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IPA TouchPoints. Multi Media – multi tasking Belinda 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 - PowerPoint PPT Presentation
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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
0
10
20
30
40
50
60
7000
:00
01:0
0
02:0
0
03:0
0
04:0
0
05:0
0
06:0
0
07:0
0
08:0
0
09:0
0
10:0
0
11:0
0
12:0
0
13:0
0
14:0
0
15:0
0
16:0
0
17:0
0
18:0
0
19:0
0
20:0
0
21:0
0
22:0
0
23:0
0
Co
lum
n (%
)
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
0
1
2
3
4
5
6
7
8
9
10
Co
lum
n (%
)
Using The Internet TP1 Using The Internet TP2
Source: IPA Touchpoints Hub Survey 2005/2008
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
Base: All Media use per day
……….including for young people
Source: Touchpoints 2008 – ABC1 Adults
Base: All Media use per day
27%
17%
5% 1%
50%
TV
Radio
Internet
Newspapers
Magazines
…as well as ABC1 adults
0
10
20
30
40
50
60
06:0
006:3
007:0
007:3
008:0
008:3
009:0
009:3
010:0
010:3
011:0
011:3
012:0
012:3
013:0
013:3
014:0
014:3
015:0
015:3
016:0
016:3
017:0
017:3
018:0
018:3
019:0
019:3
020:0
020:3
021:0
021:3
022:0
022:3
023:0
023:3
000:0
0
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%
10%
20%
30%
40%
50%
60%
70%
80%
90%M
AL
E
FE
MA
LE
15
-24
25
-34
35
-44
45
-54
55
-64
65
-74
AB
C1
C2
DE
2005
2008
% O
nli
ne
Pe
ne
tra
tio
n
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*
Source: Touchpoints 2008
* Any physical activity
TV gets more of our undivided attention
0
10
20
30
40
50
60
06:0
006
:30
07:0
007
:30
08:0
008
:30
09:0
009
:30
10:0
010
:30
11:0
011
:30
12:0
012
:30
13:0
013
:30
14:0
014
:30
15:0
015
:30
16:0
016
:30
17:0
017
:30
18:0
018
:30
19:0
019
:30
20:0
020
:30
21:0
021
:30
22:0
022
:30
23:0
023
:30
00:0
0
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
Source: Touchpoints 2008 - Adults
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
Source: Touchpoints 2008
* 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
:00
-09
:00
09
:00
-12
:00
12
:00
-15
:00
15
:00
-17
:30
17
:30
-19
:30
19
:30
-22
:00
22
:00
-00
:00
All Adults
15-34
ABC1 Adults
Time
Weekday TV and internet concurrent users
Source: Touchpoints 2008
* 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%
4%
0%
5%
10%
15%
20%
25%
30%
06
:00
-09
:00
09
:00
-12
:00
12
:00
-15
:00
15
:00
-17
:30
17
:30
-19
:30
19
:30
-22
:00
22
:00
-00
:00
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
Source: Touchpoints 2008 - Adults
At the moment, TV + online still quite small
Solus media activity Wednesday All Adults (15+)
0
5000
10000
15000
20000
25000
30000
35000
00:0
0
01:3
0
03:0
0
04:3
0
06:0
0
07:3
0
09:0
0
10:3
0
12:0
0
13:3
0
15:0
0
16:3
0
18:0
0
19:3
0
21:0
0
22:3
0
Au
die
nc
e (
00
0s
)
Solus media (1 only) TP2 Solus Media (1 only) TP1
Source: IPA Touchpoints Hub Survey 2005/2008
Multiple media activity Wednesday All Adults (15+)
0
500
1000
1500
2000
2500
3000
00:0
0
01:3
0
03:0
0
04:3
0
06:0
0
07:3
0
09:0
0
10:3
0
12:0
0
13:3
0
15:0
0
16:3
0
18:0
0
19:3
0
21:0
0
22:3
0
Au
die
nc
e (
00
0s
)
Multiple media (2+) TP2 Multiple Media (2+) TP1
Source: IPA Touchpoints Hub Survey 2005/2008
Solus media activity Wednesday Age 15-24
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
00:0
0
01:3
0
03:0
0
04:3
0
06:0
0
07:3
0
09:0
0
10:3
0
12:0
0
13:3
0
15:0
0
16:3
0
18:0
0
19:3
0
21:0
0
22:3
0
Au
die
nc
e (
00
0's
)
Solus media (1 only) TP2 Solus Media (1 only) TP1
Source: IPA Touchpoints Hub Survey 2005/2008
Multiple media activity Wednesday Age 15-24
0
50
100
150
200
250
300
350
400
450
5000
0:0
0
01
:00
02
:00
03
:00
04
:00
05
:00
06
:00
07
:00
08
:00
09
:00
10
:00
11
:00
12
:00
13
:00
14
:00
15
:00
16
:00
17
:00
18
:00
19
:00
20
:00
21
:00
22
:00
23
:00
Au
die
nc
e (
00
0's
)
Multiple media (2+) TP2 Multiple Media (2+) TP1
Source: IPA Touchpoints Hub Survey 2005/2008
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
Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)
Subscribe to dowloads by channel
Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)
Frequency of watching live via internet
Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)
Frequency of watching later via the internet
Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)
TV watched live by genre
Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)
TV watched later via the internet
Source: TPT08 IPA Touchpoints SuperHub 2008 (inc TGI)
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
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