Research Matters: Understanding Consumption of Digital Media

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WELCOME TO THE NEW NORMAL Digital Matters, Singapore May 2012

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Where consumers are

constantly connected

and “always on” is their

default setting

Welcome to the new normal

INSERT "NEW NORMAL" VIDEO HERE THEN DELETE THIS TEXT BOX

IPSOS OPEN THINKING EXCHANGE

Where we will need to learn to cope with super abundance - tools, choices, apps move to one touch actions combined with the visualisation of information


Where we are moving towards a culture where information about most things becomes freely available


And where personalization via devices and apps will continue to quickly grow


We have to engage them in ways that capitalize on and mimic their expectations in a digital world


Today’s consumers are different

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DIGITAL DILEMMAS

25 countries 19,271 interviews

January 2012

Digital Dilemmas: what can you give up?

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A: talk on the phone B: talk in person

DIGITAL DILEMMAS

#1 Brazil / Spain – 90%

#25 China – 55%

B

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A: talk on the phone B: text message

DIGITAL DILEMMAS

#1 A: Spain – 79%

#1 B: Indonesia – 49%

A

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A: Give up your computer B: Give up your mobile

DIGITAL DILEMMAS

#1 Canada – 80%

#25 Saudi Arabia – 49%

B

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A: Give up sex B: Give up your mobile

DIGITAL DILEMMAS

#1 Brazil – 92%

#25 Japan – 53%

B

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A: Give up social networking B: Give up TV

DIGITAL DILEMMAS

#1 UK – 77%

#25 China – 35%

A

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“I have become more reliant on my pc for entertainment needs”

DIGITAL DILEMMAS

#1 China – 61%

#25 France – 27%

40%

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“I check my friends SNS updates within an hour after waking up”

DIGITAL DILEMMAS

#1 Brazil – 29%

#25 Italy – 10%

17%

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“I share everything online”

DIGITAL DILEMMAS

#1 Hong Kong – 25%

#25 Hungary – 1%

8%

Transforming for social media

“The sun is setting on display ads, and publishers should focus instead on ads tailored for social media.”

Jonah Peretti, founder of the Huffington Post and viral content site Buzzfeed

Examine how today's media meets human needs EXPLORE YOUR

WORLD

DISCOVERY

STANDING OUT

ACQUIRING KNOWLEDGE EFFICIENCY

BELONGING TO A GROUP

GENERATING QUALITY TIME

HAVING FUN ESCAPE

Traditional and new media fuse; and our relationship boundaries have blurred

Handwriting is disappearing; words abbreviated by SMS, Tweets

Indiana, US just asks that students be able to type on keyboards Here's how stars Miley Cyrus and Justin Bieber write....

UK apps: the long tail....

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Top 100 apps ranked by reach

% u

sed

app

past

mon

th

Next 90 apps 8% to 1% reach

Top 10 apps reach 9% or more

The paperless cabin: massive media choices Singapore Airlines Airbus A380 superjumbo + Boeing 777 flights

XXXXX

Personalised social TV will be the norm

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0

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1

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7

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9

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33

44

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16Social media/ viral

Online advertising

Mobile

Events

PR

CRM

Online videos

Shopper marketing

Sponsorship

Outdoor/ out of home

Magazines

Newspapers

Terrestrial TV

Social media + online advertising tops the bill in 2012

Base: All marketers (N=443)

B4. The following are various types of media channels. How would you describe their role in your marketing communications plan for 2012?

Much higher than in 2011 Higher than in 2011

Lower than in 2011 Much lower than in 2011

Much higher/ Higher role than in

2011

65% 61% 42% 47% 44% 40% 38% 28% 27% 29% 21% 22% 21%

Biometrics: now you don't need to ask....

•  Heart Response •  Respiration •  Skin Conductance •  Approach or Avoid •  Boredom, Tension, Humor •  Arousal & Excitement •  Movement Orientation •  Eye Tracking Attention & Processing

Facial interpretation

Unbranded Product Product when Branded

Neuroscience has brought new knowledge to our understanding of brands: media engagement can make the lights shine even

brighter

Global brands are demanding more Disruptive market realities are stimulating needs for

more agile processes.

CONTINOUS FEEDBACK

INTEGRATED DATA

ACTIONABLE INSIGHTS

CONTEXTUAL REPORTS


The more people see two-way engagement and

being able to interact with people all over the

world, I think the less they want to be involved

in structured research.

Global Research Lead, Fortune 100


The best way to predict the future, is to create it.


Research Matters: Understanding Consumption of Digital Media

Business