2013 Federal Media & Marketing Study Overview

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Market Connections' 5th annual Federal Media and Marketing Study shows 2013 is the year of mobility in government. Survey responses from more than 3,900 mid- to senior-level decision makers highlight their media use spanning print, broadcast, social, mobile and online.The survey measures readership of 35 federal and general news publications, frequency of visits to more than 50 different web sites, social media and mobile usage, radio listenership and TV viewing.

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2013 Federal Media & Marketing Study Overview

  1. 1. © 2013 MARKET CONNECTIONS, INC. 2013 Federal Media and Marketing Study Overview May 16, 2013 | 5th Anniversary Release
  2. 2. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 Methodology 2 • Comprehensive respondent base o 18 publications o Third party databases o Associations and other websites • Over 140,000 unique email addresses • Online survey fielded in February – March, 2013 • Sample size: Over 3,900 • Data weighted to ensure publications were not over- or under- represented in sample
  3. 3. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 New This Year 3 • Expanded media list • eNewsletter source preferences • Expanded mobile device list • Preferred method for accessing news on mobile device • Radio listenership – time of day
  4. 4. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 Respondent Base 4 Air Force Times Armed Forces Journal Army Times Aviation Week & Space Technology C4ISR Journal Defense News Defense Systems Federal Computer Week Federal Times FierceGovernment Fierce GovernmentIT FierceHealthcare FierceHealthIT Government Computer News Government Executive Government Security News HSToday Marine Corps Times Military Information Technology Military Logistics Forum Military Training Military.com NCMA Navy Times Market Connections’ databases
  5. 5. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 Topics Covered 5 Demographics: • Agency/ Location • Age/ Education/ Gender • Rank Job function/ purchase responsibility Trade shows, webinars e-Newsletters Media usage, including: • Print • Digital: Web, Mobile & Social sites • Blogs Washington, DC Print, digital, broadcast
  6. 6. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 Job Function 6 Accounting, budget and finance Administration and office services Aviation services/operations Communications/telecommunications Cloud computing Cybersecurity Engineering/architecture Energy and environmental Emergency response, safety Executive and command Facilities, real estate Forestry, wildlife and environment Health IT Human resources, personnel, benefits Information tech., computers, systems Intel/ security Law enforcement/ public safety Legal, law, patent, copyright Logistics Maintenance and repair Medical, health Project/program management & admin. Purchasing, contracting, procurement Scientific, mathematics, R&D Social sciences, welfare Training, education
  7. 7. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 Product and Service Purchase Categories 7 Aircraft Aviation/aerospace products & services Building/facilities/real estate/office space Command and control systems/C4ISR Cloud computing services Communications/Tele- communications Computer systems/hardware Consulting services Cybersecurity Defense comm. systems Education/training classes Energy conservation products/services Engineering products/ services Environmental engineering services Financial services Fleet or individual auto purchases/lease Furniture/furnishings Ground maintenance Health IT Human resource services Intel/ security IT security IT services Laboratory, scientific and medical products Law enforcement/ fire/emergency Legal services Marketing/media services Office equipment, supplies Ships and submarines Simulation/training equipment/services Software Travel services Weapons/combat systems
