4. Younger consumers spend more time using the Internet than watching TV "On average, how much time do you spend per week using the following media?" Base: 22,209 European consumers Source: European Technographics ® Benchmark Survey, Q2 2008 (Hours per week) (Age) 0 2 4 6 8 10 12 16-18 19-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+ Internet TV Radio Magazines Newspapers
6. Consumers trust their peers for product information "To what extent do you trust* each of the following types of advertising/promotion? " Base: 22,673 European consumers Source: European Technographics ® Benchmark Survey, Q2 2008 *Selected 4 or 5 on a scale from 1 (do not trust at all) to 5 (trust completely) 4% 4% 7% 13% 14% 15% 16% 16% 17% 20% 25% 0% 5% 10% 15% 20% 25% Mobile phone advertising Banners Search engine Brand sponsorship Email updates Magazine advertising Radio advertising Newspapers advertising Brand site Television advertising Consumer opinions
7. Marketers must cross media to pull consumers through the funnel TV ad Email Game Email In store Marketing becomes an interactive sequence, leading to purchase where all media contributes to the experience. Awareness Awareness Consideration Consideration Preference Preference Purchase Purchase Loyalty Loyalty
8. But this is more easily said than done Base: 105 Marketing Leadership professionals (multiple responses accepted) "What were the five main media planning challenges you’ve faced in 2007?" Source: Marketing Leaders Global Online Survey, Q1, 2008 71% 52% 48% 42% 38% Measuring the effectiveness of my media strategy Determining the right media mix in light of changing consumers media behavior Getting creative that work accross Getting a sufficient budget to achieve my advertising goals Understanding consumers media behavior
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10. What is Michèle’s Social Technographics® profile? Source: European Technographics ® Benchmark Survey, Q2 2008 Base: 2,538 online French consumers
11. Michèle also . . . Often tells her friends about products that interest her. 40% Relies on recommendations from peers when making purchases. 34% Researches products online regularly.* 52% * At least monthly ** Magazines are the first source of information Michèle relies on for beauty products Doesn’t trust mobile phone advertising 95% Trusts consumers opinions. 40% Is more likely than the average French consumer to trust brand Web sites. 21% Uses the Internet as an additional source of information for beauty products.** 31% Likes to shop around before making purchases. 63%
