DIFFERENT MEDIA PLATFORMS – SAME CONSUMERS? November 2012 Maša Muster, Qualitative research manager Matej Mrevlje, Data analysis manager
Different media platforms – same consumers? (Maša Muster - Mediana)
Oct 22, 2014
To satisfy the needs of their users, it is imperative the media know them well. Research already shows that the total is more than the sum of individual parts – users are moving from traditional to modern forms of media usage and also transfer among the latter, which consequently means, that they often use our medium from several different platforms.
The potential for reaching new and new users is expending and we can take advantage of that. At Mediana, they already know the answers to several questions regarding the new habits of media users – who are the exclusive users, viewers or listeners over the traditional platforms, how many of them combine different methods of following the media and who are those who no longer care about traditional platforms. By enabling insight into this topic, media planners will gain a better understanding of new media landscape in the region and their decision making about future investments will be made easier.
The potential for reaching new and new users is expending and we can take advantage of that. At Mediana, they already know the answers to several questions regarding the new habits of media users – who are the exclusive users, viewers or listeners over the traditional platforms, how many of them combine different methods of following the media and who are those who no longer care about traditional platforms. By enabling insight into this topic, media planners will gain a better understanding of new media landscape in the region and their decision making about future investments will be made easier.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
DIFFERENT MEDIA PLATFORMS – SAME CONSUMERS?
November 2012
Maša Muster, Qualitative research manager
Matej Mrevlje, Data analysis manager
2 Data source
»Single-source« research about Product and brand usage Consumer opinions, free time activities and purchasing habits Reading, listening, viewing and usage of other media Sociodemographic characteristics of respondents Mediana TGI (“Target group index) is the largest independent licensed
international research in Slovenia Interviewing method and sample size
Self-completion of questionnaires in households Multistratified, random sample, based on statistical regions Annual average data are based on app. 4.000 respondents per country
Target group individuals aged from 15 to 75
Frequency Continuously from the second half of year 2000, half-year intervals
3 Global presence of TGI
New Zealand
MIDDLE AND E. EUROPE Germany Poland
Slovakia Czech republic
Romania Italy
Slovenia Croatia Serbia
Macedonia Montenegro
Hungary Bulgaria
China
Ireland & N. Ireland
USA
Mexico India
Japan
Nigeria
Canada Sweden
GB France
Spain Greece
Russia
Turkey
Saudi Arabia
Columbia
Chile Argentina
Venezuela
Brazil
Peru
Puerto Rico
South Africa
Iran
Indonesia
Ukraine
Malaysia
Ecuador
Thailand
Hong Kong Taiwan
Singapore
Philippines
Australia
UAE
Kenya Uganda
Tanzania
Lebanon Israel
Kuwait Egypt
S. Korea
Middle and eastern Europe Kazakhstan
69 countries – 700.000 interviews yearly
4 The numbers never lie…
840.000.000 users 500.000.000 users 4 billion views/day
100.000 tweets/minute
67 % mobile growth rate in 2012
685.000 pieces of content/minute
More than half of active users follow companies,
brands, products
48 hours of video uploaded/minute
800.000.000 unique users/month
91 % of online adults regularly use social media
40 % of people spend more time socializing online then they do face to face
5 Digital revolution is SO last year!
8 new people come onto the internet every second
Average tablet user spends 14h/week with the device
By 2014, mobile internet should take over desktop internet usage
but only 3 % use dailies
apps!
36 % of mobile users search
for news!
