1
Title slide for Rufus intro
• Nearly half (45%) claim that they are more confident
using new technologies than they were 2 years ago
• Similarly, near...
3
Five tech types
4
Each group = around a fifth of UK population
A quarter are under 35
Need reassurance and deals from tech companies
Traditional media habits
17% of 16-24‟s are Price Pr...
• Don‟t own many tech devices
• Seek out offers and deals
• Not very interested in technology
• Worried they don‟t know en...
7
Price Pragmatists
Danny, aged 24
Bar worker
Lives at home with mum & sisters
Loves watching, following and playing
sport...
• Least likely to want new tech
– Only 37% wish they had more money to buy tech, compared with 50%
of Social Addicts and 5...
What do we know about Price Pragmatists?
Least research Fewest purchases,
rarely online
Poor ambassadors
* Search for info...
Older, affluent late majority buyers
Bank of mum and dad
High spend on more traditional items
Quality Seekers
John, aged 63 and
Jan, aged 56
John‟s retired, Jan works part-time in an office
Two sons at university
Joh...
• Affluent, and prepared to pay for quality items that are built to last
and future proof
• Buying for older children as w...
• Quality and functional considerations uppermost
– Function is more important to me than style (Index 117)
– When I buy t...
What do we know about Quality Seekers?
Lots of research
and reassurance
Mostly buy in store Talk to family
and friends
Tak...
Family focus
Importance of popular print newspapers
TV affects demand for other devices
TV Worshippers
Michelle, aged 35
Does “off and on” promotional work
Single mum, lives with 7 year old daughter
Life focuse...
TV Worshippers
Dean, aged 40
Owns security firm
Married, with young children
Home and social life centres around the kids
...
• TV is always on: the focal point of the living room and daily family
life and background to other tech & media use
• Ver...
• TV , TV and more TV
– 94% have Pay TV (compared with 15% of Price Pragmatists)
– 85% have digital TV recorder
• Passiona...
What do we know about TV Worshippers?
Lots of search
and price checks
Mostly buy in store No action
Take 4 actions on
aver...
Not so young
Important influencers for friends
Need to be connected
Digital first, with traditional back-up
Social Addicts
Andy, aged 44
Freelance photographer -
weekdays and weekends often
blurred
Lives alone and works from home
...
Social Addicts
Sophie, aged 23
Admin assistant for charity theatre
group and also works part-time in
local café/bar
Lives ...
Social Addicts
Tiffany, aged 26
Local council worker
Lives alone (recently inherited house)
Passionate about fashion, love...
• Strong emotional attachment to mobile devices – as an extension of
themselves, or even a fashion accessory
• Tech owners...
• Knowledgeable but not “techie”
• Highest ownership of most mobile devices
– MP3s 95%
– Laptops 91%
– Games consoles 77%
...
What do we know about Social Addicts?
Social searching
and ads
Convenience Talk and
influence
Take 4 actions on
average be...
Not young, not all male
55% buy tech online
The most influential
Account for 36% of last year‟s tech purchases
29
Tech Rich
Lucy, aged 40
Teacher
Married, with son & daughter still at school
Enjoys spending time with family, and
soci...
30
Tech Rich
Sameer, aged 59
Healthcare project manager
Lives with wife, and 2 grown-up children
Has a passion for writing...
31
Tech Rich
Callum, aged 29
Stand-up comedian and office temp
Shares flat with his girlfriend
Enjoys socialising and havi...
• Ownership and knowledge of tech items reflect self-image and
status – it‟s really important their household has the late...
• 70% are over 35
• 4 in 10 are women
• Have the highest level of tech ownership – on average own 11
devices compared with...
What do we know about the Tech Rich?
Lots of research Buy online Show off & influence
Take 5 actions on average
before pur...
Tech Rich spend most on tech items & devices
(excl pay TV & Mobile)
TV Worshippers spend most on pay TV
Social Addicts spend most on mobile
38
The media landscape for our tech groups
Tech Nation groups across the generations
Social class profiles
(Source: TGI Clickstream Q4 2012)
Media Consumption
Price Pragmatists
Price Pragmatists
DEFINITIONS
Newsbrand TOTAL: those that read a newspaper almost always or quite often or have visited a news brand website...
Price Pragmatists
Breakfast Mid/late morning Lunch/early
afternoon
Late afternoon Early evening Mid evening Late evening/n...
• Traditional attitudes and preferences
– I prefer to watch television programmes at
the time they are broadcast, rather t...
47
Quality Seekers
Quality Seekers
DEFINITIONS
Newsbrand TOTAL: those that read a newspaper almost always or quite often or have visited a news brand website...
Quality Seekers
Breakfast Mid/late morning Lunch/early
afternoon
Late afternoon Early evening Mid evening Late evening/nig...
• Traditional attitudes, with a strong
preference for BBC Radio and TV
– The growth in stations is diluting the
quality of...
52
TV Worshippers
TV Worshippers
DEFINITIONS
Newsbrand TOTAL: those that read a newspaper almost always or quite often or have visited a news brand website...
TV Worshippers
Breakfast Mid/late morning Lunch/early
afternoon
Late afternoon Early evening Mid evening Late evening/nigh...
• Love TV and all the new ways of
getting more, more conveniently
– PVR technology such as Sky+ has
changed the way I watc...
Social Addicts
Social Addicts
DEFINITIONS
Newsbrand TOTAL: those that read a newspaper almost always or quite often or have visited a news brand website...
Social Addicts
Breakfast Mid/late morning Lunch/early
afternoon
Late afternoon Early evening Mid evening Late evening/nigh...
• Prefer mobile and digital, as they need
to know what‟s going on and follow up
impulses
– I tend to be influenced by
comm...
Tech Rich
63
Tech Rich
DEFINITIONS
Newsbrand TOTAL: those that read a newspaper almost always or quite often or have visited a news brand website...
Tech Rich
Breakfast Mid/late morning Lunch/early
afternoon
Late afternoon Early evening Mid evening Late evening/night
TV ...
