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The preliminary results of a pan-European survey to assess the key strengths of print advertising today and in the future. These are the first results of three countries.
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Print Media Future Outlook First results from Print Power consumer research
Drupa May 12th, 2012
Anu Seisto
VTT Technical Research Centre of Finland
2 06/05/2012
Aim of the project
Consumer perception on print advertising
Opening a dialogue with the European consumers of the key
strengths of print media as advertising channel in multi-media
marketing in the near future
1. getting an overview on how consumers in Print Power
countries perceive print advertising, how they may be
divided into consumer segments within Europe, and how
they may have national consumer profiles, and
2. getting detailed information on why they perceive print
advertising as they do, and what are the underlying reasons
that may have an effect on their media use habits and
choices
3 06/05/2012
Structure of the project
Phase 1: online questionnaire
oBackground information of the respondents
oSix short stories / narratives describing different media use
habits and proposing media use profiles
oPerception of the stories through open questions
oAttitudes of the respondents towards advertising in different
channels
Phase 2: online discussion
o Inviting consumers with selected user profiles into discussion
in Owela
oObtaining more detailed data of the perception and reasoning
5 06/05/2012
Finding the right channel…
7 06/05/2012
Traditional division of consumers based on
their values and attitudes
Visionary
• Responsible and open people
• Want to keep up to date about world happenings
• Science & facts
Fast-moving
• Young-minded
• Social, trendsetters, techies
• Media-use related to image
• Social media and web
Established
• Family and friends
• Responsibility
• Relaxation
Comfort-loving
• Pleasure & materia
• Having fun & entertainment
• Ease in life; technology
”Me” ”We”
”Something new”
”Things are good the way they are”
8 06/05/2012
Print Power questionnaire
Visionary
Fast-moving
Established
Comfort-loving
”Me” ”We”
”Something new”
”Things are good the way they are”
Story 4
Story 1
Story 3
Story 2
9 06/05/2012
Print Power questionnaire
Totally
Totally
Digital
Story 5 Story 6
10 06/05/2012
Results
11 06/05/2012
Replies from 30 countries
12 06/05/2012
Background
15-24
25-34
35-44
45-54
55-64
65+
Age
Money to spend:
0 2%
26%
56%
16%
15-24
25-34
35-44
45-54
55-64
65+
Age
Money to spend:
0 3%
21%
68%
8%
15-24
25-34
35-44
45-54
55-64
65+
Age
Money to spend:
0 3%
18%
57%
22%
42% 42%
48%
13 06/05/2012
Consumer segments in Finland, Norway and UK
Digital
Just
digital
Print, no
interactivity
Print with
interactivity Digital,
positive
towards
print 39%
27% 20%
13%
14 06/05/2012
Print, no interactivity
oSubgroup with age correlation (FI, NO, UK)
oSubgroup with negative attitude towards SoMe (FI) or no interest
in SoMe (UK)
oTraditional printed ads work well
”The most fabulous thing is to concentrate on a magazine… I’m not
interested in new technology, I like to stick to newspapers, magazines
and radio as my information channels” (FI)
“I like to hold a book or newspaper or magazine. When I use gadgets
it feels like work again” (UK)
15 06/05/2012
Print, no interactivity – attitudes towards ads
Direct mail: addressed in UK, adressed + non-addressed in FI and NO
Attention:
magazines, newspapers,
TV, catalogues, direct
Trustworthy:
magazines, newspapers,
TV, catalogues, direct
mail (radio, UK)
Useful:
magazines, newspapers,
TV, catalogues, internet,
direct mail
Purchasing decisions:
magazines, newspapers,
catalogues, internet (TV
and direct mail, UK and
NO)
16 06/05/2012
Print with interactivity
oFamily size correlation (FI, UK, weaker in NO)
oPositive attitude towards digital and sharing information
oTraditional printed ads work well, but would be open for new
print solutions to ease the everyday life
”I haven’t made a concious decision of not using digital media during
my free time. But for some reason I tend to prefer print” (FI)
”I like ads both in digital and printed form when they are targeted for
me… I like print products, digital media is not enough for me” (FI)
“I use both print and digital. Direct mail in the mailbox often leads to
search on the web.” (NO)
17 06/05/2012
Print with interactivity – attitudes towards ads
Attention:
magazines, newspapers,
TV, catalogues, direct
mail, internet
Trustworthy:
magazines, newspapers,
TV, catalogues, direct
Useful:
magazines, newspapers,
TV, catalogues, internet,
direct mail
Purchasing decisions:
magazines, newspapers,
catalogues, internet, TV,
direct mail
18 06/05/2012
Digital with positive attitude towards print
oSubgroup with age correlation (FI, NO, UK)
oSubgroup with family size correlation (UK, weaker in NO)
oActive users of social media (FI, UK)
“…there is some truth in that reviews/ads in print may convince me
more than online versions… before buying something expensive I
would tend to research the item online rather than in print.” (UK)
” I go to the net when searching for product information …I like the
physical appearance of print products” (FI)
“It is so convenient with the net, and you can find everything you want.
