connected consumers - ipc study 2014
DESCRIPTION
Leveraging the combined strength of IPC brands across all platformsTRANSCRIPT
Leveraging the combined strength of IPC brands
across all platforms
TECHNOLOGY HAS EXPLODED
More iPhones and iPads are sold
globally than babies are born
SOURCE: APPLE
“I’m not at all tech savvy…
I’ve got a mobile phone, but it
would be useless in an
emergency as it takes me far
too long to find what I want,
whether making a call or trying
to text. The more modern the
technology, the more trouble I
have working it”
“My iPhone, it has everything I
need, it’s my MP3 player, my
list of contacts, my diary, my
internet connection, my alarm
clock, my camera. I don’t know
of any other bit of kit that
would replace this and it fits in
my pocket”
2008 2013
SOURCE: IPC ORIGIN PANEL
CONSUMERS’ EXPECTATIONS
HAVE CHANGED
ADVERTISERS’ EXPECTATIONS
HAVE CHANGED TOO
2008 2013
Traditional
Media Campaign:
Traditional
Media:
TV
Magazines
Newspapers
Radio
Cinema
Outdoor
Internet
Social Media
Mobile
Tablet
Apps
Digital Edition
PLUS
CONNECTING WITH CONSUMERS
MORE THAN EVER
SOURCE: NRS Jul 12-13, IPC Digital Analytics, comScore Sept 13
IPC
million Readers
4 2 million
Emails every
4 million Twitter
3 million
9 1 month followers likes
.
million Unique mobile
6 2 visits
. million
Unique website
6 8 visits
. million App shell
5 2 downloads
.
CONSUMERS NOW INTERACT
WITH OUR BRANDS
Producing 250,000,000
interactions per year across 60 BRANDS
times per
second
1 0
UNDERSTANDING
OUR CONNECTED
CONSUMERS
HOW, WHEN, WHERE AND WHY DO CONSUMERS CONNECT WITH OUR BRANDS?
respondents
online
online diaries
14 4.5
3,543 84 hours
hours
face to face
interviews hours
telephone
interviews
respondents
online
online diaries
14 4.5
3,543 84 hours
hours
face to face
interviews hours
telephone
interviews
8 of our multiplatform brands
respondents
online
online diaries
14 4.5
3,543 84 hours
hours
face to face
interviews hours
telephone
interviews
• Worked with YouGov, an independent research
agency to conduct quantitative research
• Fieldwork was conducted 15th March - 15th April
2013
• Approx. 15 minute interviews conducted online
• Sample obtained from: • Origin panel (women only)
• YouGov panel
• IPC Subscriber database
• Identified three areas to explore: – Audience & Journey
– Audience Experience
– Platform
Online Survey
3,543 respondents
online
For significant scaleable data into IPC multiplatform audiences, journeys and experiences; from the consumer’s perspective
respondents
online
online diaries
14 4.5
3,543 84 hours
hours
face to face
interviews hours
telephone
interviews
• Worked with CrowdDNA, an independent
research agency to conduct qualitative research
• Fieldwork was conducted in June 2013
• Daily diary over two week period
• Each respondent were set four, 25 minute tasks • Incl. blog entry & 1-2 videos
• Focus on three main areas of interest – Audience & Journey
– Audience Experience
– Platform
• 42 participants
Online Diaries
84 hours
A detailed, daily record of media consumed to help us unlock the drivers to media consumed and gain clear insight around the perceived benefits:
plus detail around the journey.
respondents
online
online diaries
14 4.5
3,543 84 hours
hours
face to face
interviews hours
telephone
interviews
• Face to face interviews conducted by CrowdDNA
• 14 participants were selected for face to face interviews
• Fieldwork was conducted in July-Aug 2013
• Each interview lasted 60 minutes
• All interviews were recorded
Face to Face Interviews
14 hours
A deeper qualitative element to dig further into their behaviour and to allow for a more investigative approach.
• Telephone interviews conducted by CrowdDNA
• 7 respondents (1 from each title)
• Fieldwork was conducted in July-Aug 2013
• Each interview lasted approx. 40 minutes
Telephone Interviews
4.5 hours
Allowed us to gather a cost effective layer of insight unachievable through self-reported means.
LET’S TAKE A LOOK...
OUR CONSUMERS ARE
CONSTANTLY CONNECTED
VIA MULTIPLE PLATFORMS
ALWAYS KEEPING UP TO DATE
Over 4 in 10 of our consumers connect with our brands
SEVERAL TIMES A DAY
“I can catch up
with the latest
trends and styles in
between issues”
“It’s more immediate
and good to be
able to get what you
are looking for”
TRADITIONAL PRINT HABITS REMAIN
“I took a screengrab of a
recipe just to make sure
I had it saved and it was
easy to have on my phone
whilst I was cooking”
‘MEMORY BANKING’
“ I also like to cut things out of magazines
and keep them in a folder for future reference -
recipes, designs and inspiring ideas etc.
I also like to pass on magazines to friends”
Zara video
SEAMLESSLY MIXING OLD
& NEW PLATFORMS
CORE BRAND ATTRIBUTES EXTEND ACROSS ALL PLATFORMS
QUALITY CONTENT INHERENT TRUST
their brand has
quality content across
all platforms.
82% AGREE
78% AGREE
their brand contains
interesting content.