• Welcome innovation
– PVR technology such as Sky+ has
changed the way I watch television
(Index 186)
– I use 'on demand' ...
67
Inspiration Opinion Information
Trust and information
69
Trusted media
Most trusted sources of advertising when purchasing technology
Top sources believed to give enough information to aid
technology purchasing decisions
Information
Media roles in the decision making journey
Icons for each media all on the
page and zoom in on a click
TV
TV adverts inspiring as offer a mixture of visuals
and sound. Can showcase product and key
functions (e.g. Kindle being...
For radio listeners, programmes on tech would
be trusted especially if on Radio 4 or similar.
However, lack of awareness o...
Generally the most highly rated info source and the
one all others are compared to…
The most trusted source of information...
Retailers
Varies by retailer, e.g. John Lewis especially
trusted as advisors with opportunity to see in store
before purch...
A valued source for detailed information on
technical spec and comparing models within range
Important role in after-sale ...
The discussion on websites was reflected in
conversation around magazines
Like electrical retailers, the provider/brand is...
Newsbrands seen to have strengths in
inspiration, opinion, and information…
Adverts seen to spark interest in products (e....
Newsbrands seen to have strengths in
inspiration, opinion, and information…
Adverts seen to spark interest in products (e....
80
Practical pointers
An extra piece of the jigsaw
Media considerations for the 68% of 15-34s
who are not social addicts
E...
81www.newsworks.org.uk/Geek-Calculator
TGI Clickstream
Analysis
Consumer
Ethnographies
Quantitative
Omnibus
A powerful story of the new Tech Nation, the
differen...
1. TGI Clickstream segmentation, using K-means cluster analysis of
Q4 2012 data
– TGI Clickstream provides a comprehensive...
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Tech Nation; We're all geeks now

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Charts based on the event including additional information about the Tech Types.

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  • Why we commissioned the research & analysisThe tech market itself is likely to be worth $1 trillion this year, with the UK accounting for over £50 billion sales across technology and communications. Tablet sales are booming, UK smartphone ownership has hit 32 million and the world is becoming increasingly connected.But even more importantly, the tech people buy affects their media consumption, and therefore impacts on every sector and every brand’s communication plan. We need to understand their relationship with technology in order to understand their relationship with media.
  • Source: Omnibus
  • Tech is omnipresent, newsbrands are omni-platform. More people than ever have access to what would previously have been considered the preserve of the keen, techie, early adopter. We are all geeks now. So it’s crucial to understand the audience for technology and why they might not be who they were traditionally thought to be. Instinctively we knew that some of the pre-conceptions about the tech purchaser and user couldn’t be right. The key audience can’t all be under 35. Early adopters can’t all be young male tech experts. We set out to explore the reality of the new Tech Nation and establish who’s doing what. Our aims were to find new insights into the audiences and challenge myths.We found 5 new groups through TGI Clickstream analysis and followed that up with ethnographic and quantitative research. (Details in appendix).But it’s really important to note that we found our groups by analysing ownership of technology – what people had actually bought – and then looked at who they were, what they thought and did. We didn’t start with attitudes. And we didn’t start with standard demographics.
  • Source: TGI Clickstream analysis
  • Price pragmatists don’t own many devices and are not particularly interested in technology. We might expect them to be older – and it’s true that over half are over 55. But the real surprise is that a quarter of them are under 35It’s partly price – their incomes are quite low – but it’s more about attitude. For Price Pragmatists tech is all about functional needs, not technical spec. Their phones are for contacting people to arrange things. They’re a bit bewildered by technology and feel that they don’t really know how to make sure they get the right brands. We usually think of young people as tech savvy digital natives, but 17% of 16-24’s, and the same proportion of 25-34’s are price pragmatists –that’s nearly 2 out of 10 young people. They are definitely not early adopters, but are most likely to wait for later or cheaper versions to come out before buying, or only buy the product once lots of their friends and family have one too. They need both reassurance and deals from technology companies in order to feel confident enough to buy. It’s also important for other clients to remember that this substantial group of young people are quite traditional in their media habits – for example they favour print popular and mid-market newspapers over digital and they are least likely to purchase online.
  • Danny is a typical young Price Pragmatist. Play the video clips to hear him talking about his lack of interest in technology, his failure to buy the right phone, and his preference for print newspapers.
  • Sources: TGI Clickstream (Indexed attitude data) and Omnibus research
  • Source: Omnibus
  • Quality Seekers tend to be older and affluent, though they span the social spectrum. They are definitely not early adopters of technology, but will wait till innovations are mainstream and thoroughly tried and tested. They are traditionalists & don’t buy tech very often, replacing items when they break rather than chasing the latest upgrade. They are unlikely to have Sky, as they’re BBC stalwarts and tend to think that multi-channel TV has diluted programme quality. But they will buy a good quality TV, hi-fi and pricier desktop computers. Becausethey’re keen to buy the best but not up to speed with tech developments, they’re most likely to seek well-established brands, trusted information sources and in-store advice. It’s also important to keep them in the loop, as they will often be buying for older children as well as themselves – and when they spend, they spend high.
  • John and Jan are classic Quality Seekers. Play the video clips to hear them talking about buying at the top of the range, never for “cheapness”; and financing their son’s tech requirements.
  • Sources: TGI Clickstream and Omnibus
  • Source: Omnibus
  • For TV Worshippers, TV – and all its related technology - is the centre of their entertainment world. It’s the focal point of their living room and often on in the background while a range of tech and media is being used. New tech purchases are often TV related, driven by desire for more catch-up, more on demand. They spend more on pay TV than any other group, accounting for 34% of annual UK expenditure. And they are evenly spread across the age ranges. They’re not just slobs – the TV is the social focus, bringing family and friends together. They think family first. And whilst they are the highest spenders on pay TV, value for money is really important. Alongside TV advertising, deals and offers in newspaper ads are particularly compelling (e.g. Virgin TV free for first 6 months). They are open to online, yet print and popular newsbrands dominate, as they have always been a part of family life and imbue trust.