  8. 8. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 FEDERAL MEDIA: Publications, Websites and Mobile Sites Air Force Magazine Air Force Times Armed Forces Journal Army Magazine Army Times Aviation Week and Space Technology Contract Management C4ISR Journal Defense News Defense Systems Federal Computer Week Federal Times Government Computer News Government Executive Government Product News Government Security News Homeland Security Today Jane’s Defense Weekly Marine Corps Times Military Engineer Military Information Technology Military Logistics Forum Military Training National Guard Naval Institute Proceedings Navy Times Seapower Security Security Management Signal The Officer i360gov.com DefenseAOL.com Defensedaily.com DoDBuzz.com Fedscoop.com FierceGovernment.com FierceGovernmentIT.com Federalnewsradio.com GOVAOL.com Govfresh.com GovHealthIT.com GovPro.com Meritalk.com Military.com 8
  9. 9. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 BUSINESS & NEWS MEDIA Publications, Websites & Mobile Sites 9 ABCNews.com Accuweather.com BloombergBusinessWeek CBSNews.com CNBC.com CNN.com Cspan.org Foxnews.com HLNTV.com HuffingtonPost.com MSNBC.com Newsweek.com The Atlantic The Economist The New York Times The New Yorker The Wall Street Journal The Week Time USAToday USNews.com WashingtonPost.com Weather.com Wtop.com
  10. 10. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 CIO CNET.com ComputerWorld Engadget.com IEEESpectrum Information Week Infoworld Network World Scientific American Techcrunch.com Techrepublic.com Techtarget.com Wired.com ZDNet.com 10 TECHNOLOGY INDUSTRY MEDIA Publications, Websites & Mobile Sites
  11. 11. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 Social Media 11 Disgover Facebook Flickr GSAInteract Google+ GovLoop GovTwit Instagram LinkedIn MySpace Pinterest Scribd StumbleUpon Twitter Wikis YouTube foursquare
  12. 12. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 WASHINGTON METRO AREA Media Properties 12 Washington Post Washington Times Washington Examiner Washington Post Express Washingtonian Magazine Washington Business Journal 4 NBC WRC 5 FOX WTTG 7 ABC WJLA 9 CBS WUSA News Channel 8 TBD CNN CNBC HLN Headline News Fox News MSNBC
  13. 13. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 WASHINGTON METRO AREA Radio Stations & Websites 13 WAMU 88.5 FM WETA 90.9 FM WIAD 94.7 WPGC 95.5 FM WHUR 96.3 FM WASH 97.1 FM WMZQ 98.7 FM WNEW 99.1 FM WIHT 99.5 FM WBIG 100.3 FM WWDC 101.1 FM WTOP 103.5 FM WJZW 105.9 FM WJFK 106.7 FM WRQX 107.3 FM WMAL 630 AM WTEM 980 AM WFED 1500 AM 1067thefandc.com federalnewsradio.com mix1073fm.com theedge1059.com wmal.com espn980.com wamu.org washfm.com wbig.com weta.org whur.com dc101.com wmzq.com wpgc.radio.com wtop.com hot995.com wnew.com
  14. 14. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 2013 Study Highlights and Trends
  15. 15. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 DEMOGRAPHICS Agency Type & GSA Region 15 52%48% Civilian or Independent Defense or Military 4% 4% 4% 5% 6% 9% 10% 12% 12% 14% 21% 0% 10% 20% 30% Heartland New England Northwest Northeast Rocky Mountain Great Lakes Mid-Atlantic Southwest Pacific Rim Southeast National Capital Demographics: GSA RegionAgency Type
  16. 16. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 DEMOGRAPHICS Age & Education 16 9% 18% 33% 39% 0% 10% 20% 30% 40% 50% 21 to 34 35 to 44 45 to 54 55+ 2% 2% 17% 25% 10% 33% 10% 0% 20% 40% High school graduate/GED Vocational/Technical training Some college College graduate Post graduate study Masters Degree Doctoral Degree Age Education
  17. 17. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 17 Involvement in Purchase Process 16% 18% 19% 27% 29% 43% 51% 0% 20% 40% 60% Make final decision or approve the purchase Allocation of budget dollars Drafting/writing RFP Identification of potential contractors/suppliers Evaluation proposals/bids/quotes Determination of requirements, specifications or features Identification of need for product/service
