news stories from touchpoints: keep taking the tablets september 2014

News stories from TouchPoints:Keep taking the tablets

September 2014

Some things don’t change

Despite phenomenal changes in how people use the media, our core planning objectives remain the same .......

....... to understand existing and potential customers and place the right messages in front of the right people when they are most likely to be paying attention and take action

Some suggested guidelines to

enhance advertising effectiveness

What we will cover today

Newsbrands are growing with the advent of digital

channels

Newsbrands are more popular in

digital media than many other formats: significant amounts

of time are being spent with them and

people are more engaged

People use newsbrands on

tablets when they are in a more

relaxed and less time-pressured

frame of mind and are therefore more

receptive to advertising messages

But first…

who are these people?

A lucrative demographic

70% ABC1 and …

15-34 8.9%25-34 16.7%35-4420.8%45-5422.6%55-64 14.5%65+ 16.5%

Source: IPA TouchPoints 5

> £75K 125£55 - £75K 120£35 - £55K 99£20 - £35K 103< £20K 65

With more than an average amount of money


Shop at airports 291Go to live concerts 244Go to theatre 216Go to art gallery 212Go to museum 209Attend live sport events 157

Expert in food and wine 150Go clubbing 134Go to gym 130Go to restaurants (not FF) 126Go to pubs / bars 126Entertain at home 123

Sociable, active culture vultures


Like to keep up with new technology 157

Friends ask my advice on brands 137

Like to keep up with latest fashions 122

Can afford to splash out on luxury goods 120

Always first to have latest things 120

Important to treat myself 106

Ahead of the curve and fashionable


Blu-Ray recorder 320

Wi fi radio 295

Apple laptop 224

Apple desktop 212

E-book reader 183

Smart TV 173

3D Blu-Ray 158

Netbook 151

i-phone 149

3D TV 147

Up to date with technology


Use wifi on underground 254

Pay extra for one off progs 230

Prefer on-line newspapers 217

Pay to stream movies 178

Watch streamed live TV 161

Films through catch up 157

Download TV progs 148

Use red button 147

Listen to music on-demand 146


Media savvy


Trust newspaper advertising 142

Like relevant advertising on mobile 119

Advertising helps purchase decisions 116

Like interactive ads 113

Advertising helps find products 103

And are 61% more likely to follow brands and advise others about them

With positive views towards advertising


Newsbrands are growing

with the advent of digital channels

Each month almost 42 million UK adults read a newspaper

37.3mare in print format

4.6mreaders are added to the total readership

Source: NRS PADD

19.4mread online

8.7m access digital newsbrands exclusively via tablet and mobile phone each month

Source: comScore (8.7m), IPA TouchPoints 5

Around a third only read on tablet or phone

Print Computer

MobileTablet

Understanding how it all fits together

at least once a day at least once a week

Tablet readers frequently use newspaper apps

37% 59%


Each week…

Tablet readersare multi-platform

61%also read a

printed version

36%also read on

a PC

25%also read on

a mobile phone


Newsbrands are more popular in digital media than many other

formats : significant amounts of time are being spent with them and people are more engaged

each day is spent reading newsbrands on a tablet

An average of over


A symbiotic relationship: complementary rather than competitive

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Tab M-F Print M-FSource: IPA TouchPoints 5

Print M-FTablet M-F

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Newsbrands on tablet Any TV Shopping

52% of readership is done90% of shopping remains

88% of shopping is done65% of TV viewing remains

Especiallyat weekends


“Tell me and I’ll forget.Show me and I’ll remember.Involve me and I’ll understand”Confucius, 551 BC – 479 BC

Engagement – hardly a new concept

Time spent with tablets in front of a TV set

Newsbrand tablet readers are less likely to be using TV at the same time

33%all tablet users

24%tablet newsbrand readers


People use newsbrands on tablets when they are in a more relaxed and less time-pressured frame of mind therefore more receptive to advertising messages


Print newsbrands Tablet newsbrands Commercial TV Mobile newsbrands Online newsbrands Commercial Radio

32% 32%

28%

25%23%

16%

35%

42%

32%34%

26%

16%

Weekdays WeekendSource: IPA TouchPoints 5

Tablet newsbrand readers are the most relaxed – particularly at weekends…

Tablet newsbrands Commercial Radio Commercial TV Print newsbrands Mobile newsbrands Online newsbrands

14%

16%17%

16%

14%

9%

22%21%

20%

17%

14%13%

Weekdays Weekend


…… they are also happier

Some suggested guidelines to enhance advertising

effectiveness

Entertainment Communication Information

Self expression Transaction

Newsbrands Newsbrands Newsbrands

Newsbrands Newsbrands

Some of the things people say about newsbrand tablet advertising

advertising on tablets

Encourages me to buy

- Allows me to interact

- I trust the brands that

advertise here

- Makes me more positive about the

advertiser

- Easy to refer back when you

need to

Source: Newsworks “Never let me go” research conducted by MTM

Newsbrands’ wide range of formats

provide great flexibility and the potential

for complementary brand messaging

Perceptions of advertising when engaging with newsbrands via each medium:

Print Computer

Mobile

Tablet• Fun to interact

with products

• Willing to be diverted

• Plenty of time to explore

People consume media along a spectrum

ranging from time pressure to relaxed

RelaxedTime pressured

And they also show different levels of engagement in the

channels they use

High engagement

Low engagement


And they also show different levels of engagement in the

channels they use

High engagement

Low engagement

Radio

morning

Radio

evening

Glossy magazinesTrade press

Internet

(searching)

Internet (browsing)


Cinema

Trade press

Tablet newsbrand readers are more

engaged and relaxed

High engagement

Low engagement


Newsbrands

Key points

- Tablet readership adds lucrative and appealing audiences to overall

newsbrand consumption

- Messages should be designed and placed to capitalise on higher levels

of engagement and a more relaxed frame of mind

- TouchPoints allows us to explore more closely the relationships that

people have with newsbrands and to look further into how they sit and fit

with other media behaviour

news stories from touchpoints: keep taking the tablets september 2014

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