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nn. Agenda. Why do the research? Guy How was it done? Guy Overview of results James The internet experience Guy. Why do the research?. Existing media becoming more complex: TV/radio fragmenting, magazines proliferating & more targeted, newspapers sectionalised

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Agenda l.jpg
Agenda

  • Why do the research? Guy

  • How was it done? Guy

  • Overview of results James

  • The internet experience Guy


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Why do the research?

  • Existing media becoming more complex: TV/radio fragmenting, magazines proliferating & more targeted, newspapers sectionalised

  • New media emerging: PCs, email, web, texting, PDAs, DVD, etc

  • Media choice more tailored to individual

  • Boundaries between different media becoming more fuzzy


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Why do the research?

  • People’s perceptions about media are changing

  • People’s relationships / loyalties / habits with media are changing

  • PPA wanted to understand this better

  • Look at implications for advertising strategy and buying/selling media space & time


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How was the research done?

  • PPA commissioned NFO WorldGroup

  • 1st stage: Qualitative

  • 2nd stage: Quantitative


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Qualitative research

  • People who use internet for leisure

  • 14-19 year olds: paired depth interviews

  • 20-60 year olds: group discussions

  • 42 informants


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Quantitative research

  • Universe: adults 12+

  • Random location sampling

  • Face-to-face interviews in-home

  • 2,030 interviews

  • Weighted to be nationally representative

  • Universe size of 49.4 million


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Quantitative research: questionnaire

  • Weight of media exposure, by magazine/newspaper type; TV; multi-channel TV; radio; email; web; chat rooms

  • Other activities while using media

  • Attitudes to each medium

  • Actions as result of media exposure

  • Interest in topics

  • Preferred sources for info & ideas

  • Classification


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Overview of results

  • James Papworth


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Overview of results

  • James Papworth


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Absorbing MediaOverview Qu.9

12 statements : to which media does each apply

‘It is usually tailored to meet my individual needs’

‘I can usually trust and believe the advertising’

‘I often find the advertising annoying’

‘The advertising is too intrusive’

Source:Absorbing Media


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Absorbing MediaAn Overview

  • How do people choose?

  • Are they paying attention?

  • Where do ads work best?


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Absorbing Media How Do People Choose?

Tailored to our needs

Has information of interest


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How Do People Choose?Focused on the Individual

Q9a. “It is usually tailored to meet my individual needs”

Source: Absorbing Media / Respondents 15+


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How Do People Choose?Focused on the Individual

Q9a. “It is usually tailored to meet my individual needs”

Source: Absorbing Media / Respondents 15+


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How Do People Choose?Focused on the Individual

Q9a. “It is usually tailored to meet my individual needs”

Source: Absorbing Media / Respondents 15+


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How Do People Choose?Focused on the Individual

Q9a. “It is usually tailored to meet my individual needs”

Source: Absorbing Media / Respondents 15+


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How Do People Choose?Individual Interests

Q9b. “It contains information that I am most interested in”

Source: Absorbing Media / Respondents 15+


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How Do People Choose?Individual Interest

Q9b. “It contains information that I am most interested in”

Source: Absorbing Media / Respondents 15+


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How Do People Choose?Individual Interest

Q9b. “It contains information that I am most interested in”

Source: Absorbing Media / Respondents 15+


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How Do People Choose?Individual Interest

Q9b. “It contains information that I am most interested in”

Source: Absorbing Media / Respondents 15+


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How do people choose?Qu.6Specific topics

Are you interested or not interested in xxxx?

Which of these media do you prefer when you are looking for information and ideas on xxxx?


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Preferred Choice For Specific interestsTelevision

Sport 66% 44% Newspapers

Gardening 61% 41% Magazines

Food & Drink 55% 46% Magazines

DIY 53% 43% Magazines

Science & Technology 51% 34% Internet

Travel & Holidays 47% 32% Magazines

Source: Absorbing Media


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Preferred Choice For Specific interestsTelevision

Sport 66% 44% Newspapers

Gardening 61% 41% Magazines

Food & Drink 55% 46% Magazines

DIY 53% 43% Magazines

Science & Technology 51% 34% Internet

Travel & Holidays 47% 32% Magazines

Source: Absorbing Media


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Preferred Choice For Specific interestsMagazines

Beauty 72% 26% TV

Fashion/Clothes 66% 27% TV

Celebrity news/goss 61% 43% TV

Cars/Bikes 60% 30% Newspaper

Child Care/Parenting 56% 35% TV

Health/Fitness 53% 29% TV

Photography 48% 20% TV

Source: Absorbing Media


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Preferred Choice For Specific interestsInterested in / preferred choice Magazines

Fashion/Clothes

Women’s Monthlies 56%

Men’s/Style Magazines 53%

Child Care/Parenting

Home / Decorating 17%

Sports Magazines 9%

Source: Absorbing Media


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Preferred Choice For Specific interestsNewspapers

Jobs 70% 37% Internet

For Sale 64% 30% Internet

Business News 62% 35% Internet

Personal Finance 54% 30% Internet

Music/Cinema/Theatre 47% 33% TV

TV Programmes 43% 42% TV

40% Magazines

Source: Absorbing Media


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Preferred Choice For Specific interestsInternet

Computers / web 64% 43% Magazines

Source: Absorbing Media



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Attention!Are You Paying It?

