ipa touchpoints

IPA TouchPoints

Multi Media – multi taskingBelinda Beeftink

July 2009

Agenda

• An introduction to TouchPoints

• Media changes TP1 vs TP2

• The role of TV

• The role of internet

• Concurrent media use

• Use of internet to view TV

• Some conclusions

• where • with whom• main activities• media (usage and attitude to)• mood• lifestyles and attitudes• shopping habits

Deliverable 1 – The SuperHub Survey

A time based study of how consumers spend their time:

Deliverable 2 – The Integrated Planning Database (IPD)

The first, industry available, multi-media planning system.

• Launched in 2006• First industry available, multi-media study• Two databases:

- the Hub Survey: a time diary based, multi-media survey for strategic channel planning.- The IPD: a multi-media channel planner constructed by integrating the UK Industry currencies onto the Hub.

• Great success• 51 companies subscribing

IPA TOUCHPOINTS1

• Launched in 2008• Used same basic methodology in TP1 but

completely updated- particularly digital, retail and direct

• Great success

• 56 companies currently subscribing

IPA TOUCHPOINTS2

The Hub Survey – 2 parts

7

a) PDA-based diarya) PDA-based diary b) Self completion questionnaire covering attitudes, shopping, technology and media behaviour

b) Self completion questionnaire covering attitudes, shopping, technology and media behaviour Records Information

By half hour: •Where were you? •Who were you with? •What were you doing? •If travelling, mode of travel and reasons for travel. •Media consumption •What mood were you in? •Were you alert or relaxed? At the end of the day: •Cinema going•Advertising mail•Telemarketing calls received •Commercial text messages received

Asks respondents for their attitudes and habits in the following areas: •Television•Radio•Press•Outdoor •Cinema •Online•SMS text and picture messaging•Event and broadcast sponsorship•Direct Marketing•Technology Ownership•Lifestyles•Attitudes•Shopping•Travel

Connections; interrelationships & multi-dimensional insights

Demographics Life-stage Lifestyle

Activities Who withWhere at

NewspapersTV Radio Direct Mail

Sponsorship

Communication Media values

Life values

Brand/product values

Travel

Out of home media

TechnologyTextMobile phone Shopping

Time Multi-tasking

InternetCinema

Major insights from TouchPoints2

• Overall, time spent consuming traditional media is fairly consistent

• However, time spent consuming the internet is growing rapidly

• People are media multi-tasking more• Television is still the dominant medium• But internet is growing quickly amongst 15-24s.• The usage of traditional media’s websites can be

quite small but - they extend the net reach of parent channel - they tend to attract younger/more upmarket audiences

Changes in Media use TP1 vs TP2average weekday

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7000

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Co

lum

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Listening To The Radio TP1 Listening To The Radio TP2 Watching/Using The TV TP1

Watching/Using The TV TP2 Using The Internet TP1 Using The Internet TP2

Source: IPA Touchpoints Hub Survey 2005/2008

Changes in Internet use TP1 vs TP2average weekday

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Co

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Using The Internet TP1 Using The Internet TP2


3.90 2.09 1.30 0.59 0.23

3.83 2.18 1.19 0.59 0.27

2008 (hrs)

2005 (hrs)

4.2 minutes 5.4 minutes 6.6 minutes No change 2.4 minutes

Source: Touchpoints 2005 and 2008 - Adults

Minimal changes to average daily media use

2008 (hrs)

2005 (hrs)

2.68

2.64

0.49

0.49

1.17

1.34

0.59

0.59

0.23

0.27

2.4 minutes 10.2 minutes No change 2.4 minutes

Source: Touchpoints 2005 and 2008 – Adults

Base: Commercial channels only. Internet excludes email and work use.

No change

Commercial TV particularly strong

27%

13%5% 1%

54%

TV

Radio

Internet

Newspapers

Magazines

Source: Touchpoints 2008 – Adults

Base: All Media use per day

Broadcast TV dominates the media day

26%

24%

1%2%

47%TV

Radio

Internet

Newspapers

Magazines

…including for young people

Source: Touchpoints 2008 – 15-24s


……….including for young people

Source: Touchpoints 2008 – ABC1 Adults


27%

17%

5% 1%

50%

TV

Radio

Internet

Newspapers

Magazines

…as well as ABC1 adults

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Watching TV 2005

Watching TV 2008

Source: Touchpoints 2005 and 2008 - All Adults

* On an average dayTime

Average % of Adults

TV viewing has increased by over 4% since 2005

TV viewing is growing

57% Adults have used the internet before

73% Adults have used the internet before

2005

2008

Internet Users

Internet Users

Source: Touchpoints 2008 - Adults

Internet growth due to increased penetration

0%

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80%

90%M

AL

E

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MA

LE

15

-24

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-34

35

-44

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55

-64

65

-74

AB

C1

C2

DE

2005

2008

% O

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Source: Touchpoints 2008

Base: Yes – Have Internet access at home

Older women main online growth driver

8%

15%

20%

29%

0%

5%

10%

15%

20%

25%

30%

35%

TV Newspapers Internet Radio

% of users of media who do nothing else*


* Any physical activity

TV gets more of our undivided attention

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Watching TV 2008

Newspapers 2008

Radio 2008

Using the Internet 2008

Average % of Adults

TimeSource: Touchpoints 2008 - All Adults

* On an average day

Other media compete during the day


33% of adults have watched TV and used the internet concurrently at some point during the TP2 fieldwork period

Average time spent 22 mins per session

Concurrent use: a growing and useful trend


* Reach over the 2 week PDA period

Reach %

3%

5%

7%

9%

12%

16%

7%

4%

10%

12%

15%

20%

27%

12%

3%

6%

8%

10%

14%

19%

9%

0%

5%

10%

15%

20%

25%

30%

06

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-15

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-19

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-22

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All Adults

15-34

ABC1 Adults

Time

Weekday TV and internet concurrent users


* Reach over the 2 week PDA period

Time

Reach %

1%2%

3% 3%

5%

7%

3%

1%

4%

5% 6%

8%

12%

4%

1%2%

3%3%

5%

9%

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All Adults

15-34

ABC1 Adults

Weekend concurrent use – minimal

3% of TV viewing is with the internet at the same

time

13% of online use is done with TV concurrently


At the moment, TV + online still quite small

Solus media activity Wednesday All Adults (15+)

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Solus media (1 only) TP2 Solus Media (1 only) TP1


Multiple media activity Wednesday All Adults (15+)

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Multiple media (2+) TP2 Multiple Media (2+) TP1


Solus media activity Wednesday Age 15-24

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Multiple media activity Wednesday Age 15-24

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Multiple media (2+) TP2 Multiple Media (2+) TP1


Solus media consumption(%share of time and total hrs per day)

Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)

Internet activity in the last 7 days


Subscribe to dowloads by channel


Frequency of watching live via internet


Frequency of watching later via the internet


TV watched live by genre


TV watched later via the internet


Conclusions

• Multiple media use is increasing

• Media can work well together

• A small but growing number – technology

• Consumer is king

• Technology will force convergence

• TouchPoints 3 will provide an interesting point of comparison

ipa touchpoints

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