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A quarter are under 35
Need reassurance and deals from tech companies
Traditional media habits
17% of 16-24’s are Price Pragmatists
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A quarter are under 35
Need reassurance and deals from tech companies
Traditional media habits
17% of 16-24’s are Price Pragmatists
Older, affluent late majority buyers
Bank of mum and dad
High spend on more traditional items
Older, affluent late majority buyers
Bank of mum and dad
High spend on more traditional items
Family focus
Importance of popular print newspapers
TV affects demand for other devices
Family focus
Importance of popular print newspapers
TV affects demand for other devices
Not so young
Important influencers for friends
Need to be connected
Digital first, with traditional back-up
Not so young
Important influencers for friends
Need to be connected
Digital first, with traditional back-up
Not young, not all male
55% buy tech online
The most influential
Account for 36% of last year’s tech purchases
Not young, not all male
55% buy tech online
The most influential
Account for 36% of last year’s tech purchases
Tech Rich spend most on tech items and devices
(excl pay TV & Mobile)
TV Worshippers spend most on pay TV
Social Addicts spend most on mobile
(Source: TGI Clickstream Q4 2012)
Tech Nation groups across the generations
Tech Nation groups across the generations
Tech Nation groups across the generations
Tech Nation groups across the generations
Tech Nation groups across the generations
Tech Nation groups across the generations
75% 75%
55%
24%
40%
26%
Breakfast Mid/late morning Lunch/early afternoon
Late afternoon Early evening Mid evening Late evening/night
TV Radio Newsbrands
31
76%
86%
51%
39%
59%
38%
Breakfast Mid/late morning Lunch/early afternoon
Late afternoon Early evening Mid evening Late evening/night
TV Radio Newsbrands
35
75%82%
61%
42% 40% 43%
Breakfast Mid/late morning Lunch/early afternoon
Late afternoon Early evening Mid evening Late evening/night
TV Radio Newsbrands
39
72%
87%
45%
55%
42%
66%
% of those consuming each media accessing
at each daypart
Breakfast Mid/late morning Lunch/early afternoon
Late afternoon Early evening Mid evening Late evening/night
TV Radio Newsbrands
44
77%
90%
53%50%
59% 60%
Breakfast Mid/late morning Lunch/early afternoon
Late afternoon Early evening Mid evening Late evening/night
TV Radio Newsbrands
Inspiration Opinion Information
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Trust
Trust
Trust
Trust
Information
TV
TV adverts inspiring as offer a mixture of visuals
and sound. Can showcase product and key
functions (e.g. Kindle being used on beach)
Likely to follow up on ads, even if not to make
immediate purchase
Consumer advice items on TV programmes
valued (e.g. Martin Lewis, Anne Robinson on This
Morning)
However, TV technology programmes often too
aspirational, showcasing unaffordable products
Suspicion that manufacturers are influencing the
items featured / provided for tests
More associated with entertainment than
information, thus issues with trust and even
concentration given at time of viewing
For radio listeners, programmes on tech would
be trusted especially if on Radio 4 or similar.
However, lack of awareness or consumption of
such content
Adverts not effective as can’t see the product.
Also difficult to take in much information about
tech spec or deals
Whilst authoritative, the medium has traditional
connotations, perhaps not best suited to the
category
Radio
Generally the most highly rated info source and the
one all others are compared to…
The most trusted source of information, with
advice frequently sought
Also a key source of inspiration when seeing
friends and family members with tech items
‘Pester power’ of children often having an impact
on purchase decisions
Friends & Family
Retailers
Varies by retailer, e.g. John Lewis especially
trusted as advisors with opportunity to see in store
before purchasing online
Offer chance to see and touch the product before
purchasing and ask for advice (often a stage when
other sources used)
However, may be motivated by sales targets, and
unlikely to emphasise flaws. Limited to products
they have on offer, rather than giving full spectrum
of advice
Can also vary by knowledge of sales assistant.
This seen as often being general, rather than
expert / sub-category specific
A valued source for detailed information on
technical spec and comparing models within range
Important role in after-sale service, community
and information than purchase decision making.
Often a content hub (e.g. Apple, Amazon)
Not a neutral source for opinion or finding out
about potential flaws
Brands websites
The discussion on websites was reflected in
conversation around magazines
Like electrical retailers, the provider/brand is
important. A service like Which? is seen as a
source of unbiased information and opinion
User comments on forums can be trawled to
look for common pluses or negatives for
products
Can allow efficient comparison of a range of
brands and products
User comments seen as ‘faceless’, may not
have high knowledge or may have hidden
agenda
May be influenced by manufacturers, and
adverts alongside reviews can raise suspicion
Specialist websites
Newsbrands seen to have strengths in
inspiration, opinion, and information…
Adverts seen to spark interest in products (e.g.
Virgin Media offer for 6 months half
price)…important role at outset of purchase
process. Deals and offers appealing
Reviews respected, seen as a trusted source of
consumer information. More accountable than
tech forum reviews, not just faceless comment
Allows detailed reading and
consideration, association with in-depth coverage
Online user comments benefit from association
with the newsbrand. Give sense of the type of
person commenting
Newspaper adverts not seen as compelling as the
audio-visual mix of TV
Newsbrands
63
Practical pointers
An extra piece of the jigsaw
Media considerations for the 68% of 15-34s
who are not social addicts
Early adopters in other key categories are
likely to be older
We can run the tech types against your brand
We will bring more analysis and research to
provide continuing insight
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What do they think of Newsbrands?
I would be willing
to pay to access
content on
newspaper
websites
66
What this means to Newsbrands?
67
68
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An extra piece of the jigsaw
Media considerations for the 68%
of 15-34s who are not social addicts
Early adopters in other key categories
are likely to be older
We can run the tech types against your brand
We will bring more analysis and research
to provide continuing insight