  • Michelle tells us about the importance of deals
  • Dean tells us how TV based entertainment dominates family life
  • Sources: TGI Clickstream/Omnibus
  • Source: Omnibus
  • For Social addicts it’s all about mobile and being connected. They have the highest ownership of MP3s (95%), laptops (91%) games consoles (77%) and smartphones (79%) and the highest spend on mobiles. They buy in order to stay in touch with friends and family.Contemporary and urban, for Social Addicts brand is key and technology is like a fashion accessory. But the biggest revelation is that they are not all young – 44% are over 35. They are also upmarket – nearly a third are AB social class.Updates are more coveted for image and status than techie interest, and mobile devices are constantly, habitually checked, even when out of home or in front of the TV. Social Addicts are actually split pretty much 50/50 male and female. It’s vital to remember that only a third of under 35’s are social addicts, they are not the majority of young people. Social addicts are great influencers – their life is all about sharing opinions and news. Twitter is often used as a hub and launchpad for news and information, a shortcut to finding and sharing the important stories – they follow newspapers and journalists, and will tweet stories and opinions. Facebook is a more personal, guarded space. Digital media is often the first port of call – for example they are likely to check newspaper apps as a matter of habit, and some do not even own a traditional TV, but watch via laptop. But they often turn to traditional media, such as the Sunday papers, at the weekend.
  • The first video clip shows Andy talking about his addiction to Apple and, although he does not consider himself to be an early adopter, his eagerness to upgrade shortly after launch. The second features Andy talking about the habit of being connected.
  • Sophie expresses the emotional dependency typical of social addicts.Sophie fits the archetype of the young urban professional who is always socially connected. But it’s vital to remember that only a third of under 35’s are social addicts, they are not the majority of young people.
  • Sources: TGIClickstream, Omnibus (buying information)
  • Source: Omnibus
  • The Tech Rich group are real tech junkies. They are at ease with technology and could not imagine life without it. But they are not all your typical young male geeks. 70% are over 35. 4 in 10 are women.19% of 55-64 year olds are Tech Rich – co-incidentally the same proportion as we find in the 25-34 age group. Tech Rich are easily the most valuable audience for technology products. Although just19% of the population, the Tech Rich are affluent and love to accumulate new gadgets – so they accounted for well over a third of tech spending last year. The typical Tech Rich person does lots of research, pays attention to advertising and is highly influenced by expert and user reviews pre-purchase. And they are very comfortable with buying their tech onlineThere’s a fair bit of post-preening – Tech Rich are the most likely group to Tweet about their purchases and recommend on Facebook. They are also used as a source of advice by friends and family, a role which they relish. They are reasonably early adopters – but 45% still like to wait for others to buy first, so glitches are ruled out. Newsbrands are consumed both online and in print. Device ownership opens up a wide audience for online consumption, yet the role of print still valued for in depth reading.
  • Lucy talks about being an early adopter in video.
  • For Sameer owning technology fulfils a fundamental need to be connected (video)
  • Callum, who at 29 is closest to the archetypal image of the male tech geek, also finds it very easy to justify upgrading in first video; and speaks for his “love” for his tech.
  • Source: TGIClickstream
  • Fewer than 2 in 10 of the population are Tech Rich – yet they account for over a third of tech purchases – based on what they bought in the previous 12 months. Price Pragmatists are the lowest spenders – as a result of their lack of interest in technology, as well as their eye for a price cut.Quality Seekers and TV Worshippers account for a lower percentage of spend than might be expected: while Quality Seekers are affluent and buy towards the top of the range, they don’t buy as many different types of technology, are making things last and are in no rush to upgrade. And TV Worshippers are focusing their tech purchases on accessing TV....
  • And we see that very clearly when we look at what they spend on pay TV services such as Sky. Here TV Worshippers are the big spenders – followed by the Tech Rich. Whereas Quality Seekers – who may have just as impressive a TV set if they have bought recently, are much more traditional in their viewing habits.
  • We hear a lot of talk about digital natives, but not all young people are the same – only 26% of young Price Pragmatists (under 35) have a smartphone compared with 88% of all Social Addicts – and those who have a mobile are spending a great deal less. Social Addicts spend more on mobile than any other group.
  • We’ve heard about the 5 groups in the Tech Nation, and we’ve heard some surprises, particularly about the ages of groups like Price Pragmatists, Social Addicts and the Tech Rich . Before looking at some key media habits, we will show exactly how the different age groups vary split into tech types. Our least tecchie group, the Price Pragmatists skew older and downmarket – but still account for 17% of the two youngest groups. Quality Seekers are more prevalent in the 45+ age group – but don’t forget that they are also affluent and upmarket, and buying for their older kids. TV Worshippers are the most evenly spread.....whilst nearly a quarter of 35-44 year olds are Social Addicts – and we might expect that to grow in the future, as digital natives get older. The heaviest buyers and users of technology, who most enthusiastically embrace the new multi-platform world, are the Tech Rich – and as we can see, they are firmly entrenched in middle age – as well as being the most affluent and upmarket of all our groups.
  • Everyone here would expect us to talk about newsbrand perspective, but we’re going to talk about us in context with other media. But the interesting thing is that there are also a few surprises versus preconceptions about media consumption. We know they’re not as old – or young as we think, but we thought their media habits would be more normal. 75% of our Tech Nation read newsbrands regularly – they either read a print newspaper almost always or quite often, or they have visited a news brand website in the past week. Because newsbrands are strong multi-platform media, with high audiences in both print and the digital environment, there’s very little difference in reach across the different tech types – the lowest is 72%, for Social Addicts, and the highest is 77% for the Tech Rich.The newsbrand audience divides in almost exactly the same way as the total country – there’s a few more quality seekers (who are mostly reading print), and a few less Social Addicts – however we expect their numbers to grow as the digital audience for newsbrands continues to increase, especially among younger groups.
