The document summarizes research from a project called Print Power that examined consumer perceptions of print advertising. It provides details on the structure and methodology of the research, including conducting an online questionnaire and discussion. The results found several consumer segments across different countries in their attitudes towards print and digital media. Next steps include completing the first phase of research and beginning an online discussion phase.

1. Print Media Future Outlook
First results from Print Power consumer research
Drupa May 12th, 2012
Anu Seisto
VTT Technical Research Centre of Finland

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Aim of the project
 Consumer perception on print advertising
 Opening a dialogue with the European consumers of the key
strengths of print media as advertising channel in multi-media
marketing in the near future
1. getting an overview on how consumers in Print Power
countries perceive print advertising, how they may be
divided into consumer segments within Europe, and how
they may have national consumer profiles, and
2. getting detailed information on why they perceive print
advertising as they do, and what are the underlying reasons
that may have an effect on their media use habits and
choices

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Structure of the project
 Phase 1: online questionnaire
o Background information of the respondents
o Six short stories / narratives describing different media use
habits and proposing media use profiles
o Perception of the stories through open questions
o Attitudes of the respondents towards advertising in different
channels
 Phase 2: online discussion
o Inviting consumers with selected user profiles into discussion
in Owela
o Obtaining more detailed data of the perception and reasoning

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Finding the right channel…

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Traditional division of consumers based on
their values and attitudes
”Something new”
Visionary Fast-moving
• Responsible and open people • Young-minded
• Want to keep up to date about world happenings • Social, trendsetters, techies
• Science & facts • Media-use related to image
• Social media and web
”We” ”Me”
Established Comfort-loving
• Family and friends • Pleasure & materia
• Responsibility • Having fun & entertainment
• Relaxation • Ease in life; technology
”Things are good the way they are”

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Print Power questionnaire
Story 4 Story 3
”Something new”
Visionary Fast-moving
”We” ”Me”
Established Comfort-loving
Story 1 Story 2
”Things are good the way they are”

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Print Power questionnaire
Totally Totally
Print Digital
Story 5 Story 6

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Results

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Replies from 30 countries

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Background
42% 42%
Money to spend: Money to spend:
0 3% 0 3%
15-24 15-24
25-34 21% 18% 25-34
35-44
Age 35-44 Age
45-54 68% 57% 45-54
55-64 55-64
65+
8% 22% 65+
48% Money to spend:
0 2%
15-24
25-34 26%
35-44
Age 45-54 56%
55-64
65+ 16%

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Consumer segments in Finland, Norway and UK
Print, no
interactivity
Print with Digital,
interactivity
Print
27% positive
20%
towards
39% print
Just
digital
13%
Digital

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Print, no interactivity
o Subgroup with age correlation (FI, NO, UK)
o Subgroup with negative attitude towards SoMe (FI) or no interest
in SoMe (UK)
o Traditional printed ads work well
 ”The most fabulous thing is to concentrate on a magazine… I’m not
interested in new technology, I like to stick to newspapers, magazines
and radio as my information channels” (FI)
 “I like to hold a book or newspaper or magazine. When I use gadgets
it feels like work again” (UK)

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Print, no interactivity – attitudes towards ads
Attention: Trustworthy:
magazines, newspapers, magazines, newspapers,
TV, catalogues, direct TV, catalogues, direct
mail mail (radio, UK)
Useful: Purchasing decisions:
magazines, newspapers, magazines, newspapers,
TV, catalogues, internet, catalogues, internet (TV
direct mail and direct mail, UK and
NO)
Direct mail: addressed in UK, adressed + non-addressed in FI and NO

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Print with interactivity
o Family size correlation (FI, UK, weaker in NO)
o Positive attitude towards digital and sharing information
o Traditional printed ads work well, but would be open for new
print solutions to ease the everyday life
 ”I haven’t made a concious decision of not using digital media during
my free time. But for some reason I tend to prefer print” (FI)
 ”I like ads both in digital and printed form when they are targeted for
me… I like print products, digital media is not enough for me” (FI)
 “I use both print and digital. Direct mail in the mailbox often leads to
search on the web.” (NO)

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Print with interactivity – attitudes towards ads
Attention: Trustworthy:
magazines, newspapers, magazines, newspapers,
TV, catalogues, direct TV, catalogues, direct
mail, internet mail
Useful: Purchasing decisions:
magazines, newspapers, magazines, newspapers,
TV, catalogues, internet, catalogues, internet, TV,
direct mail direct mail

