‐ 06:59 07:59 08:59 10:59 12:59 14:59 16:59 18:59 20:59 22:59 05:59
  • 11. 11 Each media has it specifics PRINT users EXCLUSIVE PRINT users ONLINE users EXCLUSIVE ONLINE users ONLINE & PRINT usersVečernji list 94,2% 92,4% 7,6% 5,8% 1,7% Jutarnji list 83,8% 73,7% 26,3% 16,2% 10,2%Business.hr 71,0% 69,3% 30,7% 29,0% 1,7%
  • 12. 12 One that’s already working on all platforms PRINT users EXCLUSIVE PRINT users all 15‐30 ONLINE users 31‐50 51‐75EXCLUSIVE ONLINE users ONLINE & PRINT users 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0%
  • 13. 13 One that’s still focusing on print PRINT users EXCLUSIVE PRINT users all 15‐30 ONLINE users 31‐50 51‐75EXCLUSIVE ONLINE users ONLINE & PRINT users 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0%
  • 14. 14 And one that’s gaining new young users online PRINT users EXCLUSIVE PRINT users all 15‐30 ONLINE users 31‐50 51‐75EXCLUSIVE ONLINE users ONLINE & PRINT users 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0%
  • 15. 15This kind of thinking can be applied to any media type TV Slovenija Mladina CLASSIC users EXCLUSIVE CLASSIC users ONLINE users Cosmopolitan EXCLUSIVE ONLINE users CLASSIC & ONLINE users HRT B92
  • 16. 16 SEL groups can help us with the targetingIn each country, the population is divided into 4 socio-economic classes SEL group 1 10% SEL group 2 20% SEL group 3 30% SEL group 4 40%
  • 17. 17 In Slovenia, young users are also really profitable!70,0% 160 % index 14060,0% 12050,0% 10040,0% index 80%30,0% 6020,0% 4010,0% 20 0,0% 0 15-30 31-50 51-75 15-30 31-50 51-75 15-30 31-50 51-75 15-30 31-50 51-75 Super consumers (f irst 10 %) (Upper) middle class (next 20 %) (Lower) middle class (next 30 %) Lower class (Next 40 %)
  • 18. 18 Generation X can be the most profitable in Serbia70,0% 160 % index 14060,0% 12050,0% 10040,0% index 80%30,0% 6020,0% 4010,0% 20 0,0% 0 15-30 31-50 51-75 15-30 31-50 51-75 15-30 31-50 51-75 15-30 31-50 51-75 Super consumers (f irst 10 %) (Upper) middle class (next 20 %) (Lower) middle class (next 30 %) Lower class (Next 40 %)
  • 19. 19It’s all about the brand and its ambassadors!100,0% 20090,0% 18080,0% 16070,0% 14060,0% 12050,0% 10040,0% 80 %30,0% 60 index20,0% 4010,0% 20 0,0% 0 Ambassadors Inf luencers Receivers Ambassadors Inf luencers Receivers 24 SATA (PRINT) 24 SATA (ONLINE)
  • 20. 20Are you doing (enough) already?
  • 21. Thank you for your attention! Any questions? www.mediana.si mediana@mediana.si