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Leveraging the combined strength of IPC brands
across all platforms
TECHNOLOGY HAS EXPLODED
More iPhones and iPads are sold
globally than babies are born
SOURCE: APPLE
“I’m not at all tech savvy…
I’ve got a mobile phone, but it
would be useless in an
emergency as it takes me far
too long t...
ADVERTISERS’ EXPECTATIONS
HAVE CHANGED TOO
2008 2013
Traditional
Media Campaign:
Traditional
Media:
TV
Magazines
Newspaper...
CONNECTING WITH CONSUMERS
MORE THAN EVER
SOURCE: NRS Jul 12-13, IPC Digital Analytics, comScore Sept 13
IPC
million
Reader...
CONSUMERS NOW INTERACT
WITH OUR BRANDS
Producing 250,000,000
interactions per year across 60 BRANDS
times per
second
10
UNDERSTANDING
OUR CONNECTED
CONSUMERS
HOW, WHEN, WHERE AND WHY
DO CONSUMERS CONNECT WITH OUR BRANDS?
respondents
online
online diaries
14
4.5
3,543
84hours
hour...
respondents
online
online diaries
14
4.5
3,543
84hours
hours
face to face
interviews hours
telephone
interviews
8 of our m...
respondents
online
online diaries
14
4.5
3,543
84hours
hours
face to face
interviews hours
telephone
interviews
• Worked w...
respondents
online
online diaries
14
4.5
3,543
84hours
hours
face to face
interviews hours
telephone
interviews
• Worked w...
respondents
online
online diaries
14
4.5
3,543
84hours
hours
face to face
interviews hours
telephone
interviews
• Face to ...
• Telephone interviews conducted by
CrowdDNA
• 7 respondents (1 from each title)
• Fieldwork was conducted in July-Aug
201...
LET’S TAKE A LOOK...
OUR CONSUMERS ARE
CONSTANTLY CONNECTED
VIA MULTIPLE PLATFORMS
ALWAYS KEEPING UP TO DATE
Over 4 in 10 of our consumers connect with our brands
SEVERAL TIMES A DAY
“I can catch up
with t...
TRADITIONAL PRINT HABITS REMAIN
“I took a screengrab of a
recipe just to make sure
I had it saved and it was
easy to have ...
Zara video
SEAMLESSLY MIXING OLD
& NEW PLATFORMS
CORE BRAND ATTRIBUTES EXTEND
ACROSS ALL PLATFORMS
QUALITY CONTENT INHERENT TRUST
their brand has
quality content across
al...
MAGAZINE
BRANDS ARE
ENDURING…
…BUT SOME THINGS HAVE CHANGED
“Different times
of the day will
often dictate the
platform I use”
TRADITIONAL ‘ME TIME’
HAS EVOLVED
OUR BRANDS NOW FULFIL...
3 NEW MIND STATES
1.
CATCH UP
TIME
2.
FOCUS
TIME
3.
DOWN
TIME
6AM NOON
Apps, Social Media, Print, Digital Edition, Website
GETTING UP TO SPEED
CATCH UP TIME
FOCUS TIME
TIME DEPRIVED
Social Media, Apps, Website, Print
6PMNOON
6PM MIDNIGHT
DOWN TIME
ESCAPISM
Apps, Social Media, Print, Digital Edition, Website
THROUGHOUT THE DAY
“Depending where
I am depends on
the platform I use”
WHEREVER CONSUMERS ARE
Home Work Commute Holiday Out & About
Print
Ta...
7.3
8.2
8.8
9.4
9.5
1 PLATFORM
BRAND AFFINITY INCREASES
WITH TOUCHPOINTS
2 PLATFORMS 3 PLATFORMS 4 PLATFORMS 5 PLATFORMS
CONSUMERS NAVIGATE
THROUGH OUR CONTENT
ACROSS DIFFERENT
PLATFORMS
THE PLATFORM JOURNEY
Digital Edition
Apps
Print
Website
Social Media
JOURNEYS DIFFER BY
MAGAZINE BRAND
AFTER USING
THE NME APP
Talk about and discuss with family
& friends through social media
Buy something online
Seek inspir...
AFTER READING THE
MARIE CLAIRE PRINT
MAGAZINE
Talk about something they
have seen with friends and family
Seek inspiration...
