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futurePROOF: an Introduction

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A presentation by Trevor Vagg - Director at Kantar Media. Includes some background to the futurePROOF study and some key findings

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futurePROOF: an Introduction

  1. 1. f<br />t<br />u<br />u<br />R<br />r<br />e<br />P<br />GB<br />Syndicated<br />Digital Study<br />O<br />O<br />F<br />
  2. 2. The media curve – a segmentation that helps you to see the future <br />Mainstream<br />Medium<br />Millions of people aged 12+ in GB<br />Advanced<br />Laggards<br />Leading Edge<br />Source: Kantar Media futurePROOF 2009. Base: 2,429 aged 12+<br />
  3. 3. The media curve – availability of devices is widespread but usage pushes you along the curve<br />Mainstream<br />Medium<br />Millions of people aged 12+ in GB<br />Advanced<br />Laggards<br />Leading Edge<br />Source: Kantar Media futurePROOF 2009. Base: 2,429 aged 12+<br />
  4. 4. futurePROOF allows you to explore your audience in the context of their digital maturity<br />Reach in the last 7 days by segment.<br />Source: Kantar Media futurePROOF 2009. Base: 2,429 aged 12+<br />(L = 345, Ma = 824, Me = 562, A = 499, LE = 199)<br />
  5. 5. Major quant survey: 2,400+ interviews, nationally representative <br /> Coverage of all aged 12+ in Britain to include digital natives who are vital to spotting future trends<br /> Qualitative snapshots to illustrate findings<br /> Single source TGI link for TGI subscribers to add another dimension and also enable use by sales teams<br />
  6. 6. Comprehensive audit of device ownership and key media metrics<br />Subjects<br />Metrics<br />TV<br />Awareness<br />Radio<br />Ownership<br />Internet<br />Usage<br />Computers<br />Aptitude<br />Gaming <br />Attitude<br />Newspapers<br />Future intentions<br />Mobile phones and gadgets<br />
  7. 7. futurePROOF can help with key questions for your business<br /> How is my digital audience different from my traditional audience? <br /> Was 2009 finally the year for mobile?<br /> How are on demand services being used? <br /> How is news consumption changing? <br />
  8. 8. TV considered equally important across all the technology segments… but digital and terrestrial channels converge<br />Q71: How important is each of the following to you? (IMPORTANT SHOWN: score of 7-10 out of 10)<br />Source: Kantar Media futurePROOF 2009. Base: 2,429 aged 12+<br />(L = 345, Ma = 824, Me = 562, A = 499, LE = 199)<br />
  9. 9. People still love telly as much as ever, even if how they watch it is changing<br />Leading Edge just as likely to watch TV as a family as any other group and no less likely to say they couldn’t live without television<br />73% of Leading Edge agree that being able to catch up has improved their viewing experience<br />79% of the Leading Edge agree it’s now easier to watch all their favourite shows <br />“On Sky+ I now record and play back programmes that I’d never have gone to the bother of recording on video.”<br />Source: Kantar Media futurePROOF 2009 <br />
  10. 10. Newspapers face a challenge to tackle the decline in perceived importance along the media curve<br />Q71: How important is each of the following to you? (IMPORTANT SHOWN: score of 7-10 out of 10)<br />Source: Kantar Media futurePROOF 2009. Base: 2,429 aged 12+<br />(L = 345, Ma = 824, Me = 562, A = 499, LE = 199)<br />
  11. 11. 61%<br />Leading Edge newspaper reach=<br />National newspaper reach among the Leading Edge<br />Online<br />Printed<br />46%<br />59%<br />15%<br />13%<br />2%<br />None<br />39%<br />Print<br />Online<br />Source: Kantar Media futurePROOF 2009. <br />Base: Leading Edge aged 12+ (199)<br />
  12. 12. Perceived internet importance increases but this may be because it can be home to the other media<br />Q71: How important is each of the following to you? (IMPORTANT SHOWN: score of 7-10 out of 10)<br />Source: Kantar Media futurePROOF 2009. Base: 2,429 aged 12+<br />(L = 345, Ma = 824, Me = 562, A = 499, LE = 199)<br />
  13. 13. Attitudinal segmentation within each medium available – TV audience example<br />1. Switched<br />off<br />2. Social <br />watchers<br />3. Square<br />eyes<br />4. On-<br />demanders<br />Source: Kantar Media futurePROOF 2009. Base: 2,429 aged 12+<br />

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