  • So let’s look at the relationship that Price Pragmatists have with different media. Because we discovered the types on TGI, we could look at their media habits on TGI. Because everybody watches TV to some extent, we’ve just looked at medium-heavy viewers, watching 20+ hours a week of any channel.DEFINITIONSNewsbrand TOTAL: those that read a newspaper almost always or quite often or have visited a news brand website in the past weekOutdoor advertising: Those that have seen any outdoor advertising n the past weekTV: Those who watch more than 20 hours of television a weekOnline: Those who use the net for more than 2 hours per dayRadio: Those who listen to radio for more than an hour a day during the week or on Saturday or SundayCinema: Those who go to the cinema at least 2 or 3 times a yearPrice Pragmatists tend to have traditional habits and preferences – they index highly for watching live TV and not wanting to change their regular newspaper. But they’re also positive about advertising. They both enjoy it and find it useful, particularly checking print ads before they set out to buy something.
  • Because we discovered the types on TGI, we could look at their media habits on TGI. Because everybody watches TV to some extent, we’ve just looked at medium-heavy viewers, watching 20+ hours a week of any channel. We’ve also looked at Online use over 2 hours per day.DEFINITIONSNewsbrand TOTAL: those that read a newspaper almost always or quite often or have visited a news brand website in the past weekOutdoor advertising: Those that have seen any outdoor advertising n the past weekTV: Those who watch more than 20 hours of television a weekOnline: Those who use the net for more than 2 hours per dayRadio: Those who listen to radio for more than an hour a day during the week or on Saturday or SundayCinema: Those who go to the cinema at least 2 or 3 times a yearPrice Pragmatists tend to have traditional habits and preferences – they index highly for watching live TV and not wanting to change their regular newspaper. But they’re also positive about advertising. They both enjoy it and find it useful, particularly checking print ads before they set out to buy something.
  • 7% did not watch TV yesterday, 21% did not listen to radio, 16% did not read any kind of newspaper brand.Typical breakfast and evening peak for TV, with radio and newsbrands slightly later. Newsbrands strong throughout the day.
  • Quality Seekers also tend to have traditional habits and preferences – but the big difference is that they are much more likely to be BBC loyalists on both TV and Radio. They love Radio 4 and 3.
  • Quality Seekers also tend to have traditional habits and preferences – but the big difference is that they are much more likely to be BBC loyalists on both TV and Radio. They love Radio 4 and 3.
  • 6% did not watch TV yesterday, 33% did not listen to radio, 22% did not read any kind of newspaper brandAlthough they like traditional media more than digital, like Price Pragmatists, they are not watching breakfast TV to anything like the same extent, with most TV viewing focused in evening – remember BBC channels are favoured.. Radio is very strong in the morning – probably the Today programme, as are newspaper brands, which also have an evening uplift.
  • TV Worshippers are, unsurprisingly, pretty heavy TV viewers. Their love of the screen also extends to cinema (although not as much as Social Addicts and Tech Rich); and they are also using online more than Price Pragmatists and Quality Seekers.
  • 2% did not watch TV yesterday, 42% did not listen to radio, 26% did not read a newsbrand.
  • Darren, 40 : “We’ve been running out of space on our box, so what we’ve been doing is going back and downloading it to watch it another time”Tiffany, 26:“My TiVo box is my life-saver really”
  • 9% did not watch TV yesterday, 30% did not listen to radio, 24% did not read a newsbrand.Lower levels of TV watching than most other groups. Newsbrands more evenly spread throughout the day, but mostly accessed after breakfast – which fits with accessing digitally.
  • Consuming lots of media – often at the same time.
  • 5% did not watch TV yesterday, 23% did not listen to radio, 22% did not read a newsbrand.High levels of consumption of all media. TV still peaks in the evening, but later than TV Worshippers. Newsbrands strong at breakfast and rise through to lunch/early afternoon.
  • We have seen both what media and how our tech nation is consuming, we can also look at the role each of these media play in their purchasing process, how they inspire, inform and offer opinion. As we know we are all geeks now, so today we are focusing on the technology buying process and the role each plays but I think also we can see some interesting patterns and roles for any purchase decision.
  • We asked our panel Question: If you were considering buying a piece of new technology such as a television, a computer or a mobile phone which of the following would you trust?And alsowhich of the following sources of information would give you enough information to aid your purchasing decision?And this is advertising not contentSpecialist websites unsurprisingly come out strongest for both trust and information Websites generally along with cinema, outdoor and radio fair reasonably well on the trust scores but aren’t delivering on the information scores Whilst social media advertising is the worst performing it’s not trusted and equally is not seen as providing enough information.Newspapers and TV are scoring highly for both trust and information
  • When we look at trust by each our types we see both Price Pragmatists & Quality Seekers relying on a combination of newspaper, TV & specialist website which doesn't surprise as they are the least knowledgeable of our segmentsInterestingly our TV Worshippers turn to media other than the television perhaps underlining the roles it plays in their lives as an entertainment source rather than hard information sourceFor Social Addicts content media lead the way and the Tech Rich favour online newspapers, radio & OOH
  • For information we see a very different picture with all five types ranking newspapers, TV & specialist sites as their top 3
  • Tech Nation; We're all geeks now

    1. 1. 1 Title slide for Rufus intro
    2. 2. • Nearly half (45%) claim that they are more confident using new technologies than they were 2 years ago • Similarly, nearly half (44%) claim that they are more knowledgeable using new technologies than they were 2 years ago • Less than a quarter (22%) agree that they have very little interest in technological services or devices • Yet only the same proportion (22%) would consider themselves a „technology geek‟ Increased tech confidence and knowledge 2011 2013
    3. 3. 3 Five tech types
    4. 4. 4 Each group = around a fifth of UK population
    5. 5. A quarter are under 35 Need reassurance and deals from tech companies Traditional media habits 17% of 16-24‟s are Price Pragmatists
    6. 6. • Don‟t own many tech devices • Seek out offers and deals • Not very interested in technology • Worried they don‟t know enough to make the right choices • Tech is functional. Used to keep up to date, for info, and organising social lives • Need trusted information to help them make the right decisions and boost their confidence • Prefer print newspapers – popular and mid-market Price Pragmatists: 21% of adults
    7. 7. 7 Price Pragmatists Danny, aged 24 Bar worker Lives at home with mum & sisters Loves watching, following and playing sport, going to the gym, and socialising with friends Passionate about movies, with a huge DVD collection http://www.youtube.com/watch?v=YPNUfMNMy6c http://www.youtube.com/watch?v=jiWiVol2qFU http://www.youtube.com/watch?v=TPAg-LN3Ky8
    8. 8. • Least likely to want new tech – Only 37% wish they had more money to buy tech, compared with 50% of Social Addicts and 56% of Tech Rich • Not interested in tech – I have very little interest in technological services or devices (Index 141 versus all adults) • Feel more excluded from tech – Just over half agree they “feel technology has become more accessible to everyone over the last couple of years”, compared with over 70% of all other groups • Late adopters – 26% would wait for later or cheaper versions to come out before buying a new piece of technology, whilst 29% probably wouldn‟t buy at all – Price Pragmatists who would buy are more likely than other groups to wait until lots of their friends and family have one too (Index 186 versus average) What do we know about Price Pragmatists?
