Kantar Media - futurePROOF (AOP)Presentation Transcript
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 Source: futurePROOF 2010 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 Source: futurePROOF 2010 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% Source: futurePROOF 2010 Base: All aged 12+ (2,234)
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.
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