HOW CAN ADVERTISERS
BENEFIT?
MAGAZINE BRANDS INFLUENCE
THROUGHOUT THE PURCHASE JOURNEY
SPARK
Almost 9 in 10 get
ideas from print
SEARCH
67% have search...
SPARKING AN IDEA…
4 in 5
find ideas from our brands
1 in 2
seek inspiration for
purchases from our brands
“I picked this a...
SPARKING AN IDEA
Danielle video
GENERATING SEARCH
1 in 2
visit the advertised brands’
website for further information
4 in 5
search for inspiration for
de...
CREATING A SALE
2 in 5
have bought something online or
in-store as a result of something
they have seen in our brands
“In ...
CREATING A SALE
Victoria video
GENERATING
WORD OF MOUTH
have recommended something from our brands
“I interact with the magazine
by taking photos of
some...
PURCHASE JOURNEY HOME
8 in 10 women seek inspiration
for their homes from our brands
67% of consumers go online
to search ...
SOURCE: IPC BEAUTY RESEARCH
58% use our brands for
inspiration for a beauty product
40% have used our brands to find out
m...
1 in 2 have recommended food
products to friends & family
4 in 10 have purchased food
they’ve seen in print or online
1 in...
THINGS TO REMEMBER
MAGAZINE BRANDS
… are strong and enduring
… deliver quality, deeply trusted content across all platforms
… fulfil differen...
…we’re already on a journey with our consumers
- let us take you with us
CONSUMERS CONNECT WITH IPC’S
MULTI-PLATFORM MAGAZ...
Connected consumers - IPC study 2014
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Connected consumers - IPC study 2014

Leveraging the combined strength of IPC brands across all platforms

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Connected consumers - IPC study 2014

  1. 1. Leveraging the combined strength of IPC brands across all platforms
  2. 2. TECHNOLOGY HAS EXPLODED More iPhones and iPads are sold globally than babies are born SOURCE: APPLE
  3. 3. “I’m not at all tech savvy… I’ve got a mobile phone, but it would be useless in an emergency as it takes me far too long to find what I want, whether making a call or trying to text. The more modern the technology, the more trouble I have working it” “My iPhone, it has everything I need, it’s my MP3 player, my list of contacts, my diary, my internet connection, my alarm clock, my camera. I don’t know of any other bit of kit that would replace this and it fits in my pocket” 2008 2013 SOURCE: IPC ORIGIN PANEL CONSUMERS’ EXPECTATIONS HAVE CHANGED
  4. 4. ADVERTISERS’ EXPECTATIONS HAVE CHANGED TOO 2008 2013 Traditional Media Campaign: Traditional Media: TV Magazines Newspapers Radio Cinema Outdoor Internet Social Media Mobile Tablet Apps Digital Edition PLUS
  5. 5. CONNECTING WITH CONSUMERS MORE THAN EVER SOURCE: NRS Jul 12-13, IPC Digital Analytics, comScore Sept 13 IPC million Readers 42 million Emails every 4 million Twitter 3 million Facebook 91 month followers likes . million Unique mobile 62 visits . million Unique website 68 visits . million App shell 52 downloads .
  6. 6. CONSUMERS NOW INTERACT WITH OUR BRANDS Producing 250,000,000 interactions per year across 60 BRANDS times per second 10
  7. 7. UNDERSTANDING OUR CONNECTED CONSUMERS
  8. 8. HOW, WHEN, WHERE AND WHY DO CONSUMERS CONNECT WITH OUR BRANDS? respondents online online diaries 14 4.5 3,543 84hours hours face to face interviews hours telephone interviews
  9. 9. respondents online online diaries 14 4.5 3,543 84hours hours face to face interviews hours telephone interviews 8 of our multiplatform brands
  10. 10. respondents online online diaries 14 4.5 3,543 84hours hours face to face interviews hours telephone interviews • Worked with YouGov, an independent research agency to conduct quantitative research • Fieldwork was conducted 15th March - 15th April 2013 • Approx. 15 minute interviews conducted online • Sample obtained from: • Origin panel (women only) • YouGov panel • IPC Subscriber database • Identified three areas to explore: – Audience & Journey – Audience Experience – Platform Online Survey 3,543 respondents online For significant scaleable data into IPC multiplatform audiences, journeys and experiences; from the consumer’s perspective
  11. 11. respondents online online diaries 14 4.5 3,543 84hours hours face to face interviews hours telephone interviews • Worked with CrowdDNA, an independent research agency to conduct qualitative research • Fieldwork was conducted in June 2013 • Daily diary over two week period • Each respondent were set four, 25 minute tasks • Incl. blog entry & 1-2 videos • Focus on three main areas of interest – Audience & Journey – Audience Experience – Platform • 42 participants Online Diaries 84 hours A detailed, daily record of media consumed to help us unlock the drivers to media consumed and gain clear insight around the perceived benefits: plus detail around the journey.