    9. 9. What do we know about Price Pragmatists? Least research Fewest purchases, rarely online Poor ambassadors * Search for information online, talk with friends/family about the product, talk to colleagues about the product, visit comparison sites, visit product website, visit retailer website, read product reviews or articles online, read product reviews/articles from newspapers, link with the brand through social media, look at the product in store, talk to sales person Only take 2 actions* on average before purchase 12% take no action prior to purchase (Index 200) Least likely to buy online (Index 80) Fewer purchases than other groups 35% talk about it with friends & family (Index 71)
    10. 10. Older, affluent late majority buyers Bank of mum and dad High spend on more traditional items
    11. 11. Quality Seekers John, aged 63 and Jan, aged 56 John‟s retired, Jan works part-time in an office Two sons at university John does the „chores‟ while Jan‟s at work. He likes to relax by going for a walk, cycling or popping into town for a coffee Both enjoy theatre, shows, live comedy, cinema, music and cooking http://www.youtube.com/watch?v=hDCjYZB5JT0 http://www.youtube.com/watch?v=bwxENWSaohY
    12. 12. • Affluent, and prepared to pay for quality items that are built to last and future proof • Buying for older children as well as themselves • Own more traditional and functional tech items, eg hi-fi • Don‟t buy tech very often, and will replace items when they break rather than chase the latest upgrade • Keen to buy the best but not up to speed with tech developments, so well-established brands and trusted information sources provide reassurance • Actively seek guidance and demonstrations of how to use • BBC radio loyalists, who regularly read quality/mid-market newspapers 12 Quality Seekers: 19% of adults
    13. 13. • Quality and functional considerations uppermost – Function is more important to me than style (Index 117) – When I buy technology items it is important that they will last (87%) • Being connected is not a priority – Do not buy new technology in order to keep in touch with friends and family (Index 136) – Only 12% own a smartphone • Not technology geeks (Index 35) • More likely than most groups to have traditional/non-mobile items – HiFi (68%), desktop computer (78%), DAB (53%) • Much more likely to have Freeview (72%) than pay TV (26%) • Don‟t update very frequently (Index 48) • Late adopters – 70% tend to buy technology once it is more widely used and has been tried and tested 13 What do we know about Quality Seekers?
    14. 14. What do we know about Quality Seekers? Lots of research and reassurance Mostly buy in store Talk to family and friends Take 4 actions on average before purchase 41% talk to a sales person before purchase (Index 124) 60% will look at the product in store (115) Influenced by brand reputation (Index 116), recommendation in store (116) and reliability (105) 88% purchased technology in store 53% talk to family and friends but least likely to write product review (Index 80)
    15. 15. Family focus Importance of popular print newspapers TV affects demand for other devices
    16. 16. TV Worshippers Michelle, aged 35 Does “off and on” promotional work Single mum, lives with 7 year old daughter Life focuses around home and family Enjoys going on holiday with daughter, watching TV together http://www.youtube.com/watch?v=ouctHal3tB0
    17. 17. TV Worshippers Dean, aged 40 Owns security firm Married, with young children Home and social life centres around the kids Hobbies include watching TV, films and watching sports. He‟s an avid Chelsea fan http://www.youtube.com/watch?v=1DAFH-SJnKw
    18. 18. • TV is always on: the focal point of the living room and daily family life and background to other tech & media use • Very high levels of Sky subscription/PVR ownership • Tech purchases driven by entertainment needs • Watching more catch-up and on-demand TV than ever before, on a range of platforms and devices • Wish list is dominated by new TVs, sound systems and subscription packages • Often buying tech for children. Kids also tend to dominate viewing choices, with the TV acting as entertainer and childminder • Heavy readers of popular and mid-market newspapers – mostly print but also online TV Worshippers: 23% of adults
    19. 19. • TV , TV and more TV – 94% have Pay TV (compared with 15% of Price Pragmatists) – 85% have digital TV recorder • Passionate about TV – PVR technology such as Sky+ has changed the way I watch Television (Index 140) – I often record a programme on TV then don't get a chance to watch it (Index 120) – I am a TV addict (Index 120) – Watching TV is my favourite pastime (Index 117) • Mobile ownership very high (96%) but only 50% have smartphone • High spend on TV tech means they are highly price sensitive – Price is an important purchase influence for 64% – More likely to seek special offers (Index 130) What do we know about TV Worshippers?