Q.7 “When you are (using media X) how often do you (use media Y) or do action (Z)”

Always/nearly all the time

A lot of the time

Some of the time

Very Little/Never

Source: Absorbing Media


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Attention!Are You Paying It?

Source: Absorbing Media / Respondents using media a lot/always


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Attention!Are You Paying It .. To TV?

Source: Absorbing Media / Respondents using media a lot /always


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Attention!Are You Paying It .. To TV and Radio?

Source: Absorbing Media / Respondents using media a lot /always


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Attention!Are You Paying It?

Q.7 “When you are (using media X) how often do you (use media Y) or do action (Z)”

Index

Using the internet 52

Reading a supplement 82

Reading a newspaper 92

Reading a magazine 100

Watching TV 114

Listening to the radio 213

Source: Absorbing Media / Respondents using media a lot /always


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Attention!Are You Paying It .. To TV Advertising?

Q2d. “How often do you XXXX when an advert comes on”

Source: Absorbing Media / Respondents using media a lot /always



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Where Do Ads Work Best?Q.8 Editorial Ideas & Advice

Source: Absorbing Media / Respondents using respective media


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Where do Ads Work Best?Q.9 Useful and Guiding

Source: Absorbing Media / All Respondents


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Where do Ads Work Best?Q.9 Advertising helps me decide between two products that I’m considering purchasing

Source: Absorbing Media / All Respondents


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Where do Ads Work Best?Q.9 I find the advertising can be Inspiring

Source: Absorbing Media / All Respondents


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Where Do Ads Work Best?Q.9 Attention & Effect

Source: Absorbing Media / All Respondents



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Where Are Adverts annoying?Q9. Intrusive/Annoying

Source: Absorbing Media / Adults agreeing with statement


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Where Are Adverts annoying?Q9. Intrusive/Annoying

“you are literally clicking them away to get to what you want … they throw themselves at you”

Source: Absorbing Media / Adults agreeing with statement


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Where Are Adverts annoying?Q9. Intrusive/Annoying

“you are literally clicking them away to get to what you want … they throw themselves at you”

Source: Absorbing Media / Adults agreeing with statement


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Absorbing MediaA Summary

  • Choose dependent upon interest and relevance

  • Specific media for specific information

  • Take-out depends upon investment

  • Adverts are helpful - some more than others

  • … but beware


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The internet experience

  • Guy Consterdine


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The internet experience

  • Wider horizons

  • ‘Internet’ is 2 media: - 2-way communication (email, chat) - information channel (websites)


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The web experience

  • The search for information

  • Searching implies control over: - information - time spent

  • Low control: TV, radio

  • High control: newspapers, magazines

  • Highest control: web

  • Control = personalised information


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The ‘web moment’

  • Users’ lack of relationship with the web

  • PCs >>> school / work

  • “Internet is a lonely & intense medium”

  • Normally accessed alone

  • Unsociable

  • The silence of the web


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The ‘web moment’

  • For some “the internet moment is full of tension”

  • Time absorbed by surfing

  • Fear of addiction

  • Telephone costs

  • Technical aspects

  • “Will I find the info in the end?”


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The ‘magazine moment’Similarities with ‘web moment’

  • Intensely personal experience

  • Active mental engagement

  • Users are absorbed in their reading


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The ‘magazine moment’Differences from ‘web moment’

  • Relaxed, indulgent, warm, comfortable

  • A treasured moment

  • A different world is created

  • Relationship with a favourite magazine

  • “Willingly engaging in its essence, becoming a Cosmo or Vogue person during the time that they were engaging with it”

  • Friend - portability - always to hand


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Lack of discipline in web content

  • Web info is raw & unsorted

  • Medium & ads not trusted as much

  • The value of the selecting, editing, pre-digesting of content by broadcast & print media


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Serendipity

  • Print: readers encounter unexpected interesting things

  • Web: searching for specific info

  • Missing related interesting info


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Up to date information

  • Web: speedy updates

  • Impact on other media

  • Forced to invade the web, with own websites


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Interactive uses of web

  • Shopping online

  • Will become important

  • Not widespread yet


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Advertising on the web

  • Strongly disliked

  • Banner ads: time to download

  • Pop-up ads


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Pop-up ads

  • “You are literally clicking them away to try to get to what you are getting to, and literally one advert after the other can come up, they throw themselves at you”

  • So intrusive - within a medium the surfer is supposed to be driving

  • The antithesis of the user-controlled spirit of the web



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