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Slideshare Trinity Mirror modal britain
- 2. From inventory… National Regional Local Desktop Tablet Print Mobile OUR BRANDS OUR PLATFORMS
- 3. …to ‘audience’ OUR BRANDS OUR PLATFORMS National Regional Local Desktop Tablet Print Mobile A provocative perspective on society The audience that we represent From commercial to editorial From advertising to native content All of Trinity Mirror
- 4. The modern mass market… We are for mass market Britain. We are enormously proud that they allow us to help shape and reflect their views …that we call ‘Modal Britain’
- 5. It’s mass marketing that grows brands
- 6. But Britain has changed…
- 7. We keep close to our audience Editorial workshop Qualitative focus groups Audience panel
- 8. “If the very wealthy and the very poor are excluded, Britain is becoming noticeably homogenous in many of its attitudes and behaviours”* *Source: Future Foundation
- 9. The changing shape of Britain mass market mid-market upmarket
- 10. The changing shape of Britain mass market mid-market upmarket wealthy elite mass market breadline
- 11. Three forces of change Graduate expectations Democratisation of digital Recession: the social leveller Sources: Ofcom, ONS
- 12. : the new normal Defined by household income, not demographics The mass market mainstream The 50% in the middle of the income spectrum Source: CrowdDNA, IPA Touchpoints
- 13. 0% 2% 4% 6% 8% 10% 12% 14% 16% Under 5K 5-10K 10-15K 15-20K 20-25K 25-35K 35-45K 45-55K 55-75K 75-99K 100,000+ : the new normal Sources: Touchpoints 5, 2014; 25% 50% 25% Media Week Salary Survey, 2014
- 14. :life is happy & worthwhile 6.8 7 7.2 7.4 7.6 7.8 8 8.2 NS-SEC Class 1 NS-SEC Class 2 NS-SEC Class 3 NS-SEC Class 4 NS-SEC Class 5 NS-SEC Class 6 NS-SEC Class 7 Worthwhile Happy Source: Office of National Statistics, Measures of National Wellbeing NS-SEC = National Statistics Socio-Economic Classification ‘Overall, how happy did you feel yesterday?’ ‘Overall, to what extent do you feel that the things you do in your life are worthwhile?’ Highest social groups Lowest social groups
- 15. : different value equation for life 1. Personal 2. Social 3. Societal
- 16. 1. Personal Busy but not rushed More time, more headspace Joyaholics not workaholics Seeking activities that represent achievable aspiration 70% say ‘having a settled life is important’
- 17. 2. Social Confident & knowledgeable A smaller circle of trust Influenced by & influential within their own circle Actively referring to their tight networks for ideas, information and opinions 76% would advocate good brands and services, rather than keep things to themselves 70% would seek advice from networks before buying a phone contract, TV or car
- 18. 3. Societal ‘Social conscience’ more than ‘status conscious’ There’s more to life than competing and winning Happiness is seeing people do well A modern life with inherited values Most Modal Britons want to keep traditional values 68% of Modal Britons say society is not constrained by traditional values
- 19. : the new normal Three characteristics set Modal Britain apart Source: CrowdDNA, IPA Touchpoints
- 20. : the mass market Modal Britain is the group that spends the most in every advertising category And they spend more than their fair share in nearly every category Source: TGI
- 21. Trinity Mirror’s More of them than any other newsbrand More ad responsive More trusting of our newsbrands More likely to be asked their opinion Source: CROWDDNA, TGI