  12. 12. respondents online online diaries 14 4.5 3,543 84hours hours face to face interviews hours telephone interviews • Face to face interviews conducted by CrowdDNA • 14 participants were selected for face to face interviews • Fieldwork was conducted in July-Aug 2013 • Each interview lasted 60 minutes • All interviews were recorded Face to Face Interviews 14hours A deeper qualitative element to dig further into their behaviour and to allow for a more investigative approach.
  13. 13. • Telephone interviews conducted by CrowdDNA • 7 respondents (1 from each title) • Fieldwork was conducted in July-Aug 2013 • Each interview lasted approx. 40 minutes Telephone Interviews 4.5hours Allowed us to gather a cost effective layer of insight unachievable through self-reported means.
  14. 14. LET’S TAKE A LOOK...
  15. 15. OUR CONSUMERS ARE CONSTANTLY CONNECTED VIA MULTIPLE PLATFORMS
  16. 16. ALWAYS KEEPING UP TO DATE Over 4 in 10 of our consumers connect with our brands SEVERAL TIMES A DAY “I can catch up with the latest trends and styles in between issues” “It’s more immediate and good to be able to get what you are looking for”
  17. 17. TRADITIONAL PRINT HABITS REMAIN “I took a screengrab of a recipe just to make sure I had it saved and it was easy to have on my phone whilst I was cooking” ‘MEMORY BANKING’ “ I also like to cut things out of magazines and keep them in a folder for future reference - recipes, designs and inspiring ideas etc. I also like to pass on magazines to friends”
  18. 18. Zara video SEAMLESSLY MIXING OLD & NEW PLATFORMS
  19. 19. CORE BRAND ATTRIBUTES EXTEND ACROSS ALL PLATFORMS QUALITY CONTENT INHERENT TRUST their brand has quality content across all platforms. 82% AGREE 78% AGREE their brand contains interesting content. “I have read Look for so long that I know what to expect and the quality that will always be at the forefront of the magazine” “I trust NME the most, as I feel it has the most authority for UK alternative music of all sorts”
  20. 20. MAGAZINE BRANDS ARE ENDURING… …BUT SOME THINGS HAVE CHANGED
  21. 21. “Different times of the day will often dictate the platform I use” TRADITIONAL ‘ME TIME’ HAS EVOLVED OUR BRANDS NOW FULFIL DIFFERENT NEEDS AT DIFFERENT TIMES OF THE DAY
  22. 22. 3 NEW MIND STATES 1. CATCH UP TIME 2. FOCUS TIME 3. DOWN TIME
  23. 23. 6AM NOON Apps, Social Media, Print, Digital Edition, Website GETTING UP TO SPEED CATCH UP TIME
  24. 24. FOCUS TIME TIME DEPRIVED Social Media, Apps, Website, Print 6PMNOON
  25. 25. 6PM MIDNIGHT DOWN TIME ESCAPISM Apps, Social Media, Print, Digital Edition, Website
  26. 26. THROUGHOUT THE DAY
  27. 27. “Depending where I am depends on the platform I use” WHEREVER CONSUMERS ARE Home Work Commute Holiday Out & About Print Tablet Desktop Mobile Social Media
  28. 28. 7.3 8.2 8.8 9.4 9.5 1 PLATFORM BRAND AFFINITY INCREASES WITH TOUCHPOINTS 2 PLATFORMS 3 PLATFORMS 4 PLATFORMS 5 PLATFORMS
  29. 29. CONSUMERS NAVIGATE THROUGH OUR CONTENT ACROSS DIFFERENT PLATFORMS
  30. 30. THE PLATFORM JOURNEY Digital Edition Apps Print Website Social Media
  31. 31. JOURNEYS DIFFER BY MAGAZINE BRAND
  32. 32. AFTER USING THE NME APP Talk about and discuss with family & friends through social media Buy something online Seek inspiration for purchases Talk about something they have seen with family/friends Will visit our magazine brand website Will go on to search for more information online71% 61% 53% 47% 45% 42%
  33. 33. AFTER READING THE MARIE CLAIRE PRINT MAGAZINE Talk about something they have seen with friends and family Seek inspiration for purchases Read about products and visit their website Search for more information online Show family and friends Buy something in-store 67% 59% 56% 54% 52% 47%
  34. 34. HOW CAN ADVERTISERS BENEFIT?
