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© 2010 Kantar Media 1
Contextualising the digital spaceThe impact of changing online behaviour on brands
Richard Asquith
Trevor Vagg
AOP Research Forum
17th November 2010
© 2010 Kantar Media 2
Online age divide narrowing
Internet becoming more mobile
Sofa surfing: internet reaches living roomConnected TV
about to accelerate
Trusted brands will guide mass market digital behaviour
More media multi-tasking
More shared online experience
© 2010 Kantar Media 3
So, what has changed online over the last five years?
Source: TGI Net Q3 2005 and 2010
Base: All GB adults aged 15+ (28,265)
15.9m15.7m
18.6m
12.6m
12.4m1.5m---
Have broadband at homeUse the internet every day
Make travel plans online
Look for jobs online
Look at newspaper websites
Watch TV onlineSocial networking
32.0m19.6m
19.0m
14.7m
14.7m11.8m19.5m
20102005
Consumers are finding ways to use digital media conveniently and on their own terms
© 2010 Kantar Media 4
The internet is playing a more important part in consumers’ everyday lives
2006 - Feb
2010 - Aug
32%
47%
Agreement with the statement “I could not live without the internet”
Source: Internet MonitorBase: All internet users aged 15+ (Feb 2006 -1,000, Aug 2010 – 1,006)
© 2010 Kantar Media 5
The internet is playing a more important part in consumers’ everyday lives - and not just for younger people
2006 - Feb
2010 - Aug
32%
47%
22%
40%All internet users aged 55+
All internet users aged 15+
Source: Internet MonitorBase: All internet users aged 15+ (Feb 2006 -1,000, Aug 2010 – 1,006), all internet users aged 55+ (Feb 2006 -193, Aug 2010 – 244)
Agreement with the statement “I could not live without the internet”
© 2010 Kantar Media 6
As the internet becomes more important to people, the importance of other media is not diminishing
TV
Internet
Radio
Newspapers
Magazines
Cinema
65%
57%
44%
38%
21%
20%
57%
52%
40%
33%
17%
18%
20092010
Source: futurePROOFBase: All aged 12+ (2010 – 2,234, 2009 – 2,429)
© 2010 Kantar Media 7
TV sets are considered important by most people overall, but more under 35s say that computers and mobiles are important than TV sets
Source: futurePROOFBase: All aged 12+ (2010 – 2,234, 2009 – 2,429)
2/3 of internet users now use a wireless connection at home
43% of under 45s use the internet at the same time as watching TV: opportunity for broadcasters to increase engagement
1 in 5 people now have a
mobile device capable of a
good internet experience
© 2010 Kantar Media 8
On demand via TV more widely used than online in Virgin and Sky homes. Viewing of on demand online increases where TV on demand is not available.
Virgin Sky Freeview only
63%
42%
22%27%
34%
On a TV set on demand Online on demand
Base: All aged 12+ in GB with Virgin Media (405), Sky (880), Freeview only (678) Source: futurePROOF 2010
© 2010 Kantar Media 9
Shift towards social media and video. Trusted content brands remain relevant.
A change in the five websites with highest claimed usage illustrates the biggest changes in online behaviour over the last five years
TGI Net Q3 2005 TGI Net Q3 2010
© 2010 Kantar Media 10
Three axes pull apart consumers’ changing
online needs INFORMATION
ENTERTAINMENT
TRUST
EXPERIMENTATION
Active
Passive
© 2010 Kantar Media 11
Online publisher sites have similar reach to social networking and audiences that are attractive to advertisers
Social networking sites
Portal sites / search
Online publisher sites
57%
67%
52%
Source: futurePROOF 2010Base: All aged 12+ (2,234)
© 2010 Kantar Media 12
Mobile devices are now used for a wide range of activities
Social Networking websites such as Facebook, MySpace or Twitter
Mapping websites such as Google Maps
Weather websites
Video clip websites such as YouTube
News websites
Shopping websites, such as ebay, Amazon
TV websites for information, such as BBC, ITV or Channel 4
Music websites
Sport websites
National Newspaper websites, such as Guardian, Sun, Times, Mail
Film websites
TV websites for watching programmes such as BBC, ITV or Channel 4
Local newspaper websites
Financial websites, such as online banking or share dealing
Gaming websites, such as ign, gamespot
Live TV Stream websites, such as TVU, Net TV, TV.com
Social Bookmarking websites such as Delicious
Gambling websites, such as 888, Partypoker
19%
20%
26%
27%
22%
22%
25%
22%
21%
16%
16%
14%
13%
12%
9%
6%
6%
3%
3%
36%
35%
14%
11%
14%
12%
8%
6%
6%
11%
6%
3%
3%
3%
5%
2%
OccasionallyFrequently
Base: All aged 12+ in GB who have ever used mobile internet (645) Source: futurePROOF 2010
Indicating the potential benefits of integrating
campaigns across digital platforms
© 2010 Kantar Media 13
22%
No change in willingness to pay for content over the last 12 months
5%
7%
9% 33%
9%
Source: futurePROOF 2010Base: All aged 12+ (2,234)
© 2010 Kantar Media 14
Summary
Still an appetite for quality content in context, particularly for the growing older audience online.
Changes in technology have started to cause behaviour change.
Cross-platform quality content offer is a real point of differentiation for AOP members and it is critically important for you to prove this point.
Connected TV makes the TV set accessible to online publishers – a huge opportunity for AOP members.
© 2010 Kantar Media 15
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