6 What’s the catch?
PRIMARY CHANNEL 69 % REVENUES DIGITAL CHANNELS 31 % REVENUES
EXPECTATIONS BY 2015:
50 % PRIMARY - 50 % DIGITAL
7 We can’t afford to ignore digital anymore
INVESTMENTS
HARD WORK & ORGANIZATIONAL
CHALLENGES
LOW ATTENTION SPAM
BRANDING
EASY ACCESS
NEW USERS
PERSONALIZATION
REVENUES
BRANDING
LOYALTY
8 Media consumption in Adriatic region
82,9
79,7
74,1
63,8
53,1
11,5
84,4
69,5
65,3
49,5
44,6
7,1
91,3
46,6
54,6
40,9
32,4
3,7
84,3
25,3
23,1
42,7
28,6
1,0
TV
radio
billboards
internet
dailies
cinema
Slovenia Croatia Serbia Macedonia
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
06:00 ‐ 06:59 07:00 ‐ 07:59 08:00 ‐ 08:59 09:00 ‐ 10:59 11:00 ‐ 12:59 13:00 ‐ 14:59 15:00 ‐ 16:59 17:00 ‐ 18:59 19:00 ‐ 20:59 21:00 ‐ 22:59 23:00 ‐ 05:59
SLOVENIA CROATIA SERBIA MACEDONIA
9 Media consumption in an average day
10 In-depth classic vs. digital overview
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
06:00 ‐06:59
07:00 ‐07:59
08:00 ‐08:59
09:00 ‐10:59
11:00 ‐12:59
13:00 ‐14:59
15:00 ‐16:59
17:00 ‐18:59
19:00 ‐20:59
21:00 ‐22:59
23:00 ‐05:59
TV (classic)
TV (online)
magazines
radio (classic)
radio (online)
computer
books
cinema
dailies (print)
dailies (online)
94,2%
83,8%
71,0%
92,4%
73,7%
69,3%
7,6%
26,3%
30,7%
5,8%
16,2%
29,0%
1,7%
10,2%
1,7%
Večernji list
Jutarnji list
Business.hr
PRINT users EXCLUSIVE PRINT users ONLINE users EXCLUSIVE ONLINE users ONLINE & PRINT users
11 Each media has it specifics
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0%
PRINT users
EXCLUSIVE PRINT users
ONLINE users
EXCLUSIVE ONLINE users
ONLINE & PRINT users
all
15‐30
31‐50
51‐75
12 One that’s already working on all platforms
13 One that’s still focusing on print
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0%
PRINT users
EXCLUSIVE PRINT users
ONLINE users
EXCLUSIVE ONLINE users
ONLINE & PRINT users
all
15‐30
31‐50
51‐75
14 And one that’s gaining new young users online
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0%
PRINT users
EXCLUSIVE PRINT users
ONLINE users
EXCLUSIVE ONLINE users
ONLINE & PRINT users
all
15‐30
31‐50
51‐75
15 This kind of thinking can be applied to any media type
TV Slovenija
Mladina
Cosmopolitan
HRT
B92
CLASSIC users
EXCLUSIVE CLASSIC users
ONLINE users
EXCLUSIVE ONLINE users
CLASSIC & ONLINE users
16 SEL groups can help us with the targeting
In each country, the population is divided into 4 socio-economic classes
10%
20%
30%
40%
SEL group 1
SEL group 2
SEL group 3
SEL group 4
17 In Slovenia, young users are also really profitable!
0
20
40
60
80
100
120
140
160
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
15-30 31-50 51-75 15-30 31-50 51-75 15-30 31-50 51-75 15-30 31-50 51-75
Super consumers (f irst 10 %) (Upper) middle class (next 20 %)(Lower) middle class (next 30 %) Lower class (Next 40 %)
inde
x
%
%
index
18 Generation X can be the most profitable in Serbia
0
20
40
60
80
100
120
140
160
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
15-30 31-50 51-75 15-30 31-50 51-75 15-30 31-50 51-75 15-30 31-50 51-75
Super consumers (f irst 10 %) (Upper) middle class (next 20 %) (Lower) middle class (next 30 %) Lower class (Next 40 %)
inde
x
%
%
index
0
20
40
60
80
100
120
140
160
180
200
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
Ambassadors Inf luencers Receivers Ambassadors Inf luencers Receivers
24 SATA (PRINT) 24 SATA (ONLINE)
%
index
19 It’s all about the brand and its ambassadors!
20 Are you doing (enough) already?
Related Documents