  35. 35. MAGAZINE BRANDS INFLUENCE THROUGHOUT THE PURCHASE JOURNEY SPARK Almost 9 in 10 get ideas from print SEARCH 67% have searched for more information online from digital edition SHOP 2 in 5 purchased something instore/online from digital platforms SHARE 64% have shared from our print brands
  36. 36. SPARKING AN IDEA… 4 in 5 find ideas from our brands 1 in 2 seek inspiration for purchases from our brands “I picked this article up via my newsfeed on Twitter. It caught my eye and so I went and read the article. The article was on weight loss and it gave me some new ideas to try after reading it as I am trying to shift a few pounds before my holiday at the moment”
  37. 37. SPARKING AN IDEA Danielle video
  38. 38. GENERATING SEARCH 1 in 2 visit the advertised brands’ website for further information 4 in 5 search for inspiration for decorating their home “An advert I remember in a IPC magazine was for sofa.com. It caught my eye as it was a rich colour fabric and very contemporary. I visited their website and called to find out prices etc.”
  39. 39. CREATING A SALE 2 in 5 have bought something online or in-store as a result of something they have seen in our brands “In regards to the magazine, it will almost always make me end up looking at new designers/shops that they have written pieces on, so I can keep up and see what the next few things to come along will be” “From InStyle magazine I would likely purchase something as a result of the expert advice offered”
  40. 40. CREATING A SALE Victoria video
  41. 41. GENERATING WORD OF MOUTH have recommended something from our brands “I interact with the magazine by taking photos of something I think a friend would like and sending this over to her on email” “I use apps like ‘snapchat’ and ‘what’s app’ to interact with friends about products and clothes. I would take a facebook photo to talk to friends about what I have read in magazines and online” Over 1 in 2
  42. 42. PURCHASE JOURNEY HOME 8 in 10 women seek inspiration for their homes from our brands 67% of consumers go online to search for more information 42% buy an item in-store after seeing them in our brands Over 1 in 2 will recommend items they have seen 95% 69% 56% 60% SPARK SEARCH SHOP SHARE
  43. 43. SOURCE: IPC BEAUTY RESEARCH 58% use our brands for inspiration for a beauty product 40% have used our brands to find out more information on beauty products 1 in 2 have tried a beauty product after seeing it recommended in an IPC brand 45% have talked to friends & family about beauty products they’ve seen in our brands PURCHASE JOURNEY BEAUTY 75% 60% 58% 47% SPARK SEARCH SHOP SHARE
  44. 44. 1 in 2 have recommended food products to friends & family 4 in 10 have purchased food they’ve seen in print or online 1 in 2 search for more information after seeing a new food product in print or online 6 in 10 use IPC brands to inspire their food shopping SOURCE: IPC FOOD FOR THOUGHT PURCHASE JOURNEY FOOD 58% 42% 40% 46% SPARK SEARCH SHOP SHARE
  45. 45. THINGS TO REMEMBER
  46. 46. MAGAZINE BRANDS … are strong and enduring … deliver quality, deeply trusted content across all platforms … fulfil different needs, in different places, throughout the day … are integral to all stages of the purchase journey
  47. 47. …we’re already on a journey with our consumers - let us take you with us CONSUMERS CONNECT WITH IPC’S MULTI-PLATFORM MAGAZINE BRANDS

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