Kantar Media - futurePROOF (AOP)

Contextualising the digital spaceThe impact of changing online behaviour on brands
Richard Asquith
Trevor Vagg
AOP Research Forum
17th November 2010

Trusted brands will guide mass market digital behaviour
More media multi-tasking
More shared online experience
Online age divide narrowing
Internet becoming more mobile
Sofa surfing: internet reaches living room
Connected TV about to accelerate

So, what has changed online over the last five years?
2010
2005
15.9m
Have broadband at home
32.0m
15.7m
Use the internet every day
19.6m
18.6m
Make travel plans online
19.0m
12.6m
Look for jobs online
14.7m
12.4m
Look at newspaper websites
14.7m
1.5m
11.8m
Watch TV online
---
19.5m
Social networking
Consumers are finding ways to use digital media conveniently and on their own terms
Base: All GB adults aged 15+ (28,265)
Source: TGI Net Q3 2005 and 2010

The internet is playing a more important part in consumers’ everyday lives
Agreement with the statement
“I could not live without the internet”
Source: Internet Monitor
Base: All internet users aged 15+ (Feb 2006 -1,000, Aug 2010 – 1,006)

The internet is playing a more important part in consumers’ everyday lives - and not just for younger people
Agreement with the statement
“I could not live without the internet”
Base: All internet users aged 15+ (Feb 2006 -1,000, Aug 2010 – 1,006), all internet users aged 55+ (Feb 2006 -193, Aug 2010 – 244)
Source: Internet Monitor

As the internet becomes more important to people, the importance of other media is not diminishing
Source: futurePROOF
Base: All aged 12+ (2010 – 2,234, 2009 – 2,429)

TV sets are considered important by most people overall, but more under 35s say that computers and mobiles are important than TV sets
2/3 of internet users now use a wireless connection at home
43% of under 45s use the internet at the same time as watching TV: opportunity for broadcasters to increase engagement
1 in 5 people now have a mobile device capable of a good internet experience
Source: futurePROOF
Base: All aged 12+ (2010 – 2,234, 2009 – 2,429)

On demand via TV more widely used than online in Virgin and Sky homes. Viewing of on demand online increases where TV on demand is not available.
Source: futurePROOF 2010
Base: All aged 12+ in GB with Virgin Media (405), Sky (880), Freeview only (678)

A change in the five websites with highest claimed usage illustrates the biggest changes in online behaviour over the last five years
TGI Net Q3 2005
TGI Net Q3 2010
Shift towards social media and video. Trusted content brands remain relevant.

Active
Three axes pull apart consumers’ changing online needs
INFORMATION
EXPERIMENTATION
TRUST
ENTERTAINMENT
Passive

Online publisher sites have similar reach to social networking and audiences that are attractive to advertisers
Base: All aged 12+ (2,234)

Mobile devices are now used for a wide range of activities
Indicating the potential benefits of integrating campaigns across digital platforms
Base: All aged 12+ in GB who have ever used mobile internet (645)

22%
No change in willingness to pay for content over the last 12 months
7%
9%
5%
33%
9%
Base: All aged 12+ (2,234)

Summary
Still an appetite for quality content in context, particularly for the growing older audience online.
Changes in technology have started to cause behaviour change.
Cross-platform quality content offer is a real point of differentiation for AOP members and it is critically important for you to prove this point.
Connected TV makes the TV set accessible to online publishers – a huge opportunity for AOP members.

For more information, please contact:e: trevor.vagg@kantarmedia.comt: 020 7656 5500

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Kantar Media - futurePROOF (AOP)

by Kantar Media UK on Dec 21, 2010

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