Yet it is so nice with printed media. I’d really miss it if it disappeared.”
(NO)
19 06/05/2012
Digital with print – attitudes towards ads
Attention:
magazines, newspapers,
TV, catalogues, direct
mail, internet, SoMe, radio
Trustworthy:
magazines, newspapers,
TV, catalogues, direct
mail, internet, radio
Useful:
magazines, newspapers,
TV, catalogues, internet,
direct mail, SoMe, radio
Purchasing decisions:
magazines, newspapers,
catalogues, internet,
SoMe (TV and direct mail,
UK and NO)
20 06/05/2012
Just digital
oAge correlation (FI, UK)
oLiving in cities (UK)
oHappy with having everything in digital form
”I don’t subscribe for any magazines, I read almost everything
from the net… I try to get rid of useless paper trash” (FI)
“I use mostly iPad and iPhone. I never read newspapers or printed
ads” (NO)
“I will use whatever medium is near to hand, 99.9% of the time it is
digitally embedded in something.” (UK)
22 06/05/2012
Just digital – attitudes towards ads
Attention:
magazines, newspapers,
TV, catalogues, direct
mail, internet, SoMe, radio
Trustworthy:
magazines, newspapers,
TV, catalogues, internet,
radio
Useful:
Internet, TV
(magazines, newspapers,
catalogues, direct mail,
SoMe)
Purchasing decisions:
Internet,
(magazines, newspapers,
catalogues, SoMe,TV,
direct mail)
23 06/05/2012
Confusion towards combining print and digital
“I mainly use magazines for information and
ideas, I like the idea of qr codes for products but
would do a comparison search any way…” (UK)
“…apps that make life simpler are welcome. I
love the interconnectivity between print and
electronic media, especially for shopping…”
(Latvia)
“I have never heard of the smart app in a
magazine” (UK)
“I have only just started to see smart codes being
used.” (Australia)
?
24 06/05/2012
Next Steps
Completing Phase 1
Presenting similar data for all Print Power countries
Comparison on a European level
Phase 2: online discussion
o Inviting consumers with selected user profiles into discussion
in Owela
oObtaining more detailed data of the perception and reasoning
25 06/05/2012
VTT creates business from
technology
26 06/05/2012
Traditional media use
Enjoys routines
Likes to watch TV, has favourite programs
Has used print media in the same way for several years
No need to change anything, happy with the way things are
Not so interested in social media even though uses the internet
occasionally
27 06/05/2012
Appreciating slow and quiet
Lives a very busy life and enjoys it
Busy at work, uses digital media a lot for work purposes
Smart phone is carried along everywhere and used all the time to
check email and news
Takes care of physical condition, has a sport as a hobby
Appreciates a quiet moment for relaxing where no electronic
device is able to disturb and where taking it slowly gets the mind
off from work and other hassle
28 06/05/2012
29 06/05/2012
Intelligent targeting
“Today advertising avoidance is reaching levels where it is
becoming a serious obstacle for mass communication of
commercial messages…relevance is the best medicine to avoid
consumers tuning out. Thus targeting to well specified groups are
exactly what the marketing doctor orders.”
“…In a world where consumers are in power and they are actively
avoiding your advertising and at the same time have more choice
than ever before, you have to become a trusted brand.”
How could targeting be taken into another level? What would make
it especially intelligent?
30 06/05/2012
Intelligent targeting
Busy at work, busy at home, combining work and family life
Uses the platform that is most suitable and most efficient in a
certain context
When planning a holiday trip, might use a magazine for reading
inspiring travel stories, iPad for watching pictures or videos of
different destinations, laptop for booking the trip etc.
Would be happy to give information for profiling if it will be used in
an intelligent way and would be useful
Appreciates services that makes the everyday life easier
31 06/05/2012
From print to purchase
Enjoys fast media that doesn’t require a lot of concentration, but is
not an active producer
Appreciates quality
Has the ability to use the latest technology
Likes to make instant decisions
If an interesting ad is noticed, making a decision to buy a product is
easy, and any technology that provides an easy link to do so with a
smart phone is used
32 06/05/2012
Social print
An active user of social media, values especially personal
networks
Enjoys viral marketing and appreciates anything that is
recommended by the social network
Likes to read free newspapers and customer magazines
Ads become important as soon as their relevance in the network is
clear
Appreciates the possibility to recommend and recieve
recommendations through combined use of print and social media
33 06/05/2012
Completely digital
Gets everything through digital services
Follows several news sites, enjoys the visual quality of tablet
magazines, reads eBooks occasionally, is an active user and
producer of content in certain social media services
Does not see any value in printed products
Has a very clear opinion of media user being the king and making
the decisions of what content is used and when