“I have read Look
for so long that I
know what to expect
and the quality that
will always be at the
forefront of
the magazine”
“I trust NME the most,
as I feel it has the most
authority for UK
alternative music of
all sorts”
MAGAZINE
BRANDS ARE
ENDURING…
…BUT SOME THINGS HAVE CHANGED
“Different times of the day will often dictate the platform I use”
TRADITIONAL ‘ME TIME’ HAS EVOLVED
OUR BRANDS NOW FULFIL DIFFERENT
NEEDS AT DIFFERENT TIMES OF THE DAY
3 NEW MIND STATES
1. CATCH UP
TIME
2. FOCUS
TIME
3. DOWN
TIME
6AM NOON
Apps, Social Media, Print, Digital Edition, Website
GETTING UP TO SPEED
CATCH UP TIME
FOCUS TIME TIME DEPRIVED
Social Media, Apps, Website, Print
6PM NOON
6PM MIDNIGHT
DOWN TIME ESCAPISM
Apps, Social Media, Print, Digital Edition, Website
THROUGHOUT THE DAY
“Depending where
I am depends on
the platform I use”
WHEREVER CONSUMERS ARE
Home Work Commute Holiday Out & About
Tablet
Desktop
Mobile
Social Media
7.3 8.2
8.8 9.4
9.5
1 PLATFORM
BRAND AFFINITY INCREASES
WITH TOUCHPOINTS
2 PLATFORMS 3 PLATFORMS 4 PLATFORMS 5 PLATFORMS
CONSUMERS NAVIGATE
THROUGH OUR CONTENT
ACROSS DIFFERENT
PLATFORMS
THE PLATFORM JOURNEY
Digital Edition
Apps
Website
Social Media
JOURNEYS DIFFER BY
MAGAZINE BRAND
AFTER USING
THE NME APP
Talk about and discuss with family
& friends through social media
Buy something online
Seek inspiration for purchases
Talk about something they
have seen with family/friends
Will visit our
magazine brand website
Will go on to search for more
information online 71%
61%
53%
47%
45%
42%
AFTER READING THE
MARIE CLAIRE PRINT
MAGAZINE
Talk about something they
have seen with friends and family
Seek inspiration for purchases
Read about products and
visit their website
Search for more information online
Show family and friends
Buy something in-store
67%
59%
56%
54%
52%
47%
HOW CAN ADVERTISERS
BENEFIT?
MAGAZINE BRANDS INFLUENCE
THROUGHOUT THE PURCHASE JOURNEY
SPARK
Almost 9 in 10 get
ideas from print
SEARCH
67% have searched for
more information online
from digital edition
SHOP
2 in 5 purchased
something instore/online
from digital platforms
SHARE
64% have shared
from our print brands
SPARKING AN IDEA…
4 in 5 find ideas from our brands
1 in 2 seek inspiration for
purchases from our brands
“I picked this article up via my newsfeed on Twitter. It caught my
eye and so I went and read the article. The article was on weight
loss and it gave me some new ideas to try after reading it as I am
trying to shift a few pounds before my holiday at the moment”
SPARKING AN IDEA
Danielle video
GENERATING SEARCH
1 in 2 visit the advertised brands’
website for further information
4 in 5 search for inspiration for
decorating their home
“An advert I remember in a IPC magazine was for sofa.com.
It caught my eye as it was a rich colour fabric and very
contemporary. I visited their website and called to find out
prices etc.”
CREATING A SALE
2 in 5 have bought something online or
in-store as a result of something
they have seen in our brands
“In regards to the magazine, it will almost
always make me end up looking at new
designers/shops that they have written
pieces on, so I can keep up and see what
the next few things to come along will be”
“From InStyle magazine
I would likely purchase
something as a result of
the expert advice offered”
CREATING A SALE
Victoria video
GENERATING
WORD OF MOUTH
have recommended something from our brands
“I interact with the magazine
by taking photos of
something I think a friend
would like and sending this
over to her on email”
“I use apps like ‘snapchat’ and
‘what’s app’ to interact with friends
about products and clothes.
I would take a facebook photo to talk
to friends about what I have read in
magazines and online”
Over
1 in 2
PURCHASE JOURNEY HOME
8 in 10 women seek inspiration
for their homes from our brands
67% of consumers go online
to search for more information
42% buy an item in-store after
seeing them in our brands
Over 1 in 2 will recommend items they have seen
95%
69%
56%
60%
SPARK
SEARCH
SHOP
SHARE
SOURCE: IPC BEAUTY RESEARCH
58% use our brands for
inspiration for a beauty product
40% have used our brands to find out
more information on beauty products
1 in 2 have tried a beauty product after
seeing it recommended in an IPC brand
45% have talked to friends & family about
beauty products they’ve seen in our brands
PURCHASE JOURNEY BEAUTY
75%
60%
58%
47%
SPARK
SEARCH
SHOP
SHARE
1 in 2 have recommended food
products to friends & family
4 in 10 have purchased food
they’ve seen in print or online
1 in 2 search for more information after
seeing a new food product in print or online
6 in 10 use IPC brands to
inspire their food shopping
SOURCE: IPC FOOD FOR THOUGHT
PURCHASE JOURNEY FOOD
58%
42%
40%
46%
SPARK
SEARCH
SHOP
SHARE
THINGS TO REMEMBER
MAGAZINE BRANDS
… are strong and enduring
… deliver quality, deeply trusted content across all platforms
… fulfil different needs, in different places, throughout the day
… are integral to all stages of the purchase journey
…we’re already on a journey with our consumers
- let us take you with us
CONSUMERS CONNECT WITH IPC’S
MULTI-PLATFORM MAGAZINE BRANDS