    20. 20. What do we know about TV Worshippers? Lots of search and price checks Mostly buy in store No action Take 4 actions on average before purchase 41% visit comparison sites (Index 114) 47% search online for information about the product (Index 107) 35% influenced by the channels included in a package (Index 175) 56% influenced by offers (Index 117) 53% buy over the phone (Index 150) [e.g. TV subscriptions] Least likely to take any action after purchase (Index 95)
    21. 21. Not so young Important influencers for friends Need to be connected Digital first, with traditional back-up
    22. 22. Social Addicts Andy, aged 44 Freelance photographer - weekdays and weekends often blurred Lives alone and works from home Likes reading, enjoys exercise and going for walks to get a break and provide inspiration Enjoys going out for coffee and meeting friends for dinner http://www.youtube.com/watch?v=z2oth5SgXpE http://www.youtube.com/watch?v=HqKTDjtdVmI
    23. 23. Social Addicts Sophie, aged 23 Admin assistant for charity theatre group and also works part-time in local café/bar Lives in house share with four others Enjoys spending time with friends, reading, shopping, theatre, writing, videos http://www.youtube.com/watch?v=KtGXI2vWD_E
    24. 24. Social Addicts Tiffany, aged 26 Local council worker Lives alone (recently inherited house) Passionate about fashion, loves cars, a self-confessed shopaholic particularly for clothes. Enjoys socialising and keeping in touch with friends
    25. 25. • Strong emotional attachment to mobile devices – as an extension of themselves, or even a fashion accessory • Tech ownership is high – and all about mobile, communication and being constantly connected • Really love to buy new gadgets and frequently update • Brand is key and they are driven by trends • Updates coveted for image and status more than techie interest • Seek out reviews and online user comments – and feedback to friends, family and online forums post-purchase • High consumers of digital and social media, including all types of newsbrands, plus print quality titles (often at weekends) Social Addicts: 18% of adults
    26. 26. • Knowledgeable but not “techie” • Highest ownership of most mobile devices – MP3s 95% – Laptops 91% – Games consoles 77% – Smartphones 79% • Mobile is essential to life – I cannot do without mobile communication (Index 135) • Early adopters when the product is right – Most likely group to buy as soon as product is released (13%) – Love to buy new gadgets and devices (Index 147) • Social connection motivates – I buy new technology in order to keep in touch with friends and family (Index 125) What do we know about Social Addicts?
    27. 27. What do we know about Social Addicts? Social searching and ads Convenience Talk and influence Take 4 actions on average before purchase 19% talk to colleagues about the product (Index 146) 45% talk with friends/family about the product (125) 16% will look at advertising (123) 17% influenced by advertising (Index 123) 47% influenced by experience (123) 32% influenced by recommendations (116) Buy technology over all platforms 29% talk about the product with colleagues (Index 120) 59% talk about the product with friends or family (120) 9% write comments or status updates on Facebook (110)
    28. 28. Not young, not all male 55% buy tech online The most influential Account for 36% of last year‟s tech purchases
    29. 29. 29 Tech Rich Lucy, aged 40 Teacher Married, with son & daughter still at school Enjoys spending time with family, and socialising with friends Loves having “a nosey around” to find out what‟s going on in the world, the world of teaching and her friends http://www.youtube.com/watch?v=W6Sg3LOJBFE
    30. 30. 30 Tech Rich Sameer, aged 59 Healthcare project manager Lives with wife, and 2 grown-up children Has a passion for writing and plans to pursue this when he retires Hobbies include spending time with his family, theatre and watching sport http://www.youtube.com/watch?v=GXFgMh45tvI
    31. 31. 31 Tech Rich Callum, aged 29 Stand-up comedian and office temp Shares flat with his girlfriend Enjoys socialising and having friends over for dinner Likes to keep up with the latest US and UK trends across a wide range of topics http://www.youtube.com/watch?v=oIjZcvfg4gg http://www.youtube.com/watch?v=XRhlv_R0qUw
    32. 32. • Ownership and knowledge of tech items reflect self-image and status – it‟s really important their household has the latest tech • Affluent high spenders with the highest levels of tech ownership, across a wide range of devices • Have a passionate interest in technology and a lust for the latest device or version • Source of advice for friends and family – happy to be considered geeks and show off items and knowledge • Feel reliant on tech, it‟s an integral part of all aspects of life • Thoroughly research pre-purchase and may tweet afterwards • High levels of online newsbrand readership across a broad range of titles, plus quality print newspapers Tech Rich: 19% of adults
    33. 33. • 70% are over 35 • 4 in 10 are women • Have the highest level of tech ownership – on average own 11 devices compared with just 3 for Price Pragmatists • Tech junkies, who are at ease with technology: – It is important my household is equipped with the latest technology (Index 156) – I consider myself a technology geek (Index 140) – I would rather spend more for quality technological devices and services (Index 125) – I buy new technology in order to keep in touch with friends and family (Index125) • Much higher than average interest in most news topics, but especially computing/multimedia/internet (Index 153), new product reviews (Index 138) and science and technology (Index 137) What do we know about the Tech Rich?
