Upload
jeff-loechner
View
1.018
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
1
The iPad as an Advertising Vehicle:
The Consumer Perspective
Michael HaggertySVP, US Director of Research and Marketing Accountability
Universal McCann
2
Understand the consumer to win
Tablet Usage Mindsets
and Personas Response to
Tablet Advertising
1
2
3
Behaviors
Cohorts
Advertising Needs
3
Proprietary sources
Universal McCann’s 2011 Media in Mind Study
Universal McCann’s 2011 C.A.T. Study
Universal McCann& Time Inc. Neurometric Responseto Advertising in iPad Magazines
4
Tablet Usage
Men 18-24
Men 25-34
Men 35-44
Men 45-54
Men 55+
Wom 18-24
Wom 25-34
Wom 35-44
Wom 45-54
Wom 55+
5%
14% 12% 12% 10%5%
8%11%
15%8%
6%
10%10% 9%
10%
7%
11%12%
13%
11%
Currently Own Intend to Purchase
Tablet ownership / Intent to purchase
Source: UM Media in Mind
We predict women will drive tablet growth in 2011
Compact Size Convenience Functionality Wanted Latest Technology
5%
22% 22%
42%
16%
26% 24% 25%
Men Women
Source: UM Media in Mind
Reasons for purchasing tablets
Women want the portability
Men want the gadget
Daily usage & sharing
How Often do You Use Your iPad? How Many People Use Your iPad?
Sev-eral
times per day56%
Once per day31%
Few times week11%
Less often2%
Only me; 37%
Two 48%
Three or more 15%
Source: UM/Time Inc Neurometric iPad Study
Frequently Used Frequently Shared
How many apps have you paid for?
Less than half62%
About half27%
More than half11%
Source: UM/Time Inc Neurometric iPad Study; UM Media in Mind
Paying for & downloading apps:Many and mostly free
Men are 40% more likely to pay for apps
Tablet owners download an average of 18
apps
Thinking about the magazines you presently subscribe to, how likely are you to get their editions for your iPad when they become available?
Extremely26%
Very39%
Somewhat26%
Not Likely9%
65% want their magazines on iPad
Source: UM/Time Inc Neurometric iPad Study
Interest in magazine subscriptions as iPad editions
Source: UM/Time Inc Neurometric iPad Study
Top three words or thoughts when using your iPad…
Escape
Connected
Learn/Expand Knowledge
Fun or EnjoyableExpress myself
Daily Routine
Pass Time
0
50
100
Source: UM Channel Allocation Tool
Tablet attributes A fun way to learn and pass the time
Less about self-expression and connectivity
12
Mindsets and Personas
Slight male skew
Median Age: 38
Median HHI: $142K
Married w/kids
Graduate degree
Employed, professional / mgr.
By the numbers: Tablet owners
Source: UM Media in Mind
Is this group really so
cohesive?
What about fanboys?
What about women?
Need to dig deeper…
Values
•Organization & Convenience
• Self-image & Personality
• New Ideas
Attitudes
•Design
• Technology
• Electronics purchasing
Values cluster segmentation:iPad birds of a feather flock together
TotaliPad Owners
Source: UM Media in Mind 2011;
K-means segmentation(statistical process that clusters naturally occurring mindsets)
TotaliPad Owners
group 1
(35%)
group 2(29%)
group 3
(36%)
3 iPad owner mindsets emerge…
group 1
(35%)
group 2(29%)
group 3
(36%)
3 iPad owner mindsets emerge…
Source: UM Media in Mind 2011;
“Susan”The Simplicity Craver
“Ryan”The On-Demand
Lifestyler
“Dan”The Family Enabler
Age 44
$95k HHIDivorced
Kids: pre-teensSuburban, Midwest
Urban, West
Age 30
Urban/Suburban, Northeast
Age 40Married
Single
$200k HHI
$130k HHIKids: age 3-11
No Kids
Reason for buying iPad:Compact size, functionality
Reason for buying iPad:Wanted latest tech
Reason for buying iPad:Functionality, wanted latest tech
Source: UM Media in Mind 2011;
3 Different types of iPad owners
Trend setterTrend seeker Influencer
Tech as simplifier
Driven by style
Buys high end tech to impress
Tech as entertainment enabler Tech as connector
Driven by style Driven by performance
Buys high end tech “because I can”
Buys high end tech for functionality
Family EnablerOn-Demand LifestylerSimplicity Craver
18
Why should we care?
Family EnablerOn-Demand LifestylerSimplicity Craver
Because Susan turns to her tablet to be a content simplifier.
Advertisers should engage her by giving her the tools to organize her hectic life.
Because Ryan lives his life online, from banking to dating.
Advertisers should engage him by giving him access to make his digital life entertaining and fun.
Because Dan turns to tech to get informed about his passions, interests and needs.
Advertisers should engage him by giving him access to content so he can decide for himself.
19
Response to Tablet Advertising
High
Low
PositiveNegative
Cogn
itive
Res
pons
e
Emotional Response
Bio-sensory involvement map
Hig
hLo
w
- +
Highly engaged and interested
Relaxed, enjoyable experience
Thinking hard or frustrated
Uninterested or disengaged
Drawn In
Relaxed
Processing
CheckedOut
Source: UM/Time Inc Neurometric iPad Study
Hig
hLo
w
Cogn
itive
Res
pons
e
Emotional Response- +
Of 23 ads tested, only 1 failed to engage readers on an emotional or cognitive level
High neurometric ad response
How do we define a positive
experience?
Cogn
itive
Res
pons
e
Emotional Response
Fail
Propulsion
Source: UM/Time Inc Neurometric iPad Study
Features liked most in Ads in iPad Magazines
Which of the following features would you be most interested in seeing in the advertising in magazines on your iPad?
Play sounds
Music
Animation
Watch a TV commercial
Photography
Link to web site for more information
360 degree view of featured product
View photo galleries or slide shows
Tap to view more product features or information
Play a video
34%
36%
40%
41%
55%
64%
67%
71%
73%
75%
Source: UM/Time Inc Neurometric iPad Study
Interactive ad features are a must
Drive propulsion to generate brand interest
Ad 1 Ad 2 Ad 3 Ad 4 Ad 5 Ad 6
Ad 7 Ad 8 Ad 9 Ad 10 Ad 11
Ad 12
Ad 13 Ad 14 Ad 15 Ad 16 Ad 17 Ad 18 Ad 19 Ad 20 Ad 21 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Predicted Look for more information Actual Look for more information
r2 = 81%
• Propulsion leads to higher time spent with an iPad magazine ad• Propulsion spurs Brand Interest
Source: UM/Time Inc Neurometric iPad Study
24
What you need to know
Tablet Usage Mindsets
and Personas
Response to Tablet
Advertising
1
2
3
• 2011 = Rise of women• Share-ability• Preference for free apps = prevailing Internet mindset
• Mindsets drive usage motivations• Advertisers, content developers and tech providers should heed these need states
• Most ads currently engage left & right brain successfully• Interactivity is key• Propulsion = success