  18. 18. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 18 Top Job Functions 9% 9% 9% 9% 10% 11% 14% 16% 16% 19% 0% 10% 20% Engineering/architecture Law enforcement and public safety Intel/security Purchasing, contracting, procurement Medical, health Accounting, budget and finance Informational technology, computers, systems Administration and office services Training, education Project/program management
  19. 19. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 19 Top Product and Service Purchase Categories 9% 9% 9% 13% 13% 13% 16% 16% 18% 20% 0% 5% 10% 15% 20% 25% Engineering products/services Furniture/furnishings Building/facilities/real estate/office space Consulting services Communications/telecommunications IT services Office equipment and supplies Software Computer systems/hardware Education/training classes and services
  20. 20. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 28% 35% 37% 40% 44% 0% 20% 40% 60% Law enforcement emergency response Health IT Cybersecurity Energy conservation products/services Cloud computing services 20 Budget Changes - Increases PERCENT OF RESPONDENTS REPORTING INCREASES
  21. 21. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 2013 Reading Preferences 21 21% 24% 15% 12% 13% 15% 0% 5% 10% 15% 20% 25% 30% Print only Print and website or e- newsletter Website only E-newsletter only Website and e-newsletter No preference WORK-RELATED NEWS AND INFORMATION
  22. 22. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 22 Top Federal Publications Read 14% 15% 15% 16% 22% 23% 24% 29% 41% 45% 0% 10% 20% 30% 40% 50% Armed Forces Journal Navy Times Air Force Times Aviation Week and Space Technology Government Computer News (GCN) Federal Computer Week (FCW) Army Times Defense News Federal Times Government Executive
  23. 23. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 23 Top Websites Visited 24% 24% 25% 26% 27% 30% 32% 42% 51% 56% 0% 10% 20% 30% 40% 50% 60% FederalTimes.com HuffingtonPost.com GovExec.com ABCnews.com MSNBC.com WashingtonPost.com USAToday.com Foxnews.com CNN.com Weather.com
  24. 24. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 TREND 2012-2013 Mobile Device Usage 24 31% 58% 60% 67% 0% 10% 20% 30% 40% 50% 60% 70% 80% Tablet user Smartphone user 2013 2012
  25. 25. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 Overall Mobile Device Usage – 2013 25 News Websites Personal Email Work Email Social Media iPhone 23% 28% 11% 19% Android phone 13% 17% 4% 12% Samsung Galaxy phone 7% 9% 2% 6% Blackberry 6% 5% 18% 3% Windows phone 1% 1% 0% 1% iPad 21% 23% 9% 17% Android Tablet 8% 8% 3% 7% Windows Tablet 1% 2% 1% 1%
  26. 26. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 TREND 2011-2013 Mobile Device Usage – Accessing News Websites 26 11% 14% 27% 9% 23% 6% 0% 5% 10% 15% 20% 25% 30% iPhone Blackberry 2011 2012 2013
  27. 27. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 27 Preferred Method for News Access on a Mobile Device 40% 31% 29% Website App No Preference
  28. 28. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 28 Top Mobile Sites Visited 8% 9% 10% 11% 13% 15% 19% 24% 27% 38% 0% 5% 10% 15% 20% 25% 30% 35% 40% WSJ.com Huffingtonpost.com ABCNews.com MSNBC.com WashingtonPost.com USAToday.com AccuWeather.com Foxnews.com CNN.com Weather.com % of Mobile Device Users
  29. 29. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 29 Top Mobile Sites Visited by Location 11% 11% 12% 14% 16% 17% 23% 28% 29% 42% 0% 25% 50% GovExec.com MSNBC.com Huffingtonpost.com WTOP.com USAToday.com Foxnews.com AccuWeather.com CNN.com WashingtonPost.com Weather.com 8% 9% 9% 11% 11% 15% 18% 26% 27% 37% 0% 25% 50% WashingtonPost.com Huffingtonpost.com MILITARY.com MSNBC.com ABCNews.com USAToday.com AccuWeather.com Foxnews.com CNN.com Weather.com DC Metro Area - % Mobile Users Outside DC Metro Area - % Mobile Users
