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Futureproof presentation given at AOP conference in November 2010
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Futureproof presentation given at AOP conference in November 2010

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A presentation highlighting key insights from Kantar Media's futureproof survey. This was presented at the AOP conference in November 2010.

A presentation highlighting key insights from Kantar Media's futureproof survey. This was presented at the AOP conference in November 2010.

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Futureproof presentation given at AOP conference in November 2010 Futureproof presentation given at AOP conference in November 2010 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)
  • 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