Matthew Couchman_Changing media trends_SMCC2011


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Matthew Couchman_Changing media trends_SMCC2011

  1. 1. TRADIGITAL<br />Matthew Couchman<br />2nd June 2011<br />
  2. 2. INTRODUCTION<br /><ul><li>Matt Couchman, Media Evaluation Manager, Kantar Media, based in London
  3. 3. Kantar Media monitors and measures media outcomes worldwide via network of 27 offices
  4. 4. Key clients include Toyota Europe, Diageo, Procter & Gamble, Nissan, Reckitt Benckiser
  5. 5. Data prepared by Kantar Media’s TGI Europe survey 2010
  6. 6. Markets covered UK, France, Germany, Spain</li></li></ul><li>WHAT IS TRADIGITAL?<br />Q: It’s all about digital, right?<br />A: It’s about everything.<br />
  7. 7. UNDERSTANDING THE TRADIGITAL ENVIRONMENT<br />How is media consumption trending in Europe?<br />What weighting should we give to traditional and new media channels?<br />How do we engage with consumers and how do they engage with the media?<br />Let’s ask them...<br />
  8. 8. # 01 <br />THE TRADIGITAL UNIVERSE<br />
  9. 9. EUROPEAN MEDIA CHANGE 2010<br /><ul><li> Daily readership of newspapers down 10m
  10. 10. Daily use of internet up 11m
  11. 11. Internet behaviour is shifting to social / CGM
  12. 12. Social Media usage up by 18m</li></ul>Internet Users are engaging more with Social Media<br />Base: All adults aged 15+Source: TGI Europa 2010<br />
  13. 13. NOT ALL MARKETS ARE THE SAME<br />Base: All adults aged 15+ Source: TGI Europa 2010<br />
  14. 14. EUROPEAN MEDIA CHANGE 2010<br />Base: All adults aged 15+ Source: TGI Europa 2010<br />
  15. 15. EUROPEAN MEDIA CHANGE 2010<br />New Media<br />New Media<br />Traditional Media<br />Traditional Media<br />Base: All adults aged 15+ Source: TGI Europa July 2009 & April 2010<br />
  16. 16. EUROPE’S SOCIAL MEDIA UNIVERSE<br />45% use the Internet every day or most days<br />42% visitedYouTube during last 4 weeks<br />45% watch TV for 20 hours per week<br />33% visitedFacebook during last 4 weeks<br />37% read a Newspaper every day<br />24% listen to Radio for 14 hours per week<br />Base: All adults aged 15+ Source: TGI Europa2010<br />
  17. 17. EUROPE’S SOCIAL MEDIA UNIVERSE<br /><ul><li> YouTube and Facebook grew their customer base
  18. 18. MySpace noted a downward trend, apart from Germany</li></ul>Base: All adult internet users aged 15+ Source: TGI Europa July 2009 & April 2010<br />
  19. 19. EUROPE’S TRADIGITAL MARKETPLACE<br /><ul><li>There is a measurable trend towards web & digital media
  20. 20. But significant variances exist between markets
  21. 21. Engagement channels need to be tailored by market
  22. 22. Combination of traditional and digital media delivers optimum engagement
  23. 23. Yahoo! Labs research has confirmed that combination of mainstream and social messaging delivers greatest impact on public opinion in the online space
  24. 24. Transition - The Tradigital model requires continued commitment to offline mainstream media, in tandem with development of social media models.</li></li></ul><li># 02 <br />WHY ARE CONSUMERS HEADING FOR DIGITAL?<br />
  25. 25. I USE SOCIAL MEDIA BECAUSE...<br />To communicate with friends 67%<br />To take part in forums & chat rooms 26%<br />To express opinions on public websites 20%<br />To read opinions on public websites 42%<br />To publish a blog 8%<br />To read blogs 28%<br />To upload video 16%<br />To watch video 61%<br />Base: All adult internet users aged 15+ Source: TGI Europa2010<br />
  26. 26. # 03 <br />WHAT DOES THIS MEAN FOR YOUR BOTTOM LINE?<br />
  27. 27. THE IMPACT ON THE BOTTOM LINE<br />138.7m<br />Total population of online consumers<br />45%<br />Proportion of online consumers influenced by social media in major buying decisions<br />Base: All adult internet users aged 15+ Source: TGI Europa2010<br />
  28. 28. 17<br />THANK YOU!<br />