    34. 34. What do we know about the Tech Rich? Lots of research Buy online Show off & influence Take 5 actions on average before purchase 5% link with the brand through social media (e.g. like on Facebook) (Index 167) 24% Read product reviews or articles from newspapers (online or print) (160) 63% search for information about the product online (143) 52% influenced by user reviews or opinions (167) 32% influenced by the channels included in a package (160) 44% influenced by expert reviews (157) 55% buy online (Index 130) 7% will tweet about the product (Index 180) 12% write comments or status updates on Facebook (150)
    35. 35. Tech Rich spend most on tech items & devices (excl pay TV & Mobile)
    36. 36. TV Worshippers spend most on pay TV
    37. 37. Social Addicts spend most on mobile
    38. 38. 38 The media landscape for our tech groups
    39. 39. Tech Nation groups across the generations
    40. 40. Social class profiles (Source: TGI Clickstream Q4 2012)
    41. 41. Media Consumption
    42. 42. Price Pragmatists
    43. 43. Price Pragmatists
    44. 44. DEFINITIONS Newsbrand TOTAL: those that read a newspaper almost always or quite often or have visited a news brand website in the past week Outdoor advertising: Those that have seen any outdoor advertising n the past week TV: Those who watch more than 20 hours of television a week Online: Those who use the net for more than 2 hours per day Radio: Those who listen to radio for more than an hour a day during the week or on Saturday or Sunday Cinema: Those who go to the cinema at least 2 or 3 times a year Price Pragmatists 75% 75% 55% 24% 40% 26%
    45. 45. Price Pragmatists Breakfast Mid/late morning Lunch/early afternoon Late afternoon Early evening Mid evening Late evening/night TV Radio Newsbrands % of those consuming each media accessing at each daypart
    46. 46. • Traditional attitudes and preferences – I prefer to watch television programmes at the time they are broadcast, rather than record them (Index 133) – I would not change the newspaper I read (Index 113) – I listen to the radio mainly for companionship (Index 110) • Positive attitudes towards advertising – enjoy and use, particularly when in buying mode – If I'm looking for bargains in the shops, I always look first in my local paper (Index 125) – On television I enjoy the adverts as much as the programmes (Index 110) What do Price Pragmatists feel about media? “I just like holding it, I mean, faffing around on a computer, you know with going on it, and you‟re scrolling down to read the story, at least you got the paper there and you can just read it and come back to it when you want.” Danny, 24 On why he loves his paper
    47. 47. 47 Quality Seekers
    48. 48. Quality Seekers
    49. 49. DEFINITIONS Newsbrand TOTAL: those that read a newspaper almost always or quite often or have visited a news brand website in the past week Outdoor advertising: Those that have seen any outdoor advertising n the past week TV: Those who watch more than 20 hours of television a week Online: Those who use the net for more than 2 hours per day Radio: Those who listen to radio for more than an hour a day during the week or on Saturday or Sunday Cinema: Those who go to the cinema at least 2 or 3 times a year Quality Seekers 76% 86% 51% 39% 59% 38%
    50. 50. Quality Seekers Breakfast Mid/late morning Lunch/early afternoon Late afternoon Early evening Mid evening Late evening/night TV Radio Newsbrands % of those consuming each media accessing at each daypart
    51. 51. • Traditional attitudes, with a strong preference for BBC Radio and TV – The growth in stations is diluting the quality of television (Index 128) – I prefer to watch television programmes at the time they are broadcast, rather than record them(Index 125) – I find advertising a waste of my time (Index 121) – I always listen to the radio more intently when the news comes on (Index 120) • Trust their chosen newspaper to provide news and advice – I read the financial pages of my newspaper (Index 128) What do Quality Seekers feel about media? “On the weekend, where they have the money pages, it‟s like advising you to save money...they might feature TVs one week and so that might persuade me to go out and have a look...If you were interested you‟re going to sit and read it aren‟t you, and maybe even keep it” Jan, 56 On reviews and advice in the paper
    52. 52. 52 TV Worshippers
    53. 53. TV Worshippers
    54. 54. DEFINITIONS Newsbrand TOTAL: those that read a newspaper almost always or quite often or have visited a news brand website in the past week Outdoor advertising: Those that have seen any outdoor advertising n the past week TV: Those who watch more than 20 hours of television a week Online: Those who use the net for more than 2 hours per day Radio: Those who listen to radio for more than an hour a day during the week or on Saturday or Sunday Cinema: Those who go to the cinema at least 2 or 3 times a year TV Worshippers 75% 82% 61% 42% 40% 43%
    55. 55. TV Worshippers Breakfast Mid/late morning Lunch/early afternoon Late afternoon Early evening Mid evening Late evening/night TV Radio Newsbrands % of those consuming each media accessing at each daypart
    56. 56. • Love TV and all the new ways of getting more, more conveniently – PVR technology such as Sky+ has changed the way I watch Television (Index 140) – I often record a programme on TV then don't get a chance to watch it (Index 120) – I am a TV addict (Index 120) – Watching TV is my favourite pastime (Index 117) • Newspapers are part of the daily routine and are scoured for offers and information What do TV Worshippers feel about media? “I get the news...but for me specifically I‟m buying the newspaper to see the ads really. Like latest phones, the latest foods which are out. The buys, the tokens, the latest gossip... but when there‟s something big, if there‟s a big spread on it, I can read it in detail in the paper.” Michelle, 35 On why she buys a paper
    57. 57. Social Addicts
    58. 58. Social Addicts
    59. 59. DEFINITIONS Newsbrand TOTAL: those that read a newspaper almost always or quite often or have visited a news brand website in the past week Outdoor advertising: Those that have seen any outdoor advertising n the past week TV: Those who watch more than 20 hours of television a week Online: Those who use the net for more than 2 hours per day Radio: Those who listen to radio for more than an hour a day during the week or on Saturday or Sunday Cinema: Those who go to the cinema at least 2 or 3 times a year Social Addicts 72% 87% 45% 55% 42% 66%
    60. 60. Social Addicts Breakfast Mid/late morning Lunch/early afternoon Late afternoon Early evening Mid evening Late evening/night TV Radio Newsbrands % of those consuming each media accessing at each daypart
    61. 61. • Prefer mobile and digital, as they need to know what‟s going on and follow up impulses – I tend to be influenced by comments/reviews posted online by other internet users (Index 160) – I couldn't live without the internet on my mobile phone (Index 151) – I often refer to the internet before making a purchase (Index 140) • Enjoy flexibility & personalisation – I use 'on demand' TV services to create my own TV schedule (Index 142) • More prepared to pay – I would be willing to pay to access content on magazine website (Index 138) What do Social Addicts feel about media? “Now that I have the ease of downloading an app, whether it‟s for free or a small charge, it kind of encourages me to get different perspectives just because of the convenience. Not many people could go into a shop and buy three newspapers to have a look how different stories are presented. I follow loads of news on Twitter” Andy, 44 On digital newsbrand apps
    62. 62. Tech Rich
