futurePROOF: an Introduction

f
t
u
u
R
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GB
Syndicated
Digital Study
O
O
F

The media curve – a segmentation that helps you to see the future
Mainstream
Medium
Millions of people aged 12+ in GB
Advanced
Laggards
Leading Edge
Source: Kantar Media futurePROOF 2009. Base: 2,429 aged 12+

The media curve – availability of devices is widespread but usage pushes you along the curve
Mainstream
Medium
Millions of people aged 12+ in GB
Advanced
Laggards
Leading Edge

futurePROOF allows you to explore your audience in the context of their digital maturity
Reach in the last 7 days by segment.
(L = 345, Ma = 824, Me = 562, A = 499, LE = 199)

Major quant survey: 2,400+ interviews, nationally representative
Coverage of all aged 12+ in Britain to include digital natives who are vital to spotting future trends
Qualitative snapshots to illustrate findings
Single source TGI link for TGI subscribers to add another dimension and also enable use by sales teams

Comprehensive audit of device ownership and key media metrics
Subjects
Metrics
TV
Awareness
Radio
Ownership
Internet
Usage
Computers
Aptitude
Gaming
Attitude
Newspapers
Future intentions
Mobile phones and gadgets

futurePROOF can help with key questions for your business
How is my digital audience different from my traditional audience?
Was 2009 finally the year for mobile?
How are on demand services being used?
How is news consumption changing?

TV considered equally important across all the technology segments… but digital and terrestrial channels converge
Q71: How important is each of the following to you? (IMPORTANT SHOWN: score of 7-10 out of 10)
(L = 345, Ma = 824, Me = 562, A = 499, LE = 199)

People still love telly as much as ever, even if how they watch it is changing
Leading Edge just as likely to watch TV as a family as any other group and no less likely to say they couldn’t live without television
73% of Leading Edge agree that being able to catch up has improved their viewing experience
79% of the Leading Edge agree it’s now easier to watch all their favourite shows
“On Sky+ I now record and play back programmes that I’d never have gone to the bother of recording on video.”
Source: Kantar Media futurePROOF 2009

Newspapers face a challenge to tackle the decline in perceived importance along the media curve
(L = 345, Ma = 824, Me = 562, A = 499, LE = 199)

61%
Leading Edge newspaper reach=
National newspaper reach among the Leading Edge
Online
Printed
46%
59%
15%
13%
2%
None
39%
Print
Online
Source: Kantar Media futurePROOF 2009.
Base: Leading Edge aged 12+ (199)

Perceived internet importance increases but this may be because it can be home to the other media
(L = 345, Ma = 824, Me = 562, A = 499, LE = 199)

Attitudinal segmentation within each medium available – TV audience example
1. Switched
off
2. Social
watchers
3. Square
eyes
4. On-
demanders

http://kantarmedia-custom.com	44
http://www.thinkfutureproof.com	36
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futurePROOF: an Introduction

by euanmackay on Nov 11, 2009

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