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futurePROOF: an Introduction

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A presentation by Trevor Vagg - Director at Kantar Media. Includes some background to the futurePROOF study and some key findings

A presentation by Trevor Vagg - Director at Kantar Media. Includes some background to the futurePROOF study and some key findings

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  • Digital media have caused a radical change in how audiences can satisfy their content and information needs and so, I’m sure you’ll agree, it’s very important for media owners to fully understand the changing behaviour and needs of their own audiences and potential audiences.futurePROOF is new research from Kantar Media that gives us a comprehensive view of emerging media, how audiences are behaving with them and how this might change media usage in the future.futurePROOF has also enabled us to segment the GB population based on usage of emerging media technologies.
  • The more devices you use and the more you do online, on your mobile, on your games console the further along the media curve you’ll be. The demographic profiles of the segments may not be a surprise to you with Laggards more likely to be older, the middle group your average family and the Leading Edge dominated by under 25s. But the segmentation gives us a fascinating prism through which we can explore the depth of data in the survey and build hypotheses about how things might develop.SIZES: 1- 11%, 2- 33%, 3 – 25%, 4 – 22%, 5 – 9%.
  • Here you can see where different media platforms sit on that same curve. The position on the curve doesn’t mean that only that group use a particular medium or device, instead this is more like the point on the curve at which it is really starting to be used.Newspapers, TV and radio are of course used by almost anyone and having a mobile phone and a desktop computer is very mainstream. It’s the spec of your device and what you do with the device that pushes you along the curve. Specifically it tends to be usage of mobile devices for much more than texts and calls that differentiates the leading edge. Perhaps almost everyone in this room has an iPhone but if you take the population as a whole less than 5% use one at the moment. Of course, this might be about to change as they become available on more networks.
  • futurePROOF also enables you to find out where your own audience and potential audience sits on this media curve and which emerging technologies are most relevant for them.As an example, I’ll show you here the reach, in the last 7 days, of two brands across the spectrum.Firstly You Tube where reach rises to three-quarters of the Leading Edge Group. Secondly The Sun (print or online) which stays pretty consistent across the groups suggesting that digital developments are helping to keep it relevant. The Sun overall reach 24%, You Tube 30%.
  • We’ve launched futurePROOF to enable media owners to understand changing media behaviour so that they can futurePROOF themselves. It forms part of our service to contextualise the digital space for our clients by delivering a 360 degree view.I’m sure the impact of digital on your business has been a question you’ve been asked countless times this year but with budgets under pressure have you been able to explore this area as much as you would have liked? Kantar Media decided to take the bull by the horns and provide what you need through the vehicle of a syndicated survey. This enables us to share the costs between subscribers and deliver valuable insight in this area for a fraction of the cost of proprietary research. That’s where the similarity with syndicated research ends though. Anybody signing up in the next 2 weeks will receive a tailored presentation from us exploring what the findings of the survey mean for them. We really aim to deliver an ad hoc service for a syndicated budget. I’m sure Channel 4 and Ofcom, our founder subscribers, will be happy to testify to this.futurePROOF is a major quantitative survey representing everyone from the age of 12 to ensure the views of digital natives are captured. A group that can be so vital in understanding how things might change in the future. We have also conducted some qualitative depth interviews with people representative of each of the 5 segments in order to build up an even richer picture of life and media habits in each one.Furthermore, whilst futurePROOF is extensive on its own, as an additional benefit for TGI subscribers, there is a merge with TGI (for adults 15+). This builds a single source database with unrivalled power to understand and contextualise digital media that will be available through your bureau. We aim to demonstrate that to you this morning by way of pulling out some snippets of information that will whet your appetite for more.
  • The coverage of futurePROOF is enormous. There are sections covering each of the different media and questions for each that enable us to establish awareness, ownership and usage. But also the data can be used to identify triggers and barriers to usage, and to understand attitudes towards media and the changes in how they are delivered and future intentions with a view to gaining insight on how things might change.Whilst the data we’ll share with you this morning will be at the generic industry level it is possible to drill down to your own audience or potential audience as we collect usage information on a wide range of properties across all media.
  • futurePROOF will be very valuable in helping you to build further knowledge around questions like these that are likely to be hot topics around your businesses. It will help you piece together the jigsaw that is understanding the digital world.
  • People will continue to love telly as much as ever, even if how they watch it changes. New technologies enable people to get more of the telly they want when they want as we see from the fact that 8 in 10 of the leading edge feel it’s now easier to watch all their favourite shows and from our qualitative interviews too. “On Sky+ I now record and play back programmes that I’d never have gone to the bother of recording on video”. That’s an opportunity to see that would have been missed in the old world.
  • The Leading Edge may be the least likely to read a printed newspaper in the last 7 days but they are most likely to have read an online version (15%).However, even amongst the Leading Edge, newspaper websites do not appear to be attracting a whole new audience at the overall level – only 2% reach is added. 85% of our Leading Edge who have visited a newspaper site in the last 7 days have also read a printed title in that period. Of course, looking at this by individual title, which futurePROOF allows you to do, can uncover some interesting differences within this. It can also tell you what that group are doing and help to shape your thinking about how you get them back.
  • We have also created an attitudinal segmentation within each medium to allow another level of analysis.Each medium splits into 3 or 4 groups. Broadly speaking we have a group who are disengaged with the medium. A group or two in the middle who behaviourally may be mainstream but are perhaps attitudinally open to future developments. The group where behaviour really could change perhaps. And then there’s a group like the on demanders for TV who are already benefitting from consuming the medium in new ways.

futurePROOF: an Introduction futurePROOF: an Introduction Presentation Transcript

  • f
    t
    u
    u
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    P
    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
    Source: Kantar Media futurePROOF 2009. Base: 2,429 aged 12+
  • futurePROOF allows you to explore your audience in the context of their digital maturity
    Reach in the last 7 days by segment.
    Source: Kantar Media futurePROOF 2009. Base: 2,429 aged 12+
    (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)
    Source: Kantar Media futurePROOF 2009. Base: 2,429 aged 12+
    (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
    Q71: How important is each of the following to you? (IMPORTANT SHOWN: score of 7-10 out of 10)
    Source: Kantar Media futurePROOF 2009. Base: 2,429 aged 12+
    (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
    Q71: How important is each of the following to you? (IMPORTANT SHOWN: score of 7-10 out of 10)
    Source: Kantar Media futurePROOF 2009. Base: 2,429 aged 12+
    (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
    Source: Kantar Media futurePROOF 2009. Base: 2,429 aged 12+