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Reader2011 hr2
 

Reader2011 hr2

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Hugues Rey Deck - National Newspaper Survey Event

Hugues Rey Deck - National Newspaper Survey Event

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    Reader2011 hr2 Reader2011 hr2 Presentation Transcript

    • Consumer Expectations Convergent Communications OpportunitiesHugues Rey – Havas Media Brussels
    • What will we remember from 2010 ?• The smartphone wars, the consolidation of location services, the fight for our devices, Apple vs Adobe, Google web domination, HTML5 to the limelight ... or the birth of the iPad? Technology Acceptance• The word digital is starting to lose its face value and being taken out of an isolated context, it is becoming an integral part of what we produce and interact with. End of the Media Silos• As the perception of audiences between the two worlds of physical and digital become blended into a single one, so are campaigns and ways to communicate with consummers. Convergent Communication 2.
    • Let’s Be Prospective !Access New Devices Empowered Opportunities to Communicate Consumer UsabilityExpectations
    • Access New Devices
    • Smartphone: 19 % - Digital Tablet : 3% Parmi les appareils de télécommunications suivants, lesquels possédez-vous et lesquels envisagez-vous d’acquérir dans les prochains mois ? Among the following telecommunication devices, which do you own and which will you acquire in the coming months? (part 1/2) n:1072 (wave 1) n:1067 (wave 2)100,00% 94,6%91,60% 90,00% 80,00% 70,00% 60,00% 50,00% Wave 1 40,00% Wave 2 30,00% 19,0% 20,00% 12,6% 10,9% 11,7% 10,00% 2,4% 2,9% 0,00% GSM Smartphone Digital tablet Netbook
    • Purchase intention of tablet & smarts is growing Parmi les appareils de télécommunications suivants, lesquels possédez-vous et lesquels envisagez-vous d’acquérir dans les prochains mois ?n:1072 (wave 1) n:1067 (wave 2) Among the following telecommunication devices, which do you own and which will you acquire in the coming months? (part 2/2)14,00%12,00% 11,50% 10,50% 9,90%10,00% 8,00% 7,30% 7,10% 6,20% Wave 1 6,00% Wave 2 4,00% 2,00% 0,60%0,90% 0,00% GSM Smartphone Digital tablet Netbook
    • 9 out 10 Smartphone Users are using it every day Based on digital tablet users / n:31 Based on smartphone users / n:202Et à quelle fréquence utilisez-vous les appareils de télécommunications que vous possédez ? Based on cell phone users / n:979And how often do you use the telecommunications devices that you own? All Audience Smartphone 89% Digital tablet GSM 68% 68% 15% 12% 11% 11% 6% 6% 6% 2% 2% 0% 3% 0%
    • Use of various services on digital tabletA quelle fréquence utilisez-vous les différents services suivants sur votre tablette numérique ?How often do you use the following different services on your digital tablet? Based on digital tablet users / n:31 Each day Four to five times per week Once or twice a week Less than once a week Never Using digital agenda 20% 13% 6% 13% 48% Mobile banking 2% 5% 18% 20% 54% Using functional tools (calculator, ..) 0% 14% 27% 25% 35% Listening to music 14% 11% 16% 24% 35% Watching video 17% 10% 19% 25% 29% Playing electronic games 24% 7% 20% 16% 32%Consult services (weather, schedules ...) 24% 8% 36% 19% 13% Use a geolocation tool 4% 11% 10% 69% Using GPS as routeplanner 7% 3% 9% 14% 67% Connect to a social network 31% 17% 10% 11% 32% To chat 12% 16% 3% 11% 58% Send / receive emails 52% 10% 16% 8% 13% Send / receive SMS / MMS 12% 11% 3% 5% 69% Surf on Internet 63% 11% 10% 6% 11%
    • Source : EIAA Mediascope Belgium 2010 Multitasking is also becoming more commonplace 83% of magazine readers media mesh 35% USE INTERNET 57% WATCH TV ON PC 87% of newspaper readers media mesh WHILST READING MAGAZINE 4% USE INTERNET ON MOBILE 65% LISTEN TO RADIO 34% USE INTERNET 57% WATCH TV ON PC 37% READ NEWSPAPERS WHILST READING NEWSPAPER 6% USE INTERNET ON MOBILE 68% LISTEN TO RADIO 39% READ MAGAZINESOnline news:• 69% of surfers read news online
    • ConsumerUsabilityExpectations
    • Consumer “Liquid” Experience 11.
    • Consumer Lisfestream Integration 12.
    • Consumer Lisfestream Integrationhttp://www.memolane.com/index.html 13.
    • Consumer All Forms Notes + Liquidity www.evernote.com14.
    • Usability
    • (Mobile) Content Reformating
    • Communication Opportunities
    • Cross channel journeys• 2010 – I interact, therefore I am• Deep integration between channels: It is not A to B: It is A, to B, C, D, E all the way to Z and back again, campaign and promotional bursts need to have a long term engagement - once the dialogue with people is open, brands will have to keep talking - levels of engagement have to be kept high across preferred channels of communication chosen by consummers.• 2011 & after …• Isolated single channel activites will finally start their long waited graceful decline, and the integration of a multi-part campaign will be the norm.• Great emphasis on user journeys and narratives and how each piece or ‘episodes’ of a larger campaign takes the user through a storyline being told by the brand.• Brand engagement is not a sprint, it’s a marathon. 21.
    • Convergence: Info + Application BNP Paribas Fortis Ultimag22.
    • Augmented Content Readership
    • Augmented Reality… is the zero click interface" (Anselm Hook)
    • As a conclusion Convergence of MediaContent Advertising Strategy End of Media Silo Opportunity to: 1. Reach Accurate Targets 2. On an Unlimited Numbers of plateforms 3. With a deformated content 4. Enhance Interactivity ContentPortability