Media consumption survey

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Survey of college students media consumption habits, to determine which platforms are best suited for marketing to the key 18-25 y.o. demographic.

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  • "Online advertising has reached a level of maturity comparable to other mediums that have been deemed as significant ad platforms," said Sherrill Mane, a senior vice president at IAB. "The fact that it's still able to post double-digit growth speaks to the power of the Internet at a time when the economy is still struggling."The IAB estimates that Internet-ad revenue in 2010 surpassed that of newspapers, which amounted to $22.8 billion, as well as $22.5 billion from cable TV networks, $17.6 billion from broadcast TV networks and $15.3 billion from radioRead more: http://online.wsj.com/article/SB10001424052748703551304576261092386405686.html#ixzz1Jt3azQcW
  • The survey was administered to 1,000 consumers from Cyber Monday to Dec. 5, 2012. All respondents owned smartphones, and 54.6% owned tablets and were equally divided between male and female respondents. Only consumers who made four or more purchases and spent over $250 completed the survey.
  • Media consumption survey

    1. 1. Media Consumption & Advertising Visibility Among Target Demographic Group: Young Adults James McCormack Ricciardi College of Business Bridgewater State College
    2. 2. WHAT MEDIUM DO WE SPEND OUR MARKETING BUDGET ON? WHERE CAN WE FIND THE TARGET MARKET OF YOUNG ADULTS? Problem Statement
    3. 3. Statement of Purpose This research is being conducted in order to determine where a limited marketing budget’s promotions should be placed to reach the target market, young adults, to make them aware of the organization and the organization’s offerings.
    4. 4. OBJECTIVE What medium is the target segment using? Where will the marketing promotions reach the target? Where should the advertising budget be allocated?
    5. 5. Secondary Data
    6. 6. Web Advertising Eclipsed Newspapers in 2010 • Web adv. Up 15% $26B • Newspapers $22.8B • Cable TV $22.5B • Broadcast TV $17.3B • Radio $15.3B According to Wall St. Journal & PricewaterhouseCoopers 6
    7. 7. AdobeOnlineAdvertising Survey
    8. 8. AdobeOnlineAdvertising Survey
    9. 9. Baynote Study of Online Purchases “Paper catalogs influenced 81.9% more in-store purchases and 42.9% more online purchases than Facebook” Email and Online Ratings were the most influential purchase drivers for online and in- store purchases.
    10. 10. The Survey Young adults were surveyed on media consumption/usage on websites, reading newspapers and magazines
    11. 11. Data Collection • Survey was developed, using paper and and then online surveys. • Data was collected once a year over a three year period, 2008-2010. • College students were asked to anonymously take the survey. • Average respondent population was 75-100 per year.
    12. 12. Sample Survey Questions • Have you heard of or have an awareness of any of the following publications? • Have you read any of these publications in the last week?/Last Month? • Which sections of the newspaper do you read or find valuable? • Where do you go to get news information? • Where do you go to get entertainment information? • Which websites have you visited this week? • Do you value newspapers?/Magazines?/Websites? • Do you trust ads in newspapers?/Magazines?/Websites?
    13. 13. The Data Results
    14. 14. What source do you use to get news information? 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
    15. 15. Please check any of these publications that you have hear of or are aware of. 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
    16. 16. Please check any of these publications that you have read some part of in the last week? 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
    17. 17. List websites that you have visited in the past week 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
    18. 18. How often do you read the newspaper? Daily 0% Weekly 19% Monthly 9% Less Than Monthly 48% Not at all 24% Frequency
    19. 19. Daily Internet Use How many hours per day are you online? 0% 33% 62% 5% Hours Online < 1 Hour 1 -< 3 Hours 3 - < 6 Hours 6 + Hours
    20. 20. Do you read any newspaper’s websites? Yes, 81% No, 19%
    21. 21. Are newspapers valuable to you? Yes, 57% No, 43%
    22. 22. Do you value the ads in newspapers? Yes 33% No 67% Value Ads?
    23. 23. Do you trust the ads in newspapers? Yes 71% No 29% Trust Ads?
    24. 24. Do you value ads on web sites? Yes 29% No 71% Value Web Ads?
    25. 25. Do you trust the ads on web sites? Yes 10% No 90% Trust Web Ads?
    26. 26. Analysis Media usage is shifting, but traditional media is still valuable An integrated marketing plan that uses multiple media platforms is important in marketing. In order to get noticed in a crowded media space, marketers must use online media. In order to build credibility, marketing must use advertising in traditional media.
    27. 27. Recommendation Move more marketing budget to online, social media and mobile platforms to gain attention while reserving some budget for marketing in traditional media for credibility. The message for all campaigns across integrated marketing channels must be coordinated and consistent so that the target will identify the company across all media channels.
    28. 28. The Take Away • Online or In Decline –Marketers have to integrate and use online marketing channels to get attention and notice, choose the right channels for target • Seven Touches –The rule of multiple interactions across multiple channels with the consumer remains. Marketers need to use multiple platforms, including traditional media to maximize reach and build credibility
    29. 29. Limitations • Limited audience in size, geography, age and scope • Data is aging while media are changing rapidly • Focus was on traditional media consumption, not usage • No detail on radio or TV usage
    30. 30. Proposed Research Opportunities • Extend the research • Expand the audience • Increase questions online, reduce media outlets with more focus? • Expand questions for online media usage? • How are each media used, and how often? • Do some channels serve a narrower focus? • Follow up interviews for more qualitative data • Are the differences in media usage statistically significant enough to make an impact?
    31. 31. Future Research Questions • Which social media works best for each marketing objective? • How do consumers use SM in consumer buying behavior? Does SM influence consumer buying behavior? • How does SM amplify WOM? • How can SM be used to increase brand loyalty and brand enthusiasts? • What is each SM best used for in MarCom? • Can a best practice model for IMC be created?

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