  30. 30. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 TREND 2010-2013 Social Media Access at Work 30 20% 46% 44% 49% 55% 44% 44% 41% 25% 10% 12% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010 2011 2012 2013 Don't Know No Yes
  31. 31. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 TREND 2010-2013 TOP ONLINE SOCIAL SITES 31 2010 2011 2012 2013 Facebook 35% 54% 58% 57% YouTube 30% 34% 46% 46% LinkedIn 10% 18% 35% 36% Google+ New in 2013 33% Twitter 8% 9% 11% 16% Wikis 8% 10% 13% 9% Pinterest New in 2013 9% Flickr 5% 5% 6% 6% GovLoop 4% 5% 4% 6% Instagram New in 2013 5%
  32. 32. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 E-Newsletters 32 5% 3% 8% 22% 25% 0% 10% 20% 30% 40% Other Manufacturer Government contractor Magazine Professional organization/ association Source Most Popular Topics IT 33% Defense 31% Scientific 22% Training 21% Cybersecurity 18%
  33. 33. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 TREND 2011-2013 Blogs 33 11% 28% 13% 37% 17% 37% 0% 5% 10% 15% 20% 25% 30% 35% 40% Write blogs Read blogs 2011 2012 2013
  34. 34. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 TREND 2011-2013 Event Attendance in Past 12 Months 34 38% 52% 10% 40% 49% 11% 52% 41% 8% 0% 10% 20% 30% 40% 50% 60% Attended None Attended 1-3 Attended 4+ 2011 2012 2013 Trade Shows, Conferences, Industry Events
  35. 35. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 35 48% 37% 14% 34% 40% 26% 38% 32% 30% 0% 10% 20% 30% 40% 50% 60% Attended None Attended 1-3 Attended 4+ 2011 2012 2013 Webinars TREND 2011-2013 Event Attendance in Past 12 Months
  36. 36. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 36 DC Metro Area: TV News 10% 12% 15% 23% 27% 28% 30% 33% 40% 42% 0% 10% 20% 30% 40% 50% News Channel 8 TBD CNBC HLN Headline News MSNBC 7 ABC WJLA 9 CBS WUSA 5 FOX WTTG FOX News 4 NBC WRC CNN
  37. 37. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 37 DC Metro Area: Radio 11% 14% 14% 15% 16% 19% 19% 26% 32% 50% 0% 20% 40% 60% WWDC 101.1 FM Rock WNEW 99.1 FM All News WMZQ 98.7 FM Country WFED 1500 AM Fed News Radio WMAL AM 630/105.9 FM Talk WASH 97.1 FM Adult Contemporary WBIG 100.3 FM Classic Rock WETA 90.9 FM Classical WAMU 88.5 FM Public Radio WTOP 103.5,103.9,107.7 FM All News 2% 3% 3% 4% 6% 7% 11% 12% 35% 42% 0% 20% 40% 60% wbig.com hot995.com smoothjazz1059.com espn980.com whur.com wmal.com weta.org wamu.org federalnewsradio.com wtop.com Radio Stations Radio Websites
  38. 38. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 38 DC Metro: Radio – Time of Day 79% 8% 60% 23% 3% 0% 25% 50% 75% 100% Morning drive time (6AM-10AM) Midday (10AM-3PM) Afternoon drive time (3pm-7pm) Evenings (7PM-12AM) Overnight (12AM-6AM)
  39. 39. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 Online Data Tool 39 A dynamic web-based reporting tool allows you to cross-tabulate Federal Media & Marketing Study survey results to create your own customized data views, such as job title and product purchases; or job title and web site visits or publication readership. The study combines demographic, job function and purchasing data with actual media usage. HOW CAN THIS STUDY HELP WITH YOUR STRATEGIC MARKETING AND COMMUNICATIONS? • Build the foundation before the plan • Customize reports to define: o Where to reach your target audience o Which media to select o How to weight your media options • Combine with your own proprietary data PURCHASE THE ONLINE DATA TOOL & FULL STUDY MarketConnectionsInc.com/ MediaStudy
  40. 40. 2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2013 40 Lisa Dezzutti, President | Market Connections, Inc. 14555 Avion Parkway, Suite 125 | Chantilly, VA 20151 | 703.378.2025 x103 LisaD@MarketConnectionsInc.com Cathy Cromley, Director of Business Development | Market Connections, Inc. 14555 Avion Parkway, Suite 125 | Chantilly, VA 20151 | 703-517-4419 CathyC@MarketConnectionsInc.com Sara Leiman, VP Media Director | TMP Government 1600 Tysons Boulevard, Suite 1200 | McLean, Virginia, 22102 | 703.269.0064 Sara.Leiman@TMPgovernment.com

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