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Digital with positive attitude towards print
o Subgroup with age correlation (FI, NO, UK)
o Subgroup with family size correlation (UK, weaker in NO)
o Active users of social media (FI, UK)
 “…there is some truth in that reviews/ads in print may convince me
more than online versions… before buying something expensive I
would tend to research the item online rather than in print.” (UK)
 ” I go to the net when searching for product information …I like the
physical appearance of print products” (FI)
 “It is so convenient with the net, and you can find everything you want.
Yet it is so nice with printed media. I’d really miss it if it disappeared.”
(NO)

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Digital with print – attitudes towards ads
Attention: Trustworthy:
magazines, newspapers, magazines, newspapers,
TV, catalogues, direct TV, catalogues, direct
mail, internet, SoMe, radio mail, internet, radio
Useful: Purchasing decisions:
magazines, newspapers, magazines, newspapers,
TV, catalogues, internet, catalogues, internet,
direct mail, SoMe, radio SoMe (TV and direct mail,
UK and NO)

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Just digital
o Age correlation (FI, UK)
o Living in cities (UK)
o Happy with having everything in digital form
 ”I don’t subscribe for any magazines, I read almost everything
from the net… I try to get rid of useless paper trash” (FI)
 “I use mostly iPad and iPhone. I never read newspapers or printed
ads” (NO)
 “I will use whatever medium is near to hand, 99.9% of the time it is
digitally embedded in something.” (UK)

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Just digital – attitudes towards ads
Attention: Trustworthy:
magazines, newspapers, magazines, newspapers,
TV, catalogues, direct TV, catalogues, internet,
mail, internet, SoMe, radio radio
Useful: Purchasing decisions:
Internet, TV Internet,
(magazines, newspapers, (magazines, newspapers,
catalogues, direct mail, catalogues, SoMe,TV,
SoMe) direct mail)

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Confusion towards combining print and digital
 “I mainly use magazines for information and
ideas, I like the idea of qr codes for products but
would do a comparison search any way…” (UK)
 “…apps that make life simpler are welcome. I
love the interconnectivity between print and
electronic media, especially for shopping…”
(Latvia)
 “I have never heard of the smart app in a ?
magazine” (UK)
 “I have only just started to see smart codes being
used.” (Australia)

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Next Steps
 Completing Phase 1
 Presenting similar data for all Print Power countries
 Comparison on a European level
 Phase 2: online discussion
o Inviting consumers with selected user profiles into discussion
in Owela
o Obtaining more detailed data of the perception and reasoning

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VTT creates business from
technology

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Traditional media use
 Enjoys routines
 Likes to watch TV, has favourite programs
 Has used print media in the same way for several years
 No need to change anything, happy with the way things are
 Not so interested in social media even though uses the internet
occasionally

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Appreciating slow and quiet
 Lives a very busy life and enjoys it
 Busy at work, uses digital media a lot for work purposes
 Smart phone is carried along everywhere and used all the time to
check email and news
 Takes care of physical condition, has a sport as a hobby
 Appreciates a quiet moment for relaxing where no electronic
device is able to disturb and where taking it slowly gets the mind
off from work and other hassle

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Intelligent targeting
 “Today advertising avoidance is reaching levels where it is
becoming a serious obstacle for mass communication of
commercial messages…relevance is the best medicine to avoid
consumers tuning out. Thus targeting to well specified groups are
exactly what the marketing doctor orders.”
 “…In a world where consumers are in power and they are actively
avoiding your advertising and at the same time have more choice
than ever before, you have to become a trusted brand.”
 How could targeting be taken into another level? What would make
it especially intelligent?

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Intelligent targeting
 Busy at work, busy at home, combining work and family life
 Uses the platform that is most suitable and most efficient in a
certain context
 When planning a holiday trip, might use a magazine for reading
inspiring travel stories, iPad for watching pictures or videos of
different destinations, laptop for booking the trip etc.
 Would be happy to give information for profiling if it will be used in
an intelligent way and would be useful
 Appreciates services that makes the everyday life easier

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From print to purchase
 Enjoys fast media that doesn’t require a lot of concentration, but is
not an active producer
 Appreciates quality
 Has the ability to use the latest technology
 Likes to make instant decisions
 If an interesting ad is noticed, making a decision to buy a product is
easy, and any technology that provides an easy link to do so with a
smart phone is used

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Social print
 An active user of social media, values especially personal
networks
 Enjoys viral marketing and appreciates anything that is
recommended by the social network
 Likes to read free newspapers and customer magazines
 Ads become important as soon as their relevance in the network is
clear
 Appreciates the possibility to recommend and recieve
recommendations through combined use of print and social media

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Completely digital
 Gets everything through digital services
 Follows several news sites, enjoys the visual quality of tablet
magazines, reads eBooks occasionally, is an active user and
producer of content in certain social media services
 Does not see any value in printed products
 Has a very clear opinion of media user being the king and making
the decisions of what content is used and when