    63. 63. 63 Tech Rich
    64. 64. DEFINITIONS Newsbrand TOTAL: those that read a newspaper almost always or quite often or have visited a news brand website in the past week Outdoor advertising: Those that have seen any outdoor advertising n the past week TV: Those who watch more than 20 hours of television a week Online: Those who use the net for more than 2 hours per day Radio: Those who listen to radio for more than an hour a day during the week or on Saturday or Sunday Cinema: Those who go to the cinema at least 2 or 3 times a year Tech Rich 77% 90% 53% 50% 59% 60%
    65. 65. Tech Rich Breakfast Mid/late morning Lunch/early afternoon Late afternoon Early evening Mid evening Late evening/night TV Radio Newsbrands % of those consuming each media accessing at each daypart
    66. 66. • Welcome innovation – PVR technology such as Sky+ has changed the way I watch television (Index 186) – I use 'on demand' TV Services to create my own TV schedule (Index169) – I prefer watching films in 3D (Index 158) – I am looking forward to watching 3D TV at home (Index 152) • Value being in the know – I would be willing to pay to access content on newspaper websites (Index166) What do Tech Rich feel about media? “I read the news on my phone as well, but I find the newspaper a more intellectual read... online has always been more celeb type, showbiz type news... and a very quick snapshot of what‟s going on in the world ” Lucy, 40 On multiplatform newsbrand choices
    67. 67. 67 Inspiration Opinion Information
    68. 68. Trust and information
    69. 69. 69 Trusted media Most trusted sources of advertising when purchasing technology
    70. 70. Top sources believed to give enough information to aid technology purchasing decisions Information
    71. 71. Media roles in the decision making journey Icons for each media all on the page and zoom in on a click
    72. 72. TV TV adverts inspiring as offer a mixture of visuals and sound. Can showcase product and key functions (e.g. Kindle being used on beach) Likely to follow up on ads, even if not to make immediate purchase Consumer advice items on TV programmes valued (e.g. Martin Lewis, Anne Robinson on This Morning) However, TV technology programmes often too aspirational, showcasing unaffordable products Suspicion that manufacturers are influencing the items featured / provided for tests More associated with entertainment than information, thus issues with trust and even concentration given at time of viewing
    73. 73. For radio listeners, programmes on tech would be trusted especially if on Radio 4 or similar. However, lack of awareness or consumption of such content Adverts not effective as can‟t see the product. Also difficult to take in much information about tech spec or deals Whilst authoritative, the medium has traditional connotations, perhaps not best suited to the category Radio
    74. 74. Generally the most highly rated info source and the one all others are compared to… The most trusted source of information, with advice frequently sought Also a key source of inspiration when seeing friends and family members with tech items „Pester power‟ of children often having an impact on purchase decisions Friends & Family
    75. 75. Retailers Varies by retailer, e.g. John Lewis especially trusted as advisors with opportunity to see in store before purchasing online Offer chance to see and touch the product before purchasing and ask for advice (often a stage when other sources used) However, may be motivated by sales targets, and unlikely to emphasise flaws. Limited to products they have on offer, rather than giving full spectrum of advice Can also vary by knowledge of sales assistant. This seen as often being general, rather than expert / sub-category specific
    76. 76. A valued source for detailed information on technical spec and comparing models within range Important role in after-sale service, community and information than purchase decision making. Often a content hub (e.g. Apple, Amazon) Not a neutral source for opinion or finding out about potential flaws Brands websites
    77. 77. The discussion on websites was reflected in conversation around magazines Like electrical retailers, the provider/brand is important. A service like Which? is seen as a source of unbiased information and opinion User comments on forums can be trawled to look for common pluses or negatives for products Can allow efficient comparison of a range of brands and products User comments seen as „faceless‟, may not have high knowledge or may have hidden agenda May be influenced by manufacturers, and adverts alongside reviews can raise suspicion Specialist websites
    78. 78. Newsbrands seen to have strengths in inspiration, opinion, and information… Adverts seen to spark interest in products (e.g. Virgin Media offer for 6 months half price)…important role at outset of purchase process. Deals and offers appealing Reviews respected, seen as a trusted source of consumer information. More accountable than tech forum reviews, not just faceless comment Allows detailed reading and consideration, association with in-depth coverage Online user comments benefit from association with the newsbrand. Give sense of the type of person commenting Newspaper adverts not seen as compelling as the audio-visual mix of TV Newsbrands
    79. 79. Newsbrands seen to have strengths in inspiration, opinion, and information… Adverts seen to spark interest in products (e.g. Virgin Media offer for 6 months half price)…important role at outset of purchase process. Deals and offers appealing Reviews respected, seen as a trusted source of consumer information. More accountable than tech forum reviews, not just faceless comment Allows detailed reading and consideration, association with in-depth coverage Online user comments benefit from association with the newsbrand. Give sense of the type of person commenting Newspaper adverts not seen as compelling as the audio-visual mix of TV Newsbrands
    80. 80. 80 Practical pointers An extra piece of the jigsaw Media considerations for the 68% of 15-34s who are not social addicts Early adopters in other key categories are likely to be older We can run the tech types against your brand We will bring more analysis and research to provide continuing insight
    81. 81. 81www.newsworks.org.uk/Geek-Calculator
    82. 82. TGI Clickstream Analysis Consumer Ethnographies Quantitative Omnibus A powerful story of the new Tech Nation, the different types of technology consumer, and the implications for brands and media 82 Tech Nation: the research programme • Exploring tech sector behaviours & attitudes • Developing segmentation based upon tech usage and attitudes to uncover consumer groups of interest • A view from the coalface, understanding the consumer journey in technology purchase & usage • Highlighting the role for media • Adding robust numbers to the consumer observations • Questionnaire development guided by insights from other research strands Develop new insight into the nation and their use of technology
    83. 83. 1. TGI Clickstream segmentation, using K-means cluster analysis of Q4 2012 data – TGI Clickstream provides a comprehensive database of online metered data integrated with consumer usage habits, lifestyles, media exposure and attitudes, for 24,000 panellists across Great Britain 2. TNS Omnibus, nationally representative sample of 2460 people interviewed online in April 2013 3. In order to validate the findings and provide a deeper understanding of the consumer journey in technology purchase and usage, the research also included 36 hours of ethnographic filmed interviews with 14 people representing the five types of consumer identified 83 Tech Nation: Sample & method
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